Digital Dealer - August 2018 - 27
P H O T O G R A P H Y B Y M AT T M C D A N I E L
The Sunset Auto Family was founded as Sunset
Chevrolet in 1920 in Sumner, Washington, at a gas
station, selling only one or two cars a month. Today,
this family of dealerships is more than just the oldest
Chevrolet dealership in Washington state; it is a state
and national leader in sales and customer retention.
For the past 15 years, Sunset Chevrolet has been the
#1 Volume Chevrolet dealer in the entire state of
Washington, a remarkable statistic for a single-point
dealership located in a town with fewer than 10,000
people. Additionally, Sunset Chevrolet is a repeat
winner of Chevrolet's "Mark of Excellence - Genuine
Leader" award and consistently appears high on
Chevrolet's Service Customer Retention rankings
among Chevrolet dealerships, the only Chevrolet dealer
in the state to be awarded this distinction several times.
In 2011, Phil Mitchell became Sunset's sole
owner (completing a business buy-out with previous
owners Ray Sparling and Jerry Yoder), capping an
amazing success story that started with Phil working
as a lot attendant at age 14. Under his leadership,
Sunset Chevrolet embarked on an acquisition path,
purchasing several dealerships since 2013: Sunset Ford
(Sumner), Sunset Kia (Auburn), Sunset Mitsubishi
(Auburn), Sunset Trucks (Puyallup) and Sunset RV
(Bonney Lake). Extending the family auto theme,
Sita Mitchell and Roman Mitchell, Phil's wife and
son, recently became the first ever mother and son to
graduate together from the NADA Dealer Academy.
Continued on pg. 28
D I G I TA L D E A L E R . C O M
AUGUST 2018
27
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - August 2018
Digital Dealer - August 2018
Contents
Message from the Show Director
How to Spot Potential Leaders in Your Organization
Bridge the Gap Between Where You Are and Where You Want to Be
Are You Organized for Success?
BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Accountability: The Centerpiece of Success in Fixed Ops
14 Ways to Recruit Technicians
Disciplined Innovation
What the Companies With the Worst Reputations All Have in Common
The CRM of Tomorrow, Today
Interview With Phil Mitchell of Sunset Auto Family
2 Messages From Dissatisfied Customers
Why Reviews from the Decision-Maker Matter
The 3 Essential Traits of High-Profit F&I Managers
Price Is the Easiest Part of My Job
Phone Power!
8 Tactics to Help You Stand out on Social Media
5 Signs It’s Time to Part Ways With Your Conversion Tools
Direct Response: Now More Than Ever
Digital Dealer - August 2018 - Digital Dealer - August 2018
Digital Dealer - August 2018 - Cover2
Digital Dealer - August 2018 - 1
Digital Dealer - August 2018 - Contents
Digital Dealer - August 2018 - 3
Digital Dealer - August 2018 - Message from the Show Director
Digital Dealer - August 2018 - 5
Digital Dealer - August 2018 - How to Spot Potential Leaders in Your Organization
Digital Dealer - August 2018 - 7
Digital Dealer - August 2018 - Bridge the Gap Between Where You Are and Where You Want to Be
Digital Dealer - August 2018 - 9
Digital Dealer - August 2018 - 10
Digital Dealer - August 2018 - 11
Digital Dealer - August 2018 - Are You Organized for Success?
Digital Dealer - August 2018 - 13
Digital Dealer - August 2018 - BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Digital Dealer - August 2018 - 15
Digital Dealer - August 2018 - Accountability: The Centerpiece of Success in Fixed Ops
Digital Dealer - August 2018 - 17
Digital Dealer - August 2018 - 14 Ways to Recruit Technicians
Digital Dealer - August 2018 - 19
Digital Dealer - August 2018 - Disciplined Innovation
Digital Dealer - August 2018 - 21
Digital Dealer - August 2018 - What the Companies With the Worst Reputations All Have in Common
Digital Dealer - August 2018 - 23
Digital Dealer - August 2018 - The CRM of Tomorrow, Today
Digital Dealer - August 2018 - 25
Digital Dealer - August 2018 - Interview With Phil Mitchell of Sunset Auto Family
Digital Dealer - August 2018 - 27
Digital Dealer - August 2018 - 28
Digital Dealer - August 2018 - 29
Digital Dealer - August 2018 - 30
Digital Dealer - August 2018 - 31
Digital Dealer - August 2018 - 2 Messages From Dissatisfied Customers
Digital Dealer - August 2018 - 33
Digital Dealer - August 2018 - Why Reviews from the Decision-Maker Matter
Digital Dealer - August 2018 - 35
Digital Dealer - August 2018 - The 3 Essential Traits of High-Profit F&I Managers
Digital Dealer - August 2018 - 37
Digital Dealer - August 2018 - Price Is the Easiest Part of My Job
Digital Dealer - August 2018 - 39
Digital Dealer - August 2018 - Phone Power!
Digital Dealer - August 2018 - 41
Digital Dealer - August 2018 - 8 Tactics to Help You Stand out on Social Media
Digital Dealer - August 2018 - 43
Digital Dealer - August 2018 - 5 Signs It’s Time to Part Ways With Your Conversion Tools
Digital Dealer - August 2018 - 45
Digital Dealer - August 2018 - Direct Response: Now More Than Ever
Digital Dealer - August 2018 - 47
Digital Dealer - August 2018 - 48
Digital Dealer - August 2018 - Cover3
Digital Dealer - August 2018 - Cover4
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