Golden Mile Chrysler — Toronto's Legendary Dealership Since 1962

Golden Mile Chrysler sits at 1743 Eglinton Avenue East in Toronto, on the stretch of road that gave the dealership its name. The Golden Mile was once the industrial heart of Scarborough — a corridor of factories, car plants, and working-class ambition that defined postwar Toronto. Frigidaire built refrigerators here. General Motors assembled vans. Queen Elizabeth visited the Golden Mile Plaza in 1959. The whole neighbourhood was built around making things and selling things, and the car dealerships on Eglinton were part of that fabric from the start.

The dealership that would become Golden Mile Chrysler opened in 1962 under Paul Willison as Willison Chrysler. Before that, the lot sold Fords. The switch to Chrysler brought a new sign — a 40-foot illuminated billboard featuring a woman on a swing, gently rocking back and forth above the roofline, inviting drivers on Eglinton to swing on by for a deal. That sign became The Swinging Lady, and she has been part of the Scarborough skyline for over sixty years.

The dealership has changed hands and names since then — Willison became Parkview, Parkview became Golden Mile — but the location and the billboard have endured. The factories around it closed. The Golden Mile of Industry became the Golden Mile of Commerce. Entire blocks were demolished and rebuilt. Through all of it, the Swinging Lady kept swinging, and the dealership kept selling cars.

If you grew up in Toronto's east end, you know The Swinging Lady. You may not know the name of the dealership she advertises, but you know the sign. A mechanical figure on a swing, slowly rocking back and forth, mounted on a 40-foot illuminated billboard about 20 feet off the ground. She has been there since 1962.

She changes with the seasons. In summer, she wears a bikini. In winter, a parka and mittens. The sign company employees would change her clothes quietly, without announcement — like an inside joke between the billboard and the neighbourhood.

In the 1980s, The Swinging Lady disappeared. Nobody saw it happen. She was simply gone one morning. The disappearance became a local story — part missing-person case, part neighbourhood mystery. She was eventually found and returned to her spot above Eglinton, where she has remained since.

The billboard originally stood at the corner of Victoria Park and Eglinton. When townhouses were built on that lot, she was relocated about 250 metres to her current position at Eglinton and Bermondsey Road. The move changed the address but not the landmark. Generations of Torontonians have used her as a navigation marker, a childhood memory, and a sign that you are in the right part of the city.

The Swinging Lady is not a corporate mascot designed by a branding agency. She is a 60-year-old piece of Toronto car culture that survived because people would notice if she were gone. Under Nav's leadership at Golden Mile Chrysler, she remains exactly where she belongs — above the dealership, doing what she has always done: swinging.

Golden Mile Chrysler is now led by Navin Kotecha — Nav — The Car Doctor. Nav took the helm with a straightforward plan: keep the legacy, fix the buying experience.

The dealership carries new Chrysler, Dodge, Jeep, and RAM vehicles — the full Stellantis lineup. It also maintains a pre-owned inventory, a service department, and a parts operation. What sets Golden Mile apart under Nav's leadership is the CDD6 campaign: six door-crasher lease deals prescribed monthly, published with full pricing transparency on cdd6.ca, and backed by OMVIC-compliant all-in weekly payments.

Nav's approach is simple. The price on the page is the price on the phone. The price on the phone is the price at the desk. If that sounds like how it should work everywhere, you have not bought a car in Toronto recently.

Golden Mile Chrysler is an authorized Stellantis dealership. Current CDD6 lease deals include the full lineup of Chrysler, Dodge, Jeep, and RAM vehicles. Each deal is prescribed by The Car Doctor monthly — real all-in pricing, no hidden fees.