Porsche of Beachwood isn’t your typical car dealership. The brand-new, $45 million, state-of-the-art complex, located at 3750 Orange Place, promises an experience.
“It’s called Destination Porsche, and it’s a lifestyle,” says General Manager George McCarley. “We want the dealerships to feel like you’re in a very luxurious, high-end sort of nightclub.”
Or, for more seasoned clientele, “They may feel like they’re in a Ritz Carlton,” says McCarley.
Natural light pours through skylights, and sleek furniture welcomes customers to sit and relax.
Porsche curated a 33-hour playlist of music, which is piped through the dealership to create ambiance that changes throughout the day. “It starts off really soft in the morning, and then it ramps up as we go into dinner,” McCarley explains. “It’s not just 33 hours of the same music — it’s constantly being updated by Porsche in Germany.”
The Beachwood dealership, which encompasses some 60,000 square feet, is owned by Penske Automotive Group, the largest Porsche franchiser in the U.S., and is Penske’s first Generation 5 Porsche dealership. It’s not uncommon for racing icon Roger Penske himself to pop in unexpected. During one surprise visit just after the grand opening, Penske signed the underside of the hood on a sales representative’s classic Porsche that was on display in the showroom. McCarley says the video of Penske signing the car, which was posted on the dealership’s Facebook page, racked up 1.7 million views in two days.
Two buildings comprise the dealership — one housing the showroom and service center and the other featuring three detail bays, a large carwash and a photo studio equipped with special lighting to help capture images of the luxury cars.
The new facility also allowed the service department to expand, going from 11 service bays to 19. “That’s a huge number of cars that we can get through the shop,” McCarley says. “So instead of being three weeks or four weeks out for a maintenance appointment, now we can probably get you in next day.” For bigger jobs, McCarley anticipates no longer than a week’s wait.
McCarley adds that the service technicians are always on top of the latest technology. In fact, many of them go away for a week at a time several times a year to learn about new technology and how to work on the latest cars. “Our guys are second to none,” he says.
While internal combustion engines are still Porsche’s bread and butter when it comes to sports cars, hybrid and electric technology is making its way into the fleet. In particular, a new electric Macan coming to market soon is expected to draw significant interest. The gas-powered version of the small SUV is one of the dealership’s bestsellers.
To accommodate the forthcoming electrification, the facility will include several fast chargers that will be able to charge vehicles in 20 to 30 minutes, according to McCarley.
As for the location of the new dealership, McCarley says they couldn’t have found a better spot. “It just made sense to get this location and put it right next to Pinecrest, and also in Beachwood, where we have a massive client base and a very loyal client base,” he says. “It was perfect.”
Crestmont Cadillac Buick GMC
Driving into Crestmont Cadillac’s service department, you’ll know whether you need a wheel alignment or air in your tires before anyone even looks at your car. A machine measures all of it, and your tire tread depth, too. “You probably wouldn’t even notice you’re driving over it,” Crestmont President Alex Park says of the sensor equipment. “We used to have people who would do that manually. It was pretty laborious.”
This technology is all part of the dealership’s commitment to innovation, which is nothing new. Crestmont has been on the cutting edge for a long time. Park points to the Cadillac dealership’s collision center, which, a decade ago, was one of the first body shops in the area to switch from an oil-based paint to an eco-friendly water-based alternative. “Our business, just like every other service business, is always having to evolve,” Park says.
More recently, the transition to online transactions has been a focus for the Crestmont dealerships, which include Crestmont Cadillac and Crestmont Buick in Beachwood, as well as Crestmont Hyundai and Genesis in Brunswick.
Through new technology implemented over the last three years, customers can transact in any department — sales, collision or service — 100% online, without ever setting foot in the dealership. This includes valet pickup and delivery service in addition to receiving real-time text message and/or email updates about vehicle status from the service department. After an inspection, customers receive a message outlining the recommended services, which they can choose to accept or decline. They then receive an invoice when the service is complete, which can be paid online, and they can schedule a time to have their car delivered back to them.
As Crestmont’s president, Park says his most important job is keeping the company culture intact. This culture revolves around the core values of understanding that associates are the business’s most important asset, staying positive, effort, accountability and continuous improvement — attributes that all of Crestmont’s employees strive for. “We are very lucky to have great people, and great people make my job easy,” Park says.
Last year, Crestmont Cadillac, the company’s flagship, celebrated its 50th anniversary. “And that’s all because of our associates and the people in our community,” Park says. “Most small businesses don’t make it that long.”
Crestmont shows its appreciation through partnerships with the city, including sponsoring fireworks shows and supporting programs through the high school. “Our community is very important to us,” Park says, adding that he and his sister both reside in Beachwood. “We love the community; we love the city services.”
Park also appreciates the convenience of the location. “You can’t hear the highway from my backyard, but I could be on I-271 in five minutes,” he says. “It’s perfect.”
