Mar 10, 2024 4 min read

50 years ago, Peters Township was mostly farms, Nixon was in the White House, and gas was only 53 cents a gallon. So, in 1974, when Paul Groff was presented with the opportunity to open a new car dealership on Route 19 in Peters Township, on the verge of a residential boom, he jumped on it.

Thus began the 5-decade history of a company that started as South Hills Chrysler Plymouth. A native of Croatia, Mr. Groff built his business by focusing on taking care of people. To him that meant his family, his staff, his customers, and his community. He was heard many times quizzing people on ‘what’s the most valuable thing in a dealership?’ The only correct answer was, ‘the people’.

Through manufacturer and economic challenges, South Hills Chrysler Plymouth weathered the storm. The business expanded into other locations, brand offerings, and communities. Today, South Hills Auto is comprised of two Peters Township locations. The original location added Jeep in 1999 then Dodge and RAM Trucks in 2014 to become South Hills Chrysler Dodge Jeep RAM. South Hills KIA, the franchise acquired in 2002, became a standalone dealership in 2014 and is only 1 mile south of the original facility.

Keeping a business running for a half of a century is no easy task and the automotive industry has undergone significant changes since 53 cent gas and boat-sized sedans. Embracing change has meant understanding changing consumer needs. Customers no longer want a formal process and hours-long negotiations. They want a friendly face they recognize and someone they trust to be sure their SUV can get the family to school safely.

“I want our customers to feel comfortable and welcomed…that they aren’t just a number to a large corporation. I want them to feel that we know them at a personal level. Many of our customers are as multi-generational as we are. We are now selling to the kids and grandkids of our original customers!” remarked Larry Winter, Dealer/President.

Navigating change has also meant embracing new technologies. From online shopping to technology-heavy cars, to the emergence of electric and hybrid vehicles- this is one industry where change happens fast.

Today, servicing our modern vehicles is more akin to computer programing than turning a wrench. To keep up, South Hills has expanded their service departments, offering cuttingedge technology and more certified technicians to cater to the needs of modern vehicles.

Another area of change has been the employee culture. The automotive business used to be known for long hours and cutthroat tactics. Working to create a workplace that offers better work-life balance has allowed South Hills to retain employees and improve overall productivity and morale. South Hills Auto currently employs approximately 100 people.

Celebrating its 50th anniversary, South Hills Auto remains a family owned and operated business. Paul Groff passed away in 2020 after a long battle with cancer, and the business is currently owned by Larry and his wife Christina (daughter of original owner Paul Groff). Their son, Bill Winter, is the General Manager for both locations and many other family members are involved as full or part-time employees.

To the family at South Hills Auto, success goes beyond selling cars. Giving back to the community is a core belief of who they are and how they operate. “Supporting the causes important to us is just another way we take care of our neighbors” says Larry Winter. Recently, they’ve supported Washington City Mission, area food pantries, annual toy drives, and local literacy initiatives.

Their commitment to giving back has fostered a sense of trust and loyalty that transcends the typical customer-dealer relationship. When you walk in, you really do feel like part of the family.

“Three generations” is a special designation for a family-owned business. Bill Winter feels that “…legacy is an important feature of any business. I see my job as carrying forward my grandfather’s and my father’s ideals and values while adding my own imprint to the businesses. Who knows, maybe we’ll see a fourth generation adopt this legacy!”

The story of South Hills Auto is more than just a chronicle of a successful dealership. It’s a testament to the power of community, the importance of customer service, and the unwavering passion for taking care of people- both your community and your staff.

Learn more about South Hills Auto at: www.southhillsauto.com

Sponsored content brought to you by South Hills Auto.