Volkswagen is not known as a pickup brand. But LaFontaine Volkswagen of Dearborn is using pickups to attract customers who wouldn't otherwise come into the store.
The Michigan store acquires used pickups and outfits them with a lift kit, beefy rims and tires, side steps and sometimes even fender flares. The trucks are then parked out front on the dealership lawn.
It's prime advertising, considering that the store is located on Telegraph Road, a busy byway in Dearborn with a constant stream of passersby.
The dealership began selling lifted trucks three years ago when General Sales Manager Matt Szabla and Ryan Vandenbussche, corporate buyer for LaFontaine Automotive Group, decided to try something new.
"It just started with one Silverado Z71," Szabla said. "It was the ugliest color ever — it was a teal green. But it sold right away."
The quick sale signaled that the Volkswagen store was on to something.