Automotive News Canada - December 2021 - F30

FIXED OPS JOURNAL
Dodge aims to solidify its performance cred
G
unning to be America's top automotive
performance brand by
2025, Dodge is revving up its gofast
business plan.
Th e automaker last month launched its
Power Brokers program that grants qualifi ed
U.S. dealers exclusive access to selling, stocking
and installing Direct Connection parts
and related services.
Th ere are initially 100 designated Power
Broker dealers. Th ose numbers could grow, a
Dodge spokesman told Fixed Ops Journal,
noting there are approximately 2,400 Dodge
dealers in the U.S. While there's no cap on the
number of Power Broker dealers, those chosen
will have to be high performers in customer
service.
Th e program requires dealers to select technicians,
service advisers and parts employees
who are dedicated to performance work and
complete certifi cation . Th e dealers also will
be expected to hold performance clinics for
Dodge's more passionate customers.
More details on the Direct Connection and
Power Brokers programs are scheduled to be
shared by the automaker this week.
Parts installation by a Power Broker dealer is
mandatory to retain the vehicle's warranty
coverage, emissions compliance and the performance
part's 24-month, unlimited-miles
warranty. Like its mid-1970s predecessor, the
Direct Connection brand also will support
race vehicles such as Dodge's latest Challenger
Mopar Drag Pak.
Helfman Dodge-Chrysler-Jeep-Ram-Fiat in
Houston is a Power Broker dealer.
" We talk to every customer about accessories, "
says Sam Debner,
Helfman's head of
parts and business development.
" It will increase
traffi c on the
showroom fl oor, and we're going to have access
to other vehicles that non-Power Broker
dealers may not have. Th ere's more awareness
on the service drive, and that should also increase
sales. "
Debner says selecting who would serve as
Helfman's Power Broker performance concierges
was easy. Service Director Adam Haner
is not only an Automotive Service Excellence
master technician, " he's a gearhead;
he's had race cars and grew up in a family that
had exotic race cars, " says Debner.
" He's just a natural fi t. It's the same with the
other two people. Th ere's nothing about hot
rods they can't tell you. "
- Jeff Yip
FIXED IN TIME
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PAGE 30 DECEMBER 2021
A cashier at Triangle GMC
in Lancaster, Pa., which
sold light-, medium- and
heavy-duty trucks, waits
for customers to arrive at
the dealership's spacious
parts store. Triangle
shuttered in the mid1980s,
with Jones BuickGMC
in Lancaster
acquiring the dealership's
light-duty truck business.
While some customers
still shop for parts at their
local franchised
dealership today, much of
the activity has moved
online. And as our story
on Page 24 notes, some
dealerships choose to
operate their own retail
parts stores as well.
PHOTO COURTESY OF GENERAL MOTORS
Automotive News Canada - December 2021

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