Priority Automotive Continues Peninsula Expansion With Nissan Dealership in Williamsburg

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Priority Automotive has launched Priority Nissan in Williamsburg, the company’s third new car dealership on the Peninsula and the ninth in Hampton Roads.

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Priority Automotive has launched Priority Nissan in Williamsburg, the company’s third new car dealership on the Peninsula and the ninth in Hampton Roads. Priority Nissan Williamsburg is located at the former Casey Used Car Clearance Center at the intersection of Richmond Road and Lightfoot Road. Priority also owns and operates dealerships in Richmond and Charlotte.    

The Nissan dealership will undergo extensive renovations according to Priority. The company is adding service bays, renovating the showroom and offices and bringing the overall presentation of the dealership into compliance with Nissan national standards. During the renovations Priority Nissan Williamsburg will continue to offer sales, service and parts operations in temporary facilities on the property. Renovations are expected to be complete in early 2015.

“The Peninsula continues to be a primary focus for Priority,” said Dennis Ellmer, President and owner of Priority Automotive. “We’re impressed with the economic development in the area and sustained growth that we see. Our Honda dealership in Hampton and Nissan dealership in Newport News have met with wonderful reception and we are expecting our Williamsburg location to do well also.”

Jim Hernandez has been named General Manager of Priority Nissan Williamsburg. Hernandez previously served as General Manager for Priority Nissan Newport News.

Priority Automotive also has additional locations planned on the Peninsula. They include Priority Collision Center, Priority Certified Used Cars and Priority Value Center, a used car dealership specializing in credit challenged buyers.

As in other Priority dealerships, Priority Nissan Williamsburg will include the popular Priorities For Life value-added package with each new car and truck. Priorities For Life includes oil and filter changes and state inspections for life, towing for life, and engines guaranteed for life. Once the renovations are complete, Priority Nissan Williamsburg will also offer free manicures on Women’s Day Wednesdays and provide many other services not found in most car dealerships.

“Nissan is one of the fastest growing brands in America. They continue to introduce new models that are meeting with overwhelming consumer acceptance,” Ellmer said. “And Priority is the fastest growing dealership brand in Virginia. So, it just makes sense that Nissan and Priority work together.”

Priority Nissan Williamsburg is open for business now. Applications for sales and service, including management positions are welcome.    

Priority Automotive was founded in 1999 by Dennis Ellmer with the acquisition of Chevrolet and Toyota dealerships in Chesapeake, Virginia. Today Priority owns and operates Priority Toyota/Scion, Priority Honda, Priority Chevrolet, Priority Acura, and Priority Hyundai in Chesapeake and the Priority Indoor Super Store in Virginia Beach. Priority also owns Priority Toyota/Scion, Priority Nissan, Priority VW, Priority Collision Repair Center, Priority Used Car Super Center and Priority Sales and Service Center in Richmond, as well as Priority Honda in Charlotte, NC and Hampton, VA and Priority Nissan in Newport News and Williamsburg. Priority has more than 100,000 Priorities For Life customers throughout Virginia and North Carolina and employs more than 1,000 people. For more information visit


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