From a Boring Brick Box With Windows to a State-of-the-Art Showroom - Ed Dancel

Thinking back to when I was first hired in at Southfield Dodge Chrysler Jeep Ram in December of 1997, it's amazing to look back and see how many changes we've undergone. Back then we sold Chrysler, Jeep, Plymouth and Eagle brands and our dealership was just a plain old boring brick box with windows.

We've gone through several Corporate mergers...starting with Chrysler to Daimler-Chrysler to Cerberus and now Fiat Chrysler...and in order to adapt to these changes, our dealership had to change...we had to undergo a couple of “Extreme Makeovers”. One was done in 2004 and the latest was finished in March of 2011.

The first renovation started in 2003 included a new entry feature with an impressively dramatic brushed aluminum paneled entry and polished metal accents, two outdoor covered display areas and a 21st century showroom that featured a state-of-the-art furniture and brand display system.

In 2010 we underwent yet another renovation in order to enhance and improve our facility for customer enjoyment and brand recognition. Our latest improvements upgraded customer accessibility and dramatically transformed our present interior and outdoor display areas.

The resulting renovation design includes a new monumental entry feature with a handicap lift, a state-of-the-art expanded showroom with two car elevators on opposite ends of the building, a greeter's desk, interactive information kiosks with touchscreen displays, a cafe style refreshment stand with tall chairs and round tables where customers can sit and chat, a children's play room and a customer lounge with a flat screen TV and soft comfy leather couches. Other changes include new furniture for the sales staff and managers, renovated bathrooms, a new employee break room and a bigger customer lounge in the service department.

So why are we investing in such expensive renovations? Well, with so many customers now researching vehicles and pricing online before they come in, it's harder for us dealers to turn more than slim profits on new vehicle sales. So we are focusing on trying to make serious money on accessories, maintenance and repairs, as well as on used cars.

The goal is to not depend on buyers who, at best, will return years later for another car. Instead, we increasingly want to develop relationships with owners to keep them coming in multiple times a year, whether it is for car maintenance or repairs, to chat with service advisers or just kick tires on the latest new model while grabbing a free cup of coffee. A nicely renovated store with comfortable and inviting surroundings we believe will help tremendously.

So next time you're in the area, come check out our new showroom. You'll see...we've certainly come a long way from just a boring old box with windows.

- Ed Dancel is a sales consultant at Southfield Chrysler 248-354-2950