(REAL TIMES NEWS SERVICE)—For Pamela Rodgers, owner of Rodgers Chevrolet, 2011 not only represents a special year as Chevy’s 100-year anniversary, but also the 15th anniversary of her dealership at the current Woodhaven location in Detroit.
“Chevrolet has been my livelihood,” said Rodgers discussing how the company has afforded her a wealth of opportunities. Rodgers, who recently held an event at her dealership celebrating her 15th anniversary along with Chevrolet’s 100th, said that in many ways, her success with Chevy is representative of what the company represents as a brand.
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| PAMELA RODGERS said Chevrolet has afforded her a lot of opportunities and speaks to the core of what it means to be an American.
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“From some of the first roads in the country to current technology to providing people work, Chevrolet has helped build America and has always been at the core of what it means to be an American. Chevrolet is America.”
Rodgers’ journey with Chevrolet begin after spending a few years working with Ford as a financial analyst. She worked as a sales person at several dealerships including Flat Rock Chevrolet Oldsmobile owned by Charles Harrell.
Under Harrell’s tutelage, Rodgers rotated through each of the five departments of the dealerships, and gained valuable experience in all aspects of dealership operations.
The Duke University graduate was admitted to Ford’s minority dealer development programs in 1988 and after co-operating a Ford dealership for a brief stint, Rodgers convinced GM to let her take over a Flat Rock dealership in early 1993 being sold by Harrell.
It was there that Rodgers’ management skills began to really shine, increasing sales at the Flat Rock facility to $18 million and in 1995 it became number one in “service satisfaction” for the Detroit area.
As part of a push to reduce dealerships, GM decided to close the Flat Rock facility prompting Rodgers to buy the neighboring dealership in Woodhaven, and name it Rodgers Chevrolet.
She has been operating the Woodhaven dealership since 1996.
Since that time, Rodgers Chevrolet has grown substantially with a strong focus on customer service.
In 1996, her dealership generated revenues of $37 million. By 2001, sales were over $80 million and continue to average in excess $75 million.
Rodgers’ success as African American business owner has earned her spot on Black Enterprise magazine’s coveted top minority business list a number of times.
Still, Rodgers said her real fulfillment comes with serving customers and seeing their face light up when they are handed the keys to a new Chevrolet.
Some of Rodgers personal favorites include current and past Camaros as well as more recent models like the Malibu, Traverse and Equinox. In fact, she believes some of the best days for Chevy are in the years ahead.
“It’s an exciting time with our new products and I think the future has a lot to offer,” said Rodgers.
“Chevrolet has great designs, driving excitement, something for the family, practicality. Chevrolet has something for everyone.”
It’s a business philosophy that speaks to the core of Chevrolet as a brand, said Rodgers.
“Between the folks at GM, my staff and my customers over the years, Chevrolet is about family,” said Rodgers.
“Like any other family, we’ve had our ups and downs, but it’s how you get through the rough times that really defines a family. That’s Chevrolet and I’m glad to see us making a comeback.”
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