Valley Automall emphasizes customer shopping convenience
Valley Automall was a radical concept back in 1996. The idea was to create a 100-plus-acre master-planned automotive community that allowed for one-stop shopping and customer service. Previously, local residents were forced to travel from dealership to dealership in order to find the right make and model car. Valley Automall changed all that, with 19 dealerships offering 24 vehicle brands.
Fifteen years later, Valley Automall is celebrating as the go-to place for everything automotive. Its enduring success is due, in part, to the pioneering visions of founding fathers: Ford Country owner Gary Ackerman, Cliff Findlay, Greg Heinrich and Larry Carter.
"We took a different approach toward the car-buying experience," Ackerman. "We wanted to identify the parts that worked and didn't work for our customers."
Ford Country, for example, has a full-service diner called Mustang Sally's that provides a diverse menu for hungry patrons. (It's one of just seven cafés and delicatessens located inside Valley Automall.) Ford Country has 10 acres with more than 400 vehicles on hand. The dealership also features a 10,000-square-foot showroom, plus 41 service bays and 28 certified technicians.
"Ford Country was the first dealership I had built from the ground up," Ackerman said. "We made the showroom offices open and transparent so our sales associates would seem approachable. It's important that our customers feel comfortable."
Ford Country, 280 N. Gibson Road in Henderson, recently ratcheted the comfort level by encouraging visitors to search other options. Six months ago, the dealership installed several computers inside its showroom with free Internet access. Visitors can now go online to comparison shop various makes and models.
"Everyone seemingly does some sort of research on the Internet these days. It's a critical resource in determining service, reputation and pricing," Ackerman said. "Today's generation are accustomed to instant information access. If denied that, they can begin to feel uncomfortable."
Ford Country is among the valley's first dealers to take such a bold step. It reasons that visitors will likely go home or use their phone to search the Web for the best deal. Ford Country's strategy has seemingly paid off.
"To date, not one employee has complained about it. Customers are delighted by our open sales approach," Ackerman said. "We feel comfortable about our product, service and staff. We are proud to stand behind what we do."
As a result, Ford Country has minimized the "hard sell." There aren't hordes of salesmen circling a customer the second they step on site. There is no pressure or aggressive sales push. Yes, Ford Country has certified professional salesmen on-hand, but they are there to answer questions and provide service in a friendly and easily accessible manner.
"Valley Automall is founded on the principles of customer convenience and service," said Valley Automall General Manager Valorie Staley. "We have been a proud part of the Southern Nevada community for 15 years, and we look forward to serving the valley for the next 15."
The Valley Automall, the state's largest and oldest automotive mall, this year celebrates a decade and a half of serving Southern Nevada. The Automall, a proud community partner, offers thousands of new and used vehicles off U.S. 93/95 at Auto Show Drive, or exit the Las Vegas Beltway at Gibson Road in Henderson. Its website is www.valleyautomall.com
Valley Automall dealers include Audi Henderson, Chapman Chrysler-Jeep, Courtesy Imports, Courtesy Mazda, Desert BMW, Desert Pontiac-GMC, Findlay Acura, Findlay Cadillac-Saab, Findlay Honda, Findlay Lincoln, Findlay Toyota, Findlay Volkswagen, Ford Country, Henderson Chevrolet, Henderson Nissan, Lexus of Henderson, Mercedes-Benz of Henderson and Towbin Dodge.
