No two days are the same.
That?s the reason Scott Morton, general manager at Rich Morton Auto Group, loves the auto business.
“It is just always something different,” said Morton. “If you want something very challenging, something to stimulate your brain, this is the business.”
While Scott Morton, son of dealer principle Rich, grew up in the business, he didn?t join right out of college. Instead he worked as an accountant before becoming the Auto Group?s finance manager in 1999.
The excitement of the business and the challenges of competing with other dealerships drew him in.
“What sets us apart are the employees,” said Morton of the approximately 100 people employed by the Auto Group. “We also have a large customer base. Repeat customers come here because they are comfortable,” he said.
Jason Stocknoff, the dealerships? business development manager, noted that long-time sales staff has extraordinarily high repeat customer rates.
Special incentives put in place by the Mortons, such as a Customer Advantage program, also boost volume, according to Stocknoff.
The program provides customers who buy new or used cars from the dealerships with complete drive train breakdown coverage for as long as they own their vehicles, free loaner cars each time the customers? vehicles are serviced, a discount on parts and labor, and a complimentary deductible for all collision repairs.
“Everything we do here is dedicated to the customers,” said Stocknoff. “We are not interested in getting people in, taking all of their money, and never seeing them again. We want to build a customer for life.”
The Mortons also utilize that philosophy with their employees, putting programs in place that allow employees as much autonomy as possible. The results, said Morton, are long-time employees.
Service manager Dennis Elliott, who has worked at the dealerships for 18 years, said that tone is what keeps him and other long-time employees satisfied and ultimately makes the dealerships successful.
“From Mr. Morton to Scott, to all of us, it is a family here,” said Elliott. “Whenever you have the same people you work with here for a long time, it is a very nice place to work.”
Contact info
Rich Morton Auto Group
» www.richmorton.com
Rich Morton Lincoln Mercury Mazda
» 51 Mountain Road, Pasadena
» Sales: 800-556-8113
» Service: 800-288-1031
Rich Morton I-97 Auto Mall (pre-owned vehicles)
» 8059 Veteran?s Highway, Millersville
» Sales: 800-500-8892
Rich Morton Lincoln Mercury of Annapolis
» 1013 West St., Annapolis
» Sales: 800-500-7337
» Service: 443-837-3333
