Advertorial
A WORLD-CLASS DEALERSHIP Imagine opening a brand new 206,000-square-foot luxury car dealership facility in January 2020, with elevated vehicle display platforms, private delivery theaters, a chandelier inspired by the historic Silverstone racetrack, cascading water features and mosaic art walls. And then a global pandemic hits...
The all-new Holman Motorcars dealership, located at 900 East Sunrise Boulevard in Fort Lauderdale, Florida, is a stunning, state-of-the-art facility that provides a lifestylefocused experience. It blends the renowned Holman customer service with the iconic luxury of Aston Martin, Bentley and Rolls-Royce brands. But when a global pandemic takes away the customer experience and adds a level of uncertainty for employees, what do you do as an automotive business? You trust the process. “Our business went from being fully opened and operational to not a phone ringing,” says Holman Motorcars Fort Lauderdale General Sales Manager, Ralph Avila. “But fear can bring people out of their comfort zone and, frankly, we have to believe in something. As a company, we agreed to strictly follow and trust local government and CDC guidelines, and made changes to our business accordingly.” February to April 2020 was a scary time for Holman Motorcars. The car manufacturers that stock the new showrooms halted production of their vehicles as thoughts of the 2008 financial crisis loomed in the back of peoples’ minds. How do you face something like that? Holman Motorcars was the only local auto-dealer group that fully shut down the sales department during the height of the pandemic. As a familyrun business, their top priority was to make sure employees remained safe and healthy. “Toward the end of April 2020, we were able to bring back sales associates one at a time. And we saw some movement,” says Avila. “Customers were indoors for almost two months, and they just wanted to go somewhere and to do something. Our new facility provided a safe and new experience for them.” Great car dealerships rely on providing excellent customer service. Throughout the pandemic, Holman Motorcars embraced safe and effective ways to bring customers into 140 — 141
their new state-of-the-art facility. They took cleaning to another level, they introduced self-test driving cars and provided contactless delivery. The service department remained operational, and they simplified the paperwork signing process. They did everything they could to make the customer feel comfortable and happy with their services. And it worked. “Considering what the experts were forecasting about the doom to the automotive industry, well, it went in the opposite direction for us,” says Avila. “We stayed true to Holman’s mission and expectations. We promised a world-class experience for our customers and that’s what we gave them.” Holman Motorcars is home to the full lineup of ultraluxury vehicles including Aston Martin, Bentley and RollsRoyce. Today, customers can expect the same lifestyle experience of Holman Automotive in a gorgeous new facility that’s worthy of international luxury brands. If the Silverstone racetrack chandelier doesn’t stop you in your tracks, the cars certainly will.
