especially when the sales manager sold your parents their first car, or your service advisor has been there for 20 years.“ Most of the dealerships in this area are still family owned, family operated,” says Bedard.“ The owners of the dealership actually live and breathe in Berkshire County. They want to take care of it.” The Bedard family’ s journey began in a garage in Adams in 1954 and grew into a multi-brand, multi-location operation in Cheshire, managed by three generations of family members. Many employees have been there for decades, fostering personal relationships with customers. Though newer to the area, the McGee Auto Group brings a similar ethos. Founded by Robert McGee in 1970, the Hanover-based company has grown to 14 locations across Massachusetts, New Hampshire, Vermont, and New York. Hoch, with more than 25 years in the industry, says customer service, not quarterly earnings, is the priority.
The presence of these dealerships extends far beyond showrooms. Their names appear on Little League uniforms, charity banners, and event sponsorships. Haddad supports such organizations as Strong Little Souls and the Rise Together Walk for Elizabeth Freeman Center, among others. Bedard backs youth sports, the Jimmy Fund, and Berkshire United Way. Beyond philanthropy, auto industry jobs in the region are a key driver of the local economy. With median household income around $ 72,500 and 65 percent homeownership, these are middle-class careers that sustain families. Hoch’ s approach to hiring emphasizes service skills over prior experience.“ My best salespeople are waiters, waitresses, and concierges,” he says.“ People want to be served. They don’ t want to be sold.” Salvie puts it simply:“ We do the little things that maybe other dealerships might not do.” It’ s an approach built on understanding that in a community the size of the Berkshires, reputation is everything.
Digital Revolution Meets Personal Touch
Car buying has changed dramatically over the past decade. Today’ s customers arrive at dealerships armed with research, online pricing tools, and specific expectations shaped by hours of digital comparison shopping.“ Mazda wants you to do most of your shopping from home,” Salvie says. Visits are often just for test drives and final paperwork. Hoch adds that a lot of the business at McGee Auto Group dealer-
From top, Steve Bedard stands in front of his family’ s auto dealership in Cheshire. Jim Salvie is inside a gleaming new facility that now houses Berkshire Mazda, located on a stretch of Pittsfield Road in Lenox known as the town’ s“ Auto Quarter Mile.”
Holiday 2025 2023 BERKSHIRE MAGAZINE // 105