The family of a young man who was beaten, run over and left for dead on a downtown street last fall has increased the reward money available to people who could help identify his killers.

The new figure is $100,000, up from $75,000.

The father of victim Chris Skinner told CTV Toronto on Tuesday that the money is mainly aimed at the companions of the driver of the SUV.

"I'm sure they're in a difficult position. They've got friendships and they might be family -- who knows?" Warren Skinner said from Uxbridge in Durham region. "Turning in to the police a family member or a friend who's been a friend for a long time, even for $100,000, might not be the thing that somebody wants to do."

Skinner said he's sure the people in that vehicle are wondering every day, "'What do I do? Who do I owe my allegiance to ... or do I have to think about the Skinner family?'"

Chris Skinner had parted company with his sister after celebrating her birthday in the entertainment district in the early-morning hours of Oct. 18. He had been walking eastward on Adelaide Street by himself and may have been trying to hail a cab.

For reasons that haven't been determined, people in a black SUV got into a confrontation with Skinner. They beat him up and as he lay on the ground, the SUV drove over Skinner before driving off.

Skinner, 27, was gay, but police don't believe that was a motivating factor in the fatal attack.

The $75,000 reward was announced on Dec. 8. Police had previously released security camera footage giving a brief glimpse of the suspects' vehicle.

Peter Lehmkhuhl, Christopher's godfather, said they know the police are working very hard to bring the killers to justice. Now they need the public to step forward, he said.

People with information about Skinner's murder are asked to contact Det. Stacy Gallant at 416-808-7410 or Det. Doug Dunstan at 416-808-7406, Crime Stoppers anonymously at 416-222-TIPS (8477), online at www.222tips.com, or text TOR and a message to CRIMES (274637).

With a report from CTV Toronto's Austin Delaney