Jim Ellis Automotive Group announced recently that Jimmy Ellis, president of the family-owned and operated dealership network, has decided to launch a giving campaign that will benefit local first responders in Atlanta.

Each of the group's 14 locations will participate in the first responder campaign. A portion of the profit from every new or pre-owned vehicle purchase made throughout the month will be donated to first responders within its dealership areas, according to the group.

“Local first responders came to mind as a group that we would not only like to donate to during the month of May, but a group that we want to honor throughout the year with special incentives to say, ‘Thank you for all you do and the support you have given our business over the last 46 years,’” Ellis said in a news release.

“We are also so thankful for our customers that rally behind us in supporting each of these giving campaigns. Let’s see what we can do in May to give back to those who sacrifice daily for our safety and well-being!”

Along with the cash donations for local first responders, Jim Ellis Automotive said it will also extend special discounts to all eligible first responders throughout the rest of the year.

All qualifying first responders can take advantage of $500 off any vehicle purchase, in addition to a 15 percent discount off parts and service at any Jim Ellis dealership.

Additionally, the group said it will be working with first responders to set up additional “Thank You” events this year at both its dealerships and at local police precincts and fire stations.

Last year, the group had a similar campaign for the Boys & Girls Clubs of Metro Atlanta, which raised a $65,000 donation.

“After seeing the generosity of our dealerships and the support of our clients during the campaign with Boys & Girls Clubs of Metro Atlanta, I wanted to identify another local group that could benefit from more of this generosity,” Ellis added.