Wealth and Wheels: Unique dealership caters to niche market
by Michael J. Pallerino
June 02, 2014 12:00 AM | 845 views | 0 0 comments | 7 7 recommendations | email to a friend | print
Masseratti and Rolls Royce are present at the dealership as is this souped-up customized Dodge Viper, above. With some of the vehicles at the dealership are Director of Business Development Adler Dehner of Marietta, left, and Brand Manager at Select Luxury Cars Rick Rampi, Marietta. Staff/Sam Bennett
Masseratti and Rolls Royce are present at the dealership as is this souped-up customized Dodge Viper, above. With some of the vehicles at the dealership are Director of Business Development Adler Dehner of Marietta, left, and Brand Manager at Select Luxury Cars Rick Rampi, Marietta. Staff/Sam Bennett
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Staff/Sam Bennett
Staff/Sam Bennett
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Staff/Sam Bennett
Staff/Sam Bennett
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MARIETTA — So, your mind is made up. You’ve had your eyes on a Rolls Royce Phantom Drophead Coupé — the $350,000 British handmade convertible piece of art that’s sure to turn more than its fair share of heads. Or maybe you want a Bentley, Jaguar, Porsche, Lamborghini or Ferrari. How about a BMW or Mercedes?

If you’re looking for a vehicle that races over the $100,000 mark, Cobb’s Robbie Aschar wants to talk with you. Or you could just drop by Select Luxury Cars, the museumesque showroom off Cobb Parkway South in Marietta that houses an alluring portfolio of late model handpicked luxury, exotic and sports cars to satisfy the James Bond in your soul.

The “Millionaires’ Playground,” as some car aficionados call it, has an inventory as diverse as the customers it attracts. Name another car dealerships you can walk into that features six exotic and super cars valued at more than $2 million dollars in entrance way.

“It’s fun to watch people as they walk into the showroom,” said Ashcar, founder and CEO. “They are not astounded by the quality of the cars because they are expensive; it’s because they are pieces of art. When somebody decides to spend $300K on a new vehicle, they do it because it’s a piece of art.”

Ashcar has grown his business from selling fewer than 100 BMW and Mercedes in 1994 to almost 1,000 high-end luxury cars annually. When he started in the business, he envisioned a place where people could find all the manufacturers under one roof, but didn’t feel like a used car lot.

That’s where service enters the picture. While Select boasts customers who have bought at least 15 cars from it, what keeps them coming back is service. “Select is different because we really care about our customers,” said brand manager Rick Rampi. “We want them to walk away with that blown away feeling, and then tell their friends about us.”

Yes, but can a dealership specializing in high-end cars really be “all things to all people?” Rampi says yes. With an inventory of cars ranging in price from $15,000 to $350,000, the majority of the ones Select sells (about 80 percent) are BMWs, Porsches, Mercedes Benz and Audis.

“Most people don’t think they can ever afford a luxury vehicle, but that simply isn’t true,” Rampi said. “We make it affordable to own a luxury vehicle and are constantly looking to refine our customer service experience to evoke that ‘wow’ emotion.”

There are other tweaks that keep customers coming back. For example, the Select team scours inventories across the country to make sure they are maintaining the most competitive prices.

And then there’s Select’s new business model. Six months ago, it unveiled a concept that may revolutionize the way people get their luxury brands serviced. Select Luxury Service is unlike anything the luxury vehicle market has seen. The one-stop shop concept enables customers to buy and service their vehicles all in one location.

Each car on the lot is inspected and reconditioned. If the vehicle doesn’t meet Select’s standards, it is wholesaled out.

After customers purchase a vehicle, the Select team follows up with them to see that everything meets their expectations. If not, Select fixes the problem.

“You can be confident that if you’re looking at one of the vehicles on our lot it is of high quality,” Rampi said. “Customers don’t grow on trees. Once we earn your business once, we want to earn it for all of your luxury vehicles.”

Select plans to bring the concept to market by investing in its expansion. It currently is studying another location in Atlanta and has been approached by investors to expand into other states.

Rampi said the premise is simple: “We sell more than just high quality luxury cars; we sell your dream as a child, your favorite past time, your slice of life and your weekend getaway.”

Select Luxury Cars & Service:

985 Cobb Parkway South

Marietta, GA 30060

Phone: (770) 421-0070

www.selectluxury.com

Sales Hours

Mon-Fri: 9 a.m. to 7 p.m.

Sat: 9 a.m. to 6 p.m.

Sun: Closed

Service Hours

Mon-Fri: 7:30 a.m. to 6 p.m.

Sat: 9 a.m. to 1 p.m.

Sun: Closed

 



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