Toast-worthy Automotive Dealer
Matt Serra, Al Serra Auto Plaza
6061 S. Saginaw St., Grand Blanc, MI | alserra.com
Looking back to the beginning of my career, what ultimately drew me into the car business wasn’t the industry itself — it was the people. I watched my dad and grandfather build a company rooted in relationships, trust, and an unwavering commitment to taking care of customers and associates. That environment makes a lasting impression. As I got older, I realized the dealership business is really a leadership business. It rewards hard work, clear thinking, and the ability to develop great people. I also loved the idea of being part of something generational — honoring what came before me while building something even stronger for the future.
In an industry dominated by large public groups, our greatest advantage is that we’re built for relationships, not quarterly earnings calls. Being privately owned gives us the freedom to think long term — to invest in our people, reinvest in our communities, and make decisions that prioritize trust over transactions. Because we were born here in Michigan, we understand our customers, their expectations, and the pride people have in their hometown stores. That local insight matters. It shapes how we hire, how we serve, and how we build partnerships.
Al Serra has a long reputation for giving back, and I’m proud of that. My grandfather and father believed that if a community supports your business, you have a responsibility to support the community in return. That mindset has guided every generation since. I’m especially proud of our long-standing partnerships with local schools, youth sports, and organizations that strengthen families. I’m equally proud of how our stores rally behind local causes. Each dealership has the autonomy to support what matters most in its own neighborhood, and our teams take that responsibility seriously.
As we begin a new year, I’m excited to say we’re growing — adding new locations, expanding partnerships, and continuing to invest in Michigan and beyond. Technology is also transforming the industry, making the customer experience faster, simpler, and more transparent. Those things matter. But the real excitement comes from our people. We have incredible leaders across our organization, and we’re investing heavily in developing the next generation. The future of Al Serra and Serra Automotive isn’t just more stores — it’s more great people running great businesses with clarity, discipline, and heart.
