October 2025
In January 2024, the Marsh brothers made a monumental announcement: they would be selling their long-established dealerships to Serra Automotive. The move sparked a buzz among automotive insiders and the public alike, raising questions about how a sizable multi-state company would integrate a beloved local business with deep roots in the community.
Fast forward 18 months to the present, local leadership from Serra sat down with the TCBN to reflect on the transition and outline their vision for the future.
A Perfect Marriage
The story of the Marsh Auto Group began in 1982 when Bill Marsh Sr. took a leap of faith by buying a local Buick dealership, rebranding it under his name. Over the decades, his commitment paid off. The company expanded to employ over 300 individuals, selling and servicing a diverse lineup of eight automotive brands across multiple locations in Traverse City, Kalkaska, and Gaylord.
After the passing of Bill Sr. in 2016, his children—Bill Jr., Mike, and Jamie—took over the helm. When the time came to sell, they had a clear vision: only a select few would be approached. As Mike Marsh later disclosed to The Ticker, Serra Automotive’s Chairman, Joe Serra, was at the top of their list.
Serra Automotive shares a similar family-owned background, originating from a single Chevy dealership opened by Albert M. Serra in 1973. Today, it stands as one of the top 10 privately-held retail automotive groups in the U.S., boasting over 60 dealerships across seven states.
The company already had a foothold in Traverse City after acquiring Traverse Motors and Cherry Capital Cadillac/Subaru from local businessman Otto Belovich around a decade prior. When the Marsh brothers reached out, it was an unmistakable match.
According to Jim Tuohy, executive manager at Serra Traverse City, the cultural alignment was evident. “The Serra organization believes in family values, much like Mr. Marsh did,” he explained. “Our operational principles mirrored each other’s.”
As a result, Tuohy and fellow executive manager Jerry Zezulka welcomed Marsh’s operations into Serra, effectively doubling their workforce and positioning Serra Traverse City as the leading dealership in the region with sales hitting around 10,000 vehicles annually. The Kalkaska and Gaylord locations were also assimilated but operate separately under Serra’s expansive network, much like a franchise model.
Both Tuohy and Zezulka expressed gratitude for the trust the Marsh brothers placed in Serra to uphold their family legacy. “They could have gone in any direction,” Zezulka remarked. “What an incredible opportunity for us.”
Together and Onward
The acquisition process was paved with numerous discussions aimed at ensuring a seamless transition. Despite their past successes, Serra leadership was eager to grasp the nuances of Marsh’s operations.
“Our approach was to analyze and understand their methods instead of merely enforcing our own,” Zezulka shared. “We aimed to merge the best of both worlds.”
This strategy proved fruitful. Tuohy likened the integration of the two companies to football teams employing different playbooks to reach the same goal. “Both teams know how to score; it’s all about the strategies used to get there,” he elaborated, admiring the superior plays that Marsh had perfected over the years.
Tuohy’s decades of industry experience led him to instill one vital lesson in his team: “Be humble and stay open to learning.” This philosophy served them well throughout the transition.
The community’s reaction to the transition was primarily positive, though long-time Marsh customers remained cautious. “Initially, we faced some skepticism,” Tuohy acknowledged. “Clients would say, ‘I’ve been with Marsh for 15 years; let’s see how you perform.’” However, he found satisfaction in proving to these clients that Serra could maintain, if not enhance, the high standard of service they had grown accustomed to.
Serra’s established presence in southern Michigan, particularly around Flint, helped them gain trust among customers in Traverse City. “Many people are familiar with Serra from downstate,” Zezulka noted, adding that familiarity aided in the transition.
Most business operations underwent minimal changes, and both Marsh and Serra teams merged quickly, channeling their shared goal of service excellence. Reflecting on the transition, Tuohy said, “The most valuable asset you gain during an acquisition is the people, and that has certainly proven true here.”
While the management team remains largely intact, Tuohy indicated there has been some turnover among staff, a challenge faced by many businesses today. “Hiring and retaining talent is tough,” he admitted. “Our priority is to bring the right people on board and place them where they can excel.”
The highest demand remains in technical roles—mechanics, painters, and parts specialists—areas where recruitment and retention are particularly challenging.
Despite these hurdles, the overall business has thrived post-acquisition. Tuohy mentioned they currently have no plans for further expansion, opting instead to focus on enhancing their core operations. “Our goal is simple: improve a little bit every month,” he said. “Both our sales and service teams have performed admirably, often exceeding our expectations.”
Pictured above: Jim Tuohy and Jerry Zezulka