Creve Coeur rallies around keeping Reuther Chrysler dealership open

Janet Reuther-Schopp said she cannot believe and had no idea why Chrysler put her dealership in Creve Coeur on the list of those that will cease selling new cars in June.

Reuther-Schopp's family has operated the Reuther Chrysler Jeep dealership on two locations - Olive Street Blvd. and CityPlace Drive - for decades. The struggling auto giant filed for bankruptcy in New York in April and in its filing disclosed that it wanted to shut down 789 of its 3,200 dealerships that operate from coast to coast. Reuther was one of the 27 in the state of Missouri that received the bad news.    

"The dealership was doing quite well," Reuther-Schopp said. "We have been profitable all year this year."

Reuther-Schopp lamented the government's recent involvement in the ownership of the auto companies and added that she doubted that her dealership would ever get the proper reasoning or information regarding the closings.

Reuther-Schopp said her business has the support from the business community in town as well as the local government. In fact, on May 26, the Creve Coeur City Council passed a resolution requesting that the U.S. Congress take necessary actions to prevent the closure of the dealership. The resolution states that brothers Leo and Joey Reuther built the dealership more than 50 years ago and the dealership has been family owned and operated all this time.

It also states that the dealership has been a solid corporate citizen in the city and outstanding member in the Creve Coeur-Olivette Chamber of Commerce. Also, it has provided countless jobs that pay good wages and has generated tax revenue for the city as well as other governmental entities, according to the resolution. 

While he could not divulge exact sales tax information, Creve Coeur Mayor Harold Dielmann said 25 percent of the cars are sold to customers not living in the city and 75 percent of cars are sold to Creve Coeur resident.

Creve Coeur City Councilmember Laura Bryant (ward 4) called the resolution a great gesture. Creve Coeur City Administrator Mark Perkins said the city is concerned about the possible loss of the dealership and its impact on its employees and their families as well as the community.

Reuther-Schopp said she really did not think the dealership would be on the chopping block.

"We were told quite the opposite," Reuther-Schopp said.

She said the family had recently invested $1.5 million on other franchises and upgrades on their own dealership. Reuther-Schopp also said additional funds were spent on advertising for the Dodge brand.

"People knew we had the product," Reuther-Schopp said. "Shortly after that, gas prices went up and the Hwy. 40 (Interstate 64) project began."

Reuther-Schopp said then the economy and the stock market went south.

"Everybody had to cut back," Reuther-Schopp said.

While Chrysler continues to fight its prodigious bankruptcy battles, Reuther Chrysler Jeep will continue to sell used cars and service vehicles. 

"The only difference is that we won't have a new car franchise dealership anymore," Reuther-Schopp said.