Livery operators are a special breed: they come in all shapes and sizes, cater to a widely diverse population of customers, and apply their own unique strategies to a market slowly recovering from the serious economic blow delivered following 9-11.
For Michael Starr of A-1 Limousine in Princeton, New Jersey, and Mike Farrell of Farrell Limousine in New York City, success means hard work, long hours, and a dedication to providing customers with a first-class experience. As a result, they have achieved tremendous success in a highly competitive business.

Michael Starr and Mike Farrell share something else as well. Both men head companies that operate fleets dominated by Cadillac products because both owners are convinced that Cadillac builds the best, most dependable vehicles for their livery needs. When it comes to servicing their vehicles, however, Starr and Farrell have chosen to follow two different paths. Starr employs a staff of in-house mechanics to maintain and repair his fleet from a central location. Farrell also employs mechanics for routine maintenance, but, when it comes to mechanical work, he utilizes the GM Goodwrench technicians at Martin Cadillac in Englewood, New Jersey.

Two cities, two guys, two companies, two different strategies, and one passion - Cadillac.

Forty years ago, Starr invested in a small limo company with two factory Cadillac limousines. Today, Michael and his son, Jeffrey, run A-1 Limousine in Princeton, New Jersey, with over 200 vehicles and 360 employees. They know the key to success is providing customers with clean, luxurious, and reliable transportation. That's why A-1 pays close attention to details, commits to an aggressive maintenance program, and features Cadillac limousines and livery sedans.

The relationship between A-1 and Cadillac goes back to Starr's early years in the business. At the time, he didn't have a staff of mechanics. Whenever he had a question, he called Cadillac and Cadillac "always had an answer."

By the 1970s, A-1 had expanded and Starr was able to build his own in-house technical staff, but his close relationship with Cadillac continued. As A-1 grew, the communication became more two-way with Starr and his employees providing valuable input to Cadillac about the real-world challenges involved in the limousine business. More than once, Cadillac engineers visited A-1 to discuss powertrains and other important vehicle systems.

A-1 has also participated in the Cadillac Engineering, Durability, and Testing Program (EDT), a special program used to measure vehicle response under severe conditions. Over the last four decades, A-1 has tested Cadillac vehicles as part of the program with great results. That doesn't surprise Starr at all. In fact, he considers his current fleet to be the "best Cadillacs ever built."

To keep vehicles in peak condition, the A-1 team, led by service director Stephen Paull, has developed an aggressive and highly organized maintenance program that keeps a team of technicians working seven days a week. For the most part, technicians perform routine maintenance, including an oil change and 130-point bumper-to-bumper inspection every 2,500 miles.

That schedule may not sound like a lot, but when you consider that frontline vehicles travel an average of 500 miles per day, it equates to one complete inspection per vehicle for every five days of operation. Every inspection includes removing the wheels, inspecting the brakes, and a complete exhaust assessment - without exception. Inspections are thorough and include buckling all seat belts, operating power seats, and checking the tire pressure monitors to make sure everything is in tip top shape. Paull also encourages his technicians to replace all parts that show signs of wear well before they become problems. Everything, right down to the screws, is tracked so that managers know exactly what has gone wrong and what's been done to fix it.

Starr and the managers at A-1 determined a long time ago that the security of having a dependable fleet of vehicles far outweighs the additional expense for parts. This philosophy has worked so well that A-1's flatbed truck is used primarily for fixing flat tires and performing other minor repairs and not for towing.
At the end of each year, frontline vehicles are rotated back and replaced by a new fleet of Cadillacs that will stay in service for approximately 250,000 miles. High-mileage vehicles receive regular tune-ups to keep them running like new.

In addition to keeping the vehicles in top mechanical shape, A-1 has a team of detailers that keep them looking good. Using their own car wash, the detailers clean each vehicle - inside and out - before every single job.

The Starr family and their employees recognize the value of exceeding their customer expectations, and they're committed to following established processes designed to help them reach their goals. As always, Cadillac will continue to play a major role.
Farrell Limousine, New York, N.Y.

