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Dearborn, Michigan Welcomes New Concept in Automotive Retailing

13 April 1999

Dearborn, Michigan Welcomes New Concept in Automotive Retailing -- MotorQuest Dodge; The First Real Improvement in a Car Showroom Since 1899

    DEARBORN, Mich.--(AutomotiveWire)--April 12, 1999--The newest concept in automotive retailing, MotorQuest Dodge of Dearborn, opened its doors on Monday, April 12. The grand opening celebration was held at 14700 Michigan Avenue. Customers were treated to the thrill of the Dodge Viper Simulator Interactive Display. Michael A. Guido, mayor of Dearborn dedicated the dealership at 4:30 p.m.
    The former Joe Ricci Dodge on Michigan Avenue is the first MotorQuest Dealership of its kind. The $2 million renovation was the first of a new type of dealership for the new millennium, according to veteran auto dealer Ricci. Recognizing the space limitations of the location and neighborhood concerns, an innovative architectural design tripled the floor space by building a vertical three story parking deck to securely store 120 vehicles moved by elevator.
    "Our innovative sales philosophy is dedicated to complete customer service," said Ricci. "All sales persons are empowered to negotiate all buy/lease transactions." Each salesperson works on a salary with overall performance incentives, thus achieving a relaxed environment with less negotiation. All vehicles are sold at manufacturer's invoice cost or less. Used cars are backed by a 51-point inspection certification and a 90-day warranty.
    "The customer is provided with complete disclosure of all lease or buy transaction elements," said Ricci. Vehicle trade-in appraisals are based on current market listings. The new showroom has soft furniture, a coffee bar and attention to detail that creates a non-confrontational environment for the customer.
    MotorQuest currently operates four dealerships: Melrose Dodge and Wellesley Dodge in the Boston metro area, MotorQuest Chrysler Jeep of Southgate, Mich., as well as the Dearborn location. MotorQuest Automotive Group of Troy, Michigan projects an additional 15 stores over the next five years. MotorQuest Automotive Group is owned by Joe Ricci, with partners Rick Inatome, chairman of American Speedy Printing and Inacom, Inc.; and Joseph Antonini, former CEO of Kmart Corp. and noted retail innovator.