Leadership shift Promote engagement with the recently appointed general manager, Joe Norris, to position as a point of contact for fleet and VIP customer programs, exclusive offers, and relationship-based sales initiatives.

EV and luxury Leverage interest in redesigned E-Class and other luxury models to target current Mercedes-Benz owners and luxury-new buyers in central Virginia, offering test drives, trade-ins, and bundled financing to drive showroom visits and repeat purchases.

Local partnerships Expand co-marketing with local businesses and events (VA Wine Expo, Petals & Twigs collaboration) to generate experiential marketing leads, referral opportunities, and exclusive event-driven promotions for affluent households.

Service as upsell Utilize the full-service dealership advantage by promoting maintenance plans, loaner programs, and certified pre-owned warranties to convert service customers into vehicle sales and long-term ownership commitments.

Digital experiences Capitalize on tech stack and video content to nurture leads with model overview videos and online financing options, driving digital inquiries into showroom visits and brokered fleet or corporate sales.