Rimrock Subaru July 2018

W NO EN OP

STATE-OF-THE-ART

NEW FACILITY

324 S. 24TH ST. W. (406) 651-5200 RIMROCKSUBARU.COM A SPECIAL ADVERTISING SECTION

Rimrock Subaru’s new 42,700-square-foot facility features a spacious, modern lobby with ample natural light and room to sell.

CASEY PAGE, Billings Gazette

WHAT’S NEW? EVERYTHING Dealership’s new look in line with manufacturer standards

By TARA CADY tcady@billingsgazette.com

to the detail. Furniture, flooring, color schemes … it’s all in the grand design to look modern and create an appealing Rimrock Subaru is shifting gears. environment for customers and employees Car manufacturers require their alike. dealerships to appear a certain way, down When the Rimrock Subaru dealership

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July 2018

at 324 S. 24th St. W. needed to change its appearance to be compliant with new manufacturer standards, the cost of renovations outweighed the cost of building new, said general manager Danny Meraz.

Jones Construction was hired to

demolish the old three-building facility and build a state-of-the-art complex. During construction, Rimrock Subaru continued its operations next-door at 2540 Phyllis Lane.

Demolition began in early August and construction completed mid-June, within RIMROCK SUBARU

one week of the projected nine-and-ahalf month timeline. Record snowfall was the contractor’s greatest hurdle.

“The winter was naturally very challenging and if anyone ever drove by there through the course of our excessive winter, we had miles of reinforced plastic and a lot of heat getting pumped in order to maintain progress,” said project manager Bryce Terpstra.

At roughly 42,700 square feet, the new facility is vastly larger than the previous. Its service shop features 16 service bays and two quick lube bays; the former facility had half the capacity.

“This is going to allow us to service our customers’ cars in a much more efficient time,” Meraz said. “They’ll be in quicker and faster.”

While customers wait, they have access to an internet café, a lounge, a children’s area, and a retail parts department, where Subaru swag like hats, shirts and keychains, as well as vehicle accessories, are available for purchase.

“A new facility is definitely going to make a big difference with regard to comfort,” said Meraz.

The comforts apply to service technicians, too.

Please see Page 5

A glass-walled staircase overlooks a portion of the lobby. The building’s second level is occupied with office space.

CASEY PAGE, Billings Gazette

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CASEY PAGE PHOTOS, Billings Gazette

The underground bays and suspended oil/air machines give service technicians more elbow room to get the job done.

LEFT: With the push of a button, customers can drive through one of the two service doors for quick and efficient car maintenance.

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July 2018

RIMROCK SUBARU

From Page 3

Within the service shop, oil/air machines are suspended and the bays are underground to give technicians more elbow room and efficiency.

Plus, air conditioning and heating is a welcome change for service shop employees. Matching blue tool boxes give the shop a clean, cohesive look.

Parts are a walk away for technicians, who have access to 50 percent more inventory than before. The parts department has a back counter and front counter to separately assist technicians and customers in buying parts.

Outside, hardscapes had to be reconfigured. The old parking lot sat on a higher grade than the streets at the intersection of 24th Street West and Monad Road. It was lowered so that when traffic approached the dealership, passersby wouldn’t see the bumpers of inventory on display but instead view cars at eye-level.

Terpstra says the building’s exterior façade with its aluminum composite panels, arch and curtain wall system catches the eye and makes the facility look massive.

Unique features of the building’s Please see Page 6

CASEY PAGE, Billings Gazette

An internet café is one of several spots customers can wait while their cars are serviced.

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CASEY PAGE, Billings Gazette

A 1970 Subaru 360 is front and center in the lobby.

From Page 5

interior include the glass wall system surrounding offices, the stairway and suspended lighting, he said.

“We’ve done a number of things with Rimrock Auto Group,” said Terpstra. “It’s a great teamwork approach; their leadership is really aligned. They’re very decisive, great to work with, know what they want and bring a lot to the community in terms of community support. They’re not just some corporate powerhouse.”

In addition to its improved services and appearance, Rimrock Subaru will

house 20 percent more vehicles and offer more employment opportunities to the community. Meraz says increased space may yield an additional 15 jobs.

