Sentry South Lincoln To Become Sentry AllBrands - Center for Used Cars, Service, Collision Repair

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Award-winning Boston store to offer used cars, service and collision repair for all makes and models.

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We feel like the same team of people that won six President's Awards can do a terrific job with all makes and models..... We call it "Fat Free Pricing" because we cut out the fat.

Sentry Auto Group ( announced today that its Sentry South Lincoln location in Boston, MA would be re-launched on or about March 1 as Sentry AllBrands – an all makes-and-models center for used cars, service, and collision repair, along with Ford-authorized wholesale parts.

“We are excited about this new business opportunity, and we feel it offers us the greatest potential to grow our business at this location in 2013 and beyond,” said Sentry President Chris Lemley. “We made this change at the request of Ford Motor Company, given their plans to reduce the number of Lincoln dealerships as part of the Lincoln growth strategy. But we also have developed an aggressive business plan for Sentry AllBrands – this is much more than just ‘throw up a banner and try to sell some used cars.’ We feel like the same team of people that won six President’s Awards over the last decade can do a terrific job of executing that plan.”

And with two other franchised Lincoln locations in Medford and Shrewsbury, Sentry representatives indicated that the company remains committed to Lincoln in both the short and long term. Because of that involvement, the company is able to continue to support Sentry South’s Lincoln customer base through its other locations.

Mike Norton, who has served as service manager of the Sentry South store for the past decade and has agreed to take on the role of General Manager for Sentry AllBrands, said that “Our marching orders are to do whatever it takes to ensure that the Sentry South Lincoln customers are not inconvenienced by this decision. We are telling folks that if Medford or Shrewsbury are inconvenient, they can continue to bring their cars here for service just as they always have, and if their car needs any repairs that are covered under warranty, with their permission we will transport it to our Medford store and back at no cost to them.”

Norton noted that “if anything, the overall scope of our services will be even greater. The quality levels of Lincolns had improved such that the frequency of Lincoln warranty repairs was increasingly rare, and since we are now adding shop tools and equipment along with parts to be able to service all makes and models, we feel like we have more to offer than ever before. And since our plan is all about growth, we also will be able to continue to support all the community organizations we have in the past and hopefully even more in the future.”

In the service department, in addition to new shop equipment and parts, Norton said that “we have reduced all categories of labor rates in order to be competitive. We feel that we are competitive with the top independent shops and below most franchised dealerships. Our top technicians can fix anything, so bring us whatever you have and we’ll fix it. We don’t care where you bought it. We want to be your neighborhood mechanic.”

Norton also indicated that all Sentry South Lincoln customers’ Owner Advantage accounts are being fully protected: “These account balances are being converted to Sentry Advantage Perks accounts in a system that we will manage, with a 20% grand opening bonus added in. They will be good for anything that the Owner Advantage balance would have been good for, just 20% more. Welcome emails will be going out over the next few weeks for all customers with email addresses on file.”

No employment levels were affected by the announcement. In fact, Lemley said that “we are not announcing any layoffs today in connection with this announcement, and in fact we are hiring. While some current employees are moving to other roles within our company, the vast majority of our existing staff – including all of our master and senior master technicians – has agreed to stay in place under Sentry AllBrands – so our customers should see lots of friendly, familiar faces the next time they visit.”

As the store’s name suggests, the selection of used cars will include a full range of makes and models, with prices ranging from value cars in the $5,000-$10,000 range, to highline luxury cars over $30,000. Sentry’s buyers have already begun to acquire vehicles in anticipation of hitting the ground running in March. Vice President of Sales Operation Kevin Darcy said, “we have had folks buying cars everywhere from Massachusetts to Florida. And we are being very picky. Just the other day we had a buyer look over 500 used cars and only bought two that met our criteria.” Makes include everything from volume brands like Toyota, Honda, Nissan, Volkswagen, Mazda, Subaru, Ford, Chevrolet, Chrysler, Dodge and Jeep, to luxury car brands like BMW, Mercedes, Audi, Lexus, Acura, Infiniti, Lincoln and Cadillac – and trucks are arriving daily.

Pricing at Sentry AllBrands will be established using an innovative approach called Fat Free Pricing™. “Before we buy a car, we use state-of-the-art software that scours the web to compare it to the market within a 100 mile radius,” said Darcy. “The software tells us the demand, supply, and pricing in our local market. Then, we only buy cars that, adjusting for history, condition and mileage, we can price low enough to turn quickly. So no negotiating is needed – we call it ‘Fat-Free Pricing’ because we cut out the fat.”

Darcy also noted that Fat-Free Pricing is more than just a customer satisfaction tool: “Sure, we know that lots of customers don’t like to negotiate. But selfishly, the other benefit for us is that most customers shop for used cars online these days. So by pricing aggressively up front and cutting out the fat using Fat Free Pricing, we can generate more traffic and grow our business. For us, it is more about volume than margin.”

Condition and history of used cars matters too, of course, and Darcy was emphatic on this point: “While we know that by using Fat Free Pricing our prices will be on the lower end of the market and very fair and competitive, we also know that they will not be the absolute lowest prices available. That’s because we will not go out and buy a bunch of frame damaged vehicles at a discount to create the illusion of the lowest price on the internet. We want everyone to get a low, competitive price, but we also want you to be confident in your purchase.”

All cars sold at Sentry AllBrands are subject to a rigorous 130+ point safety inspection, and come with a minimum 90-day warranty and 5-day money back guarantee. Every car comes with a free Vehicle History Report and clean title guarantee. And extended service plans are available on almost every car for up to 7 years and 100,000 miles. For more information, visit,,, and

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