A Facelift for Gene's Chrysler.

In the midst of a local economic downturn, John and Jim Immel purchased a 5.5 acre piece of undeveloped commercial property on Van Horn Road in south Fairbanks, just inside the city limits.

The businessmen planned, even back then during the post-pipeline financial crisis that was just starting in Fairbanks in 1985, to construct a new building for their existing Interior Alaska-based car dealership. They wanted to create a dream building for their family owned business, with expanded room for service work, bright cubicles for office workers and lots of room for a wide selection of new and used vehicles.

And in September 1999 that vision came into existence as the Immels moved Gene's Chrysler into a spit-shiny new 35,000-square-foot building on their comer lot in south Fairbanks.

Large panes of glass facing south and east brighten the showroom, making the dealership a pleasant place to work for all employees, the two owners said.

"This building reflects the growth of the Interior Alaska economy," said Jim Immel, who serves as secretary/treasurer of the family owned business. "More people are working now than ever before."

He and his twin brother, John, oversee a 60-person work force that sells and services Chrysler, Plymouth, Dodge and Jeep cars and trucks.

Revenues of the family owned business continue to climb each year. In 1995, Gene's Chrysler pulled in $18 million in revenues. That has ratcheted upward each year, growing to $27.7 million in 1998. In-house figures compiled for 1999 by Jim Immel place annual revenues at $29 million.

Among Alaska's top businesses, Gene's Chrysler has increased its position and clout. The Fairbanks dealership continues to climb in rank on the annual Top 49ers List compiled by this publication. Gene's Chrysler has risen from 46th position in 1997 to 40th in 1998 to 36th position in 1999.

And the future continues to look bright for the business, according to John Immel, who, by virtue of his longer tenure at the business, serves as president of the company.

"I don't feel the economy of Fairbanks is going to drop," he said. "With all the tourism and hotels that are being built, and the talk of a gas line, there's all kinds of positive news here."

Moving into the new facility was quite a step up from the crowded, poorly laid out building at 1804 Cushman, which had served as home to the business for more than 30 years.

John and Jim's father, Gene Immel, started the family business in 1945, selling Studebaker cars in downtown Fairbanks at Second Avenue and Wickersham Street. The elder Immel also worked as a mechanic in his own shop, as well as selling gasoline on the corner lot.

Gene Immel later sold Mercury outboard engines with Arrowcraft boats. At times, he carried the Volkswagen and Mercedes car lines also on the downtown corner lot.

In 1966, the local Chrysler dealership located at 18th and Cushman came up for sale and Gene Immel purchased it. Plymouth, Dodge and Jeep lines of autos and trucks were added in later years.

The Cushman Street location included 2.2 acres of land with frontage on both sides of the street. The building contained 22,000 square feet, with only 16 service stalls available.

When designing their new facility, the Immels decided to double the number of service stations inside the building.

"Now we can get a lot of people in and out on the same day," Jim Immel said. "Before, people might drop off their car and it would sit for two or three weeks before we could look at it."

Both of the twin sons worked as children in the family business. "I started in 1969 full-time, making $1 an hour, washing cars," John Immel recalls.

Later, as adults working in the business, the twins decided to buy out their other brother and a sister who live Outside. Now in their early 50s, they expect to enjoy many years in their new location, applying their basic business philosophy of doing business day by day.

"We just try to make more right decisions every day than wrong decisions," said Jim Immel.

Their choice of location, while not readily apparent when they purchased the property 15 years ago, has been one of those good decisions.

About three years ago, Alyeska Pipeline Service Co. located its Fairbanks headquarters about a block away, "right on our doorstep," as Jim Immel noted. That certainly provides a viable audience to view all the new trucks and automobiles glistening on the lot. "It keeps us ahead of our competition, and keeps people thinking of us," he added.

With a more diverse and solid local economy, plus strong automobile research and development offered by the national lines they carry, the Immel twins expect their business to continue its steady growth in upcoming years.

"The future is very bright here in the Interior and we just want to be a part of it for many years to come," said John Immel. "With this new building we are set for the future and look forward to many years of enjoying being in the automobile business."