An official grand opening is scheduled for Friday, July 13, from 1 p.m. to 3 p.m. The festivities include a Chamber of Commerce ribbon-cutting at 1:30 p.m. with Mayor Bill Cole, plus food and music.

The celebration of the dealership’s new look will continue through the weekend during regular business hours. Rimrock Subaru is open daily from 8 a.m. to 7 p.m., Monday through Saturday, and 11 a.m. to 5 p.m., Sunday.

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Driven to succeed through the years

By CHARITY DEWING cdewing@billingsgazette.com

The first Subaru ad that ran in the Billings Gazette appeared Dec. 19, 1968.

RIMROCK SUBARU

Gazette archives

In 1971, 24th Street West was not the popular mecca for shopping, entertainment and eating that it is today.

Long before Rimrock Mall, between Kmart and Casa Village, stood the newlyopened, Ryan’s Oldsmobile. As west-end businesses developed, the Ryan family decided to sell what would become the future home of Rimrock Subaru.

Subaru had its start in Japan in 1953, under a different name, Fuji Heavy Industries Ltd., before becoming Subaru Automotive and ultimately bringing what is frequently referred to as Montana’s car to the United States.

By 1954, the first four-wheel passenger vehicle prototype was complete. The model, known as the P-1, was front-wheel drive, had independent suspension and riding comfort.

The P-1 went on to be the Subaru 1500 in the ensuing year and used the first Japanesemanufactured monocoque (single-shell) body.

Following many prototypes and models, Subaru made its way to the U.S. in 1968, when Subaru of America was established in Philadelphia, subsequently moving to New Jersey.

The first Subaru ad that ran in the Billings Gazette appeared Dec. 19, 1968, for its “action buggy.” The headline and caption read, “Making the Scene” and “Mod, cool and crazy – that’s the Subaru.” Subaru marketed to the young, hip generation of car buyers.

In 1969, Subaru was the first to introduce a full line of front-wheel drive cars in the U.S., according to Gazette archives.

It wasn’t until the early 1970s that Subaru of Billings: Front Drive Center opened with sales at 311 Moore Ln. and service at 1402 Broadwater Ave. Its first classified ad appeared in the Gazette on June 14, 1972. The modest ad read, “Just arrived.”

Please see Page 8

JULY 2018

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From Page 7

The Subaru Brat was marketed as an inexpensive, durable off-road vehicle in 1978.

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July 2018

Gazette archives

The first feature ad ran July 28, 1972, for a Subaru GL Coupe.

Features included a standard AM radio, electronic clock, console and cigarette lighter.

During the 1970s, advertisements in The Gazette focused on the romanticized aspect of car-buying. Ads portrayed newlywed couples riding away into marital bliss in their new Subaru.

Amid the muscle-car era of the late ’60s and ’70s, Subaru held its own throughout the U.S. and Montana. By 1973, Subaru challenged the competition in ads that published in The Gazette with coast-to-coast time records in speed; front-wheel drive power; sustainability; traction and safety. It was, and remains, one of the only manufactures that did not produce a full line of “all-terrain” vehicles, like trucks.

“The small car that is all car” captivated Billings’ car owners in 1974, and in 1975 the first Subaru four-wheel drive station wagon was on display at the Broadwater Ave. showroom.

1978 was a big year for the Billings dealership, as the Subaru Brat was introduced as an inexpensive, durable off-road vehicle. Subaru also celebrated the grand opening of its RV department in 1978, selling campers, trailers, canopies and motor homes. It seemed Subaru was just as capable of satisfying the rugged Montana persona as its competitors.

In 1979, a recall was announced for Subaru’s 1977 and 1978 models due to a defect in throttle valves sticking in cold weather. Subaru bounced back with skillful marketing, calling its GLF Hardtop a “Most Valuable Player” in the industry for its bucket seats, AM/FM radio, vanity mirror, digital clock, plush carpeting, reliability and performance.

In 1988, Subaru celebrated 20 years of automobile machinery for American drivers by announcing a new model, the XT6, a state-of-the-art, two-door coupe. It continued to step up its game with aluminum alloy overhead cam engines with fuel injection, electronic engine management system and power-assisted automatic transmissions.

