Randy Dye, chairman of the Stellantis National Dealer Council, is converting a building on his Daytona, Fla., property into a Jeep showroom.
Dye, owner of Daytona Dodge-Chrysler-Jeep-Ram, said dealers who aren’t looking to carve out their own Jeep spaces should consider what the brand’s other stores are doing in their markets. People like going to places that are “new, updated and cool,” he said, so he wouldn’t recommend being the only Jeep store in a particular area that doesn’t make this investment.
Dye has heard from other dealers who have added the Jeep showrooms and are reaping the rewards.
“I’ve listened to some of the guys that have done it, that got ahead of it, and they’ve indicated while they were not real sure how successful it was going to be as they made the decision to do it, [it] has been successful once it got done,” Dye said. “The customers really appreciate their own space, and the volume increases.”
