BY MARK BIRD
DBJ Contributing Writer

A clear message comes through when Delta area automobile dealers talk about their businesses—car buyers need look no further than the Delta region for wide selection of models and the most competitive pricing. They also point out the added advantages of buying locally, including readily-available service and a more personal approach to maintaining customer satisfaction and loyalty.
James Ceranti, owner of White-Wilson in Greenville, addresses the misconception that the best car shopping is in big cities. “We have to show customers that they do not have to travel to Jackson or Memphis or Little Rock to get the best deals,” he says. “We do this by striving for a higher level of customer service, and I think our people and our attitude make a difference. I believe that people are becoming more interested in doing business with their local companies. Consumers in the area need to be as eager to do business in their own hometown as the local dealers are to do business with them.”
Ceranti adds that business at his Chrysler-Dodge-Jeep dealership is generally good. “We have a lot of repeat business and referrals,” he says, “and that’s not necessarily the norm in this business.”
Tom Wadler Nissan in Greenville has continued to be a major player on the Delta automotive scene. Wadler expanded his business interests with the purchase of Terracina Motors in April, also in Greenville, and is awaiting imminent approval for the deal. The location will remain where it has always been, Wadler says, but with a new name and several additional improvements, including a scheduled expansion of the facility. “Billy Roberson is my man in charge for the new location, the new general manager,” Wadler says.
Having opened his operations in September of last year, Wadler says the experience has been “unbelievable. Absolutely unbelievable. We’ve acquired Kia, and are building a new, exclusive 11,000 square foot facility on Highway 82 strictly for that dealership, which will be opening soon.”
When asked if he had any inkling of how well his auto operations would be received, Wadler laughs, “No way! I really had no idea, for instance, that we would be expanding as we have over the last year,” he says. “Having a Toyota store in your portfolio is tremendous. It’s probably the most valuable franchise in the world.”
So is future expansion in the plans for Wadler? “Yes,” he answers quickly. “No question. My home is here, every dollar I have is invested in Greenville, Mississippi. This is it for me, and I plan to grow. The business is here. I’m not looking to draw from Jackson, or out of the Delta. We place a huge emphasis on customer service here, and that certainly has helped us.” The Delta Democrat Times recent reader’s poll emphasizes that point by the naming of Tom Wadler Nissan as the Best Automotive Dealership.
Drew DePriest of All Star Motors in Greenville says that, generally, business is ahead of last year for his dealership. “We picked up four new auto lines recently which helped,” he says, mentioning that his lines include all GM vehicles, Mazda and Mitsubishi and the lines added were Pontiac, Buick, GMC and Cadillac.
When asked about the biggest challenge facing the industry now, and his dealership in particular, DePriest says it’s probably customer confidence. “People are understandably a little skittish right now,” he says. “There had been uncertainty in the market and that’s only increased.” However, DePriest does foresee a return to normalcy in his industry. “In many ways it is fortunate that the Delta is a somewhat insulated market,” he notes. “We often skip the really terrible economic lows the rest of the country might experience, and tend to remain stable.”
DePriest says All Star’s biggest sellers are the full-sized trucks and utility vehicles and, like other Delta dealers, says his dealership has benefited from a web site. “I don’t know exactly how many sales we can attribute to our site,” DePriest admits, “but we have had success with customers looking for imports, in particular, on the web.” DePriest notes that All Star sells more GM automobiles than any dealership in the state north of Jackson.
All-Star’s future looks promising, DePriest tells DBJ. “We are out to buy more dealerships, which I think has become a niche for us,” he says. “Not only do you become larger and more able to meet customer needs, you also have access to additional various financing plans for customers. We’re actively looking for new stores.”
Sonny Nabors, whose dealership represents multiple lines, including all GM makes as well as Toyota, also addresses the “buying at home” issue. “It’s true that big dealers in big cities can be very competitive because of their volume, but when you look at the overall picture and the level of personal service you receive, there are clear advantages to doing business locally.” Nabors reports that his new car business remains strong, although used car business has slowed down.
Todd Bobo of Cleveland’s Bobo Ford echoes Nabors’ remarks about hometown dealers. “We do run into the issue of better deals in big cities,” he comments, “but in reality, the increased level of complete and personal service you get at your hometown dealer makes up for the little bit of money you might save in a bigger market.” Bobo says his business is down slightly from last year, but revenue from service is up.
England Motor Company is Greenville is the Delta’s oldest owner-operated business, having opened in 1926. The dealership sells Ford and Honda products, and Todd Wright reports that business is strong. Of the “buying at home” issue, he says, “The problem for a small-town dealer is inventory. But we can get whatever vehicle the customer wants.” Like others, Wright points out that the real value of a dealership is its customer support. He points to the firm’s Blue Oval certification from Ford, recognizing the top level of customer service, as proof of England’s dedication to its customers.
In Cleveland, Edward Kossman Dodge is one of the newer local dealers, although the Kossman family name is well known in the area. A reputation for strong customer support is vital to a new company, he says. “A big challenge for us is getting our name out there, and getting parts and service departments well-staffed and running efficiently. I’m glad to say that business has been great.”
Many Delta auto dealers have web sites—some have them primarily because of consumer’s expectations for modern businesses; others feel that they are truly beneficial to customers and to the dealers themselves. Says Sonny Nabors, “It’s a good prospecting site for us, and more and more people seem to be using it.”
James Ceranti says most of their web site visitors use it for credit application inquiries. “It will never replace face-to-face selling, but it’s a great tool for customers to gather information.” Todd Bobo concurs, “Face to face selling is still best, but it does help customers be better informed. That’s the real benefit.”
Cannon Kirk, whose family owns dealerships in Grenada and Greenwood, reports that their web site is growing daily. “We use it to communicate with manufacturers and customers, and it’s a good vehicle for advertising. When customers know how to access and understand the material they get from the web site, it can be a great way to be better informed.”
Mike Carson of Buddy Jones Ford-Chrysler echoes this sentiment. “An informed buyer is the best to work with. For one thing, they can get accurate information on the value of their trade-in vehicle before coming in.” Edward Kossman calls his web-site “a necessity”, and reports that it is a prime method of communication back and forth between the dealer and the customer.
Sport-utility vehicles (SUV’s) remain top-sellers for Delta auto dealers. However, a variety of other models are also gaining in popularity. Mike Carson and Edward Kossman point to the growing popularity of full-size 4-door pickup trucks. Kossman and Todd Wright also mention the new small SUV’s like the Ford Escape and Jeep Liberty as strong sellers.
Owning multiple dealerships can have a particular benefit in challenging economic times, Cannon Kirk says. “We’re more diversified, so if one of our product lines is having a bad year, the others can offset it.”
Uncertain economic conditions influence Delta dealer’s perceptions of the outlook for their businesses. Says Kirk, “There are going to be challenges all over the country, but I think Mississippi will really feel the impact of an economic downturn.” James Ceranti comments, “Frankly, our biggest competitor is the economy—difficulty in getting financed is the one thing preventing more people from buying cars.”
Sonny Nabors–whose dealerships sell General Motors makes—and Ford-Lincoln-Mercury dealer Todd Bobo express optimism that the two automakers’ recently-announced zero-percent financing programs will stimulate auto sales. Todd Wright mentions the low interest rates and the wide range of available financing plans as factors which should stimulate sales.
Says Edward Kossman, “I’m optimistic about the outlook for our business. We’ve got new models coming, and we’ve got some very aggressive interest rates to make financing easier for buyers. And one more thing—there are more and more drivers every year!” DBJ