When Bill Crowder of Signature Automotive Group of Benton Harbor asked customers and prospective customers what they wanted most in a pre-owned line up, they had one simple answer — more. Having heard that message time after time, Crowder and his team at Napier & Union in Benton Charter Township decided to deliver on the request.
Last winter Crowder stood on a snowy field alongside his sprawling 33,000 square foot showroom for new cars and trucks and called for the heavy earth movers to commence construction of a sizable new Pre-Owned Superstore. Now, just months later, the freshly paved lot brings the Signature Automotive Group property to a full 7-acres with a huge new selection of pre-owned vehicles. Not just pre-owned Toyotas, Hyundais and Mitsubishis reflecting his new car nameplates, but dozens of offerings including pre-owned Chevrolets, Fords, Chryslers and beyond.
Crowder’s main objective is not only an expansive array of pre-owned vehicles, but also more of them priced at $12,000 and under as requested by his clientele and other amenities such as warranty coverages, 3-day money back guarantees and even a 30-day exchange privilege.
The new Signature Pre-Owned Superstore was Crowder’s brainchild as he watched far too many potential buyers leave the lot empty-handed. The new portion of the lot is anchored on the east side of the dealership and utilizes the Mitsubishi showroom and two new acres of used car inventory.
Crowder invested some $200,000 in new infrastructure alone and introduced half-a-million dollars in additional inventory for customers. In addition to his new focus on value-priced vehicles under $12k, Crowder also plans to routinely beef up his truck trade and blend in a nice supply of pre-owned luxury vehicles including the popular Lexus brand which typically flies off of his lot.
Hollerbach Excavating, IBID County Electric and Arnt Asphalt performed the makeover of the vacant land, and Crowder is adding additional sales staff members to work the new Pre-Owned Super Center.
Regarding the substantial investment, Crowder told me last winter, “The truck and used car market is changing and growing stronger and we will invest heavily into it to better serve our customers as we have for the past 27 years we’ve been in business in the Benton Harbor marketplace.”
Signature Automotive Group also has been informed in recent weeks that they have earned one of Toyota’s highest achievements — the 2016 President’s Award for Customer First. That’s an award that the local dealership has won on multiple occasions over the years.
