New Saturn Dealer Hopes To Win Over More Customers

Anthony Fontanelle
June 5, 2007

Many Saturn customers said that a Boardman location would be more convenient. After months of planning and renovation, Saturn of Boardman has opened. With another Saturn location on U.S. Route 422 in Niles, car dealer Jim Pace decided to expand last October and purchase the former Frederick Dodge location at 7554 Market St. This is how appealing the renaissance of Saturn product lines has become.

"We had a lot of people coming to the Niles location saying how they wish there was a dealership in Boardman and how it would be more convenient," said Bill Burns, the general manager of the new store. Burns stressed that there was a need for another Saturn dealership in the area because Pace serves five counties with an expanding line of cars.

"We went from one small car to a whole lineup," Burns said. "Now we go from a two-seater to an eight-passenger vehicle." He added that when it opened in 1991 the Niles dealership sold only S-Series compact cars. While being one of the fuel efficient cars of its time, it was hard to sell just small cars to the public.

Now purchasers can pick sport-utility vehicles such as the Outlook and the Vue; mid-size and compact cars, the Aura and the Astra; and the Sky Roadster. Two of the cars, the Vue and Aura, are available as fuel-efficient hybrids but are currently sold out.

The Outlook crossover SUV is based on the GM Lambda platform, which it shares with the GMC Acadia and Buick Enclave. It is powered by the 6 L DOHC 24-valve HFV6 engine with Variable Valve Timing available in two versions: the XE and the XR. The Vue, also a crossover SUV, uses the GM Theta platform. It flaunts durable auto parts like the Saturn strut, engines and cold air intake for uncompromised performance.

Another product of Saturn’s renaissance is the Aura, the replacement of the L-Series. The Astra, meanwhile, will be produced for the 2008 model year to replace the Ion as Saturn’s smallest model. The Astra will be available in three-door and five-door hatchback body styles. The rebirth concept of the automaker also produced a new roadster - the Saturn Sky. The roadster features 18 in wheels and a 2.4 L Ecotec LE5 I4 engine that produces 177 hp and the new I-4 2.0L direct injected turbocharged engine that produces 260 hp.

The former dealership, Frederick Dodge, moved down the road after acquiring Greenwood Market Motor. Combining their vehicles together, the location at 7871 Market St., is known as the Frederick Chrysler Jeep Dodge.

The previous building of Dodge was gutted, leaving nothing but a shell. The multimillion-dollar renovation covered repaving and expanding the lot and adding more landscaping and lighting. What is more, the exterior of the building was given a new appearance. It is only one of three in the country with Saturn's new building style dubbed as "Ex Set."

On the inside, Burns said that the store is set up to appear more casual to customers. "Some places have most of their customers tucked away, not having them around sales consultants," he said, "We put them where they can interact with them and not feel secluded."

With two lounges and a children's play room, Burns hopes customers will feel more comfortable. "It's not like we're putting them in a dark room and say we'll call them when their car is ready." Though there are many dealerships on Market Street, Burns hopes Saturn will stand out with how it treats its customers.

"We give equal treatment to everyone, it doesn't matter if you're a lawyer or a college student," he noted.

Source:  Amazines.com