LULING, Texas -

Steele Auto Group operates 40 dealerships in Eastern Canada, but its chief executive officer Rob Steele says the company has been planning to establish itself in the Austin-San Antonio area.

That expansion became official recently, as Steele Auto acquired its first U.S. dealership, Luling Chevrolet Buick GMC in Luling, Texas.

Steele said in a news release that the company was excited to have a presence in the area.

“This is a great, well-run dealership,” Steele said.

Steele Auto Group describes Luling as a small city of 5,400 people, but the company noted that the dealership serves customers from the greater San Antonio-Austin area.

Steele Auto Group president Kim Day was happy the company was adding “a well-established Chev dealership to our group.”

Day continued, “We’ve enjoyed a great relationship with General Motors in Canada and are very proud to partner with General Motors here in the U.S. We love the Chevrolet, Buick, and GMC brands and their product direction.”

Day also said the company has met with the Luling team and is adding its members to Steele’s team of 2,200.  Day also said PJ McCafferty would continue in his capacity as general manager.

“Customers should continue to expect the same friendly, professional experience they have grown to know,” Day said.

Steele Auto Group also operates two Powerhouse Equipment stores and eight collision centers and is headquartered in Dartmouth, Nova Scotia.

Noting that in 2019 it became the first Canadian dealership to receive the GM Canada Innovation award, Day said it planned to deliver “some innovative solutions” to improve the customer buying experience.

Day provided an example, noting that the company intends to use real-time video updates from service technicians while customers’ vehicles are being repaired. 

“We pride ourselves on creating new and innovative ways to enhance the experience for our customers; it’s a benefit of being part of a larger network and group,” Day said.

Day continued, “This will also create new opportunities for the existing Luling team members.  We strongly believe in developing and promoting from within so both career advancement opportunities and mobility around our network are accessible.”

Long-time Luling Chevrolet owner Carroll Barron thanked his customers and employees for their loyalty throughout the years.

“We are confident the Steele team will continue to deliver quality customer service,” Barron said.

He continued, “We’re impressed with their professionalism and their track record. They will be good for the dealership and for our part of Texas.”

McCafferty was happy to continue as general manager of the dealership.

“I am confident that being part of a larger dealer group will bring new benefits to our customers and employees,” McCafferty said.

McCafferty added, “We will continue to offer excellence in customer service and experience.”

Rob Steele also said that although the company is making its first venture into the United States, it planned to continue pursuing near-term opportunities in the Austin-San Antonio area.

“We would like to create some critical mass in Texas and are open to opportunities in the U.S. that fit our acquisition criteria.” Steele said.