Learn More About Genesis of Milford

A Brief History of Key Cars Auto Group

The Key Cars Auto Group has a rich history in Connecticut, starting in 1948 when Sam Merriam, Jeff's grandfather, came back from World War II. Grandpa Sam's parents were very poor, Russian immigrants, running a horse-and-buggy paper route to provide food and shelter for the family.

Mr. Merriam returned from the war to a three-year-old, who was born while he was deployed. Sam took a job at a factory working nights, and according to Rose Merriam, Sam's wife, "he took that job so that he could poke around during the day and find better opportunities."

Mr. Merriam's Entrepreneurial Spirit 

That poking around led to a job at a Sunoco gas station, which became increasingly successful thanks to Mr. Merriam himself. He realized people were stopping there on the way to the beach, and he allowed them to change into their swimming trunks in the restroom. 

Mr. Merriam also realized people needed nicer, newer cars. So, he put a car on the front lawn, sold it and the rest was history. 

As the original solutions provider, Mr. Merriam eventually opened a used car operation on the corner of Fulton Ave and Forbes St in New Haven. He was so successful that when Lincoln Mercury was looking for a home in New Haven, they came knocking on Sam's

door. He then opened Merriam Motors in Wallingford, which continuously operated for over 50 years.

The Next Generation of Merriam Car Dealerships

Larry Merriam, Jeff's father, took over Merriam Motors in the 1970s and eventually expanded to include other makes and models. Larry retired a few years ago and now enjoys golfing and time with his family and friends.

After college, Jeff joined his father in 1992, learning the business from the inside out. He started as a service advisor and worked his way through each department. The company's philosophy evolved and changed into more of a "what if we just hired automotive and finance experts, met people's needs, treated them honestly, and there was no negativity?" 

What if they were a car dealer for the people? Many told them they were crazy - don't try to change the way things have been done for a million years. But the Merriam family responded the only way they knew how: they persisted.

A New Chapter: Opening Our Hyundai Dealership in Manchester, CT

In 2002, Key Cars Auto Group of Manchester opened. They loved Hyundai because the cars offered real value to the consumer. No fluff - just real value. And just like that, the grand experiment began by providing solutions and not just pushing products. It seemed logical that people would be more likely to buy cars from an automotive and finance expert who met theirneeds, rather than a product pusher.

In 2009, the company had an opportunity to purchase Key Cars Auto Group of Milford and expand to the Milford, Connecticut area. Well, it's been years since then and Key Cars Auto Group is a successful business run by Jeff Merriam, an individual who inserts his compassion and ethics into everything. 

The repeat and referral business and service business are off the hook. The key to the story is that if you proceed with anything from a moral and ethical standpoint, and take care of fulfilling customers' needs one at a time, success will come to you!

Byrider Meriden and Middletown Chevrolet

In 2015, the team realized there was a portion of the community they were unable to service as third-party lenders. Always striving to help everyone, the company searched for another solution and came across Byrider, a buy here, pay here franchise. Key Cars opened a Byrider in Meriden, CT and it's now another piece of providing solutions to Connecticut consumers.

Finally, when the opportunity came about to purchase Jackson Chevrolet, Jeff jumped at it because the Middletown car dealership fit right in with their values. No matter which Key Cars Auto Group dealership you go to, you'll find an excited team of individuals, striving to grow our reach and serve both our employees and the residents of Connecticut.