The History of The Dealership Alternative

The roots of The Dealership Alternative run deep. Our knowledge of the automotive industry spans four generations, beginning with John Elliott’s grandfather, who worked for one of the nation’s oldest automobile marques—Packard Motor Car Company in Detroit, Michigan.

Frank G. Elliott pursued the American dream and, in 1949, opened his own Dodge dealership in Bedford, Ohio, alongside his three sons. One of those sons, Michael—John’s father—served as the company’s general manager for over 30 years. Under Michael’s leadership, the dealership expanded its services and became a trusted name in the community for both new and used vehicles.

John began working for the family business at age 13, eventually choosing to pursue a degree in sales and marketing from Northwood University in Midland, Michigan. Equipped with a modern education and a strong foundation in family tradition, John steered the company toward innovative approaches in car buying, emphasizing transparency, customer empowerment, and expert guidance. This blend of heritage and forward-thinking philosophy led to the creation of The Dealership Alternative, a fresh approach dedicated to helping customers navigate the complexities of car buying without the typical dealership pressures.