About Chrysler World Dealership
Mega-sized Dealership Keeps Hometown Feel?
By Corey Graff
The concept is simple - merge three of the most-respected small town auto dealers from Green Bay's surrounding communities into a modern mega-dealership, situate the facility in a semi-rural area just north of Green Bay, incorporate on-site full service capability, and bring in the top auto technicians and sales professionals in the business to assist customers.
And pull it all off with a friendly, family approach, giving customers the best price on Chrysler, Dodge, Jeep and Ram vehicles without the confrontation usually associated with the buying of cars, vans, and sport utility vehicles.
It's these basic ideas which general manager/partner Stu Winarski says will set Chrysler World - the new 50,000 square foot Chrysler, Dodge, and Jeep dealership located 12 minutes north of Green Bay off Highway 41 - apart from competition while offering customers a new experience in shopping for a vehicle. Winarski brings to the new dealership over 30 years of experience in the automobile industry and was past owner of S & L Motors.
Chrysler World's creation was the result of a merging of Ehlinger Garage in Suring, Zahn's Chrysler-Jeep in Gillett, and Northland Motors in Coleman, into one new facility, within arms reach of Green Bay, yet accessible to surrounding rural areas, northern Wisconsin and the Upper Peninsula of Michigan. "The idea was to combine those three smaller stores into a much larger store that could service the area more effectively with a better facility," Winarski said. "We just felt it was a natural progression to consolidate those stores and put them in a prime location for our retail customers."
To qualify for the project, Winarski worked with Chrysler to establish trade areas and meet company standards for Five-Star sales and service. Previously, the Abrams, Stiles, Oconto, and Oconto Falls areas were closed sales points - no Chrysler dealers served the areas - so Chrysler World's location would also fill that gap.
Because of the large selection available in one convenient location at Chrysler World - over 500 vehicles including hot new products like the Dodge Ram, Chrysler Town & Country, Dodge Challenger and Jeep Grand Cherokee- Winarski is able to structure his pricing for the best possible value, an important benefit, he says, to customers on tight budgets in a recovering economy. "I think that today, retail customers - with the economy being what it is - need some help to make sure they are making a wise buying decision," he said. "I've always felt that I'd rather sell a lot of cars at a small profit than very few cars at a very large profit. It doesn't make any financial or business sense to look at it any other way."
By displaying a wide cross section of cars, vans, trucks, and sport utility vehicles from multiple brands, customers can shop and test drive numerous choices all in one location. Previously, franchises representing those brands were scattered throughout the region and buyers at those smaller dealerships had few choices. "We thought with all the Chrysler brands - Chrysler, Dodge, Jeep, and Ram - with Chrysler going upscale, Dodge being a volume segment, and Jeep being a sport utility leader, and Ram the fastest growing truck brand, that it was natural to combine all those at one location because many of the previous small stores might have only had one or maybe two of the brands," said Winarski.
Equipped with the latest in service and body shop technologies and technicians, Chrysler World promises to be an industry leader in service, support, towing, and repair said Winarski. And that translates to lower labor rates on repairs, saving customers time, money, and hassles. "Because we're not in a metropolitan area, we don't have to charge as much for service," Winarski said. "We're going to be able to stock a lot more in the parts and service area to take care of the customers and we will have free loaner cars for anybody that comes and does business with us in our service garage or in our body shop."
Another highlight the superstore provides customers with is an on-site PDQ Laser Wash and Laser Dry, so clients getting everything from oil changes to transmission service will receive a complimentary car wash. And while Chrysler World technicians are cleaning up customers' vehicles, sales professionals at the facility are taking a new approach to cleaning up the image of the sales process in how they treat and work with their customers. Winarski says that by giving experienced sales people power to authorize decisions that will benefit customers, the odds of ensuring customer satisfaction are optimized. "We've tried to make sure that the people we've got servicing our customers are good listeners," he said. "And they've been empowered to make decisions. They don't have to run to my office to get an okay on something if it's in the customer's best interest."
It's true that customers shopping for a new vehicle at the store can expect to find a Five-Star service area, complete body shop and one of the largest selections of Chrysler, Dodge, Jeep, and Ram vehicles in the region. But what they won't find is the big-business mentality of a high-pressure sales pitch typical of some large dealer operations. "This will be a unique experience in a very user-friendly environment with no confrontation," said Winarski. "We are trying to take that confrontation process out of it. We'll tell the customer that if we can do the transaction, we will do it. If we can't, we will be right up front with them and not play games with them like some dealers tend to do. We just want to get away from that and take it to a much higher professional level."
Chrysler World officially opened on Monday, June 16, 2002. Since then, Chrysler World has become the fastest growing Chrysler-Dodge-Jeep dealer in Northeast Wisconsin and a top 10 used vehicle dealer with over 350 used vehicles to choose from.
For more information, visit the Chrysler World web site at: www.chryslerworld.com.
or call (866) 826-4141 (Toll Free)