CELEBRATING 34 YEARS OF AUTOMOTIVE SALES & SERVICE EXCELLENCE


By Talitha Johnson
Writer/Reporter
Photos/HB Meeks
Tell Us Detroit



Name: Bill Perkins
President Bill Perkins Automotive Group

A unique rise to success, Bill Perkins, 58, has moved from corporate America to owning an assortment of car dealerships.

Perkins, an alumnus of Western Kentucky University, possessing a bachelor’s degree in business administration, and a minor in economics has brought his automotive expertise and easygoing demeanor to metro Detroit.

After working at General Motors Corporation Pontiac Motor Division from 1972 to 1986, he decided to open a store of his own. Possessing more than a decade worth of automotive experience, lent him a lot of working knowledge of the business. But, he also understood how critical it was to learn more. In 1987, he enrolled in the General Motors Dealer Development Academy, where he trained at Jim Causley Pontiac GMC in Mount Clemens, Michigan.

On the fast track, in 1988, he opened his first dealership, which lasted for only one year. Since that time, he admitted, capital to start up a new dealership has risen tremendously. Opening an auto business today, requires about four times as much capital, he shared, which has made the business difficult for both emerging and existing stores.

He also revealed that some of his business ideas never saw the light of day. But, when faced with rocky roads it was the love for the automotive business that kept him on his tracks. “A lot of people do not realize you’re working on a small profit margin, because you have to pay for the car…, you still have to pay people, and you have to keep the lights on. I watch my expenses very closely, I open the mail and I sign all of the checks,” Perkins added.

“I think being a successful dealer, you have to be a successful business man," he stated. "You have to know how to manage and you have to know what to do with money.”

He admitted a business strategy that has kept his business growing, which is ensuring that his service department is efficient, and fulfills its promise to keep its customers’ vehicles on the road. He said, “I find a lot of people can’t afford to buy a new car. So, a lot of people want to keep the car that they have running.”

Coupled with the challenges of raising two children and maintaining a healthy marriage of 24 years; Perkins has opened three dealerships in three cities throughout Southeast Michigan which include; Merollis Chevrolet in East Pointe, Taylor Chevrolet in Taylor, and Jim Bradley Buick, GMC, Pontiac in Ann Arbor.

In order to become a successful car dealer, he remained active in multiple organizations in the auto industry including: former member of GM National Dealer Council, GM Minority Dealer advisory committee, board of directors for the National Association of Minority Automobile Dealers, former president of the Greater Detroit Chevrolet Dealers Association, president and board of directors for the GM Minority Dealers Association. He currently serves as Secretary Treasurer for the Detroit Auto Dealers Association, and is a member of the Kappa Alpha Psi Fraternity.

Although Perkins’ career has had a long run, he is not looking to retire any time soon. He loves the business; he plans to invest in other projects that will provide opportunities to others, and prove to be a great return on investment.

”I feel I have to help others who also have a love for this business get into this business. So, when asked if I think about getting out, no, I just think about helping others get in,” Perkins said.

He said, “[I’m] working with the next generation coming along, rather than being the hip guy standing on a corner, you can be the hip guy in business. [You… have] to think more of the business aspect, rather than just getting your hand on a dollar.”