Sharing the Wheel – From work to home to community, these two are always in step

Whether they’re out on the dealership floor, supporting a charity fundraiser or enjoying a poolside staycation with family, Don and Cheri Fleming just can’t get enough of each other.  And it’s been that way since the day Don first laid eyes on Cheri.
Before the Flemings were husband and wife, first they were business associates and entrepreneurial kindred spirits – both with a knack for sales and a love of the automobile.  If Don had anything to say about it, however, they would be talking more than business as soon as Cheri would agree to a date.  Quickly, the two realized their shared dreams: a life with each other and, one day, a car dealership.
“The car business kind of bit us,” Don recalled.  “It’s one of the most exciting things to do.”
When the Acura dealership in Valencia became available in 1997, it was performing dead last across the board.  Out of more than 200 dealerships throughout the country, the Valencia location was last in customer satisfaction, sales and more.  What looked like a sinking ship to most others in their industry struck the Flemings as an opportunity to make an impact.
“Cheri and I thought this place was worth fighting for.  We wanted to be a lasting part of a community this great,” Don said.  “So we made a pact: We were going to do this differently.”
The first thing the Flemings did was put a woman in charge.  Cheri was named dealer principle, and the two became co-owners.
“There are very few women in this business, especially as dealers,” Cheri said.  “But we wanted ours to have a softer touch.”
The Flemings continued to make changes and shake things up.  They started Customer Appreciation Month and brought in client services including a manicurist, esthetician, massage therapist and shoe shiner.
“There’s a lot of great product out there, and I think the reason people come back to us is the way we treat them,” Don said.  “We want to make a lasting impression.”
It seems to be working because generations of Santa Clarita residents return to Acura for a safe, luxurious car for their family.  The dealership also is one of few in California to be recognized as a Dealership of Distinction and a Council of Excellence Dealer.  In 2006, Newsweek even presented Cheri with the prestigious 2006 Dealer of the Year Award from the American International Automobile Dealers Association (AIADA) – a tough win amongst a category of well-established men in a national industry.  Don received his own moment of recognition when Chevrolet nominated him, based on his record of stellar community service, to be the 2002 Olympic Torchbearer at the Salt Lake City games.
The Flemings’ involvement extends past their dealership, however, as volunteerism and community support has long been a mainstay in their business culture and philosophy.  Cheri has served as the president of Soroptimist International of the Americas and now acts as a consultant for the worldwide non-profit.  As co-chair of the SCV Economic Development Corporation, Don has brought jobs to our city and helped drive the local economy.  Winners of Man and Woman of the Year, both have served Henry Mayo Newhall Hospital and the Foundation by sitting on their governing boards.
“We get back so much more from volunteering than we could ever give,” Cheri said, “but that’s not going to stop us from trying!”

Candidly… with Don & Cheri

How did you know he/she was the one?
Don:  When I met her, she knocked my socks off.
Cheri: It was like a silver bullet.  I knew the minute I met him I was going to spend the rest of my life with him.
What’s your go-to Saturday night?
Cheri: There are a lot of wonderful events in town, and the beauty of this community is the friendships we’ve made here.  But when we’re not out, our favorite way to spend time together is a staycation.  There’s no place like home.
Don: Hamburger and a movie.  Hanging out in the pool with the grandkids.
What celebrity or fictional couple do you two most resemble?
Cheri: Honestly, we just are who we are.  We’re very happy with what we are and what we’ve done.  We love our community and our business, and we don’t want to be anyone else.

photo by Joie de Vivre Photographie

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