MINI of Ann Arbor opens on Jackson Road following delays
Customers look at models and speak to motoring advisors at MINI of Ann Arbor, which opened June 24.
Daniel Brenner | AnnArbor.com
General manager Sarah Woolson said as of Friday morning the dealership already had completed three sales and was experiencing a high level of interest from car-hunters in the area.
“We have everyone from 18-year-olds looking at their first new car all the way up to people well into retirement looking for something fun to drive,” Woolson said. “It really is all over the place.”
Owner Mack Johnson previously operated a Saturn dealership, and bought the former Jim Bradley Pontiac lot at 3500 Jackson Road in 2010. Having grown up in Ann Arbor and attended Pioneer High School, Johnson said he knows what types of cars will resonate with the local market.
“We had the Saturn dealership and I felt like when GM said that they would take Saturn off the shelf that consumers who were the ‘Saturn type’ of customers and ‘Ann Arborite’ types of people would like the MINI brand,” he said.
MINI of Ann Arbor is the third MINI dealership in Michigan, joining one in Grand Rapids and another in Oakland County. The brand is part of the BMW family, and Johnson said the cars are well-suited to customers who like the look and feel of smaller imported cars.
“When GM put Saturn out there they were trying to knock at the door of the imports and that’s exactly what they did,” he said.
“MINI is the same thing. You’re an American buyer but you like to have that import type of atmosphere and feel, that’s what it offers.”
As of Friday, there were about 60 cars on the lot, and Woolson said she expects that number to grow to about 100 new cars and 30 to 40 used models in the near future. The used cars sold by the dealership will not necessarily be MINIs.
General Manager Sarah Woolson said she's already seen strong demand and excitement at the MINI dealership.
Daniel Brenner | AnnArbor.com
In its most recently published sales figures, MINI reported selling 5,786 cars in April, a 1 percent increase over the previous year, and 19,841 cars during the first four months of 2013.
Johnson declined to disclose the cost of the project but previously told AnnArbor.com it has been a “big investment.”
After announcing his intentions to open the new dealership in February 2011 during the fall of 2010, a number of setbacks led to substantial delays in the construction of the 12,802-square-foot showroom.
“The biggest issue was me trying to be the owner, the dealer, and the general contractor all at the same time,” Johnson said.
“I felt like I could do it but there’s a lot more involved in it than I thought. So I tried it, but I think I learned my lesson.”
Demolition of the Jim Bradley building on the 7.7-acre lot was underway in September 2011 but plans to open in late-summer 2012 also went unfulfilled.
“We had a lot of different contractors and they were interfering with each other’s work,” Johnson said.
“One contractor would come in and rip out cables that had just been laid by a utility two days before. It was difficult figuring out who’s doing what and who’s responsible for what.” In the end, Johnson said he came out of the experience excited to sell cars and with a newfound respect for the construction industry.
“You just can’t do it as an individual,” he said.
“It will never happen again, I will never try to be a builder. It’s a tough task and there are so many different pieces that you have to coordinate to make something like this happen.”
Ben Freed covers business for AnnArbor.com. You can sign up here to receive Business Review updates every week. Get in touch with Ben at 734-623-2528 or email him at benfreed@annarbor.com. Follow him on twitter @BFreedinA2
Comments
Jaw
Sat, Jul 6, 2013 : 2:22 p.m.
I have purchased two Minis. So glad that I will be able to service it here in Ann Arbor! Great warranty service. Fixed the problem with my clutch on my Countryman. Would buy another. Welcome to Ann Arbor.
Morris52
Tue, Jul 2, 2013 : 9:39 p.m.
GREAT!! So excited about the new dealership. Good luck!
JohnsonGirl
Tue, Jul 2, 2013 : 7:18 p.m.
Congratulation Uncle Mack in your opening of Mini of Ann Arbor. I am happy for you and wish you the best in everything you do. I know this has always been your passion and in your blood. Continue to do what you love and I pray God will continue to Bless You.
racerx
Tue, Jul 2, 2013 : 1:30 a.m.
I can understand Mack Johnson wanting to create a 'buzz" for his dealership, but dude come on, the Saturn buyer and the Mini buyer are as different as apples and oranges, with the only similarity are that they're cars. Mini buyers tend to be more educated, affluent and younger. Saturn if I remember correctly started around $12K, worlds apart from the Mini starting at $20K. That is if you buy one at that price. Then tend to be very loaded with options and the typical entry price is right near the average price of a new car, $30K. Still, good luck, but if you can find that former Saturn buyer and sell them a Mini, well I guess you can still sell snake oil in a can.
