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SUCCESS STORY

Monroe is known as Michigan’s third oldest community. Ralph Mahalak Sr. deemed this quaint town as the ideal location for his new venture, a car dealership. Monroe Dodge opened their doors in 1966, starting with eight employees and a determination to serve the community. Although the dealership faced different economic cycles through the decades, they continually endured and expanded the product line to include Chrysler and Jeep.

Mahalak’s business eventually expanded to a much larger facility and even a greater vision on the west shore of Lake Erie. It wasn’t until 1991 that Ralph Mahalak Sr. made the decision to retire and pass the family business, the Monroe Superstore, to his two sons, Ralph Jr. and JP Mahalak.

Over a decade later and years of strong work ethic, the Monroe Superstore prospers as the largest volume full-line Chrysler dealer in the Southeast Michigan and Northwest Ohio. Built on a solid foundation of high quality products and even better people, Monroe Superstore creates the perfect setting for an ideal buying experience.

The Mahalak’s strategy is simple. Their philosophy is one of family and community. Their strong commitment to community provides many avenues to prosper through local charity work and community partnerships. Co-Owner & Dealer Principal, JP Mahalak explains, “We support them, and they support us. Through eco-friendly programs such as the parks and recreation clean-up, and our recycling centers, we are able to ensure a better Monroe for future generations to come.”

Co-owner & Sales Director, Ralph Jr. explains, “This is a tough industry. At our store, we aim to provide our very best, every day. Millions of Americans count on us to keep America working. We launched a major campaign with our manufacturing brothers & sisters and customers in mind. If you purchase or lease a new or pre-owned vehicle, you can then purchase a Toledo, Ohio built Jeep Liberty or Dodge Nitro for only $11,111. These trucks are manufactured only 15 miles to the south of our dealership at the Toledo North Assembly Plant (TNAP). Our customers also have an option to purchase a Jeep Compass or Dodge Caliber with engine produced right here in Monroe County, in Dundee, MI at the GEMA manufacturing facility for only $13,333. It’s better to lose a little now with certain price points, and put automobiles in the hands of Americans, to preserve a trademark (franchised) industry later. We are willing to sell these vehicles at the ridiculous price, up to half off MSRP, to do our part to keep the local economy moving in a positive direction.”

In 2005, Monroe Dodge enrolled in OneCommand’s multi-channel marketing suite of solutions enabling a comfortable, supportive atmosphere and more personalized interaction with their customers.

“The one-on-one interaction delivers incredible insight into customers’ buying habits and concerns. OneCommand’s technology allows us to make a big difference in the lives of many,” continues Ralph Jr. “Don’t underestimate the power of OneCommand. Customer satisfaction has increased tremendously over the years. Using this technology, we are able to take immediate action and communicate effectively. Attitudes are good, people are good, and there are plenty of smiles to go around. I’m not afraid to share my secret weapon.”

In 2010, OneCommand formed a partnership with Chrysler Digital that allows Chrysler, Dodge, Jeep and Ram dealers to take advantage of exclusive DMS Marketing programs and reduced pricing. All three of the Monroe dealerships transitioned to this new solution, and today, they have access to the same multi-channel products and monthly Best Practice campaigns they were accustomed to with OneCommand. Designed to be turn-key and results-focused, these monthly campaigns drive sales and service while also increasing customer satisfaction and retention. For example, in July 2011, Monroe Dodge delivered a sales campaign to reach consumers whose leases were expiring soon. This targeted email helped to generate 31 vehicle sales and $73K in sales gross. Also in July, the store utilized a new owner service campaign to ensure new customers had their first service performed at Monroe Dodge. As a result, they closed 471 ROs and earned over $70K in service revenue.

“Our personalized emails are well received, even passed around and shared. We collect more than 150 email addresses a month as their preferred method of communication. The email tool is not only a reflection of my staff and I, but it greatly enhances our promotions. Not a day goes by that I don’t receive an email reply from a satisfied customer. Thanks to DMS Marketing, we’re able to quickly and easily deliver customized messages that continue to bring customers in.”

“We believe we have what it takes to communicate with our customers on a more personal level,” says Ralph Jr. “We’ve been accepted into the arms of the community and we owe a large part of our success to Monroe County. Our extended family, the dedicated employees of Monroe Dodge Chrysler Jeep are the differentiating factor that sets us apart from our competitors.”

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