“The small car that is all car” captivated Billings’ car owners in 1974, and in 1975 the first Subaru four-wheel drive station wagon was on display at the Broadwater Ave. showroom.

In 1990, the Subaru Justy subcompact car with fourdoor hatchback styling was launched nationally. The Justy was marketed for its unique electron ica l ly-control led, c o n t i n u o u s l y-v a r i a b l e transmission, or ECVT. The infinite ranges of speed without sudden shifts differentiated itself from a manual five-speed.

Subaru continued to release new vehicles and match the competition with diversity and safety. In 1991, Subaru released the Legacy Sports Sedan. It had all the bells and whistles of a sports car with the safety and security of all-wheel drive.

Rimrock Auto Group was established in 1993, when John Soares and Steve Zabawa purchased Bert Pontiac GMC Cadillac. In 1998, the dealership was rebranded as Rimrock Pontiac GMC Cadillac. From there, they took the dealership market by storm.

In 1999, Soares and Zabawa purchased Ryan OldsmobileSuzuki, which would become the home of Rimrock Subaru, at the intersection of 24th Street West and Monad Road.

In May 2002, Homestead Hyundai-Subaru owners sold the dealership to Rimrock Auto Group. Soares and Zabawa decided to keep Subaru, but retailed Hyundai to Underriner Motors.

During the early to mid2000s, Soares and Zabawa focused on a massive remodel of the former Oldsmobile facility, costing Rimrock Auto Group $300,000 for a top-notch sales RIMROCK SUBARU

floor to display popular models like the Legacy, Forester and Outback. For Soares and Zabawa, the nationwide landmarks of a Subaru dealership were important to add to the new build: chimney, fire pit and barbeque pit.

Rimrock Auto Group continued to expand with Rimrock Auto Body and Detail, buying and remodeling what was once Big Sky Auto Auction at 5730 Holiday Ave. By then, Rimrock Auto Group went from 40 employees to 280 in less than a decade.

Business growth didn’t stop there. In 2006, Rimrock Auto Group obtained the Billings Kia franchise. In 2011, MercedezBenz opened its new showroom at 3045 King Ave. W. and Rimrock Auto Group celebrated the grand opening of Volkswagen Billings at 4040 King Ave. W. In 2014, Leonard Fichtner, once one of the youngest General Motors franchise owners in history, sold Fichtner Chevrolet in Laurel to Rimrock Auto Group.

Rimrock Subaru continued to thrive in the Billings community, becoming part of a select group of dealerships to receive the

esteemed Subaru Stellar Care Award in 2013 from Subaru of America, Inc. as a result of the dealership’s customer-focused programs, outstanding sales and service, and great facility.

Subaru remains favored in the U.S. for its midsized cars with impressive horsepower, all-road versatility and durability. And because of its clever marketing of “front-wheel” and “all weather” capabilities, Subaru has persevered popularity in Western states like Montana.

“The whole market had gone away from cars. Everyone wanted an SUV or a truck but then gas prices increased and Subaru was doing 30-40 miles per gallon,” said Zabawa. “Most people could only afford one vehicle that used a lot of gas.”

Along with fantastic gas mileage and all-wheel drive, Subarus were popular in Montana for being spacious. Zabawa says the upcoming 2019 Subaru Ascent will seat up to seven and provide even more room for large, adventurous families.

Soares and Zabawa strive to make the car-buying experience as easy for their clients as possible.

Every remodel and progression in their business is for their customers. But, they want to be more than just a pretty picture.

The new Rimrock Subaru facility will represent the quality that the Subaru team has to offer. Soares and Zabawa developed a digital selling process for clients to peruse vehicles and even purchase online with minimal onsite paperwork afterward.

“We wanted a frictionless and transparent option for buyers,” said Zabawa.

Soares and Zabawa have come a long way, celebrating 25 years together as partners in Rimrock Auto Group.

“We’ve tripled sales since we’ve been here. It’s a great work environment, stellar people; there’s been a lot of good things here,” Zabawa said.

