Automotive News - October 16, 2017 - Supplement - S26

26 | OCTOBER 16, 2017
F R E E H O L D B U I C K - G M C , F R E E H O L D, N . J .

At N.J. store, greyhound Bella
was more than just a mascot
Dog lifted spirits,
generated goodwill
Printed in Automotive News April 24, 2017

Nancy Dunham

autonews@crain.com

ella died last September, but she's
still a daily presence at Freehold
Buick-GMC.
Her beds are still in place. Her toys
are scattered about. And her photo is still listed under the staff section - as "dealership
mascot" - of the Freehold, N.J., store's website. That's because the 73-pound greyhound
was more than a mascot. She was a key player
in uniting the community with the dealership.
"We try to treat customers like they are in
our home. A lot of dealers say that, but having
Bella here made customers truly feel as if they
were a part of our family," said General Manager Michael Matt. "I can't tell you the number of customers we had who came here and
immediately relaxed when they met her. And
since her passing, the outreach from those
Bella, a greyhound owned by Freehold Buick-GMC's finance director, Chris Bell, started as a
customers has been incredible."
once-a-week visitor to the Freehold, N.J., store. Before long, though, she became a daily fixture.
As proof of that customer-dog connection,
was on vacation - and then accompanied
just any dog," said Bell, noting Bella's gentle,
Bella's owner, Finance Director Chris Bell,
her temporary caregiver to work.
calm personality, a common trait in the breed.
said a video tribute to Bella released by the
Customer Shannon Bertone so enjoyed the
"She had the right personality for it. And we
dealership drew almost 4,000 views, more
constant presence of Bella that she and her
were always very sensitive, asking people if they
than any other video the store has posted.
daughters, ages 8 and 10, would stop in at alwould prefer she not be there. It was rare, but if
Sales and finance staff members miss Belmost any time to see the greyhound.
they didn't want her there, Bella would go
la's help in closing customers.
"What a marvelous dog she was - just the
upstairs with the [staff ]."
"I absolutely think she helped with
most mellow disposition with a quizzical face
Bell said staffers so miss the dog,
sales and F&I," said Matt. "Not only
A greyhound
[and she] loved to be petted," Bertone said.
they often join customers in askdid she relax customers but also
helps customers
"Bella truly was the star of that dealership.
ing him if he will soon adopt anshe was a fun focal point. 'Are you
and staff
When Bella suddenly [died] there was an outother greyhound. Though he's
sure you don't want GAP insurmembers bond
pouring of sympathy from clients that only
not quite ready, he is moving closance? Bella thinks you should get
and relax.
met her once! And it was heartfelt. ... She is
er to finding a new one.
GAP insurance.' She really took the
sooo missed!"
Office Manager Grace Tonks is
edge off."
Bell adopted Bella in 2010 during a particulooking forward to the day a new masAlthough some worried that having a
larly rocky time in his personal life. He began
cot joins the dealership, though she said
dog in the dealership would be disruptive,
bringing Bella to work one day a week soon
nothing can replace Bella.
Matt and others said it boosted morale. When
thereafter. Before long, she was a daily fixture.
"She was like an adopted child to all of us.
tension built, a staff member might take a
"It was great for me to bring her to work,
She was like a person," said Tonks. "We still
break and walk Bella. And the greyhound
too," said Bell, saying doing so increased his
have a picture of her on our wall. It has been
grew accustomed to the work environment,
productivity.
six months [since her passing] and people
lying quietly on a bed when she sensed the
"I didn't have to worry about getting home
come in every day and ask where she is."
staff was busy with deadlines or crucial projto let her out. I could work as late as needed,"
Staff members bonded so strongly with Belects.
he said. "That was a huge benefit to me." a
la that she stayed with one of them when Bell
"This type of relationship wouldn't work with

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