Auto Demand Remains Strong

Don 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 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 Auto Demand Remains Strong! By Debbie Melton

customers must leave their vehicle for warranty work, Don Ledford provides free loaner vehicles.

Melton said the dealership now boasts one of the largest inventories of GM products in the region, giving customers the selection they want. “We’re very proud of our team training programs,” Melton said. “We have invested in a community/ conference/training room, and we use it regularly.”

The company’s “Heart of Service” curriculum has been a key to success. This training instills a set of principles, which empowers employees to deliver their services with a common set of core values.

“Our employees come to work every day to serve God, family, employees, customers, and community,” Melton said. “It is what sets us apart from other businesses. We’ve always had a AAA Better Business Bureau rating, but now having been honored with the BBB Torch Award for Marketplace Excellence, well, it’s just validation to all of us that we have been on the right track, and we certainly aren’t going to change; we’re only going to try and improve.” Giving Back to Cleveland & Bradley County A business won’t be successful if it doesn’t give back time and money to the community that supports it. This past year, the dealership has worked hard to do that. Here are just a few of the opportunities Don Ledford in Cleveland has been able to participate in to enable the dealership to give back to their friends, neighbors, and customers:

• The dealership sponsored a “Ride & Drive” event with Parkview Elementary School, where they donated $20 per test drive up to a maximum of 500 test drives, or a total of $10,000. The school came through! Thanks to all of the parents, faculty, friends, and all other relatives who helped out, $10,000 was raised. It was awesome! • Chevrolet donated $5 for every test drive the

employees and customers took in October to the American Cancer Society’s Making Strides Walk Program in our “I Drive For” Campaign. (Chevy’s national goal was $500,000.) • The dealership worked with Outlaw Rodeo Co. for the third year in a row to bring back a rodeo to the area by sponsoring the Memorial Day Weekend event at the Tri-State Exposition Center’s Bess Neil Arena. • The dealership also once again was involved with Lee University in the 2019 Cleveland Great Strides Walk for cystic fibrosis. • The dealership also donated a new vehicle for one Bradley County School Teacher of the Year and one City of Cleveland School Teacher of the Year to drive for the next 12 months. A key presentation event was held at the dealership to present the vehicles. “Our ‘We Say Yes’ motto is not just a slogan,” Melton said. “It’s who we are and what we do, whether it’s in relation to your purchase, your service needs, or in regards to our community relations. ‘We Say Yes’ to our community both as a business and as individuals.”