Last month, we left off in the 1990s with the start of a makeover, setting Berger Chevy up to enter the 2000s with a brand-new look. Renovations at the dealership were completed in January of 2000, and improvements included a brand-new showroom, service reception area, and quick-lube facility.
In 2001, Chevrolet announced that the Camaro would be discontinued after 2002. In celebration of Berger’s rich history with the iconic sports car, 100 special edition “Berger SS Camaros” were planned for production in those final model years. The limited-edition Camaros soon became part of car collections across the country and remain an iconic vehicle within the car community.
In the wake of 9/11, General Motors unveiled its “Let’s Keep America Rolling” campaign, with the highlight of the program being interest-free loans for up to 60 months. This generated a massive upturn in sales, resulting in Berger being selected for our first “Dealer of the Year” award. During that time, the Service, Parts, and Body Shop grew at a rapid rate and continued to be the backbone of the dealership.
Because of the dealership’s continued success and growth, more renovations were planned. In 2007, Berger began a third storewide renovation with the help of Steelcase. In November 2008, the dealership broke ground on a new parts storage warehouse. The Parts Department team balanced the construction of a 45,000 square-foot warehouse with the demands of being the biggest GM Parts dealer in West Michigan. Once it was completed in May 2009, they were able to accommodate the increased sales volume more efficiently and better serve the needs of their clients. During this time, the Service Department also underwent major changes. The dealership employed 35 technicians, including 18 ASE Certified Master Technicians, and the reception area had grown to include seven full-time Service Consultants.
As another decade ended, Matt Berger’s son, Tyler, began his work with the family business. In 2009, Tyler became the fifth generation to work at the dealership, continuing the family-owned legacy.
Thank you for joining us for the 2000s, and we’ll see you next month! You can read our full Berger history here:
https://www.bergerchevy.com/about-us/
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