Fifty years ago, a vital business in Craig was established with the founding of Victory Motors. 

What started in 1975 as a partnership between Tom and Dedra Maneotis and Ron and Jeannie Higgins, has since grown into a multi-generational, family-run business that is deeply rooted in community service and long-lasting relationships. 

The story of the dealership, which is celebrating its 50th anniversary this year, is not just one of automotive sales. Rather, it is a testament to legacy, resilience and a commitment to the people of Northwest Colorado.

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Steve Maneotis now co-owns the dealership with his siblings Tony and Irene.

Originally a Pontiac, Buick, GMC, Cadillac and International dealership, Victory Motors took its name from its position on Victory Way. 

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From the very beginning, it was a family affair. 

“It was family owned and operated by the two families,” Steve said. “So, we all grew up in the business and over time evolved to where we are today.”

The boom of the late 1970s and early 1980s was a time of growth for Craig. As sales increased, the dealership moved to its current location in April 1980.

Eventually, Tom and Dedra purchased their partners’ share, and in 1983, they added Dodge, Chrysler and Ram to their lineup. As Steve and his siblings all grew up, each found their way into the family business.

“Chris, my older brother, was a big part of the business,” Steve said. “Tony was just recently getting out of high school. I was just finishing college and I went to work for General Motors as a consultant for Pontiac Motor Division in Los Angeles, California.”

Their sister, Irene, was working on the Front Range before she and Steve returned home in 1989 to help their parents at Victory Motors. 

By the early 1990s, the siblings had purchased the business from their parents and formed a new entity called CST Motors, doing business as Victory Motors of Craig. Through events that upended the automotive industry including the bankruptcy of General Motors, and the Great Recession, Victory Motors endured. Despite the GM franchise being lost, the dealership evolved into a Jeep dealer as well.

“We’ve been supported by a great community,” Steve said. “We are proud to have been a part of the community, and to be able to support our community. That’s a two-way street.”

Support, both given and received, is at the heart of the story of Victory Motors. 

Each year, the dealership hosts an agricultural celebration during Ag Week. 

“To be able to invite the agricultural community … and celebrate what agriculture means to Northwest Colorado, that’s the fiber of who we are,” Steve said. 

The AGPACK program offered through the dealership provides thousands of dollars in benefits to agricultural producers, which is an extension of the family’s dedication to supporting the foundation of the region’s economy.

The dealership is ranked first in the nation as a certified agricultural provider. 

But perhaps no initiative has defined the dealership’s sense of purpose more than the annual cancer drive. 

Now entering its 11th year, the fundraiser was born from a very personal place.

“Our sister, Irene, was diagnosed with colon cancer 13 years ago,” Steve said. “And by the grace of God, we got her to the right places and she beat that cancer.”

Motivated by her recovery and a desire to help others facing similar struggles, the family began raising funds for the Cancer Society of Moffat County. 

“We all locked arms and we went to work,” Steve said. 

Over the years, the drive has raised more than $200,000, all of which is given to local families to help with travel, lodging and other critical expenses related to cancer care. 

The event became even more personal last year, when Steve lost his wife, Teresa, to pancreatic cancer. 

“It just gives us a clarity to why we do what we’re doing, why it’s important to never give up,” he said. “We continue to grow that event every year… If we’re not adding community value, then we’re nothing more than another car dealership out to sell cars and nothing more. And, that’s not what we’re about.”

Steve explained that throughout the decades, the foundation of Victory Motors has always been its people — not just the family who owns it, but the employees, customers and broader community who might as well be part of their family. 

“It’s not about Steve Maneotis, Tony Maneotis or Irene,” Steve said. “It’s about the great people we have in our dealership that continue to create great relationships with people everywhere and continue to grow our business in a manner that we just get better.”

That focus on people, he believes, is what kept customers coming back and what also led to the dealerships station in the community for the last 50 years. 

“You’re not buying a car. You’re choosing us to take care of your automotive needs,” Steve said. “If it’s with us, we value that relationship. That’s really the foundation of how we do business.”

And, that family legacy is continuing as a new generation enters the scene.

Steve’s daughter currently manages the detail shop and is transitioning into a new role. His son, and Tony’s children, may follow in time. Steve explained that for them the door is open, but the decision is theirs. 

“The opportunity is here if they want it,” he said. “Time will tell.”

Fifty years in any business is a remarkable feat, especially in Moffat County. Victory Motors has endured industry shakeups, economic cycles and personal trials — always with community at its core. 

“Integrity, value, relationships,” Steve said of the characteristics that have led to their success. 

For more information, visit VictoryMotorsofCraig.com.