COLUMBUS

THE CENTRAL OHIO BUSINESS AUTHORITY APRIL 1, 2011

Byers is renovating its dealership

on South Hamilton Road at
Chrysler’s request to accommodate
Dodge products at the site.
COURTESY RENIER CONSTRUCTION
Byers is renovating its dealership
on South Hamilton Road at
Chrysler’s request to accommodate
Dodge products at the site.

AUTOMOTIVE
COURTESY RENIER CONSTRUCTION

Byers is renovating its dealership

on South Hamilton Road at
Byers is renovating its dealership

AUTOMOTIVE
Chrysler’s request to accommodate
on South Hamilton Road at
Dodge products at the site.
Chrysler’s
COURTESY RENIER request to accommodate
CONSTRUCTION
Dodge products at the site.
| INSIDE REPORT | COURTESY RENIER CONSTRUCTION

AUTOMOTIVE
| |
AUTOMOTIVE
INSIDE REPORT
| INSIDE REPORT |

Image is everythin
| INSIDE REPORT |

Image is everything
Image is everything
Image is everything
WITH THE RECESSION over, the auto industry is adapting to
a new world view. One of the first orders of business? A directive
from manufacturers to dealers: Get the look of your house in order.
WITH THE RECESSION over, the auto industry is adapting to

C
BY DAN EATON | BUSINESS FIRST
a new world view. One of the first orders of business? A directive
WITH THE RECESSION over, the auto industry is adapting to
from manufacturers to dealers: Get the look of your house in order.
a new world view. WITH OneTHE
of the first orders
RECESSION
ar andof truck
thebusiness?
over,the
salesA directive
auto industry
continue to climb upward
is adapting to
from lows of 2008 and 2009, but the ripple

C
BY DAN EATON | BUSINESS FIRST
from manufacturers a newtoworld
dealers: Getofeff
view. One the look
theects of that
your
first orders
of house
of business?
rebound inA directive
order.
aren’t necessarily all
ar and truck sales continue to climb upward
from manufacturers to dealers:
from the lows of 2008 and 2009,welcome.Get the look of your house in order.
but the ripple

