‘I don’t think it’s a stretch to say that the people of the CNMI live, love and trust our vehicles and our services.’
<p style=”text-align: right;”><strong>—Tracy Guerrero, Atkins Kroll Saipan’s General Manager</strong>
FOR 57 years, Atkins Kroll (Saipan), Inc. has been a cornerstone of the automotive industry in the Marianas. With a rich history spanning nearly six decades, the company has established itself as a trusted name in new and used car sales, representing prestigious brands such as Toyota and Lexus. Recently, the company welcomed Tracy Guerrero as its new General Manager, ushering in a new era of leadership and vision for this long-standing business.
Community engagement and impact
At the heart of Atkins Kroll Saipan’s success is its deep-rooted commitment to the community. Guerrero says it does this through various initiatives, including sponsorship of local events, charitable donations, and partnerships with local organizations.
This approach not only supports the community but also strengthens the company’s position in the market, creating a cycle that benefits everyone. As Guerrero explains it, Atkins Kroll Saipan’s community involvement makes residents feel more connected and supported. That increases brand loyalty and customer trust and, in turn, positively impacts Atkins Kroll Saipan’s business.
Photo shows the new Toyota and Lexus Showroom and Service Center in the village of Puerto Rico. Atkins Kroll Saipan broke ground on the project last year and it is on track to open this year.
A new showroom
In a bold move that underscores its commitment to growth and customer experience, Atkins Kroll Saipan is on the verge of unveiling a facility that promises to become another landmark: a new Toyota and Lexus Showroom and Service Center in the village of Puerto Rico. Atkins Kroll Saipan broke ground on the project last year and it is on track to open this year.
“This new facility will be the first of its kind, bringing a world-class state-of-the-art experience for our people here in the Marianas,” Guerrero said, adding that it promises to elevate the car-buying and servicing experience for Atkins Kroll Saipan’s customers.
Brand representation and customer trust
Atkins Kroll Saipan’s success is largely attributed to its representation of some of the most reliable and respected car brands in the world. Guerrero emphasizes the special relationship the company has with its flagship brands: “We are very fortunate that, with respect to new cars, we are Toyota and we are Lexus. That gives us the longest lasting, most reliable vehicles on the road.”
This representation goes beyond mere business; it’s about building a legacy of trust with the community. “Our island communities have watched the brands prove themselves over the decades as the vehicles age along with us and our families. I don’t think it’s a stretch to say that the people of the CNMI live, love and trust our vehicles and our services.”
Adapting to changing customer needs
Atkins Kroll Saipan never rests on its many laurels and has set in motion many strategic moves to meet changing customer needs. That includes expanding its digital presence, offering online vehicle browsing and live website chat that allows customers to access the company at any time of day or night.
The company is also aligning with global trends toward eco-friendly transportation, Guerrero said. That means they have introduced more hybrid vehicles to meet the growing interest in sustainable mobility. She said this shows that Atkins Kroll Saipan is not just meeting but anticipating customer needs.
Employee development and expertise
The backbone of Atkins Kroll Saipan’s success lies in its workforce. The company places a high premium on ensuring its employees, from sales staff to mechanics, are always at the cutting edge of automotive technology and customer service.
That includes making sure their employees stay current on the latest technologies and models through regular training programs provided by Atkins Kroll Saipan’s brand partners, Guerrero said.
“We also encourage team members to attend product launches, emphasize hands-on experience, and for sales staff, we regularly hold training sessions that focus on new features, technology, and customer service strategies,” she added.
This ensures that their customers receive expert advice and service, regardless of the complexity of modern vehicle technologies.
Despite the challenges of the CNMI’s limited workforce, Atkins Knoll sees this as an opportunity to invest in local talent though training. “In fact, just today we onboarded three new apprentices from the Northern Marianas Technical Institute to our Service Department—one of whom I’m proud to say is a woman!” Guerrero added.
After-sales service: A game changer
Atkins Kroll Saipan understands that the relationship with a customer doesn’t end at the point of sale. The company’s robust after-sales service is a crucial component of its business model and a significant factor in customer retention.
“Atkins Kroll Saipan places a high priority on after-sales service, with dedicated support teams for vehicle maintenance, repairs, and parts,” Guerrero explains. This comprehensive approach to customer care extends beyond the initial purchase, fostering long-term relationships with clients.
A standout feature of their after-sales service is the AK Signature Care Program. This offers customers three years of free service for each purchase of a new/used Toyota and Lexus vehicle, allowing them to stay up-to-date with their vehicle’s routine vehicle maintenance and keeping their vehicles on the road.
Guerrero said this program not only ensures the longevity and performance of the vehicles but also provides peace of mind to customers, further cementing their loyalty to the Atkins Kroll brand.
Looking to the future
As Atkins Kroll Saipan moves forward under its new leadership, the company remains committed to its core values of community engagement, customer satisfaction, and automotive excellence. With the imminent opening of its state-of-the-art showroom and service center, the company is poised to enter a new chapter in its storied history in the Marianas.
Guerrero’s vision for the company aligns with its rich legacy while pushing boundaries in innovation and customer service. As the automotive industry continues to evolve, Atkins Kroll Saipan stands ready to meet these changes head-on, ensuring that it remains the go-to destination for all automotive needs in the Marianas for generations to come.
From left, Clark Boswell, vice president and general manager, Atkins Kroll Guam & Saipan; Duncan Tait, Group Chief Executive, Inchcape PLC.; Tracy Guerrero, general manager, Atkins Kroll Saipan; Ruslan Kinebas, CEO APAC, Inchcape PLC; Joel Lesh, vice president and general manager, Morrico Equipment; and Alex Hammett, managing director, South Asia & Pacific, Inchcape PLC.
