Former Kelley Auto Group VP opens Michaud Mitsubishi

DANVERS – After 24 years of helping build the Kelley Auto Group into one of the largest auto dealers on the North Shore, former vice president and director of operations for Kelley, Kevin Michaud, is now experiencing success with his own business, Michaud Mitsubishi.With the blessing of his family and his former employer, Michaud purchased the former Kelley Mitsubishi dealership at 80 Andover St., Route 114, in Danvers in late 2007. His goal is to create the family, neighborhood atmosphere that he remembers from the early days of selling cars.”There is nothing like owning your own dealership,” he said. “It is that simple. We opened up a couple of months ago, and since then we have become the number one Mitsubishi dealership in the area.”Michaud gutted the dealership, which has been selling Mitsubishis at that location since 1994, first as North Shore Mitsubishi and later as a member of the Kelley group, re-vamping the entire operation from new bathrooms to new walls and floors in all of the shops.Working over 75 hours a week, Michaud is trying to put the personal touch back in to buying a car, presenting every customer that buys a car a rose, among other gifts.”Our first customer, a woman named Amy, I think I gave her flowers, chocolates, some apparel from a boutique; customers want to feel good, I am making this the total dealer experience,” he said. “I am trying to make it a real personal touch like you grew up with. I was born in 1959 and I can remember going to the store and having them know your name.”Michaud has seen early successes with both new and returning customers, representing a loyal Mitsubishi customer base. With a 5-year warranty and stylish, fuel-efficient vehicles, Michaud says he is selling some customers their third and fourth Mitsubishi from that location.”Mitsubishi was the first manufacturer of Japanese cars in Japan, and they have been on the North Shore for over 25 years,” he said. “They are five-star crash rated and very retro in their look. There is a great, great customer base here I am meeting people who are coming in for their third or fourth car.”Michaud says his dealership also specializes in inexpensive pre-owned vehicles, and carries 50 vehicles for under $10,000.Customers in the market for a new or pre-owned car can expect to meet Michaud if they come to his dealership, and he says, have the opportunity to purchase a good car at a good value.”I would say one in three customers is looking to buy a car that is under $10,000, so we are specializing in value in that respect,” he said. “I am just enjoying it. It has been a great experience so far.”