Gray-Daniels Lincoln officially opened the doors to its stunning new Brandon facility this spring, marking a major investment in Mississippi’s automotive retail landscape and reinforcing Lincoln’s growing presence in the state.
Located on Highway 80 in Brandon, the new dealership represents an $8 million investment and is now recognized as the largest Lincoln dealership in Mississippi. Community leaders, business partners, customers and members of the McLarty Automotive Group gathered for the grand opening celebration, touring the upscale showroom and experiencing firsthand the dealership’s modern luxury environment. They were also honored to welcome special guests United States Congressman Michael Guest, Brandon Mayor Butch Lee, Lincoln North America Executive Director Heidi Schaffer, Lincoln North America Head of Sales Mike DeYoung and Mississippi Commissioner of Agriculture Andy Gibson.
The new Gray-Daniels Lincoln Vitrine facility was designed to reflect the elevated customer experience associated with the Lincoln brand. Guests entering the showroom are welcomed into an atmosphere more reminiscent of a luxury lounge than a traditional dealership, with comfortable seating areas, sophisticated finishes and a hospitality-focused approach throughout the building. The dealership showcases Lincoln’s newest lineup, including the Navigator, Aviator, Nautilus and Corsair.
Pictured left to right: Brandon Mayor Butch Lee; Fran Mitchell; Cliff Mitchell, Managing Partner/General Manager, Gray-Daniels Lincoln; Mark McLarty, Founder, McLarty Automotive Group; United States Congressman Michael Guest; Heidi Schaffer, Executive Director, Lincoln North America; Andy Gibson, Mississippi Commissioner of Agriculture; Mike DeYoung, Head of Sales and Service, Lincoln North America
Mark McLarty of McLarty Automotive Group said Brandon was a natural fit for the new Lincoln location because of the city’s continued growth and strong business climate: “It’s an incredibly business-friendly place: great community, great people, tremendous workforce and great customers.”
Brandon Mayor Butch Lee praised the dealership’s arrival as another sign of the city’s ongoing momentum and economic development success. “This is another chip on the table of building a great city,” he continued, “Brandon is a wonderful community, and it is only getting better.”
The opening also further strengthens the Gray-Daniels Automotive Family footprint across central Mississippi. The organization, part of the McLarty Automotive Group, serves customers throughout the Jackson metro area with multiple franchised dealerships representing Ford, Chevrolet, Toyota, Nissan, Volvo and Lincoln brands.
In addition to expanding luxury vehicle offerings in the region, the new Lincoln facility brings additional jobs and long-term economic impact to Rankin County.
The dealership features modern customer amenities and a design centered around personalized client care — all key components of Lincoln’s national retail vision. Customers are treated to a luxury waiting room, giving them a private and comfortable area to relax while their car is being taken care of in the service department. The dealership has also removed the typical desk setting for vehicle purchases and paperwork completion. Instead, they have crafted a unique living room setting that allows salespeople to sit with customers in a more relaxed environment and discuss their purchase on a big TV together.
“It’s been a unique experience for our salespeople to learn to meet the customers in a different place,” said Cliff Mitchell, managing partner/general manager of Gray-Daniels Lincoln. “But all the feedback has just been wonderful. People seem to be more relaxed, and it doesn’t seem to be as stressful on the customer.”
The grand opening celebration highlighted not only the growth of Gray-Daniels Lincoln but also the continued strength of Mississippi’s retail automotive industry, where dealer investments continue to drive economic development and enhance the customer experience across the state.
