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Cherokee Mitsubishi is taking a different approach to dealership growth by prioritizing customer retention, referrals, and employee engagement over traditional acquisition-heavy strategies. Joining us on today’s episode of Inside Automotive, new dealer principals Jonathan Dawson and David Booth say the shift has helped the store build momentum quickly, doubling retail volume and tripling service revenue within six months.
The dealership, acquired in June 2025, reflects a hands-on application of ideas Dawson has taught for years as a global sales trainer and NADA speaker. Rather than chasing one-time transactions, Cherokee Mitsubishi focuses on creating long-term relationships that turn buyers into repeat customers and vocal advocates.
“We call it raving fan advocacy creation... we go beyond the traditional consumer-focused of just how do we convert a customer… It's how do we build that kind of impact.”– Jonathan Dawson
At the center of the strategy is what the owners describe as a “never-ending delivery” experience. Customers receive personalized notes and small surprises placed throughout their vehicle, from the glove box to under floor mats and even near the spare tire. The intent is to extend the emotional impact of the purchase well beyond the showroom.
Each buyer also receives a custom gift basket delivered to their home within days of purchase. Branded items such as tumblers, hats, and keychains reinforce the dealership’s presence, while unexpected touches, including cash for fuel, aim to leave a lasting impression.
Referrals play a major role in the dealership’s growth model. Cherokee Mitsubishi rewards both buyers and referral customers with incentives that include prize drawings and “Cherokee Cash,” an in-house currency redeemable in parts, service, or merchandise. Referral customers, the owners say, tend to move through the buying process more smoothly and return more frequently.
The customer-first philosophy extends inward. Dawson and Booth treat employees as the dealership’s first customers, giving team members autonomy, marketing budgets, and flexibility around personal milestones. Recognition programs and internal rewards are designed to keep staff engaged and invested in the dealership’s success.
“Our mission is to serve our community, to be a huge impact, to be dealers that people love and want to do business with and want to tell their friends and family about.”– David Booth
Community visibility has followed. The store has become a frequent topic of discussion in local online groups, helping it establish a strong neighborhood presence without relying heavily on traditional advertising.
While the broader automotive market faces uncertainty from tariffs and shifting incentives, the owners remain optimistic. They believe a focus on relationships, service, and consistent experience across every touchpoint positions the dealership for long-term stability.
At Cherokee Mitsubishi, the goal is not just to sell cars, but to build a business that customers and employees want to stay connected to.
