BLOOMFIELD TWP, MI-Bloomfield Township will soon be home to a new kind of DaimlerChrysler dealership. An 80,000-sf “Project Alpha” dealership is now under construction here.

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.

Want to continue reading?
Become a Free ALM Digital Reader.

Once you are an ALM digital member, you’ll receive:

  • Unlimited access to GlobeSt and other free ALM publications
  • Access to 15 years of GlobeSt archives
  • Your choice of GlobeSt digital newsletters and over 70 others from popular sister publications
  • 1 free article* every 30 days across the ALM subscription network
  • Exclusive discounts on ALM events and publications

*May exclude premium content
Already have an account?


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.


GlobeSt Net Lease Spring 2024Event

This conference brings together the industry's most influential & knowledgeable real estate executives from the net lease sector.

Get More Information


Join GlobeSt

Don't miss crucial news and insights you need to make informed commercial real estate decisions. Join now!

  • Free unlimited access to's trusted and independent team of experts who provide commercial real estate owners, investors, developers, brokers and finance professionals with comprehensive coverage, analysis and best practices necessary to innovate and build business.
  • Exclusive discounts on ALM and GlobeSt events.
  • Access to other award-winning ALM websites including and

Already have an account? Sign In Now
Join GlobeSt

Copyright © 2024 ALM Global, LLC. All Rights Reserved.