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The Planet AutoBiography
A brief history of Planet Subaru
by co-owner Jeff Morrill
There is nothing more powerful than an idea whose time has come. -Victor Hugo
If you were going to open a car dealership, wouldn't you:
- Hire salespeople with no prior experience selling cars so you could show them a more sensible, ethical way to sell cars?
- Attract a team that looked like the community, people from all walks of life, with as many women as men?
- Have a sense of humor so your dealership was a fun place to work and shop?
- Offer the alternative to the typical dealership experience so customers would seek out the chance to be treated with dignity and professionalism?
In 1998, my brother, John, and I quit our jobs, sold our houses in Virginia, borrowed against our dad's retirement pension, relocated our families to Massachusetts….all to buy a Subaru dealership that had opened in February, closed in August, and had lost $400,000 in between. A LOT of people said we were crazy.
We had limited experience and limited capital, but we had an idea whose time had come: that folks would love an alternative to the pressure and the polyester at the typical dealership.
Planet is now the largest Subaru dealership in New England and one of the largest in the world. Though John and I will take credit for a lot of hours and hard work, the real credit for our success goes to our exceptional team of people who believe in our special way of serving customers; and to you, for driving past other dealerships to Planet because you believe that the nice guys and gals can finish first.
Planet Subaru - your undealership
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