Tamaroff Auto Group Celebrates Legacy and Adapts to a New Era in Southfield, Michigan

Southfield’s Tamaroff Auto Group: A Legacy Reimagined

Southfield, Michigan, is home to a family-run business that’s as iconic as they come – Tamaroff Auto Group. Founded in 1969 by the legendary Marvin Tamaroff, this automotive powerhouse has adapted and evolved through the decades while staying true to its core values. Although Marvin passed away in 2021, his spirit lives on through the family that continues to carry his passion forward.

A Family Affair

At the helm today are Jason Tamaroff, 42, and Eric Frehsee, 39, who are the third generation of the Tamaroff family steering the ship. With a sense of proud legacy in their voices, they emphasize what Marvin always believed: taking care of employees and customers leads to long-term success. “Our grandfather always said if you take care of your employees and customers, the rest will come,” Jason shared, reflecting on their guiding philosophy.

Meet Tammy the Elephant

When you visit the flagship Tamaroff Honda location, one figure stands out – Tammy the Elephant. This beloved mascot has welcomed visitors for years, symbolizing good luck and hope. Marvin considered elephants particularly special, especially with their trunks raised high. As you drive by, you can’t help but smile at the friendly face of Tammy!

Continuity and Change

Coming a long way since its humble beginnings, Tamaroff Auto Group now encompasses six locations across Metro Detroit. The original spot on 12 Mile and Telegraph is still standing strong. Jason emphasized, “Even though the auto industry has changed a lot, our commitment to family values remains unchanged.” This commitment extends beyond family, fostering a loyal community of employees and customers who have been with them for decades.

The team at Tamaroff Auto Group is a family in every sense of the word. Jason mentioned proudly, “We have team members celebrating anniversaries of 10, 15, even 40 years with us! It’s about building relationships.” Isn’t that refreshing? With such a dedicated workforce, it’s no wonder customers keep coming back, often buying multiple vehicles over the years!

Adaptability is Key

As the world changes, so does Tamaroff Auto Group. The rise of online shopping has led to innovations in how they do business. Eric explained, “If customers want to shop online, we’ve embraced that. If they’d rather come in person or need to text for information, we’re here for it.” Being flexible is crucial in this ever-evolving landscape, and these entrepreneurs are more than willing to adapt.

The COVID-19 pandemic presented unprecedented challenges, but the Tamaroff family found ways to thrive. “When the lockdowns started, we were prepared,” Eric recalled. The dealership had already implemented digital signing for documents, allowing contactless vehicle deliveries. They even offered pickup and drop-off services for car maintenance. “Being there for our customers during the pandemic was important to us,” Jason added, illustrating the family’s commitment to service.

Looking Ahead

With the auto industry taking various twists and turns over the years, including the challenges of the Great Recession, the Tamaroff team has proven resilient. “There were tough decisions to make, but we chose to adapt rather than give up,” Eric recounted. And it’s that tenacity that keeps the Tamaroff legacy alive and well.

Honoring the Past and Embracing the Future

As they update their facilities and technology to welcome a new generation of car buyers, Tamaroff Auto Group remains rooted in tradition. Eric stated, “We’re a family-owned business at our core. Our decisions are based on what’s best for our family and our team, not investors. That’s been ingrained in our DNA.”

By maintaining a delicate balance between tradition and innovation, the Tamaroff Auto Group is not just surviving but thriving. The journey continues, with their grandfather’s lessons echoing through the halls and the welcoming trunk of Tammy the Elephant always reminding everyone of the family’s commitment to community, integrity, and yes, good luck.