With a deal in the works for South Amboy-based DCH Auto Group to be acquired by national auto retailer Lithia Motors, one local dealer expects the resulting impact to work “handin glove.”
In June, it was announced that the group, which owns and operates 27 dealerships in New Jersey, New York and California, would be acquired by Oregon-based Lithia Motors in a deal expected to be completed by year’s end. Lithia currently operates 101 dealerships in the western U.S.
George Rodriguez, general manager of DCH Freehold Nissan in Freehold, thinks it’s a good match.
“We specialize in higher-volume stores. Lithia is focused on smaller operations,” Rodriguez said. “We’ll learn from each other.”
What began 42 years ago out of a love of cars and an alternative to college led Rodriguez to his current post at DCH Freehold Nissan in 2012. Rodriguez, 60, who lives in Freehold Township, has been with DCH Auto Group since 1987 and is a graduate of the National Automobile Dealers Association Dealer Academy.
Acquired by DCH Auto Group years ago, DCH Freehold Nissan has about 70 employees, according to Rodriguez, who oversees the day-to-day operations. The dealership’s inventory consists of new cars and trucks, a new commercial line of trucks and used cars.
Consistency is key to the dealership’s business. For Rodriguez, it’s about “how you deal with people, empowering employees to make the right kind of decision on behalf of the customer, and customer service.”
Internet sales also have been playing a larger role, accounting for more than 50 percent of sales, Rodriguez said. With that is the continued need to “know your product, know your competitor.”
“People know pricing and everything. What makes you the better dealership is when you take care of their needs. You become an ambassador. We believe in making a little money on a lot of people. We don’t focus on making a lot of money [off an individual car sale]. We focus on volume,” he said, estimating the dealership sells about 2,100 new and 800 used vehicles annually.
Beyond auto sales, the DCH Auto Group has extended its reach into the community in other ways. As part of its teen safety initiative, the company sponsors chapters of Students Against Destructive Decisions (SADD) at local high schools. For its part, DCH Freehold Nissan sponsors the SADD chapters at Freehold Township and Freehold Borough high schools, and helps students with events, which may include sponsoring a car wash at the dealership or letting SADD set up a table onsite to distribute information about texting and driving and other safety issues.
— Nancy Kearney