Woodhaven, Michigan: The key to her repeat business success is service. From her originally designed, colorful waiting area featuring a speedway theme to a team of highly skilled service advisors, Rodgers Chevrolet is a company that never misfires when it comes to building long-term relationships with customers. This is a team that’s as well trained in the mechanics of human dynamics as they are the electronics of today’s automobile engine. Keeping that relationship running smoothly is a matter of individualized communications where customer satisfaction is not an optional service.

Pamela’s story is all the more unique in that she is one of the few women in the world to own a dealership in her own right. It wasn’t passed on to her by her father or a husband, and she took a failing location and turned it around. Today, with a team of 85 employees Rodgers Chevrolet generates $73 million in revenue annually by selling nearly 200 and servicing as many as 1,200 cars per month.

In an industry defined by steel, rubber and oil, Pamela Rodgers is a woman in a man’s world where it’s more common to see grease under the fingernails than a French manicure. Yet, her philosophy has always been that the two are compatible, and that strong, smart leadership—regardless of gender—is what matters. As a product of an influential mentor herself, Pamela is intensely focused on the softer side of what it takes to sell cars, and she invests heavily in the raw materials—the people--in her business. From training to development to advancement, Pamela understands that business is all about providing good service to your customers---and employees.

Her dealership is a fine-tuned organization with capable women in critical jobs: business manager, parts manager, controller, and of course, sales. And, their placement is anything but gratuitous. Statistics show that women own or purchase 50% of all automobiles sold, and influence the purchase decision on 85% to 90% of all autos purchased. But, it’s the quality of their experience at Rodgers Chevrolet that determines if and when they’ll return. Judging from Pamela’s track record, that happens more often than not—and in the car business that is where the rubber meets the road.

Meet Pamela Rodgers, owner of Pamela Rodgers Chevrolet, one of the few automobile dealerships owned by an African-American woman in the USA.

CONTACT:
Rodgers Chevrolet, Inc.
23755 Allen Road
Woodhaven, Michigan 48183

Tel: 734.676.9600 In Michigan: 800.846.1400
Fax: 734.676.2876
Email: buyrodgers@aol.com
URL: http://www.RodgersChevrolet.com

• SELECTION: Pamela Rodgers was recommended to us by the Detroit Public Television. Their Business Advisory Council made a list of those small business with the greatest social capital. Pamela was also recommended by many others. To be selected as the study for a show, a business must come up on everyone's list as being " ... loved by their community and respected within their industry." To find more stories done in Michigan, click here.

• GO FURTHER: Spend some time with the eight key points of the case study guide (upper right corner in the green box) and each of the related transcript segments.

• Here is a print version of the transcript.

• ORGANIZATIONS, ASSOCIATIONS & PUBLICATIONS. Pam and her people are active members of several organizations and key trade associations -- one is to give back to the community and the other is where they go for continuing education in their field. Here are just a few:
  • The Merrill-Palmer Institute . Pamela serves on the board of this Wayne State University program to serve families, especially the children.
  • Big Brothers/Big Sisters USA
  • Alternatives for Girls (AFG). Pamela serves on their board of directors.
  • National Association of Minority Automobile Dealers (NAMAD).
  • General Motors Minority Dealer Association.
  • Pam is also an active member of many other civic and professional organizations including the Detroit Black Chamber of Commerce, the Southeastern Michigan Community Foundation, and the Advisory Board of Detroit Automotive Office.

• AMERICA'S MOTOR MACHINES ON WOODWARD AVENUE DREAM CRUISE: Like the spirit of America, this is a volunteer site for a free-wheelin' event every August.

• FIRST PRINCIPLES: Starting a business is the road to economic independence for most of us average people. Read a little more to see why incorporating a business keeps the passion of the American revolution alive!

• CASES BY BUSINESS TYPE. Click on the heading to find all the business types and then click on your type of business to check out those case studies.

• SUPPORT PUBLIC TELEVISION:
  Become a member of your local station. If you are already, great. If not and your business is doing well, consider joining the Producers' Club ($1000).

• JOIN, JOIN, JOIN: Your professional associations in your industry are your key to continuing education, market research, collaborations, strategic partnerships, capital and so much more ... often you'll find that you enjoy like-minded people and many will become friends for life.