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June 3, 2024
BELLEVUE – Dorsch Ford Lincoln Kia, 2641 Eaton Road, completed a remodeling and expansion project five years ago with plans it would serve the business for the next 15 years.
Five years later, Co-owner Will Dorsch said Dorsch is building a new Lincoln dealership.
“We ran out of space 10 years early,” Will, who owns the dealership with Alex Dorsch, said.
The 4,800-square-foot Lincoln dealership and showroom, Will said, is being designed to provide vehicle buyers with a luxury experience, including interactive screens that allow the sales team and clients to customize their vehicles by choosing different colors, finishes and more.
“(The customization software) is now a brand standard for all Lincoln dealerships, and we’re excited to have it,” he said. “We can help find a vehicle that fits what the customer is looking for, or we can have it custom-made. The customization process has been improved, making it easier to get what the customer is looking for.”
Will said Alliance Construction and Design broke ground on the project last month, with completion expected by the end of the year.
It’s being built in the parking lot of the current Dorsch Ford Lincoln Kia dealership.
The new space, Will said, will include dedicated spaces for Lincoln sales and service, as well as finance offices, craftsman work areas and an indoor delivery area.
“Lincoln is doing a great job with the brand, and we wanted to be a bigger part of that,” he said.
More service bays
Adding more space for serving vehicles, Will said, is another aspect of the project, with plans calling for 30 more service bays.
He said the goal is to provide service more quickly to customers.
“We have seen a lot of growth in that side of our business,” he said. “The service side of the business grew faster than expected.”
Will said the dealership also wants to simplify the service process by working on a customer’s vehicle at their work or home if the repair does not require it to be lifted.
Another option to simplify service, he said, is setting up a time to bring the customer’s vehicle into the shop and then returning it when done.
“Being able to provide more service options is another way to differentiate ourselves,” he said. “We want to provide service to people when it’s convenient to them.”
Dorsch Ford Lincoln Kia, Will said, has a large, on-site parts inventory at its Bellevue location, which makes it easier to repair vehicles more quickly.
In addition, he said, it also has a state-of-the-art collision center.
When the new dealership and expansion are completed, Will said the dealership plans to add 40 to 50 employees.
“We are growing our employee count by 15 to 20%,” he said, adding most new jobs will be service technicians.
Once Lincoln moves out of the joint showroom, Will said there will be a little more room for Ford products in the showroom.
A welcome addition
Will said the response to the expansion has been positive.
“We are the oldest, family-owned and operated dealership in Green Bay – we’re approaching our 55th year in business next year – and there’s been general excitement in the community for our continued growth,” he said.
In addition to its east-side location, Dorsch has another vehicle lot at 2564 Lineville Road in Suamico.
Will said the dealership is also committed to giving back to the community and has supported Rawhide, the Boys & Girls Clubs of America, the YMCA and the Salvation Army Kroc Center.
During 2023, Will said they raised and donated more than $19,000 to 17 local, nonprofit organizations through employee jeans days, supply drives and fundraisers.
For more information, visit dorschfordkia.com.