Mike Farrell is another loyal Cadillac enthusiast, and, like Michael Starr, he understands a strong commitment to
service and maintenance is one of the keys to running a successful livery business.

Farrell started as a mechanic who emigrated from Ireland when he was 30 years old. In the beginning, the Farrell Limousine company consisted of one car that Farrell drove and maintained. Gradually, his reputation grew; customers could always count on a clean, well-maintained car and reliable service. As the years passed, Farrell was able to expand his fleet of Cadillacs and Mercedes sedans, largely through referrals from satisfied clients. Today, Farrell's fleet includes 150 Cadillacs and many employees, including his son and two daughters. Although Farrell continues to work long days, he has turned over the day-to-day vehicle maintenance work to his chief technician, Louie "The Mechanic" Torres, and his assistant, Hubert Lugo.

Under their watchful eyes, each Cadillac undergoes daily inspection that begins at 5 a.m. Torres and Lugo personally inspect every vehicle by raising the hood, checking fluids, and performing a complete visual inspection, inside and out.
"Our number one enemy in New York is potholes," says Torres, who is also known as "Hotwheels" based on his ability to quickly respond to vehicle-in-distress calls. "So we pay special attention to tires, wheels, and suspension systems." In addition, he and Lugo inspect interior lighting, two-way radios, cell phones, and other features that clients are likely to use or need. Vehicles are also cleaned daily by a full-time staff of car washers and polishers who keep them looking showroom new.

In addition to daily inspections, each vehicle is lifted onto a hoist for a rigorous routine maintenance at least every 2,000-3,000 miles. "We try to anticipate problems," says Torres, "and we only use genuine GM parts - even if they cost more than aftermarket items - because we know they offer better quality and meet our warranty standards. In the long term, it actually saves us money."

For heavy-duty mechanical repairs, Farrell Limousine enlists the aid of Martin Cadillac in Englewood, New Jersey. Rich Horton, service director at Martin Cadillac, says the dealership policy ensures that livery vehicles get into the shop immediately so they can be repaired and back on the road as quickly as possible. He knows time is money in the limousine business, and his service team is always ready to accommodate a Farrell Cadillac along with his other livery customers.

When the need arises, Horton or one of his GM Goodwrench technicians at Martin Cadillac knows they can also quickly access additional technical assistance via Cadillac Professional Vehicle Program Headquarters. "We talk to them all the time and consider them part of our team," says Horton. He frequently consults with Cadillac Professional Vehicle representatives, including Joe Pennington, a technical product expert who readily responds to technical questions regarding professional vehicle chassis and coachbuilder modifications.

Farrell appreciates the way Horton and his team at Martin Cadillac take care of his fleet, and Farrell looks upon the
dealership as his strategic business partner. "They provide excellent service, they do a great job, and they always fix the vehicle right the first time. We never have to worry about returning vehicles to the dealership," reports Farrell. "And our downtime is minimal. That's important because our cars aren't making money unless they're on the road."

After years of owning and operating Cadillac vehicles, Farrell is convinced that his current fleet offers the luxury, durability, and reliability that his customers are looking for, and he's already looking ahead to adding more Cadillacs in 2005 and beyond.

Cadillac Support
"Our mission is to provide support for Cadillac dealers, Master Coachbuilders, and professional vehicle operators," says Al Gagne, product manager, DeVille and Cadillac Professional Vehicles. "Working with operators like Michael Starr and Mike Farrell, who understand the need to properly maintain vehicles, makes it much easier. They know that an ounce of prevention will keep their Cadillac vehicles on the road and actually reduce their operating costs in the long run."

"The truth is," adds Sherri Pender, operations manager at Cadillac Professional Vehicle Program Headquarters, "you don't have to be a large operator with a staff of technicians to enjoy similar durability and reliability advantages from Cadillac limousines and livery sedans. As Farrell noted, a close relationship with your dealer partner will provide excellent results. Technical questions should be directed to the customer support line at (800) 43-FLEET. In special circumstances, the Cadillac Professional Vehicle Program Headquarters' team is also just a phone call away. Whether it's providing answers to technical questions, matching an operator to a coachbuilder, or providing support in a number of different ways, we're always happy to help."