By Jim Stickford
The Michigan Independent Automobile Dealers Association named Jeff Saunders the state’s Quality Dealer of the Year, in part, for continuing a family tradition of great service.
Vince Law, who served on the committee that chose the quality dealer, said Saunders runs a first-class family-owned business that’s been passed down from generation to generation.
“Now that’s not a requirement to be named quality dealer, but longevity of a dealership indicates they’re doing something right,” Law said. “I’ve been doing business with him for 20 years, and I know the whole family.”
Holding up the reputation of the used-car industry was among the qualities the committee looked for when deciding to pick a dealer, Law said.
Colonial Motors was started in 1966 by Saunders’ parents, Bill and Donna. He started working for them when he was young.
Saunders said his dad kept him on a tight leash, but that was all right because he needed to be kept on a tight leash.
“I grew up in the business,” Saunders said. “When I was 16 my dad didn’t let me get a driver’s license. He said I had to earn it. I also didn’t get a car. I started out driving $500 cars and worked my way up to $800 cars and so on.”
He and his brother Brian eventually bought the lot from their parents. Brian left the dealership about a year ago to become a youth minister.
“I can’t really complain about who he left the business for,” Saunders said with a laugh. “My wife Sharon does the books and my 23-year-old daughter Nicole is the title clerk and works as a salesperson and is really a neat little marketer as well. She really came through for our 40th anniversary celebration.”
In addition to family, Saunders has a loyal staff that’s been with him for years. He especially credits Scott Wiknich, an employee for 15 years, for helping the store be a success.
Saunders said the dealership’s biggest claim to fame is the caliber of the cars stocked. He sells late-model vehicles – 2002 and newer – with under 30,000 miles and still under warranty.
He keeps about 40 cars on the lot, mostly domestic models.
“If there’s a car that I wouldn’t sell to a relative, I won’t stock it,” Saunders said. “This has paid off because we’ve sold cars to families for years. Some of them ended up buying 20 or 30 cars. That’s helped us out over the years, especially during the lean times, having that kind of customer loyalty.”
A growing part of Saunders’ business is Internet sales.
About 30 percent of his monthly sales are now done via the Web. Most of Saunders online sales are specialty vehicles.
“People get very specific about the car they want to buy over the Internet,” Saunders said. “I had a customer from New York drive here for a 2005 Corvette. I promised him if the car didn’t match my description and meet expectations, I’d pay for the gas. I’ve made that offer several times and never had to pay for the gas.”
Saunders credits his high standards in cars for the dealership’s success.
He doesn’t give his trust to wholesalers easily. He said he deals with about four wholesalers, in addition to going to the auctions
“The wholesalers I deal with know my standards and what constitutes a ‘Colonial’ car,” Saunders said. “They know that they can’t just try to sell me anything. They know I’m fussy.” | 
