Contributed photo
The future look of the Dieffenbach GM Superstore in Rockingham.
Kelli Easterling | Daily Journal
Dieffenbach GM Superstore customers will be receiving service in the company’s mobile units until construction is complete. In this photo: Jeff Dieffenbach.
You may have noticed the mobile units set up outside the Dieffenbach GM Superstore in Rockingham, at 1209 E. Broad Ave., and wondered what the popular dealership has planned.
Dieffenbach is gearing up for a total remodel, and demolition on the building is set to start Feb. 13. Most of the Dieffenbach team will be working out of trailers until the estimated end date of Aug. 31.
“We signed up two years ago to participate in GM’s new image program,” said owner Jeff Dieffenbach. “The new design is based on meeting the company’s new specifications. We elected to do this because we want to be a part of the future of GM.”
The building, which was Russell Bennett Chevrolet before Dieffenbach moved in around 1996, has undergone only minor renovations over the years, according to Dieffenbach.
“I always thought this building was built in 1965, but some of the plans say 1975 — so that may actually be when it was built,” he said.
Only the shell of the parts and services department will stay intact, the sales room and office areas will be demolished.
“The new facility will be much more customer-friendly, and the customer lounge will be more spacious and inviting,” he said.
During the reconstruction phase, customers can head to the mobile trailers for service.
“None of this would have been possible without the continued support from the community, and the employees who helped build this business,” said Dieffenbach.
“With the new facility, we see an opportunity to grow and add to our staff,” he said. “We want the community to know we plan on being here for a long time to come.”
Weaver Cooke, general contractors out of Greensboro, are handling the remodel, Hudson Paving in Rockingham will be re- paving the lot and Jelgo Electrical Contractors in Rockingham will set up new lighting.
An employee in the service department, Larry Frye, who Dieffenbach jokes “has been there so long, he came with the building,” said he’s excited and ready for the changes.
“We’ve been talking about changes for at least 11 years,” said Frye, who has worked in the current building for more than 21 years. “There might be some bugs to work out here and there, but we just ask customers to be patient because we’ll make it right and keep providing good service.”
— Staff Writer Kelli Easterling can be reached at 910-997-3111, ext. 18, or by email at keasterling@heartlandpublications.com.
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