Project Alpha is DaimlerChrysler's new retail strategy to combine Chrysler and Jeep stores with Dodge stores to give customers one-stop, full range of Chrysler Group products in one store. Golling Chrysler Jeep Dodge is building the new store on Telegraph Road, on 15 acres just north of Square Lake Road. It is slated to open in May 2005. It is the first Chrysler Group "Project Alpha" store in the metro area, and one of the first in the US.

"We will provide our customers with the complete line of Chrysler, Jeep and Dodge products and services in a 'wow' environment with a volume that allows us to offer extremely competitive prices," Bill Golling says. "This new building consolidates five existing buildings into one very customer-friendly and very efficient operation with 150 employees."

Included in the construction are a customer service lounge with Web access, carpeted and glass-enclosed children's play area, coffee bar and cafe, separate display areas for Chrysler, Jeep, Dodge car and Dodge truck brands; two "quick oil change" bays, 24 service bays, 16 body shop bays and a high-tech, high-performance Mopar Parts "Speed Shop."

Golling Chrysler Jeep acquired the former Anderson Dodge of Bloomfield Hills in October 2003 and sells the three brands from two nearby, existing stores on Telegraph Road, north of Square Lake Road. The new building combines those existing stores.