Improvements at the dealership included a brand new showroom, service reception area, and quick-lube facility. Matt also made sure to include amenities for the customers, including a waiting area with a TV, a business center with PC access and phones, a children's playroom, a café area with vending machines, and free Wi-Fi. Throughout the extensive process, office trailers dotted the lots and the misplaced Berger Chevrolet team continued to work through the renovation, which was completed in January 2000.
Chevrolet announced that the Camaro would be discontinued after 2002. Wanting to celebrate Berger's rich history with the iconic sports car, 100 special edition "Berger SS Camaros" were planned for production in those three final model years. The limited edition Camaros soon became part of car collections coast-to-coast.
In the wake of 9/11, General Motors unveiled their "Let's Keep America Rolling" campaign, with the highlight of the program being interest-free loans for up to 60 months. This generated a massive upturn in sales, resulting in Berger Chevrolet being selected for the first of their three "Dealer of the Year" awards. During that time, the Service, Parts, and Body Shop grew at a rapid rate and continued to be the backbone of the dealership throughout the decade.
In October of 2007, Matt began a third storewide renovation of the facility, which was completed in March 2008. Steelcase, a GRAND RAPIDS-based renowned global leader in office furniture, provided the new furnishings. All new signage, amenities, and finishes were also purchased. The Collision Department achieved I-Car Gold Certification for its state-of-the-art equipment, training, and client satisfaction. The paint booths were replaced in October 2009 in favor of a waterborne painting system. Their reduction in chemical emissions contributed to ongoing efforts to make the business more environmentally friendly.
The success of the Parts and Service Departments necessitated the construction of a new warehouse. The dealership broke ground in November 2008. Demand for Berger quality was already high, but when a few competitors closed their doors, business increased from very busy to controlled pandemonium. The Parts Department team balanced the construction of a 45,000-square-foot warehouse with the demands of being the biggest GM parts dealer in the area. Once it was completed in May 2009, they were able to accommodate the increased sales volume more efficiently, as well as refine logistics to better serve the needs of their clients.
During that time the Service Department also received major changes. By the year 2000, the dealership employed 35 technicians, including 18 certified ASE Master Technicians, and the reception area had grown to include 7 full-time Service Consultants. The dealership certainly has come a long way from 1925, when the entire Service Department consisted of one person. The Service Department continues to be the dealership's anchor, employing over 70 full-time workers completely committed to delivering quality service.
Since 1925 the Berger team has always made sure that their clients' buying and ownership experience is their top priority. Berger Chevrolet hit the ground running in the first few years of the 21st century, and continues its dedication to offering a high-performance team and state-of-the-art dealership to satisfy the needs of its clients. Now and always, they are committed to making sure that "It's Always Better at Berger"!