John of Saline
Mon, Jul 1, 2013 : 6:10 p.m.
What happens when a Fiat crashes into a Mini?
oligarchies rule
Mon, Jul 1, 2013 : 10:07 p.m.
What happens when two honda elements crash with each other?....you get a compound
Ric
Mon, Jul 1, 2013 : 7:22 p.m.
Bean soup?
Catasetumkid
Mon, Jul 1, 2013 : 5:17 p.m.
We own 2 Minis - a Clubman (which I call my stretch Mini) and a regular bulldog. They are BMWs, with nearly all parts sourced in Europe. I have a love/hate relationship with them. Love the handling, the unique nature of them (YES you can order heated seats without leather!) and the gas mileage. They are great little cars. They are warranted for 3 full years on everything - we even had brakes put on one under warranty. The hate starts after the 3 years, because repairs are *extremely* expensive. I hate the radio, too, which is overly confusing and difficult to use. I also dislike the Detroit area dealership, so I'm pleased this new business has opened. They didn't care that their customers had to drive so far through the worst traffic in the Detroit area for a simple oil change (included under warranty). Finally, they moved their dealership to a more central location, but what's done is done. I'm sure this new dealership will have many many grateful customers!
harry b
Mon, Jul 1, 2013 : 5:15 p.m.
Since I am only getting half of a car shouldn't the payment be 1/2 of a new car.
Tom
Mon, Jul 1, 2013 : 4:35 p.m.
As PJ Barnum said, "There is a sucker born every day."
fjord
Mon, Jul 1, 2013 : 8:54 p.m.
Also, P.T. Barnum didn't actually say it.
John of Saline
Mon, Jul 1, 2013 : 5:49 p.m.
PT. Minute.
Ryan Munson
Mon, Jul 1, 2013 : 2:27 p.m.
"You just can't do it as an individual," he said. Wise advice we should all take. =)
Real Life
Mon, Jul 1, 2013 : 4:54 p.m.
I hope this remark isn't about some sort of collectivist claptrap. Actually, there are individuals whose profession is co-ordinating builds. They are project managers, and they work at architectural firms. It is just another expensive lesson for Mr. Johnson, whose skill set is in selling cars, that he cost himself a fortune trying to save a little money.
TryingToBeObjective
Mon, Jul 1, 2013 : 2:12 p.m.
How are those roller skate minis during a Michigan winter? Do they fit under semis like Fiats do?
John
Mon, Jul 1, 2013 : 4:59 p.m.
They have all wheel drive models as well. With the low center of gravity and the wide/long wheelbase, they handle well.
TryingToBeObjective
Mon, Jul 1, 2013 : 4:09 p.m.
Good to know. Not for me, but I always wondered how they did in a harsh winter.
Cheri
Mon, Jul 1, 2013 : 3:05 p.m.
I have a MINI and I've had no problems in the winter. I just use all seasons, too, no snow tires.
Bcar
Mon, Jul 1, 2013 : 2:34 p.m.
great, as long as one puts on proper tires (re: snow tires). A vette with great snow tires is fine in the winter, as long as the snow isnt too deep.
John of Saline
Mon, Jul 1, 2013 : 2:12 p.m.
Wouldn't it be cool if you could buy your car right from the manufacturer, without a dealer in-between?
harry b
Mon, Jul 1, 2013 : 5:17 p.m.
They could still have repair shops to fix warranty items or even non warranty items.
Jojo B
Mon, Jul 1, 2013 : 3:22 p.m.
Yes! And then whenever you need maintenance, you simply put it in a cardboard box and ship it to Great Britain.
Kyle Mattson
Mon, Jul 1, 2013 : 3:22 p.m.
Much agreed John. I would love to buy a car online and just have it delivered to my driveway. Here's a good story NPR did this past winter that hits on why dealerships are here to stay: http://n.pr/12z6ZSy
Liz
Mon, Jul 1, 2013 : 12:52 p.m.
The Johnsons are a great family and I wish Mack all the best in this new venture!
JohnsonGirl
Tue, Jul 2, 2013 : 7:12 p.m.
Thank you so much for your compliment Liz. One things for sure when you come in you will get the best treatment and it will be like family. You will definitely get great customer service and you will be with loyal people and I am not just saying that because he is my Uncle. I have recommended people down thru the years and they love the service they got. Every since we were little him and his friend would buy cars fix them up for themselves so you knew this was in his blood and all the passion he has for it. I remember when he was young and working for Jim Bradley and when he went off to school he played basketball but some how came back to his first love. Him and his workers (extended family) are so warm. So thanks again for your kind words Liz!!!
sweetdaddy1963
Mon, Jul 1, 2013 : 12:28 p.m.
