Piako Mitsubishi has received an early birthday present, scooping the pool of dealer awards. Celebrating 20 years since Darrell Russell and his wife Catherine took over ownership of the business, Piako Mitsubishi recently received its sixth successive Diamond Dealer accolade.
On top of this, Piako Mitsubishi branches in Rotorua, Morrinsville and Te Aroha won their respective sections in the Diamond Rewards Programme. Piako Mitsubishi also has a sales department in Matamata, operating out of Baigent Motors.
Managing director Darrell Russell said credit must go to his staff, particularly after sales managers Jono Taaffe (Te Aroha), Craig McKenzie (Morrinsville), Jason Jordan (Rotorua) and Baigent Matamata after sales Manager Justin Scelly.
Piako Mitsubishi picked up its seventh prestigious Diamond Dealer accolade at a recent black-tie celebration at Sky City in Auckland.
The winning dealers all excelled in customer service, sales and dealership operations, said Mitsubishi executive director Warren Brown.
‘These dealers delivered across-the-board results that were simply outstanding and earned themselves the Diamond Dealer trophy, our pinnacle award that brings peer and market recognition for overall excellence.’’
Named 2013 Business Personality of the Year in the Matamata-Piako Business to Business Awards, Darrell Russell said Piako Mitsubishi has now grown to not only a multimillion dollar operation it is Mitsubishi’s biggest volume rural dealer in the country.
It has business arms, selling and servicing cars, tractors and agricultural machinery, stretching to Rotorua and Paeroa, and including Matamata, Morrinsville and Te Aroha.
Darrell Russell worked his way up from cadet salesman to sales manager at Maber Motors in Morrinsville when he left to buy 50 per cent of Piako Motors in 1995. This included a car yard in Te Aroha and a service station and car sales site in Morrinsville.
The following year he bought Whyteline in Morrinsville, rebranding the Anderson St outlet Piako Tractors.
He acquired tractor parts, sales and service operations in Rotorua in 2002 and Paeroa in 2008.
In 2002 he bought the current 1.2ha Thames St site in Morrinsville, which at that time had just a small administration block. The Morrinsville tractor operation was relocated to this site in 2004.
A $3 million administration and workshop facility was opened in Morrinsville in September 2011, with the car yard also relocated there.
Catherine and Darrell Russell