CC C
BY DAN EATON | BUSINESS
effects of thatFIRST While no
rebound aren’t necessarily all dealer wants to wind the clock
welcome. BY DAN EATON | BUSINESS FIRSTback to the recession, the combination of an
While no dealer wants to wind the clock
back ar
ar and and
to the truck truck
recession, ar sales
sales thecontinue
and truckcontinue
improving
combinationsales to to
of climb
continue climb
anmarket upward
and
toupward
climb dealer
fromnetworks
upward the lowsculledof 2008
from market
improving the lowsofandfrom ofthe
2008
competition
dealer and
networks
lows of 2009,
by
culled
2008 thebut
and 2009, the
downturn
but ripple
the has manufacturers
ripple
of competition and 2009,
effby
ects the of but
pushing
that
downturn the
effects
ripple
ofdealers
rebound
has effects
to improve
aren’t
manufacturers
that rebound
of that
necessarily
aren’t
rebound
the look
necessarily alland
aren’t necessarily
all layout of their
pushing dealers allwelcome.
welcome.
to improve the look and layout of their
welcome.
stores.
stores. While no dealer wants to some
wind the
It’s an investmentWhile
While that nosome
nodealer
It’sarean
dealer
back wants
investment
thewants
reluctant
to toto to
recession, windthat
wind
the the the
combination
areclock
clock
clock ofback
an to the
reluctant to
make so soonback after the
recession, to the make
crash
the of so
the
recession, soon
auto
combination
improving mar-
market after
theand the
combination
of an
dealer crash ofofthe
improving
networks an auto
culled mar-
market
ket. ket.
and “Thdealer improving
ofreaction
networks competition market
dealerby
culled and
of the dealer
downturn networks culled
has manufacturers
a competition bylayout
tothe downturn has”
ere’s a mixed to upgrades, ”
of
said competition pushing
Bill Heifner, president by dealers
the
of “Th ere’s
toConstruc-
downturn
Renier mixed
improve the
hasreaction
look and
manufacturers dealer
of upgrades,
their
manufacturers
tion
pushing Corp. “Some say pushing
stores.
dealers after it’s time,
toanimprove dealers
said Bill the
others Heifner
just to
want
look improve
, president
and the look and layout
of Renier Construc- of
some breathing roomIt’s ainvestment
few Corp.
tough years. that ” some are layout
reluctantoftotheir
their
stores. stores.
Renier specializes make tion
so soon after
in dealership
“Some say it’s
the crash of the auto mar-
construction
time, others just want
and It’s
It’s an investment
remodels investment
andket.since 1989some
that
that hasbreathing
some
some
worked areare room
onreluctant
reluctant after amake
toto few toughso soon years. ”
after
projects for nearly every
make “Th brand
ere’s Renier
a on specializes
the market
mixed reaction to- toB.dealer in dealership
Heifner: upgrades, ” construction
the Oneso
day. crash soon
clientofisthe
the after
said auto
Byers the
market.
Automotive
BillandHeifner
crash of the
Group
, president
remodels . and autoConstruction
of Renier
Renier
mar-
sinceConstruc-
1989 has worked on
ket.“For us, you try
“There’s a to beCorp.
mixed
tion as cooperative
reaction
“Some say with
to the
dealer
it’s time, upgrades,”
others just want said Bill Heif-
“There’s a mixed
manufacturer as you can, ” projects
reaction
George
some breathing Kaufffor
room
nearly
to dealer
man , Byers
after a few
every
upgrades,
vice brand
tough years. ” ”on the market to- B. Heifner:
ner, president
president
said said. “You of Renier
want day.
to Construction
One
have a client
positive is the Corp.
relation- construction say it’s
Byers “Some
Automotive time,
Group . Renier Construction
ship.” Bill Heifner, president of inRenier Construc-
Renier specializes dealership
others just want and some
remodels “For us, since
breathing
and youroom try
1989 tohas be worked
after asacooperative
few on tough with the
years.”
JACK KUSTRON | FOR BUSINESS FIRST tion Corp.group
The dealer “Some has beensayforawfully
it’s time, others
cooperative just want
lately.
Byers just wrapped projects manufacturer
a re-imaging nearly ofaevery as you
Kiabrand
itsfew on the
dealership can, ” George
market to- Kauff man, Byers vice
B. Heifner:
George Kauffman of Byers Automotive Group said there’s a good
JACK KUSTRON | FOR BUSINESS FIRST
someRenier specializes
breathing
in Delaware, is in the day. room in dealership
after
Onepresident
middle client is the
of an upgrade Byers
said.
tough construction
years.
Automotive
“You
to its Chrysler wantGroup . and
” to have a remodels
Renier and since
Constructionrelation-
positive
amount of give-and-take
George Kauffman when
of Byers Automotive a dealer
Group works
said there’s with
a good amount a manufac-
of give- 1989 Renier
Jeep Dodge hasstore specializes
worked “Foron
on South us, in
Hamilton dealership
you tryRoad
projects to be for
and construction
asisnearly
cooperative
in plan-
ship.” as you can,” George Kauffman, Byers viceevery with brand
the on the market today.
and-take when a dealer works with a manufacturer on a remodeling project. and a remodel manufacturer
ning forremodels and
of its Fordsinceoperation 1989 has
in Delaware. worked
This onawfully cooperative lately.
turer on a remodeling project. One client
is on the heels is the Byers
president Th Automotive
said.e dealer
“You group
want toGroup.
has
have been
a positive relation-
projects forofnearly
Scion store in Delaware.
the 2009every
ship.”
completion
Byersbrand of a new
juston the
wrapped
Toyota-
market to- B. Heifner:
a re-imaging of its Kia dealership
day.Ford,One client
Lincoln,
JACK KUSTRON | FOR BUSINESS FIRST
is
Th
General the
e in Delaware, is in the middle. of anRenier
dealerByers
Motors,group Automotive
has
Cadillac, been Group
awfully
Chrysler, cooperative lately.Construction
upgrade to its Chrysler
George Kauffman of Byers Automotive Group said there’s a good amount “For
Toyota,
of give-us, you try
Volkswagen and to
Byers bewrapped
just
Jeep as cooperative
Mercedes-Benz
Dodge all are among
a re-imaging
store with
on South of itsthe
Kia dealership
Hamilton Road and is in plan-
in Delaware, is in SEE
manufacturer as you can,” George Kauffman, Byers vice
