FEATURED COVER STORY
Auto Demand Remains Strong!
D
By Debbie Melton
on Ledford Automotive in Cleveland grows again. The past year has been another one of new opportunities, hard work, and growth for the Don Ledford Chevrolet, Buick, GMC & Cadillac in Cleveland, Tennessee: “The Dealership That’s Different!” “It’s an exciting time to be in the automotive business as demand remains strong, but what is even more exciting is to see the growth in this city and surrounding areas,” said Debbie Melton, Dealer Principal and General Manager of the 37-year-old family business. “The industry did over 17 million in new vehicle sales for the fifth year in a row!”
What Makes Us Different
During the past year, Don Ledford Chevrolet, Buick, GMC & Cadillac at 4595 North Lee Highway, Cleveland, has had another great year. But doing it right is what is most important and sets the dealership apart from its competitors. Back in 2017, the dealership was one of very few businesses in East Tennessee and North Georgia nominated for the Better Business Bureau’s Torch Award for Marketplace Ethics. Being nominated is an honor in itself, but in April of that year, Don Ledford in Cleveland was presented the award at a ceremony in Chattanooga hosted by the BBB, with Governor Haslam as the guest speaker. There were only three “for-profit” and three “non-profit” businesses in this entire two-state area given this award
26 // March 2020
based on trust, performance, and integrity. In 2018 and 2019, we have continued that tradition. Don Ledford in Cleveland has 45 full- and part-time employees—and is growing. “We are so proud to be able to provide good jobs to good people from this area,” Melton said. “I am proud of the effort our team puts forth and in the positive satisfaction ratings from our customers. Making our customers feel comfortable and at home is important at Don Ledford.” To back those efforts up, and to work toward continuous improvement, the dealership has a concierge to assist customers with everything they may need help with during their visits to the dealership. Plus, the dealership has started a “Ladies Day” in service, offering different treats for the ladies from time to time, like free mani-pedis, roses, car care clinics, etc., in addition to service specials. It’s been a big hit! When Melton designed the new dealership, a top priority was a new customer hospitality area. This part of the dealership is spacious and has comfortable seating, large flat-screen TVs, free WiFi and refreshments, and a separate children’s playroom in an area that is in full view of, but isolated from, the adults.
Other Customer-Focused Extras
Don Ledford also added a new service drive-in reception area and two indoor delivery areas. When
