On the Move — Always
As he talked about the very latest addition to the already-expansive portfolio for the Balise Auto Group, a car wash just off Riverdale Street in West Springfield, Jeb Balise said it was a capital-intensive, very necessary supplement to the collection.
Capital-intensive because car washes, as some might know but others might not, are now very sophisticated, computer-operated facilities offering an ever-greater array of wash options. And necessary because … well, consumers are becoming ever-more demanding, and, likewise, the auto business is ever-more competitive.
So auto groups like Balise need to respond with the proverbial ‘more’ and ‘better.’ ‘More,’ as in more products and services to offer those customers, and ‘better,’ as in better than the competition.
And this mindset reflects itself in everything from the company’s growing stable of car washes (there are now three, including two in Western Mass.) to the ongoing work to replace or renovate the group’s large roster of dealerships, including the Balise Nissan store a half-mile east of the car wash on Riverdale Street, to an insurance agency in Rhode Island as part of the mix.
“We’re making sure we’re giving the customer everything they want for support instead of just selling them a car,” said Balise as he talked about additions to the number of collision centers, used-car facilities, and more. “So if someone buys a car from us, they don’t have to worry about collision repair or getting their car cleaned or insurance; we can pretty much provide holistically everything they need for the life of that car.”
He offered those thoughts in an interview in one of the sales offices at Balise Nissan, the latest of the company’s dealerships to be replaced, or, in this case, given a huge makeover. Long operated under the name Jerry Rome Nissan, the facility now bears the Balise name.
Open for just over two months, the ‘new’ dealership was essentially gutted and rebuilt from the ground up, said Balise, adding that it is the first store selling this brand to incorporate new imagery and design elements developed by the carmaker.
“There was nothing left of the showroom — we stripped it right down to columns and roof, basically,” he explained. “We really rebuilt it, and you can feel it; you would never know it was a retro.”
That’s the word he chose for a dealership built in the ’80s and ’90s — before they became far more spacious (50,000 square feet in the case of the Toyota dealership, also on Riverdale Street), comfortably equipped, and customer-friendly.
As he talked about the Nissan store and offered a quick tour, pointing out its larger, revamped showroom and well-appointed service waiting area, Balise said there are a few minor touches to be completed before a grand opening can be staged — probably later this month.
And as those final touches are made, thoughts are already turning to what’s next, said Balise, adding that the company embarked on a massive campaign to make over facilities for all the brands it sells more than a decade ago, and there are still a few projects left to undertake.
One is the Balise Mazda facility on the other (north) side of Riverdale Street. Built in 1984, it is certainly showing its age, said Balise, adding that plans will be on the drawing board soon for either new construction or another extensive renovation.
Meanwhile, another nameplate in line to have a new home is Kia, which became part of the Balise stable in 2015 and has been housed in a small facility that was once a Mercedes dealership a decade ago.
Kia is a rising star in the auto galaxy, said Balise, adding that it has an attractive mix of cars, vans, and SUVs, and it will soon have a home befitting that status. Various options are currently being reviewed, and no formal plans have been announced, he went on, noting that both the Kia and Mazda facilities will be upgraded within the next 24 months.
“Our plans will be really impressive,” said Balise in reference to both projects, still in the developmental stage. “These will be either brand-new buildings or significant renovations — total change.”
As for the car washes, Balise said they are part of broader efforts to serve the full gamut of customer needs and provide additional layers of value.
The company started with a facility in Hyannis, where it also has several dealerships, then added one on East Columbus Avenue in 2016; the West Springfield location opened in January.
There are two more car washes on the drawing board for the next 24 months, said Balise, adding that the specific markets have not been identified.
The car washes offer ample evidence of consumers taking better care of their vehicles, but also of the value that auto groups are trying to provide.
Indeed, the car washes are strategically located to serve customers at the Balise dealerships (there are three on Columbus Avenue and a half-dozen on Riverdale Street), he noted.
Those who buy a car at any of the Balise dealerships get 60 days of free washes, he went on, and they also get special pricing on both everyday washes and the hugely popular ‘unlimited plans,’ whereby consumers can wash their car as often as they want for one monthly fee.
As for new dealerships, the company is always looking for new opportunities — in this market and others, he went on, adding that, despite an ongoing wave of consolidation within the industry, there are still a number of single dealerships and small groups that could be added to the portfolio if the conditions were right.
“Even with all the consolidation, it’s still a fragmented business,” he told BusinessWest. “The majority of facilities are owned by someone who might have two or three stores, or one store.
“We’re just focusing on the best-location, best-franchise philosophy,” he went on, and then making sure our facilities exceed the customers’ expectations.”
— George O’Brien