Fiat of Lakeside: Care for a Car With Your Espresso?

The curious message of "Coming Soon" on the building at 18181 Hall Road has been replaced with "." The sign changed almost three weeks ago while interior decorating and exterior of the building finished on March 11. 

Then one week later on March 18, a delivery of 18 new Fiat vehicles arrived and at the deadline of this story, three had already been snapped up and sold.

"We're excited about our new studio and our new brand," said Carl Galeana, president of Galeana Auto Group. "We've spent more than $500,000 in interior renovations and outdoor construction to convert our Saturn dealership into a new Fiat studio. It's something you just have to come and check out for yourself." 

The new dealership–or studio–offers Fiat customers a fresh expression of Italian culture. New changes include an espresso bar, leather furniture, Italian art and an interactive kiosk called an I-Showroom that allows clients to custom build their Fiat unlike any other. 

"There are so many combinations and ways to personalize your Fiat so it's completely unique–truly one-of-a-kind," said Rick Foley, new car sales manager. "This can be done by selecting wheels, color trim, instrument panel choices, interior seating and much more."

What made the change easier from a Saturn dealer to a Fiat studio was the similarity in sales philosophy, managers said. Most customers arrive at the store already knowing about the Fiat, it's features and benefits–all they basically need is to be escorted through the details of ordering and customizing the car.

"It's the real low-key, low-pressure owner experience that was the approach we had when selling Saturns," said Kevin Bilski, used-car sales manager. "Kind of the same way the Italians are laid back and casual, so are our sales specialists who are lead through the buying process by the client. This opposite approach to sales is a more pleasant experience than a hard-sales pitch."  

The Fiat 500 will be the only model the dealership can offer, but in three types: Lounge, Sport and Pop. Compared with the base Saturn Aura that had an average price of $15,000, the 500 will be less expensive, starting in the range of $13,000 and running up to $19,000 when fully loaded.

Grand Opening Right Around the Corner

Of the three Fiat studios that are in Michigan, Fiat of Lakeside is the only one that is finished and ready for the public. Galeana said a public grand opening celebration is likely to happen soon.

He added that along with Chrysler and Fiat management and Italian Cultural Center dignitaries, the public will also be more than welcome to attend.

"We're hoping to make it happen in April," Galeana said. "But if things aren't ready, we'll host one in May. We just want to make sure that everything is perfect.

"What surprised me is how the Fiat attracts a broad cross-section of the public. We've had both 16-year-olds and couples in their 70s looking to buy the Fiat 500. So we will invite everyone to join in our opening celebration when we have it."