In Lynnfield, Mass., Kelly Automotive Group hosted a catered Grand Wagoneer showing at a 46,000-square-foot Jeep store that it opened last August. It’s next to a Cadillac dealership, giving the Grand Wagoneer a chance to face off with its direct rival each day.
Kelly Automotive CEO Brian Heney said Escalade owners have been ordering the Grand Wagoneer from his store. He’s also seeing customers who have a QX80 from the group’s Infiniti store express interest in the Grand Wagoneer.
Towne Chrysler-Dodge-Jeep-Ram in Hamburg, N.Y., had a playbook similar to that of the Glover and Kelly dealerships. Cocktails were served, and goody bags were handed out. Special lighting in the front of the store and underneath the Grand Wagoneer added to the ambiance.
Sales Manager Mike Roeder said salespeople were encouraged to invite who they wanted. Towne Auto Group’s luxury dealerships spread the word to their clientele as well.
Roeder said his store sometimes sells vehicles to players on the nearby Buffalo Bills NFL team. He wouldn’t be surprised to see them get a few Grand Wagoneers in the months ahead.
“They’re 100 grand, so you’re going to deal with affluent businesspeople and some of the local sports figures, but that goes along with every product line,” Roeder said. “We have a Ford store, and a lot of the Bills buy their Raptors from us.”