The only dealership in Cape Coral until a few years ago, Roger Dean Chevrolet is wrapping up its first head-to-toe renovation after 22 years in business.
"Chevy dealers across the country are going through a facility re-imaging program," executive general manager Dave Large, of the Cape location, said.
"All of the dealerships are going to look very, very similar," he said.
Roger Dean Chevrolet, 101 S.W. Pine Island Road, is finishing a major renovation to the dealership facilities. The dealership invites the public to visit to see its new showroom, which should be completed next week, as well as other innovations, including an expanded and upgraded customer waiting area and parts department.
The re-imaging program is part of Chevy's new marketing campaign called Under The Blue Arch. It launched about two months ago with commercials.
"The commercials are all done in a setting identical to the way the new dealerships are going to look," Large said.
"It's a complete new face at the store," he said, adding that Roger Dean Chevrolet was the first and only dealership in the Cape until three years ago.
The renovation at the dealership began at the end of October, and it is expected to be completed by the end of the month. Three-quarters of a way through the project, the front-end showroom should be done next week.
"They're expecting to have a grand re-opening in May," Large said.
As part of the renovation, the customer waiting area will be enlarged to include Wi-Fi, a 46-inch flatscreen television, coffee bar and more.
"We've done everything, from the floors to the ceiling, to the paint on the walls, to the artwork, to the landscape," he said, adding that the intent is to offer customers a whole new experience. "It's customer service-minded."
Space will also be set aside for a customer retail parts counter. People can order and buy parts for their vehicle at the counter, while the retail area will offer accessory stands with Chevy mugs, steering wheel covers and more.
"Everything is visual as opposed to being behind a parts counter like at a normal parts store," Large said. "Easier to grab the things they want."
Employed at Roger Dean Chevrolet for 17 years, he explained that this is the dealership's first major overhaul since opening more than two decades ago. There have been minor changes over the years, like after Hurricane Charley.
"But nothing compared to what we're doing now," Large said.
"It's just going to be a more pleasurable experience for our customers," he said, adding that there will be a lot more amenities.
Large welcomed the public to come down and check out the changes.
"If they haven't been in the store in the last seven or eight months, they won't recognize it," he said.
The dealership sells new cars and trucks, and it has more than 150 used vehicles - cars and trucks - in stock. There is a General Motors certified service shop and a full body shop that can work on all makes and models.
"In this day and age, Chevy has the biggest line of fuel-efficient passenger vehicles," Large said.
Some in the product line include the Volt, an extended range electric vehicle, and the Cruze Eco, which gets about 42 mph. The Sonic and the Spark, which comes out later this year, get in the high 30s to the low 40s on gas mileage.
"Chevrolet is very fuel-efficient minded," Large said.
Roger Dean Chevrolet is at 101 S.W. Pine Island Road.
Contact sales at (877) 875-7640 and service at (877) 433-5926.