Brent Morgan calls it “a jewel box” sitting in the newly rebuilt Integrity Mazda dealership in Chattanooga.
Located within the tall, glass-walled showroom, a car lift can elevate any new Mazda two levels high and showcase a vehicle to potential buyers inside or outside the dealership, the president of Integrity Auto Group said.
Morgan cited that feature and others in the revamped dealership, where he said about $7 million has been invested at the International Drive site off Highway 153.
“We’re giving customers a better experience,” Morgan said in an interview.
In mid-2020, Integrity Auto Group added another nameplate to its stable of new and used vehicles with the purchase of Tim Short Mazda in the city.
(READ MORE: Mazda dealership sold to Integrity)
Mazda was the first import badge for Integrity, which already sells the Chevrolet, Cadillac, Buick, GMC and Hummer brands.
Morgan said work started in November to totally renew the dealership.
“We’re bullish on the Chattanooga market,” he said. “Chattanooga keeps growing. We think the timing is right.”
But the investment comes amid a volatile marketplace in the U.S., according to Jonathan Smoke, chief economist for industry watcher Cox Automotive.
“Keep your seatbelts buckled as the election, geopolitics and the Fed are all likely to create more volatility over the next several weeks,” he said in a statement.
New-vehicle prices nationally were lower year over year for the 10th consecutive month in July, Cox reported. Higher inventory levels and incentives have shifted the auto market to favor buyers, though high loan rates and tight credit conditions continue to hold industry sales below potential, according to Cox.
(READ MORE: Integrity remakes dealership)
However, Mazda sales are on a roll in the U.S. this year, according to the automaker. Mazda’s North American operations reported July sales of 39,866 vehicles, up 30.2% compared to a year ago. Through July, Mazda sales are 13% higher.
In Chattanooga, Morgan said sales grew 150% in the first year it operated the dealership. In the three years since, sales are 25% higher, he said.
With the new facility, Morgan said, “We’ll get an additional boost,” adding that Mazda hadn’t previously had the kind of focus Integrity has brought to the brand.
He said he expects to sell about 1,000 new and used vehicles annually and double what the business does now.
Morgan cited the store’s location amid an array of other dealerships on so-called “auto row” in Chattanooga.
“This is oceanfront property,” he said.
The new showroom has space for five vehicles, the dealer said. The customer waiting area is located in the center of the showroom, Morgan said. Large video screens can be seen by people passing by the dealership, he said.
Morgan said a customer parts pickup area is located just off the showroom.
He said the service side of the dealership also has grown about 150% since the purchase. That site will have nine full-service bays, he said. Customers seeking service will drive into an enclosed, tile-floored area, Morgan said.
When Integrity bought the dealership, he said it made a commitment to give Mazda the platform it deserves.
“There’s still room for expansion,” Morgan said. “We’re going to be here for the long haul.”
As a company, Morgan said Integrity sales are up about 12% this year.
“We see a lot of consistency in Chattanooga,” he said.
Contact Mike Pare at mpare@timesfreepress.com or 423-757-6318.