Alex Damoorgian, 31
President and general manager, Mike Maroone Chevrolet North and Mike Maroone Volkswagen
Alex Damoorgian is among a new generation of dealership personnel who view technology more as an enabler than a disrupter.
“Where I see this industry going is who is going to adapt to technology the quickest?” he said. “We need to get rid of the old-school dealer mentality and learn how to market using technology and learn how to create better customer experiences through technology.”
That includes offering new or unique services to improve customers’ experiences — from when they’re researching a vehicle or dealership to the delivery process.
One such program includes offering vehicle delivery to anywhere in Colorado, which has assisted Damoorgian’s middle-market stores to expand past their immediate market of Colorado Springs. About eight to 15 customers a month have the dealerships deliver a vehicle to them, Damoorgian said.
Ultimately, he said, it’s about adapting to customers’ needs, whether they want to come into the dealership or conduct most of the purchase online.
“That is the ultimate goal right there,” he said. “It’s allowing the customer to choose how they want to navigate their shopping and buying experience. And us being able to facilitate it with whatever technology necessary.”
Damoorgian has overseen the two stores for six months. He previously served as general sales manager at Mike Maroone Chevrolet South, which achieved top honors for certified pre-owned sales and customer satisfaction for its zone in 2018.
Damoorgian, who previously worked for AutoNation for six and a half years, also assisted in getting the stores up and running, changed the dealer management system and implemented new customer-service processes.
The stores were among four franchises purchased by former AutoNation COO Mike Maroone, Damoorgian’s uncle, from Serra Automotive in Grand Blanc, Mich., in May 2017.
In his spare time, Damoorgian likes to golf, ski and spend time with his wife. He would like to continue to work for Maroone’s dealership group and eventually become a majority owner in a dealership or group.
“I would want to grow with Mike Maroone, and if he decides to keep growing with more stores, take on more responsibilities within the company,” Damoorgian said. “I get excited about this stuff and about where our company is going and we’re putting our foot in a pond nobody in Colorado is doing right now. And I know it’s going to pay off.”
— Michael Wayland