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Lockwood‘s grandfather was in the business in Hamilton decades ago, and his father Lee is still active on the showroom floor with his own dealership in Woodstock, Ontario. But times have changed, Lockwood says, and the emphasis is not just on great products, but on comprehensive customer service â€" the key to success for today‘s dealers. The Oakville dealership he purâ€" chased in 1983 was recently honored by Chrysler Canada in three areas, winning excellence awards for its service, parts, and sales departments. "We must meet several criteria, including sales satisfaction and objectives, and staff training goals. The service and parts awards are simâ€" ilar. The whole focus with Chrysler is customer satisfaction, and now they‘re trying to go further, and replace the word ‘satisfaction‘ with ‘delight‘." "Ten years ago, it was acceptable to operate under the idea that you should treat your customers as you would want to be treated. Now, there are more demands for service in all areas. For example, we now operate a shuttle bus that starts at 7 a.m. to take service customers to the GO staâ€" tion, and we‘ve opened that departâ€" ment on Saturday mornings." This is something that Jay Lockwood, owner of J. Lockwood Chrysler Ltd., 175 Wyecroft Road, can attest to personally. Lockwood is particularly proud of the sales award, which he says is harder for larger dealerships to win due to Chrysler‘s stringent requireâ€" ments. You don‘t become a triple threat, as they say in show business, overnight, especially in the business of selling cars. An Oakville resident, Lockwood believes in giving back to the comâ€" munity, supporting local sports teams, charities and through his staâ€" tus as a Rotarian. "You‘ve got to take these things into account. There‘ s more to buying than a $20 to $30 price difference; the car costs the same in Oakville as in Sudbury." The busy Lockwood also operates Chrysler dealerships in Milton and Georgetown. one Lockwood grabs trio of awards "They‘re leading the market with products in place now to take advanâ€" tage of the recovering economy. They will continue to introduce a new car every six months for the next several years." In addition to the new Neon unveiled this spring, Lockwood notes that a new version of the Minivan is scheduled for unveiling in the spring of 1996. "Chrysler has also had very good customer loyalty over the years, but tended to attract older customers. Now we have the Neon, which is cute, and fun to drive. We‘re going to grab the people who used to buy imports." "They‘re in between the Neon and the Intrepid, in terms of price and size. People don‘t necessarily want a big car, and these new models will appeal to young families in particuâ€" lar," Lockwood predicts. This fall, the Sirus and Stratus will emerge as replacement cars for the Acclaim and LeBaron midâ€"size sedans. ADVERTISING FEATURE by Stephanie Henderson Why Chrysler? That‘s an easy Keeping up with current trends, Lockwood operates an aggressive leasing operation, where Chrysler‘s impressive 7â€"year, 115,000 km warâ€" ranty appeals to individuals who effectively "rent a car for a couple of years, trade it back, and get a new one. It takes a lot of the hassle out." To respond to those constantly changing products and service stanâ€" dards, Lockwood is also planning an upcoming renovation of the airy showroom. For service information, call J Lockwood Chrysler at 845â€"6653. Jay Lockwood, owner of J. Lockwood Chrysler Ltd., disâ€" plays one of three awards his dealership won recently for sales, parts and service excelâ€" lence. s ON ALL ‘89 â€"‘94 PREâ€"OWNED CARS TRUCKS 24 â€" 60 MONTH TERMS AVAILABLE O.A.C. OVER 40 PREâ€"OWNED VEHICALS IN STOCK TO CHOOSE F ROM 3.3 L V6, 4 s dpd auto, air, stemo cassette, tilt, cruise, power windows door locks, builtâ€"i m child seat, equipment may vary, balance of owner choice warranty available. l ? 00 Stk. #P2338 5 door hatchback, 2.2L, automatic, power sterring brakes, air oondltlomn AM/FM stereo,balance 0| gl:l(:,lc; P\;;;;amy avalla le. $ "l n Aq Photo by Peter McCusker 1993 CHRYSLER INTREPID y automatnc, power sterring, power IE FM stereo,balance of owner le. ~ $10.900 2.5L, automatic, power brakes, air , steoeo cassette, tilt, cruise,buckets, console, sport appearance package, balance of owner choice warrant available. 4 $ l 2 00 Stk. #P2345 7 passenger, V6, automatic, power steering brakes, air conditioning, steoeo cassette, tiult, cruise, roof rack, balance of owner choice warrant available. s $ 16 C 98 Stk. #P2332 4 door, 5 speed, low km, good reliable transportation. Stk. P94259. We are a Customerâ€"First dealership Automatic transmission, air conditioning, low km, 4 cyl., runs great. Stk. P9411. Automatic transmission, am/fm cassette, low km runs great. 5 speed trans., air, p. windo locks, low km, ready for summer, Stk. 9473A. Air cond., automatic, all luxu options including extended warranty. Stk. P93â€"351. Low km, one owner, standard trans., great commuter car, run well. Stk. DT94â€"213A. Leather int., sun roof, all lu: options, pearl paint, low km factory warranty. P94â€"239. ‘ 5â€"speed Trans., Air Cond., extended warranty, reliable transportation. 9480. 1450 SPEERS ROAD OAKVILLE 1993 NISSAN MAXIMA BROUGHAM 1 Terry $ | 1991 NISSAN MAXIMA GXE 1989 PONTIAC SUNBIRD Bring Your Tradeâ€"In! 1989 HYUNDAI EXCEL 1990 NISSAN 240 SX 1989 HONDA CIVIC " $9,895 $12,995 $24,995 $16,595 4,995 $6,995 $7,995