The Premier Pure Promise

History

In 1979, a 21-year-old Joe Laham, who sold his first car with his older brother when he was 12, opened a used car lot on the West Roxbury-Dedham line called Laham Motors. "While most kids were going to college, I was running a business," Laham says.

From there, Laham's business grew and landed him on the Automile on Route 1 where he converted a gas station into Auto West (West as in Westwood), before he took over the area Isuzu dealer in 1985, Dedham Nissan in 1986, and Cadillac of Norwood in 1991. In the years since, the family has bought, operated and sold stores up and down the east coast finally landing with our current group in Massachusetts. Chris and Nick Laham now operate the group including BMW, Audi, Mazda, Jeep, Ram-Chrysler-Dodge, two Volvo stores and Premier auto salon in southeast Massachusetts and Cape Cod.

With a plethora of stores to maintain, one thing remains constant: a sales process the Lahams refers to as

"Pure Price & The Premier Pure Promise."

"It's a negotiation-free enviroment. It's transparent. It's non-confrontational. It's seamless," Laham says of his no-haggle process. "We provide you with all the information and recommendations necessary for you to make a good decision and then we hope you reward us with your business." Laham developed the process about 20 years ago after watching one of his salesmen mark up a car in an effort to make more commission during a sale. "I got so upset that I went and got these stickers— these things you hang in the window of the car-and I wrote right on them: market price, our price," Laham says. Another reason for practicing Premier Pure Promise is Laham's dedication to his family.

"For my girls and my boys to come into this business, I have to look them in the eye and think about them and all the friends they grew up with,"Laham says. "I want them to be proud of our business, and understand that selling and servicing automobiles demands integrity."