Ross Roy Forms Retail Division

Former Dealer and Auto Veteran Hermiller Named to Head Group
DETROIT–Ross Roy Communications has hired Dale Hermiller, a former auto dealer, to head its new retail strategies department.
The Bloomfield Hills, Mich., agency created the group to provide sole client DaimlerChrysler with tactical and strategic consultation in regard to the automaker’s Customer Connect, e-commerce, Five Star and overall retail strategy programs, said Tim Copacia, Ross Roy president and chief executive officer.
Copacia said he specifically wanted someone with dealership experience to lead the unit. A national search turned up Hermiller, and his unusual background is part of the plan for creating the new department, Copacia said.
“We do a lot of training business for DaimlerChrysler,” he said. “We needed to bolster the strategic support we were providing them in reaching their retail channel.”
A creative person and senior account person round out Hermiller’s team, which will work closely with the agency’s training department, Copacia said. The department’s first order of business is assisting DaimlerChrysler in implementing further training initiatives for its Five Star certified dealer program. The agency already creates a variety of dealer training materials, including CD-ROMs, videos and manuals.
“We just needed to have a little more horsepower,” Copacia said. “The marketplace in the retail business is changing by the minute. We’re trying to help DaimlerChrysler in any way we can to figure out what their game plan is in the future. Training as it connects to the retail channel is critical. If you don’t have that kind of seamless connection, it’s hard to sustain that relationship.”
Hermiller, who owned and operated a chain of dealerships from 1992-97, joins the agency from Deloitte Consulting, Los Angeles, where he helped develop and implement an online vehicle ordering system for Mitsubishi Motor Sales of America.
His previous positions include senior vice president at PHH FleetAmerica, where he was in charge of marketing and supplier services. He spent the first 21 years of his career with General Motors, where his positions included comptroller of the Pontiac division. K