Driving Success



When his marketing advisors suggested changing the name of the New River Auto Mall to Peacock Auto Mall, Warner Peacock realized putting his family name on the business made sense.

“We’ve always run our companies with a family culture,” Peacock said. “We want our employees and customers to feel like they’re part of the family.”


The company made the change a year ago, bringing unity to the growing brand of car dealerships and automotive services.

Peacock Automotive owns and operates 20 automotive franchises in the Southeast and will acquire four new dealerships in Georgia early this year. Its Hardeeville headquarters started as two dealerships in 2001, and the location has since grown to nine rooftops on 45 acres with 15 automobile brands including Alfa Romeo, Audi, Fiat, Jaguar, Jeep, Land Rover, Maserati, Porsche, Subaru and Volkswagen.

In addition to the location in Hardeeville, the company also includes Peacock Hyundai Savannah, Savannah Volkswagen, Alfa Romeo & Fiat of Savannah, and Jaguar Land Rover Columbia. Its subsidiary, Peacock-Griffey Automotive, owns Peacock Subaru and Peacock Ford in Orlando, while Peacock Automotive also owns and operates the Peacock Collision Center and The Wellness Institute in Hardeeville.

And the car business is good.

“Everything we have sells well,” Peacock said.

The company typically does well with brands like Hyundai, Jeep and Subaru, Peacock said. But in the Lowcountry market, Peacock said luxury cars rule the road.

Driving Success2

To meet local demand Peacock added Alfa Romeo and Maserati to the auto mall last year as part of a new 18,000-square-foot sales and service facility — the first group in the Savannah and Hilton Head Island area to offer the Maserati brand. The Italian luxury automaker is recognized as the largest in the world and is popular for its blend of luxury and high-performance standards, while Alfa Romeo is known for its sporty vehicles and history of car racing that dates back to 1911.

“These, our 14th and 15th brands at the auto mall, along with the renovations and expansion at our 7.5-acre property in Savannah, have allowed us to offer a greater selection of vehicles and services to automotive purchasers and owners than ever before,” Peacock said.

Driving Success3In addition to offering more to their customer, Peacock Automotive employs more than 660 people — including about 400 here in the Lowcountry and Coastal Empire — and will add about 140 more jobs with the acquisition of the new dealerships in Georgia.

“Growth is the plan going forward,” Peacock said. “That’s what we’ve always been about.”


Landon PeacockDiet and exercise don’t always guarantee good health. When Landon Peacock started complaining of chest pains on Christmas morning seven years ago, no one suspected he was having a heart attack — he was only 21 and in good shape. Doctors discovered he had an 80 percent blockage in one of his arteries, later determined to be caused by a genetic blood clotting disorder.

Today, Peacock has recovered and works at an advertising agency in New York City. But his health scare led his family to become involved with the Lowcountry chapter of the American Heart Association.

Join the Peacocks and other Lowcountry residents in raising awareness of heart disease and stroke at the 21st annual Southern Coast Heart Ball. The black-tie gala will be held at 6 p.m. Feb. 3 at The Westin Hilton Head Island Resort & Spa and will feature dinner, speakers and live and silent auctions. For more information or to purchase tickets, call Carla Raines at 843-540-6338 or go to www.southerncoastheartball.org.