B.E. 100s Prowling Into the New Millennium - Stephens Automotive Group, African American-owned automobile dealership

Black Enterprise, June, 2001 by Lloyd Gite

THE ROAD TO JAGUAR

While attending a meeting of the National Association of Minority Automobile Dealers (NAMAD), in Las Vegas, in February 1998, Stephens heard that Jaguar was looking to appoint its first African American dealer in the United States. He contacted the Jaguar headquarters in Mahwah, New Jersey, to get more information.

"Having had experience with luxury cars in a smaller market and the difficult challenges I had had, I thought I was well prepared to come to Plano and run that Jaguar dealership," says Stephens. Stephens made it to the list of finalists with what he called a "very good business plan that outlined what I would do to grow the Jaguar business and my commitment to customer and community service."

He went to New Jersey and met with about a dozen Jaguar officials, including the president, several vice presidents, and other company leaders. He was grilled for more than two hours about his plans and his philosophy on selling luxury cars. In May 1998, he was selected as the first African American to open a Jaguar dealership.

"When Jaguar checked us out, they saw that we were real," remembers Stephens. "Real people that worked real hard. We understood the business, and understood the importance of working with people, giving back to the community, and running a good, solid business where integrity, ethics, and honesty were part of our business foundation," says Stephens, who is involved with the United Negro College Fund, the American Cancer Society, and the American Heart Association.

Once things took off with Jaguar, Stephens decided to sell his Wichita Falls dealership. He says trying to commute between Plano and Wichita Falls--about a two-and-a-half-hour drive--was beginning to take its toll.

GOING THE EXTRA MILE

Location is important to the success of Millennium. Plano is one of the most affluent suburbs in the nation, with an average household income pegged at about $90,000. It is located about 20 miles from Dallas, another fast-growing city. Millennium is one of only three Jaguar dealers in the entire Dallas area, and is located on the busy West Piano Parkway, which is traveled by thousands of people every day. The Jaguar dealership is surrounded by other dealerships like Mercedes-Benz, Porsche, and Lexus.

"How do we beat our competition? We all offer a good product, but the difference is the level of service we provide our customers," says Stephens. Offering the best possible service to his customers includes going to customers' homes and picking up their cars for service, sending a salesperson over to spend two hours helping a customer learn how to use the car telephone, and driving customers to the airport. About three times a year, Stephens throws his Jaguar customers a big party to show his appreciation. The parties, held at the dealership, include food, drinks, entertainment, and even fashion shows.

New buyers, upon arrival to pick up their cars, find the vehicle in a dark wood-paneled room with marble floors and a chandelier. On top of the hood they find a fresh rose wrapped with a bow, just one of the touches Stephens instituted. Stephens has given a few customers and their friends a champagne party upon delivery of a new Jaguar. "My employees must understand customer service and realize that we expect the very best," he explains.