JACK KUSTRON | FOR BUSINESS FIRST theUPGRADES,
middle ofPAGE an 20upgrade to its Chrysler
s with work stoppages
“For us, you try to be as cooperative
with the manufacturer as you can,” George
Kauffman, Byers vice president said. “You
want to have a positive relationship.”
rail
The lines andgroup
dealer highways haveawfully
has been dramatically
coop-
slowedlately.
erative or stopped car parts production
Byers
Spokesman just wrapped
Ron Lietzke a re-imaging
said all North of
its Kia dealership in Delaware,
America plants – including assembly is in the
middle
plants in of nearby
an upgrade to its Chrysler
Marysville and East JeepLib-
Dodgeerty, storeanonengine
SouthplantHamilton Roadand
in Anna anda
transmission
is in planning operation
for a remodel in Ford
of its Rus-
operationsells Point – This
in Delaware. remainis onopen, but
the heels
of the 2009 production
completion schedules
of a new willToyota-
change
ose sched-
Scion store uleinadjustments
Delaware. may vary by day,
Ford, Lincoln, General Motors, Cadillac,
Chrysler, eToyota, Volkswagencould
daily stoppages and range
Mer-
cedes-Benz
from a few hours all areperamongshiftthe
to abrands
full day.push-
ingCentral
dealership Ohio is the hub
re-imaging of Honda’s
programs.
MOTIVATIONS e compa- COURTESY FORD MOTOR CO.
nyInemploys more survey
a nationwide than 13,500
earlierworkers
this year in Ford wants a consistent design as new Lincoln dealerships are launched and others are remodeled.
Ohio, and its assembly plants turn out the
of 330 dealers by trade publication Auto-
motive News, more than half said there is top-selling brands — made it an easier offered by Ford allowed them to take the
increased pressure to comply with image decision to invest $750,000 into improve- buyout and reinvest that into their Ford
standards. Ford, General Motors, Mer- ments. upgrades.
cedes-Benz and Toyota were singled out “It needed a refresh. We were aware of “For us, it boiled down to how bad we
as being the most demanding. that,” he said. The site was home to four oth- wanted to fight for the brand,” he said.
For Ford,
man said.the recent
“But Ipush al- er dealerships in its history. “Ford was our core.”
toways
improve the
thought it shouldlook and ‘Toyota is more Kauffman said there The new Ford look includes more pol-
feel of Ford and
look like a Ford dealer- Lincoln were multiple negotiations ished steel and improved signs.
ship. To me,
dealerships is ait’schange
alwaysin functional than between the manufacturer Like Byers, the Bob-Boyd auto group is
made sense. You drive
mentality. and dealer before the final in the midst of multiple projects at the same
down
“Theytheprettystreet muchand youlet Lexus. It has the plans were settled. Byers time.
know what’s a Wendy’s
the dealers do their own
and what’s a McDon-
thing, outside of posting the
TVs, a modest didn’t object to any of the It planned to open a new Fiat dealership
principles, he said, but it April 1 on the city’s east side — the first
logos,”
Kauff Kauffman
man saidsaid. the “But
By- beverage area. wanted to do certain things, in Columbus — and is moving its Lincoln
I ers
always thought
philosophy toward it should such as the dedicated areas dealership from Scarborough Boulevard,
upgrades
look is straightfor-
like a Ford dealership. It’s meant to for each product line, on a next to the Fiat site, to Billingsley Road in
Towardme,—it’s it isalways
willingmade to smaller scale than Chrysler northwest Columbus.
investYou
sense. in brands
drive downthat the relax customers.
the originally asked for. The combined cost of the projects, being
manufacturers are invest-
street and you know what’s
ing in. Kia, for instance, is
a aWendy’s and—what’s
It’s comfortable, “There was good give- handled by Columbus-based Ricop Con-
and-take,” he said. struction Co., is almost $2 million, said Gen-
hot seller it wasa the Mc-
Donald’s.”
seventh best selling brand but not palatial.’ SPURRING INVESTMENT eral Manager and Co-Owner Bill Dawes.
Kauffman said
in Central Ohio last yearthe Byers The arrangement isn’t a Fiat was the easier investment decision of
— so adding
philosophy moreupgrades
toward service one-way street. Manufac- the two, he said. The company was excited
isbays to the dealership
straightforward — it is Bill Heifner | president of turers often dangle carrots to add the products to its line-up and has
willing to invest in brands Renier Construction Corp. in front of dealers including spent between $500,000 and $1 million to
Chrysler’s 2009 axing
that the manufacturers are financial assistance, better convert the old 11,000-square-foot Distinc-
investing in. Kia, for instance, is a hot seller inventory allocation and discounted pur- tive Trucks building into a Fiat showroom
— it was the seventh best selling brand in chase prices. and service center.
Central Ohio last year — so adding more Byers’ Delaware Ford dealership also Dawes said the service center will work
service bays to the dealership was a no- was overdue for a new look, Kauffman with all makes and models and, since it is
brainer. said, but the driving force behind that next to the old Bob-Boyd Lincoln space,
Chrysler’s 2009 axing of almost 800 U.S. investment was Byers’ decision to exit the could pick up east-side Lincoln customers
dealerships included Byers Dublin Dodge, Lincoln brand. Ford, pushing to reduce the who may not want to commute to the new
but while the group lost the physical loca- number of Lincoln dealers in urban mar- Lincoln dealership.
tion, it moved the Dodge and Ram products kets, offered buyouts to five area dealer- The new Lincoln location is a $1 million
to the Chrysler Jeep store on South Hamil- ships to consolidate the market for Bob- investment. With the new site, which pre-
ton Road. Boyd Lincoln. viously was Krieger Lincoln, comes new
Kauffman said being able to do that Kauffman said Byers wasn’t eager to get equipment and furniture and a new look
— Dodge and Ram trucks are Chrysler’s out of the Lincoln business, but the deal and feel.
 | AUTOMOTIVE | APRIL 1, 2011 | 21

