Successful Saturn dealer advises others to reach for their dreams


Roland Daniels poses at his Gainesville Saturn dealership.

AARON DAYE/Gainesville Guardian
Published: Thursday, September 1, 2005 at 6:01 a.m.
Last Modified: Wednesday, August 31, 2005 at 6:12 p.m.
Roland Daniels is an area businessman who believes in customer service.
He believes in it so much, it's the reason he chose to purchase a Saturn dealership franchise 10 years ago.
Hailing from Miami, he has taken Saturn ownership to the next level, with four Saturn dealerships - one in Gainesville and three in Orlando.
Daniels said he chose Saturn based on their customer philosophy.
He said it's because of "how they treat customers with respect, believing they should be treated as you would like to be treated."
When asked what he feels sets his business apart, Daniels said customers know Saturn has grown and become a recognized brand. People know that they are treated with respect, are provided with straight-forward answers and are assisted in every way.
He advises business owners to make their dreams become reality, but to realize it won't happen without action.
Daniels said he came into his field because of his desire to be a business owner and his love for cars.
"I felt it would be a good thing to get into what I enjoyed," he said.
After receiving a marketing degree at Howard University, he worked for 17 years at Sears Roebuck in various management positions.
He spoke of how opportunities are where they are least expected to be.
His transition into the automobile field began in Castle Rock, Col., with a Chevrolet-Oldsmobile-Subaru dealership. He was given an opportunity to purchase a Saturn franchise, and he sold the business because he and his wife decided to return to Florida.
"It was tough and challenging, but I learned a lot from that experience," Daniels said. "It takes patience and perseverance to do this," he added.

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