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

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

Included in the construction are a customer service lounge withWeb 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, 24service bays, 16 body shop bays and a high-tech, high-performanceMopar Parts "Speed Shop."