Chuck Theisen, owner of Mercedes-Benz of Arrowhead in Peoria, Ariz., wants potential buyers to know he cares about the environment.
The Phoenix area dealer shows off his environmentally friendly dealership in local TV spots and talks about his green practices in radio commercials and print ads. When consumers walk into his showroom, they are greeted with a color brochure outlining the store's eco credentials.
The brochure highlights such green features at the store as sweeping roof extensions and canopy screens that maximize shade in the summer and heat and natural light in the winter, rooftop parking that reduces land use, roof-mounted solar panels that shade cars and generate up to 35 percent of the building's power during off-peak hours, and a carwash that uses only 6 gallons per car vs. 20 gallons for the typical retail center carwash.
"We've had people call us up way on the other side of our competitor and say they are coming to us because we're a green dealer," says Theisen, who advertises his store as "Arizona's only green dealership."