Fixed Ops Journal - February 2021 - F20

FIXED OPS JOURNAL

LAUNCH STRATEGY

&
QA
NICOLE
GEENEN

Low overhead and digital options are key as HAAH ramps up

Q: Will your dealer network be coast-to-coast
from the start?
A: We have well over 100 dealers. We will
probably have about 250 dealers when we
start retailing, and eventually add another 50
to 75, probably, to fill in the corners.
We need to be in the markets where the customers are at, so at first we will be in the largest markets. But we also need representation,
from my perspective, from my service perspective, in all states, so that's where we're going to go.
Will there be service-related requirements
for dealers, such as for diagnostic machines,
special tools, etc.?
One of our principles is to be very customer-friendly and that applies to the dealers, too.
We are committed not to have an excessively
high overhead. I do not expect dealers to
build a giant Taj Mahal. I have no intention of
making them buy tools they're never going to
use.
Will service include things such as pickup
and delivery, online reservations and other
digital services?
We knew from the start we wanted to be set
up so customers could do everything that
needs to be done, when you own a car, from

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FEBRUARY 2021

with the service advisers at a dealership than
in the boardroom - maybe don't quote me
on that; just kidding!
But at the dealerships, they're the people
who spend time with people and actually talk
to customers and fix your cars. From them
you can find out where your weaknesses are
and where your strengths are - they'll tell
you, straight up, and that's why I love them.

What aspects of working with dealerships
do you enjoy the most?
The thing I got a lot of satisfaction from was
where you were helping speed up the processes, getting customers in and out faster. It benefits the dealer and it benefits the customer.

" I don't think I'm
special. When I first
started, sure, I was alone
in the room. But I know
there are a lot of females
with a lot of aptitude
and talent. "

icole Geenen is vice president
of service operations for HAAH
Automotive Holdings, which
plans to introduce vehicles developed by China's Chery Automobiles to the U.S. market under the brand
names Vantas and T-Go starting in 2022.
Geenen, 51, is the rare female executive in
the fixed ops environment.
Before joining HAAH in 2019, she was director of service operations for Mitsubishi Motors. That followed a 29-year career at Mazda
North American Operations, primarily in the
fixed ops area.
Geenen spoke with reporter Jim Henry.
Here are edited excerpts.

the couch. Mobile service, pickup and delivery - all those things are on the table, and
they'll be done [from] where the customers
are comfortable.

Has your experience with other automakers
been mostly in the field?
I've been in plenty of service bays, and in every area of dealership service departments. I'd
say 60 percent of my career has been field-facing.
I've been in hundreds of dealerships. Truth
be told, I'd rather hang out with the techs and

How has it been, coming up through the
ranks in service, in a particularly male-dominated specialty, in a male-dominated industry?
My career was built on being talented and
having a skill set and an aptitude and passion
for this area. My dad used to tinker on an old
[Volkswagen] Karmann Ghia, and much to my
mother's chagrin, I would be out there with
him, underneath the car, getting dirty. I always had an interest in it.
Do you view yourself as a trailblazer?
I don't think I'm special. When I first started,
sure, I was alone in the room. But I know there
are a lot of females with a lot of aptitude and
talent. I don't know if I'm unique or not; people keep telling me I am. But I'd love to see us
be just like the marketing folks. It's important
to have inclusiveness and diversity in all areas.
I know several females in charge of service at
the dealership level, and [they]are doing it just
like I'm doing it, they're out there every day.
I've run through the different chairs, and I've
proved myself. I bring a lot of passion, and I
align with HAAH's philosophy of building everything around the customer, and to me, the
customer is also the dealer. That's why [HAAH
CEO Duke Hale] chose me. 

Fixed Ops Journal - February 2021

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