Metro Detroit Business Grows in Tough Times with New Businesses to Provide 360-Degree Customer Service at Mike Riehl's Roseville Chrysler Jeep

One Of Nation's Top Selling Stores Celebrates 40 Years With Strong Metro Customer Base While Also Growing National Specialty Sales And Services

Employee Team Was 25 In 1967 And Now Counts 122 Across Unique Business Divisions, Many With 20 And 30 Years Of Service

ROSEVILLE, Mich., Nov. 21 -- Mike Riehl has watched the fledgling automobile dealership bought by his father 40 years ago grow from a one-location Chrysler Plymouth store into one of the most comprehensive auto sales and service businesses in the nation while still anchored along the Gratiot Avenue corridor on metro Detroit's east side.

In addition to new and pre-owned vehicle sales, Mike Riehl's Roseville Chrysler Jeep has developed a Mopar Parts Center, a reconditioning and detailing center, a five-bay express lube center, a theft and recovery services division, an on-site finance and insurance service, and an upscale premium car unit that specializes in sports and luxury automobiles. Parts and even vehicles are sold and shipped throughout the nation from the Roseville store.

Jim Riehl, Sr., bought the then-defunct Bill Henderson Chrysler Plymouth in 1967, said Mike Riehl, President of Mike Riehl's Roseville Chrysler Jeep Superstore. Jim, Sr. (Mike's brother Jim, Jr., owns Jim Riehl's Friendly Chrysler Jeep in Warren) was an industry stalwart, working with Bill Snethkamp Chrysler in Detroit in the 1960s when Henderson decided to sell. Mike worked at the business part-time during the school year, and full-time during summers between high school and college class schedules.

"My father bought the business with the idea that we would be fully committed to servicing every aspect of our customers needs," Mike Riehl said. "That core mission hasn't changed in 40 years. In fact, it's led to the creation and growth of several businesses that customers might be surprised to learn we offer."

The theft and recovery center was a unique addition to the hometown Chrysler Jeep superstore. The center specializes in returning stripped or vandalized automobiles into like-new condition, Riehl said. "When it leaves our floor it's in as good as when it left the factory floor," he said.

Riehl said that the Mopar Parts Center has also become a major part of the business. "We have 3 trucks that deliver parts to independent repair and body shops, and service stations. We carry about $1 million in parts-one of the largest inventories in the state," he said.

The parts center also stocks parts for auto buffs that specialize in reconstructing classic cars. Both current and historic Hemi engine blocks are regularly stocked. "We ship all over the world to people involved in restoring classic cars," Riehl said.

Riehl's reconditioning and detailing center services everyone from individuals to used car dealers and fleets. Riehl estimates that the center performs between 12 and 15 reconditioning jobs a day. The store's five-bay Quick Lube center performs about 1,400 oil changes a month.

The state-of-the-art collision and repair center includes advanced facilities including precision computer-directed auto frame repair, heavy engine rebuilding and down-draft paint rooms. "We regularly put collision vehicles back to factory specs complete with like-new paint jobs," Riehl said.

For Riehl, providing quality service means committing to providing services for 100 percent of the vehicle. "The way we see it, if you're going to be in the car business-you need to be in it all the way," he said. "Our business has only grown during the past 40 years by following that example, and from where we sit, the future looks even brighter."

Customer focus has always been the foundation for Riehl. It has earned Chrysler's prestigious Five-Star Award for being the best of the best consecutively since 1978. In 1998, the store became one of the first in the nation to meet Chrysler's demanding standards for becoming fully certified as a Five-Star dealership.

Community service also has a long tradition with Riehl and his team. One current example is the constant reconditioning of computers and related equipment that are donated for community service. The businesses' seven buildings on 12 acres require their own on-site IT (information technology) department for the nearly 100 computer stations needed to keep everyone instantly connected with each other, the customers and the world. As equipment is replaced, the old units are reconditioned (just like the vehicles) and given to community groups.

Mike Riehl's Roseville Chrysler Jeep Superstore can be found at 25800 Gratiot Ave. in Roseville, or online at www.mikeriehls.com .

Mike Riehl's Roseville Chrysler Jeep is a member of the Chrysler Jeep Superstores Advertising Association. The Chrysler Jeep Superstores Advertising Association is a group of 39 independently owned Chrysler Jeep Superstores in Southeast Michigan from Monroe to Fowlerville and from Clinton to Port Huron. Web site: www.chryslerjeepsuperstores.com .