Today, Rimrock Subaru is located at 324 S. 24th St. W. The constant evolution of the Subaru dealership matches the legacy of the manufacturer: always changing, striving for excellence and constantly achieving the highest marks for quality while matching the competition with diversity and security.

Gazette archives

In the 1970s, romanticized advertisements, like this one featuring a couple appearing to be on the Rimrocks, appeared in The Gazette.

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Photo courtesy of Family Service, Inc.

Rimrock Auto Group president Rick Welty, Rimrock Subaru general manager Danny Meraz and Family Service, Inc., executive director Stacy Brown are pictured at the nonprofit’s annual volunteer appreciation breakfast at the Billings Depot in April.

Rimrock Subaru’s promise to local charity

By TARA CADY tcady@billingsgazette.com Nationally, Subaru of America’s “Love Promise” fundraising campaign has raised money for local and national charities for the last 20 years. Locally, Billings Animal Shelter, Boulder Elementary, Toys for Tots and United Blood Services have benefited from Rimrock Subaru’s philanthropy.

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FIVE YEARS STRONG

The most notable example of giving back is seen through the Billings dealership’s partnership with Family Service, Inc. In 2014, Subaru of America expanded its “Spread the Love” event, a fundraiser that ties new car and lease sales with charitable donations. In addition to the five national charities customers could choose between to direct donations, Subaru of America gave dealerships a sixth option — a local charity.

With customer feedback in mind, Rimrock Subaru chose Family Service, Inc. as its focus and continues to do so in 2018.

The combined five annual fundraisers put on by Rimrock Subaru since 2014 have raised $81,360 for Family Service, Inc.; it’s an amount that the nonprofit’s campaign and development director Jane McCracken says helped keep the doors open to requests for rent and utility assistance, one of the

organization’s four key programs.

Family Service Inc., originated 112 years ago in Billings when seven faithbased organizations rallied together to help families in need. While no longer operating under a religious umbrella, the nonprofit continues its original mission. Today, its four programs include food boxes, clothing, one-time rent and utility assistance, and education.

RIMROCK SUBARU

In 2017, Family Service, Inc. served 10,663 families within Yellowstone County. That figure breaks down into about 24,000 individuals, of which approximately 7,600 are children. A preponderance of those people were from Billings, McCracken said.

McCracken says the tens of thousands raised by Rimrock Subaru is a remarkable gift to the community.

“Every year, it increased the number of households we were able to help,” she said.

“The important thing isn’t the money, but the number of people served.”

The demographic of those receiving assistance includes approximately 36 percent families with children, 34 percent senior citizens and 12 percent persons with disabilities.

Roughly 300 people walk through Family Service, Inc., located at 1824 1st Ave. N., daily. That number includes clients, shoppers, donors, volunteers and staff.

Between 30 to 40 people are lining up for food boxes when the nonprofit opens its doors, McCracken said.

“Just about anything you can buy at a grocery store we have included in boxes,” she said of the twice monthly gift afforded to those in need.

Rimrock Subaru’s donation of $16,149 this April went toward food purchases.

While some food is donated to Family

“The greatest thing about the Subaru dollar is that it’s unrestricted and pays for our most-needed expenses. And we get to define what our mostneeded expenses are.”

Jane McCracken. campaign and development director, Family Service, Inc.

Service, Inc., the nonprofit also pays for food for pennies on the dollar, like pallets of green beans or stuffing for Thanksgiving, said McCracken.

“The greatest thing about the Subaru dollar is that it’s unrestricted and pays for our most-needed expenses. And we get to

define what our most-needed expenses are,” she said.

McCracken says that while circumstances have changed, people have not, and humans still need their basic needs met like access to good food and water; a warm, safe and dry shelter; and clothing.

Once those needs are met, clients may qualify for the nonprofit’s employment assistance through education.

“We all know the answer to long-term poverty issues is more education,” she said.

Scholarship dollars are awarded to clients seeking a GED or certificate through the Lincoln Center’s adult education programs. McCracken says the long-term goal for everyone assisted is self-sufficiency.

“The Subaru national people have developed such a heart for families in need.

We really, really consider Rimrock Subaru and Rimrock Auto Group a vital partner in our community.”

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