Cultivating the Customer Experience
Commonwealth Auto Group Increases Net Profits by 20% YOY
Like many dealership leaders across the country, Charles Daher Jr. grew up in the family business. He worked his way up the ranks of Commonwealth Motors in Lawrence, MA, by cleaning cars, fixing dealership lots and selling vehicles any chance he could get. After graduating from college, his passion continued as he transitioned into sales and service management positions.
Commonwealth Motors started in 1991 by Daher’s father Charlie, who, over the past 30 years has grown the business to include five franchises — Chevrolet, Honda, Kia, Nissan and Volkswagen — along with a business development center, serving communities throughout Northeastern Massachusetts.
Today, one of the group’s biggest challenges is their location. Lawrence isn’t known for its affluence or attractions, making it crucial to connect with customers in surrounding areas, such as Boston commuters and residents of neighboring cities. Because of their location, they found a blanket approach to their marketing efforts ineffective and realized they needed a more dynamic strategy to reach their target audiences. The Dahers decided to partner with Team Velocity to help them implement a winning strategy focused on data and a personalized customer experience.