April 9: Customers at Rogers Subaru in Lewiston drive from as far away as Grangeville and Kamiah to purchase and maintain their vehicles.
The dealership’s recently completed building at 1720 21st St. it was built to create a pleasant experience for customers and those who live nearby, said Ryan Rogers, owner of Rogers Subaru.
The dealership is still in the same location as before the project. But the parking lot and building have more than doubled in size, greatly expanding the vehicle inventory and creating efficiencies for customers and the dealership’s staff of more than 40 people, he said.
“It’s new from the ground up,” Rogers said. “There wasn’t a wall that wasn’t touched.”
The Lewiston dealership reflects the important role Subaru plays in the company, Rogers said. Nowhere are Subarus more popular in the United States than in the Inland Northwest, where Subaru is the fastest-growing brand, he said.
Its four-wheel-drive models with wide clearances appeal to people who want an affordable vehicle to drive to work, to a concert, or out in the middle of nowhere in any kind of weather for hunting, fishing, skiing, hiking, camping or boating, Rogers. said
At the heart of the renovated dealership is an indoor waiting area with several seating options. A large group of chairs surround a fireplace and a large screen TV.
In the back are high-top tables and chairs with charging points for cell phones and laptops so customers can work or do schoolwork while they wait.
Another row of upholstered chairs, which will eventually have pull-out tables, also with charging points for cellphones and laptops, is near a children’s area that has a glass wall and a door. The furniture arrangement allows parents to watch their children and work while they wait, without the noise of children playing interrupting other activities at the dealership.
Outside, the dealership has two more areas with seating for customers. One is an outdoor patio overlooking the Lewiston-Clarkston Valley and a second is a dog park that will have artificial turf made from recycled materials that will be cleaned at least once a day.
The same kind of thinking that went into the waiting areas extends throughout the dealership, Rogers said.
State-of-the-art features were added in all departments, he said.
The time it takes personnel to perform oil changes has been reduced by 75%, in part because lubricants are delivered through a system of pipes and hoses in a quick lube service bay.
Previously, technicians would walk to an area where oil was stored in large tanks, pour it into smaller containers that looked a bit like pitchers, and then pour it into the cars.
Equipment has been added to the Quick-Lube service bay that evaluates tire alignment and treads at no additional cost when customers have completed service.
The findings, complete with tire graphics, are displayed on screens behind the service advisors’ desk, providing customers with information about the safety of their tires, Rogers said.
The number of service areas for repairs and maintenance other than oil changes has been increased from 10 to 16, so customers can get their vehicles fixed faster.
Air conditioning and heating have been installed to make the area more comfortable for the mechanics and technicians completing the work.
In the showroom, a climate-controlled drop-off area was built so that customers can learn about the technology of their new vehicles from sales representatives without getting too hot or cold.
It all took more than a year to achieve, starting in late 2021, and some details will be completed in the coming weeks.
All parts of the dealership remained open, with many employees working from three trailers set up on site.
Rogers credits the staff, the general contractor, Kenaston Corp., and an almost entirely local group of subcontractors for the quality of the upgrade and that everything went smoothly during construction.
“I was very pleased with his approach and commitment to our project,” Rogers said. “It was no easy feat to be able to take an old building and achieve what we wanted to achieve for our customers.”
Williams can be reached at ewilliam@lmtribune.com or (208) 848-2261.
