Who's your neighbor?


One of the most profitable and most recently volatile industries is most definitely the automotive. South Florida, known for its auto show (second largest to Detroit) and boasting a dynamic market for the automotive industry has also seen its fair share of dealer groups shutting down. Doral Lincoln Mercury hasn’t just survived the worst recession since the great depression but has found a way to thrive. Owners and operator husband/wife team Luis and Lili Somoano have found away to reinvent the wheel which has lead Doral Lincoln Mercury to increase monthly sales eight times over the previous management. With the closing of so many local dealerships and changes with huge manufactures others are wondering what Doral Lincoln Mercury is doing differently.

From the perspective of many locals, the Somoanos aren’t the typical owners of a car dealership. They have an office on site and are present to oversee the day to day operations round the clock. Believing in running their operation like a small family business they have recruited trusted and knowledgeable people to help reinforce their vision of a customer friendly car dealership. Customer friendly car dealerships may sound like an oxymoron to many but the perception of customers drowning in shark infested waters when at a car dealerships doesn’t fit at Doral Lincoln Mercury.

Luis has implanted a sales strategy in where the staff is trained to ask lifestyle questions to better suit the needs and budget of the customer. Luis believes that forcing someone to buy a car that they don’t need or can’t afford will only lead to an unhappy customer who will never step foot in your sales floor again. ‘We believe in a consultative approach rather than a sales-driven approach. We want our customer to know we are making recommendations based on their lifestyle, needs and budget. We want them to leave feeling we provided them a quality solution. We want them to leave happy.”

Doral Lincoln Mercury offers the Lincoln Mercury line which is backed by Ford but also offers a huge selection of quality pre-owned vehicles. He backs all pre owned cars by offering Car Fax on premise to assure customers of the past histories. He is quite confident that his selection and quality of pre owned cars are top of the line in the South Florida area. We have cars on this lot that range from three thousand dollars all the way up to sixty. “We assure our customers, that we will do our very best to make sure they leave here in a car that they like and most importantly can afford,” said Luis Somoano.

“We started this business and took a different approach to marketing. We focus on a happy customer, which we consider the best form of advertising and using technology. From Face Book to other pages, we connect with the market in a very different way. We are lucky to have a great network of influencers that have helped to further push our name into the market. The rest of the job is ours, “said Lili Somoano.

Doral Lincoln Mercury will celebrate a fabulous one year anniversary by extending a month long promotion during June 2010 where free maintenance for one year will be extended with every purchase. In addition, there will be a one-year cocktail complete with some local celebrities, VIPs, and local government figures taking place latter in the month as well.

Doral Lincoln Mercury is located at: 9000 NW 12 St. Doral-Miami Florida 33172 or via phone at: 786.845.0900. You may visit Doral Lincoln Mercury by logging onto:

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