The character and determination of a Marine combined with the world’s most prestigious automotive brand brought a Morris County Rolls-Royce dealership to the apex of success
Precision is crucial to Chris Miele, whether as a Scout/Sniper Instructor for the United States Marines or representing the world’s most prestigious motor vehicle brands. It was precision that took the Paul Miller Rolls-Royce Motor Car dealership he runs to the top of the list for the brand’s 2013-14 Global Dealer of the Year Award; a stunning achievement considering he joined the Parsippany facility in 2013.
“A few years ago, Paul Miller and I discussed putting the right leader in place at his Rolls-Royce dealership; someone with strong character and right for our brand,” said Eric C. Shepherd, president of Rolls Royce Motor Cars North America. “Paul stepped up and found that person in Chris. He transformed the dealership. He cares about his customers and his customers can trust him. People value his expertise, background, and desire to help them build their perfect vehicle. He changed the store for the better for everyone.”
Quite an endorsement for the North Caldwell native, who started out working in his family’s women’s apparel manufacturing business. From a military family, Miele went into the Marines after high school, serving four years. He returned to the family business, but was always interested in cars. He regularly took his father’s car to a Mercedes Benz dealership where he was told he should join the staff. So, he began moonlighting in vehicle wholesaling at a friend’s request, learning the business. Mercedes offered him a job and he stayed several years, winning an award that opened more doors. He was soon selling Mercedes and Ferrari autos in Honolulu, Hawaii.
When the tourism economy declined after the 9-11 attacks, Miele returned to the continent, continuing to work with Ferrari until an opportunity sent him to New York University’s Schack Institute of Real Estate. While attending a wedding, a fellow guest employed by Rolls-Royce urged him to join a New York dealership— the Paul Miller Group, which includes nine national award-winning marques begun by Miller in 1976. (The Rolls-Royce dealership opened in 1991.)
Miele said he is, “a hybrid of general manager and general sales manager, because I do it all.” That includes revamping “after-sales,” including the service and parts departments.
“I love the brand,” he said. “It has evolved so much. There’s more diversity and many youthful buyers. We have a special relationship with all our clients.”
The authorized Rolls-Royce Motor Cars Dealer is the largest in New Jersey and one of the premiere Rolls-Royce dealerships in the nation. Its vehicles retail for between $300,000 and $600,000. In a typical year, the dealership sells about 35 to 40 new and “Provenance” vehicles (Rolls-speak for pre-owned models). While customers can range in age from 30 to 70, Miele has sold to a 20-something and a 94-year-old. In addition to titans of business, real estate, and Wall Street, professional athletes including Mariano Rivera and Michael Strahan are loyal customers. When the many professional athletes Miele counts among his
clientele are traded elsewhere, their new teammates become customers, too. He has sold to athletes in Florida, California, and Texas.
“We take the show on the road with outside events, including client appreciation dinners at high-end restaurants and charity support,” Miele said. Golf events with area teams like the Giants and Yankees assist their charitable endeavors. He particularly enjoys working with the Rolls-Royce Bespoke Division, allowing buyers to customize vehicles.
“I get the opportunity to sit down with clients to configure cars in different ways,” he said. “I can tell them, ‘Let’s come up with a theme car.’ Subtle touches and tieins can personalize themes, including reflecting the colors of the New York Yankees.” Door handles, dials, and tread plates can be tweaked, individual paint colors can be developed, veneers can be crafted from trees on owners’ properties— there’s even a dazzling optional adjustable interior ceiling “Starlight Headliner” which twinkles like the night sky, achieved by fiber optic light strands—each headliner unique to its owner.
The dealership will soon receive two of ten new vehicles being made with indigenous Hawaiian Koa wood. Rolls- Royce North America bought an entire Koa tree for $100,000, and Miele, utilizing his Hawaiian expertise, worked on the project, which is in production now.
“We will market it because I want people to see, touch, and feel it,” he said.
The pinnacle of the brand is the Phantom, preferred by traditionalists and those of larger stature like professional sports stars. It is available in standard and extended wheel base and in two- and four-door configurations. The Ghost also comes with a standard or extended wheelbase with interior technology “second to none,” and features including active cruise control and wideranging gadgetry.
“Everything you could ask for is there,” Miele said. “It’s sporty but elegant, with unbelievable performance.” Launched in 2009, the Ghost is a refined contemporary version of the brand’s vision, while the Wraith, unveiled in 2014, is its newest model. Miele calls the fastback, “a true Gran Turismo, the ultimate four-seat, two-door vehicle that can accommodate four six-foot-plus people comfortably with the same technology as the Ghost.”
The Dawn, a convertible version of the Wraith with a different chassis, will debut at the 2016 New York Auto Show, Miele said. Called “striking and seductive, and like no other Rolls-Royce to date,” the four seat super-luxury drop-top promises a new age of motoring.
On the near horizon is the enticing Project Cullinan, which company President Shepherd called, “our first all-wheel-drive vehicle. It’s not a sport or utility vehicle. Rolls-Royce is not an SUV company, so it will have another name in our parlance. It’s a high-bodied, go-anywhere vehicle done in the Rolls-Royce fashion. It will be effortless, whether driving in the mountains, equestrian country, or crossing sand dunes.” The rollout is about three years away.
Luxury, refinement, and world-class craftsmanship are the hallmarks of the firm begun in 1904 by Henry Royce and Charles Rolls. The company sources the best woods and fabrics, and in addition to a wide array of desirable options, its cars are distinguished by a gold plated “Spirit of Ecstasy” bonnet (hood) ornament, standard on all Rolls‑Royce cars since 1920. Steeped in mystery regarding its origins, the iconic figurine depicts a woman (also referred to as “Emily”) with her arms outstretched behind and
above her.
Paul Miller’s service and parts departments are multiple award-winners, manned by technicians who travel to the United Kingdom to hone their craft—with repairs completedin a state-of-the-art facility.
Paul Miller now resides in Florida but remains active, visiting his dealerships frequently, Miele said. Company Vice-President Jim Ott, with the firm for over 20 years, oversees the entire Paul Miller Group. Miller has a long history of competitive driving internationally in Porsches, and while he no longer races, his son Bryce, who started racing before age ten, “picked up the reins and raced this season,” Miele explained. (Miller has three sons involved in the business.)
“The critical thing is that we have an incredibly engaged, collaborative staff, from Chris to after-sales,” Shepherd said. “They have great relationships with their customers. It shows in their events where you can see how they interact with the clientele, and in how many keep coming back.”
Miele’s work and the awards he’s received for it have taken him around the globe. World dealer conferences have been held in London and Abu Dhabi, and his Phantom Drive Incentive Award sent him to Monte Carlo this year. For being the company’s top performer in 2014, he enjoyed a deep sea fishing trip in the Florida Keys.
“We work hard and they like to reward us,” Miele said. “Rolls-Royce is a very cool brand.”
Paul Miller Rolls Royce
250 US-46, Parsippany / 973.575.7751 / paulmillerrollsroyce.com