The vision that continues to drive the company is the same as it was when the branding of the MileOne model was launched in 1999...

...to create a customer-focused, integrated network of automotive sales and service with the largest selection of manufacturer brands, easily accessible through convenient locations dedicated to allowing the customer to control the sales and service relationship. To that end, the company developed a plan for managing its growth. The initial phase of that plan was based upon the acquisition of successful businesses that shared the company’s vision and standards regarding the value of lifetime relationships with customers.

plans to continue a strategic marketing partnership with Mr. Tire in the future. In addition, MileOne offers accident repair in six regional collision centers and provides rental and leasing services through the Allstate division in 11 different locations. The MileOne model provides for all the automotive needs of its customers conveniently, on their own terms, through the largest automotive sales and service delivery network in the Baltimore/Washington metropolitan area – and, as a result of the 2003 acquisition of MotorWorld, in northeastern Pennsylvania as well.

The MotorWorld acquisition added 13 manufacturers’ franchise brands, as well as a state-of-the-art regional sales and service facility and two collision centers - virtually all under one roof.

Our History

Atlantic Automotive embarked on its mission in 1997 to build a regionally consolidated retail automotive network that could meet the transportation needs of consumers and establish lifetime relationships with its customers. Since then, the company has grown into one of the largest automotive groups in the mid-Atlantic region. Atlantic Automotive focused on an acquisition strategy to build upon its original investment model. The dramatic growth of the company since 1997 demonstrates our success in implementing our strategy. While the growth of the company will continue to evolve based upon our ability to evaluate and identify strategic acquisitions that complement the MileOne model, renewed efforts in facilities improvement are necessary to satisfy the needs of our customers and to maximize the growth opportunities in service operations for the company as a whole.

A comprehensive reconfiguration of the Herb Gordon and Tischer properties, which currently support nine automobile franchises, a used vehicle operation and a collision center, is being planned. The Herb Gordon/ Tischer projects will be completed over the next three years. These renovations will provide significant increases to the fixed operations service capacity and resulting business for these dealerships. During the latter part of 2004, the company will begin the construction of a stand alone Mercedes-Benz service operations building and will initiate the renovation of the Annapolis Mercedes-Benz sales facility. In addition, several facility modifications are planned for the MotorWorld campus during the upcoming year.

The Brand

In addition to recognizing the need for investing in the improvement and modernization of the company’s physical assets - its facilities - Atlantic Automotive also has invested in developing a uniquely sophisticated e-commerce strategy and infrastructure to serve its customers on the Web. Simultaneously, during this period of growth, the company formally launched various branding initiatives under the MileOne banner, publicizing its promise to provide unparalleled customer service.

Supported by a significant investment in training and developing its employees through the MileOne University, the coordination of integrated retail advertising campaigns and the successful introduction of mileone.com, these various branding initiatives have helped reinforce the values of the company to the public.

At the same time, the company established a new division, MileOne Marketing, to develop and implement fully integrated innovative marketing, branding and e-commerce Internet strategies designed to drive traffic directly to the Web where the company could better serve customers’ needs promptly and professionally.

The launch of mileone.com, one of the most comprehensive interactive consumer resource Web sites offered by any automotive retailing company in the country, was quickly followed by the creation of a centralized Customer Resource Center (CRC) to help initiate an interactive dialogue to best serve these "cyber" customers, through online vehicle delivery and service appointment scheduling, credit application processing and more.

All of these efforts have resulted in an extremely valuable level of e-service to meet the ever-increasing demand for the company’s products and services by mileone.com visitors.

The actual presentation of the MileOne brand continued to evolve throughout 2003, as certain resources within the original CRC morphed into a more fully functioning online development and content management group for mileone.com.

And, as mileone.com itself was completely rebuilt in 2003 as a regional portal for both the Maryland and Pennsylvania markets, this content group launched and tracked numerous customer-relevant retail marketing and communications programs.

In 2004, MileOne Marketing will continue to bring relevant e-marketing campaigns to its loyal customer base through its targeted e-commerce strategy.

Training

Throughout the year, Atlantic Automotive continues to encourage the professional development of all of its employees through maintenance training sessions offered by MileOne University, the company’s internal training group. “MileOne/DayOne” training is offered to every new employee as an initial overview of the company, its mission, vision and values.

In addition, an extensive internal curriculum offers courses designed to enhance management and sales performance. Mission specific training was presented to parts and service managers, e-sales representatives and other dealership personnel throughout the company, including the MotorWorld employees in Pennsylvania. By offering these courses, MileOne University was able to prepare our employees for meeting the needs of our customers in the future.

E-commerce

In addition to recognizing the need for investing in the improvement and modernization of the company’s physical assets –

its facilities – Atlantic Automotive also has developed a uniquely sophisticated e-commerce strategy to better serve our customers. Since automotive consumers continue to initiate more online searches for products and service, the company remains committed to focusing our branding efforts for MileOne on our Web site, mileone.com. Recognizing the potential for developing repeat business by nurturing long-term relationships with our customers, mileone.com is dedicated to establishing rapport with customers through meaningful interactive dialog. By forging relationships that benefit our customers through the CRC, we believe that customers will continue to seek us out for their automotive needs.

Rebuilding MileOne.Com

Driven in part by the acquisition of MotorWorld, MileOne Marketing began a major restructuring of mileone.com in 2003. The original Web site architecture was based upon a cross-sell strategy for the state of Maryland. This structure needed to be replaced with a design based upon regional geography that supports the company’s new business model. In order to accommodate this significant undertaking, while simultaneously operating the existing site, certain resources within the original CRC developed and managed the online content for the new Web site. Since introducing this new site, this same group has initiated numerous retail marketing and communications programs that have resulted in increased levels of service for our customers. Through its evolving e-commerce strategy, the company plans to continue to promote and support internal programs to better serve our customers.

Building Marketing Bridges

Working more closely with the OEMs, the marketing group will begin bring more meaningful information and promotions to its customers by building marketing bridges to the industry, linking customers more closely to the MileOne brand for all of their automotive needs.

The e-commerce group will continue to present specific offers relevant to customers, leading them through incremental, interactive shopping experiences that ultimately result in more mutually beneficial long-term relationships.

Strategic Partnerships

The company also plans to continue to support the communities we serve through our successful partnerships established since first launching the MileOne brand to the public. By developing these relationships with local community organizations like the Ravens, the Redskins, the PGA, the American Cancer Society and other local charitable and community organizations, significant affinity for the Mile One brand by those supporting these partners has grown.