Though it hasn’t even held its official grand opening yet, Caledon Chrysler has already received a lot of positive attention. The new dealership – just south of McEwan Drive on the east side of Highway 50 – has already been visited by well-wishers and the curious alike. And you can be sure you’re on the right track with your new venture when vehicle owners stop by just to say that they need a service appointment, but that they’d wait for the dealership to get fully up and running (as it now is) to get the work done there rather than make the drive elsewhere.
“Support from the community has already been really good,” says Roy Bateni, GM of Caledon Chrysler, “even without any advertising”, which speaks well of the brand. Chrysler knew that there was no other dealership in the community, but saw that a lot of people were still driving their product. The solution was
obvious, and Caledon Chrysler was born.
Roy himself has been with Chrysler since 1988, working his way up from Sales to Sales Manager, and finally to General Manager. Before Caledon Chrysler was established, he was at sister store North York Chrysler – one of the top dealerships in Canada – where he assisted with marketing and advertising; experience which will certainly serve him well here.
As with the previous dealership, he knows that he wants to make Caledon Chrysler “very strong in used cars. Not just buying and selling Chryslers, but selling other brands, as well.” He notes that the local market has the potential to grow in the pre-owned segment.
And he underscores that the dealership’s focus will always be on the quality of the used vehicles they sell to those customers. Not only will newer models and lower kilometers of used vehicles be given preference, but each will go through a rigorous inspection before it’s put up for sale to ensure it’s a problem-free vehicle. “We want our customers to know that they’re getting a good deal,” Roy says.
And clearly they already do know that.
Roy has had buyers come from Newmarket, North York, and Hamilton to purchase from Caledon Chrysler. If that weren’t impressive enough a range, “I just had a client in here who came from New Brunswick to buy from us,” he says.
When asked why they’ve already gotten such broad attention – how many other dealerships can say their buyers come from two provinces away to buy from them? – Roy explains with a quick demonstration of online car searches, they always have the best prices for vehicles with the lowest kilometers and the most features. “We’re not looking at getting rich on every car,” he says, instead happy to take a smaller profit to pass the savings on to the customers; it means a slower growth for the dealership, but one built on customer confidence.
“Our customers are going to get an excellent selection and great deals on new and used cars and trucks with the best kilometers, in the best condition… the best value for the money,” Roy concludes. “That’s going to be our focus: to stand out in the community, and across the province.” And beyond, it would seem, because if the New Brunswick buyer is any indication, Roy’s plan is already working perfectly.
Caledon Chrysler is currently seeking experienced Sales staff.
Please call 1-888-381-8771 to arrange an interview. caledonchrysler.com
Written By Reay Jespersen