gns more interactive

“It’ll have all the touch-points that speak
to the luxury experience,” Dawes said.
“There will be an improved customer
al Motors
lounge, workCorp. ’s decision
stations, to eliminate
a cafe the
area, typical
s that Saturnyou’re
things brandseeing
left three
theseofdays.”
his dealerships
Dawes without a brand. He eventually signed on
stomer Renovations
with Mitsubishiareforexpected to begin
two locations, in
while
typical June.
the third is operating as a used car store
Lincoln
and will offhas struggled
er the Wheego as electric
a brand,car.
having
egin in lost“We’
its donce-leading
just redone our status among
Saturns luxury
within the
last fimore
lines ve years, ” he10said.
than years“Thago,
ey were
but already
Ford’s
having in good shape.
decision ” its dealer network from
to shrink
luxury sixSign
area changes
stores toand onesome decor the
broadened changes
cus-
Ford’s were necessary in the switch, but other
k from tomer base for Bob-Boyd
improvements weren’t needed. and was the
he cus- clincher for the dealership to
Carpenter’s Nissan/North store went invest in the
as the new space.
through its last re-imaging six years ago.
t in the “We
“We’re talked big picture
compliant, ” he said. with“We
(Ford),”
hope
that’ll said.
Dawes be good “Theirfor thoughts
another werefive or six
lock-
(Ford),” years.
step ” ours.”
with BILL TIJERINA | FOR BUSINESS FIRST
e lock- He also said the company is provid- Bill Dawes, left, Mary Beth Culbertson and Bobby Dawes of Bob-Boyd are spending between
614-220-5462 | deaton@bizjournals.com $500,000 and $1 million in improvements to add the Fiat line to their east-side dealership.
oviding ing financial assistance for the project but
but de- declined to say how much.
CLASSY AND COMFORTABLE is for distinct brand colors. Honda is blue brand is entering a new sign program.
Renier Construction has been involved and white. Toyota is red and white. Chrysler He said Hyundai hasn’t been aggressive
in auto dealer image programs since 1989 is dark grey and blue, etc. with appearance demands.
nvolved when it did Lexus’ rollout. The company To no surprise, luxury dealers lavish “They’ve been conservative on their
ce 1989 has overseen three generations of that brand more on the look, feel and service at their image requirements,” he said. “I think they
mpany
of that image, while doing re-imaging work for dealerships. remembered when they entered the market
g work nearly every brand on the market today. Lexus dealerships, for example, resem- in 1986 with extravagant demands. They
ket to-

etween
Heifner said work is split evenly between
domestic and foreign brands.
Customers spend less time at dealerships
shopping than they used to, so showrooms
dealer- are getting smaller, he said.
o show-
“They’re researching prices online,”
e,” Heif- Heifner said. “If they’re coming to the deal-
dealer- ership, they’re there for a test drive.”
There are more interactive displays and
isplays touch-screen kiosks. There is more empha-
s more sis on creating and improving customer
fireplaces.
with
ble a classy study more than a customer ended up with a lot of mausoleums.”
waiting area with dark wood finishes and Tom Carpenter didn’t have any choice in
making changes at his dealerships. General
“It’s a long way from the old days,” Heif- Motors Corp.’s decision to eliminate the
ner said. Saturn brand left three of his dealerships
Some of those features that were stan- without a brand. He eventually signed on
dard in luxury operations

 years ago with Mitsubishi for two locations, while
— EX PEDIENT Cfurniture,
comfortable OMMUNIflat-screen C ATIONS the third is operating as a used car store and
televisions, a generally more welcome will offer the Wheego electric car.
atmosphere — have crept into the down “We’d just redone our Saturns within the
market brands. last five years,” he said. “They were already
ng cus- delivery areas. In the past, the buyer would “Toyota is more functional 4





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than Lexus,” in good shape.”
e buyer
o or an get the keys and directions to or an escort he said. “It has the TVs,
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a modest bever- Sign changes and some decor changes
on the to where the car is parked on the lot. Now, age area. It’s meant to relax customers. It’s were necessary in the switch, but other
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s, often brands want delivery areas, often inside, comfortable, but not palatial.” improvements weren’t needed.
p their where customers can pick up their pur- Keith Dennis, president of Hyundai and Carpenter’s Nissan/North store went






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chase. Kia dealership Dennis Imports, said his through its last re-imaging six years ago.
elivery Both Dawes and Kauffman said delivery company’s two Hyundai
dealerships







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are “We’re compliant,” he said. “We hope
esigns. areas have been part of their new designs. in line with the brand’s



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image require- that’ll be good for another five or six
t push-
onda is Kauffman said one of the biggest pushes ments for store layout and



 
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