DWYER & SONS VOLVO-SUBARU

BIG BUSINESS

From a very small start, Dwyer 6- Sons
Volvo-Subaru has grown into a major business
which is still expanding today.

M

any businesses start small, but very few begin with only two
products to sell. Not two lines of products but, literally, two
items for sale -in the case of Dwyer & Sons, it was a pair of
Fiats - in their show-

room.
Over 42 years later, Dwyer &
Sons Volvo-Subaru has a 28,000
square foot location on Maple
Road, west of Haggerty Road, in
Commerce Township.
Joseph Dwyer, a former
Chrysler employee, and his broth-
er-in-law, Al Dittrich, founded
Dwyer & Sons at Grand River
A.M4,46,
and Seven Mile Road in Detroit
in 1959. Like most family busi-
ness start-ups, money was
extremely tight. So the partners
converted a former H.F. Smith
hardware store into a two-car
showroom, and worked until 10
p.m. most nights and weekends.
Every customer trade-in had to be
converted immediately into cash
to pay for the customer's new car,
and to replace it on the lot. In its early years, the dealership
sold English Triumphs as well as Italian Fiats.
Over the years, the dealership grew. In 1960, Volvo was
added to its lineup. In 1981, Triumph and Fiat left the U.S.
market. Subaru was added to the dealership in 1982. By 1993
the dealership had outgrown a 1.5 acre Detroit location and
moved to its current 4-acre location. A separate showroom for
Subaru and a service reception area was added in March 2000.
Shortly after, another acre was purchased for additional storage
and new and used car display.
Through four-plus decades, the dealership's personnel has
also changed. Dittrich left the business in the early 60s. Joseph
Dwyer, with encouragement from his wife, Rosemary, continued the deal-
ership's steady growth. In the 70s, a new generation of Dwyers entered the
family business.
Pat Dwyer worked part-time while in high school, doing janitorial-type
work, washing cars and cleaning floors. He sold cars during summer breaks
from the University of Michigan, then joined the staff full time after grad-
uating in 1975. He is currently the general manager. Jim Dwyer, who grad-
uated from Michigan State, joined in 1979 and is sales manager, and
younger brother Frank, another U-M grad, came on board in 1988 and is
the dealership's service manager. Dad Joseph is semi-retired, but is available
to counsel his sons and be a general resource.
Being involved in a family business has many benefits, according to Pat.
"We're preserving the legacy of our family business. I think that's very
important. And it does add to how you're perceived in the market. People
understand that we are dedicated to our customers, since virtually our
entire family has been serving them for such a long time."
The Dwyers built the family business the good, old-fashioned way, by
working hard, and treating their customers the way they'd like to be treat-
ed. By establishing a trust element in their dealings, they've been able to
enjoy long-term customer relationships. They have many happy, returning

customers who have purchased three or four cars over a 15- or 20-year
period.
Dwyer & Sons' new car customers return to the dealership for high qual-
ity, first-class service on their new Volvo or Subaru. Because service has
always been the backbone of Dwyer & Sons' business, it's always been
given the highest priority. The dealership has a great staff of experienced,
highly-trained technicians, some of whom have been with the company for
over 20 years. Customer satisfaction was important to the Dwyers long
before it became an industry buzzword, or was formally measured and
rated by the car companies.
To complement customer serv-
ice, the dealership offers an on-
site collision department which
specializes in Volvo and Subaru
repairs, but also services all makes
and models.
"What sets us apart are the
products," Pat Dwyer says. "We
do have a wonderful product.
Both products, Volvo and Subaru,
definitely are quality vehicles.
Plus, we offer a relationship with
the customer that they'll enjoy.
We try to maintain stability on
our staff so the customers are
comfortable when they come in
and they see the same people,
year after year. We want our
employees to be suc-
cessful as well."
The biggest
change in the Detroit
market has been the
acquisition of Volvo
by Ford Motor
Company and the
purchase of 20 per-
cent of Subaru by
General Motors.
Salaried Ford
employees and
retirees, and their
immediate families,
qualify for Ford
buyer discount plans. Ford suppliers also qualify for plan privileges. Each
plan is supplemented by Ford, taking the haggle out of the purchase
process and adding a great opportunity for anyone who qualifies.
Some future changes in the car business will come as a result of the
Internet. "The Internet isn't going to affect the business, but I think it does
help people prepare themselves before they come into the showroom,"
Dwyer explains. "There is a lot of good information on the Internet."
Customers who walk into Dwyer & Sons Volvo-Subaru will immediately
notice a genuine, friendly, comfortable atmosphere in the showroom. Their
salespeople have never used a fast-talking, 'slam 'ern into a car' style of sell-
ing. They can take time with customers to make sure they get the right car,
with the right features, and understand how everything on the new car
works."
Dwyer & Sons offers extended sales and service hours on Monday
and Thursday nights, until 9 p.m. The dealership is also open on
Saturday, with the service department open from 8 a.m. to 1 p.m. and
the sales staff working from 10 a.m. to 4 p.m. For more information,
call 248-624-0400, or click on the dealerships' Web site, at
www.dwyerandsons.com .

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3/23
2001

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