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Mercedes-Benz Newest Dealer Has His Eyes on the Prize

9 May 2000

Mercedes-Benz Newest Dealer Has His Eyes on the Prize

        Jeffrey A. Penn Poised to Target America's Quiet Success Story

    ANNAPOLIS, Md., May 9 For almost three decades, Benson
Motors has been an icon and ever present institution on the picturesque
waterfront of Annapolis Maryland. With the retirement of longtime owner,
George Benson, Mercedes-Benz Washington Region General Manager Mark Korman
recently announced that ownership of the respected Mercedes-Benz dealership
has been transferred to Annapolis Motors, L.L.C.
    For Jeffrey A. Penn, managing partner for Annapolis Motors, L.L.C., the
transfer in ownership is more than a name change. It is the fulfillment of the
American dream.
    "Any black or poor child in America living in a housing project, the
product of a single-parent family or growing up in modest circumstances can
look at me and say, 'Hey he did it, so can I'," asserts Penn who is African-
American.
    "I've always felt that ownership is the true essence and measurement of
success," said Penn. "It is especially gratifying to achieve my goal of
ownership and to do so as part of an organization with the legacy and
universal prestige of Mercedes Benz."

                     Burgeoning Minority Consumer Market
    While Penn is aware of the historical significance of his success, he is
quick to focus on the larger picture -- concentrating on expanding marketing
opportunities and tapping into the burgeoning upscale ethnic minority markets.
    "There is a success story that is quietly unfolding in America -- one that
isn't receiving the same level of media exposure as crime and other negative
things we've become so accustomed to. That success story which encompasses the
African-American and Latino markets is what we want to tap into. We want
people to know that, yes, you've earned the right to and you deserve the very
best. You can own a Mercedes-Benz, it is not out of your reach."
    For Penn, ownership of a Mercedes-Benz retail operation is a natural next
step in a diverse automotive career. Penn was Director of Sales, Service &
Parts for the Atlantic Automotive Corporation in Owings Mills, MD, where he
was responsible for five Saturn facilities with a total of $150 million in
sales. Previously, he held a number of positions including Market Area Manager
for Saturn Corporation in Berwyn PA, Regional Marketing Planner for Nissan
Motor Corporation in Herndon, VA, and Operations Supervisor for General Motors
Corporation in Drayton Hills, MI.
    "To whom much is given, much is expected," Penn offers. "There are many
people who sacrificed a lot for me to have this opportunity. So, I'm not
satisfied with just being in an ownership position. I'm looking forward to
working very hard to take this dealership to the next level," Penn asserts.
"God has blessed me with the wherewithal to surpass my wildest dreams, in
terms of what one would call career success."
    Penn is quick to tout the management team that comprises Mercedes-Benz of
Annapolis L.L.C., whose other members include the principals of Atlantic
Automotive Corp. Atlantic is the owner of the Herb Gordon Auto Group, the
operators of the Mercedes-Benz retail center in Silver Spring, MD.
    Penn said he is fortunate to have inherited a strong workforce, many of
which have long tenure with the dealership. "I'm not interested in making
wholesale changes in our staff. If it ain't broke, don't fix it," he mused.
    "Mercedes-Benz is renowned for excellence in both products and client
service," said Penn. "I want to exceed the justifiably lofty expectations of
Mercedes-Benz clientele, who expect nothing short of a standard of excellence
in product quality and world-class service."