Words: Kay Christianson
At Lifetime Kia in Morristown, Tennessee, it only looks like a step back in time. Drive straight up to the front door for valet parking service and stroll the indoor avenue. You’ll be greeted by 48 different Kia cars on display, Rondo’s and Amanti’s gleaming on their rotating platforms. Overhead is the painted sky-blue ceiling, on your left is the row of old-world style shops, and past the wrought-iron lamppost is the 32-foot tall cascading fountain. Need a break? Take a seat and relax under a bistro-style umbrella.
This extraordinary new facility is the vision of owner Mark Nadler, and it’s more than just a dealership. It’s designed to be a destination, complete with a veritable shopping village filled with conveniences and charm that run deeper than the Parisian-influenced architectural design.
Along this cobblestone street, shoppers will enjoy a beauty and nail salon, a chiropractic care center, and an insurance office. They’ll pick up and drop off dry cleaning, or rent a car with Enterprise, all in one convenient location. “We also expect a Starbucks or a pastry café,” adds General Manager Vic Martino.
As if this weren’t surreal enough, Lifetime Kia will also boast a first-run movie theater. There’ll be a supervised children’s playground, with child I.D. bracelets matching kids to parents. Last but not least, the design includes a 120-seat convention room upstairs, open to local non-profits and civic groups. “We believe in giving back to the community,” says Martino.
And give back they do. Lifetime Kia offers free oil changes and car washes to police and firemen, women, veterans, and even scrub-suited medical personnel on various days of the week, regardless of what brand of car they drive. “We used a local construction company, and a local architect as well,” Martino adds.
While the facility is designed for anyone to enjoy, the experience is even richer for those who’ve bought a Kia here. Drive up to the service area in your Kia and the doors open automatically, welcoming you to gleaming service bays where friendly, uniformed staffers are trained in offering exceptional service. “We even clean the service area twice a day so the floors are sparkling, because service is part of the Lifetime promise.”
In fact, service promises are the root of the dealership’s name. The relationship begins at the time of sale, after which Lifetime Kia buyers enjoy free oil changes for the life of their new car, and those oil changes include a complimentary hand wash. New car buyers also receive a special warranty that extends beyond Kia’s 10-year, 100,000-mile Limited Warranty. According to Martino, “Lifetime Kia means we’re there for you for the life of your ownership. Your purchase date is like your birthday to us. We call the philosophy ‘Friends for Life.’”
While you’re checking out Lifetime Kia, you may hear several sales staff pages or announcements over the P.A. “Vic, you have a friend on line two.” Yes, they really do refer to all customers as friends. Each sale is announced over the P.A., stopping every employee in their tracks to applaud the addition of another new friend. If all this bowls you over, don’t worry, there’s a café bench right there to fall back on.
So what ignited the passion to create such a radical new Kia dealership? Pure and simple: pride. “We saw the same thing in the Kia brand that we saw with Toyota 17 years ago: a great, up-and-coming car brand with unlimited future potential. We have total confidence in Kia. We’ve seen the future and committed to it in everything we do, including building this new facility,” says Martino. “Besides, I’m not into your typical glass and granite car dealerships,” adds Nadler. “Getting a new car should be fun. And customers love it. We want everyone in town to enjoy coming here.”
Apparently people really do love coming here. Combine the outstanding service with Lifetime Kia’s extraordinary offerings, and this Kia dealership reports out-selling every other automotive dealer in town—while still under construction! The completion date for the showroom is slated for September ‘07, and Lifetime Kia and friends will be celebrating in a style appropriate to the dealership, with a black tie event featuring a live orchestra.
So what would be the mark of success for Nadler after construction is finished? Record sales? Praise from the local officials? Maybe salon manicures at lunch? No, his goal is much simpler, but perhaps a little more profound. “I want even the six-year-olds in town to say, ‘Mommy, can we go back to that Kia dealership?’”
Catch the show at LifetimeKia.com.
