Car sales trump trucks: Krajnik Chevrolet celebrating 75th anniversary

Customers seeking higher gasoline mileage vehicles

By Charlie Mathews, Herald Times Reporter

TWO RIVERS — College senior Sam Krajnik, 21, knows exactly what he wants to do when he graduates next spring.

"My plan is to go back and help run my family's dealership," Krajnik said Tuesday. "In a way the (automotive industry) is all I know. I really like cars, and like working on them."

The University of Wisconsin-Milwaukee business marketing major will have to wait a while before he leads Krajnik Chevrolet, which is celebrating its 75th anniversary this month.

After all, the sales consultant, and great-grandson of dealership founder Edward Krajnik, has two uncles, an aunt and his father as third generation owners, ranging in age from 37 to 51.

"The car business is fun, very exciting, constantly challenging, and never boring," said Ann (Krajnik) Wallander, the dealership's business manager, and one of 12 children of Donald Krajnik, son of Edward. "You don't stay in this business if you aren't a bit of a risk taker."

Her younger brother, Pat, 37, is warranty administrator, while Tom, 45, is parts manager and father of Sam, and Paul, 51, is the service manager.

Jerry Brickner, 49, a childhood chum of several Krajniks at Holy Cross School in Mishicot, returned to the Lakeshore area in 2003 after working for dealerships in Milwaukee and Ozaukee counties. He is Krajnik Chevrolet's general manager.

'Dance on the keys'

Ed Krajnik took a gamble, opening the dealership on Main Street in Mishicot in the middle of the depression, before it moved to 3303 Lincoln Ave. in Two Rivers in 1988.

One factor he never had to deal with was the explosive usage of the Internet by prospective customers at their keyboards and computers.

"Now, all they have to do is dance on the keys for a few moments, and see our dealer cost right there on the screen," said Tom Krajnik.

"And there's no such thing as hidden dealer rebates, with the (profit) margins for dealers getting tighter all the time," Brickner said.

The Krajniks and Brickner said they increasingly use the Internet for marketing. A search Tuesday afternoon at www.krajnik chev.com revealed four Impalas in different colors including Imperial Blue and Mocha Bronze, with prices ranging from $22,600 to $25,345.

While Krajnik Chevrolet carries about 160 cars and trucks on the lot at any given time, Brickner and his sales crew can use the Internet to find additional thousands of new Chevrolet cars, SUVs, trucks and vans, and GM-certified used vehicles in virtually any color and features package a customer desires.

Bricker said they have access to public and dealership password-protected Web sites showing inventory ready for quick shipment.

Wallander said every customer is different, both in terms of vehicle preference and financial situation. "That is why we have sales consultants," she said.

"The days of white shoes and plaid pants are gone … we are more like counselors," Brickner said, of helping customers choose from among the frequently changing incentives, rebates, cash bonuses, and buyer loyalty programs offered by General Motors.

Changing technology

Chevrolet's car lineup includes Aveo, Cobalt, Impala, Malibu and Corvette. SUV models include Equinox, HHR, Suburban, Tahoe, Tahoe Hybrid and Trailblazer.

Chevrolet trucks include Avalanche, Colorado and Silverado, with Express and Uplander vans rounding out the brand's fleet.

"There is no gap in quality between domestic and foreign, and I'll put up our Chevrolets against any models for reliability," Brickner said.

The vehicles typically come with five-year, 100,000-mile warranties, with the first year of satellite-based OnStar roadside assistance free.

The Krajniks and Brickner talked excitedly about the Chevy Volt, due to hit the marketplace in a couple years.
Its "E-Flex Propulsion System" takes advantage of improved lithium ion battery technology.

The Volt is designed to use a common 110–volt household plug. For someone who drives less than 40 miles a day, the car will use zero gasoline and produce zero emissions.

For longer trips, the Volt will use gasoline or E85 ethanol to power the engine, and simultaneously recharge the battery while driving, with an estimated range of 640 miles.

One gas-saving feature already available on many models, "Active Fuel Management," shuts down engine cylinders when power need is lower.

Escalating gasoline prices in 2008 have caused a tipping point. Brickner said 70 percent of the dealership's June 2007 sales were trucks, SUVs and vans, and 30 percent were cars. He expects the ratio to be reversed this month.

Brickner said $4-a-gallon gasoline affects not just how much money is spent on the fuel going in the tank, but also how much money the car buyer expects to have available for payments.

Sam Krajnik said many of the customers he talks to, "don't care about the price … they want to know what kind of mileage the car or truck gets."

Brickner said the majority of new Chevrolet vehicles can get 30 miles per gallon or better on the highway.

If Krajnik Chevrolet makes a sale, ownership knows their service department needs to be top-notch to create an environment conducive to future purchases.

The fourth-generation Krajnik said human factors also are critical to long-term success for the dealership.

"I've learned everything I know from my father," Sam Krajnik said of Tom. "He hasn't worked in sales, but it's all about showing kindness and courtesy, and having patience."

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