Give it a chance then make judgements
JohnsonGirl
Tue, Jul 2, 2013 : 7:14 p.m.
Thank you Sweetdaddy1963.
tom swift jr.
Mon, Jul 1, 2013 : 11:25 a.m.
I would have a bit more faith in a dealership that was honest enough to call it's staff "salesman or saleswoman". Calling them "motoring advisors"...??? really? are they going to help me drive or navigate after I purchase it? Pretentious titles do not change the goal (sales and profit). Titles like that always put me off, it makes me feel like the company thinks I'm an idiot and won't figure out someone is trying to sell me a car as opposed to advising me as regards my motoring.
Gill
Mon, Jul 1, 2013 : 3:27 p.m.
Tom, I have a strong feeling that the UK (the British) have auto stores with motoring advisors. Since MINI is UK based, it seems rather logical that they would maintain the same job position titles.
mr_annarbor
Mon, Jul 1, 2013 : 1:16 p.m.
While it is kind of gimmicky, Mini tries to get people to think in terms of "motoring," not just driving. They really are advisors, too. After buying our Mini, we had several questions about how to use the features of the car, and we called our "motoring advisor" and he gave us advice. :)
Brad
Mon, Jul 1, 2013 : 12:07 p.m.
Also why it isn't correctly called "MINI of Scio Township".
zigziggityzoo
Mon, Jul 1, 2013 : 11:55 a.m.
This is no different than Apple calling their in-service technicians Geniuses at the Genius Bar, or Best Buy's Geek Squad. Or Starbucks calling a medium a grande. If you'd have asked me, I'd have told you that this is good branding and attention to detail. It's also good business on their end. They don't do this because it's deceptive. Everyone knows (including you) that a "Motoring Advisor" is there to sell you a car and negotiate to the dealer's advantage.
NSider
Mon, Jul 1, 2013 : 11:46 a.m.
Tom... not only have they changed the title of the salespeople, but you'll also find that the term and concept "dealer" is no longer what the manufacturers want. These places where you go to buy a car a now officially called _stores_ . So drive on down to your local automobile store and check with your motoring adviser to to determine which 4 passenger vehicle you should buy. (Cracks me up too that they count the driver as a passenger!)
motorcycleminer
Mon, Jul 1, 2013 : 11:09 a.m.
I wish them good luck, but that said a sole brand dealership be it Fiat ( butt covered by chrysler of AA ) or Mini has a " snowballs chance..." even in a place like Oz..not to nitpick but they didn't even paint whats left of the old Bradley body shop to match the new building .... looks like a dead tin garden shed....
15crown00
Wed, Jul 24, 2013 : 11 p.m.
will not make it on ot's own.
mr_annarbor
Mon, Jul 1, 2013 : 1:14 p.m.
I agree with fjord. People like Minis, and this guy will do just fine.
tom swift jr.
Mon, Jul 1, 2013 : 11:57 a.m.
I'm surprised that the single gutted minivan that sat behind the old building for a year or two is gone. (especially since it appeared to be homeless. It's a wonder they didn't push it out and then fence in the spot it was in to keep it from returning! It's that kind of neighborhood!)
fjord
Mon, Jul 1, 2013 : 11:41 a.m.
The problem with your thinking is that people like Minis, and there are only three Mini dealerships in the whole state. I expect this dealership to thrive based on that situation alone.
oldgaffer
Mon, Jul 1, 2013 : 10:56 a.m.
Unlike the Fiat, the Mini Cooper has a small range of color choices. The cars on the lot over there are mostly black, white and red. I buy a Mini over a Fiat any day, but not in any of those boring colors.
MINIA2
Mon, Jul 1, 2013 : 9:30 p.m.
We will be able to have a better selection of colors, once we start ordering our own cars. This initial inventory is what MINI sent us.
mr_annarbor
Mon, Jul 1, 2013 : 1:13 p.m.
Several years ago, I bought a Mini from Motor City Mini in Shelby Township. What Mini does is only keep a few cars on the lot to encourage you to order something more custom. My wife and I did end up buying one of the cars on the lot, though, because that's how my wife prefers to do it. Mine is yellow.
dexterologist
Mon, Jul 1, 2013 : 10:31 a.m.
"When GM put Saturn out there they were trying to knock at the door of the imports and that's exactly what they did," he said. "MINI is the same thing. You're an American buyer but you like to have that import type of atmosphere and feel, that's what it offers." No, it's not the same. Saturn was an American made car from Tennessee. Mini is an import not an "import type of atmosphere and feel."