Priority Building New Volkswagen Dealership in Chesterfield

Volkswagen of America has selected Priority Automotive to build a new dealership in the Richmond area. The new dealership, to be called Priority Volkswagen, is being built adjacent to Priority Toyota, Priority Scion, Priority Nissan and the Priority Collision Repair Center. The Priority complex is located on I-95 at Walthall Center Drive in Chester. Priority acquired the property several years ago with plans to build multiple dealerships at that location.

Priority was selected from several dealer groups vying for the new franchise, based on demonstrated success in Richmond and other markets and a history of aggressive marketing programs. Priority has carved a unique niche for its dealerships by offering a number of trend-setting services which have been the first of their kind in the industry. Priority sets itself apart with its Priorities For Life program which includes engine guarantee for life, oil and filter changes for life, state inspections for life, and other benefits on new and used vehicles. The dealership recently added free towing as another benefit of their Priorities For Life program. Priorities For Life now serves more than 50,000 car and truck owners.

Priority Automotive was founded by Dennis Ellmer in 1999 when he acquired a Chevrolet and Toyota dealership in Chesapeake, Virginia. From the two original dealerships Ellmer has built Priority to become one of the largest dealership groups in the nation. Most Priority dealerships consistently hold the dominant market share in their respective markets.

In addition to Priorities For Life, Priority offers free manicures on Women’s Day Wednesdays at all dealerships. Free car washes are included with each service visit at no cost. And the company continues to add special services such as massage chairs in service lounges to make customer service visits not just pleasant but desirable.

“We are very excited about building a new Volkswagen dealership to serve the Richmond market, including our backyard of Chester and the Tri-Cities,” said Ellmer. “Volkswagen has some exciting plans for the American market with a lot of new products in the pipeline and we’re glad to be a part of them. We think a product like Volkswagen is a perfect fit with our philosophy of putting customers first in everything we do.” Bermuda District Supervisor Dorothy Jaeckle welcomed the announcement. “Priority Automotive is investing $7.5 million and creating more than 50 new employment opportunities with this venture. We welcome this addition and wish them much success,” she said.

According to Ellmer, construction is underway and Priority Volkswagen is expected to open in late 2011.