Southfield’s Tamaroff Auto Group: A Legacy of Family, Values, and Resilience
Where it All Began
Here in Southfield, Michigan, things may have changed over the years, but when you think of Tamaroff Auto Group, you think of legacy, family values, and a whole lot of heart. Founded in 1969 by the beloved local figure Marvin Tamaroff, who left us in 2021, this family business has grown and transformed but has held steadfast to its core beliefs.
Lessons from Granddad
According to Jason Tamaroff, vice president of the auto group, and his cousin Eric Frehsee, the company’s president, the teachings from their grandfather define not just their family, but their business. “Our grandfather taught us that if you take care of your employees and customers, the rest will come,” Jason shares with a warm smile. The Tamaroff brand has blossomed to include a sister group, the Jeffrey Automotive Group, boasting a total of six locations across the Metro Detroit area. And yes, the original Tamaroff location on 12 Mile and Telegraph is still going strong.
The Iconic Tammy
One of the most recognizable symbols associated with Tamaroff Auto Group is undoubtedly Tammy the Elephant—the cheerful, bicentennial elephant statue that warmly welcomes customers outside the flagship Tamaroff Honda location. For Marvin, elephants were synonymous with good fortune, especially when their trunks were raised in celebration. Today, Tammy continues to stand proudly, symbolizing hope and a guiding light for all who enter.
A Philanthropic Spirit
Marvin’s legacy also goes beyond the showroom. He was known for his philanthropic efforts, supporting community organizations like the Jewish Federation of Detroit and more. Jason notes that it was common for Marvin to receive a flood of thanks-you letters for his generous donations, highlighting the impact he made within the community. “He was just a kind and generous man,” Eric reflects fondly.
Challenges and Triumphs
It hasn’t always been smooth sailing for the Tamaroff family business. Like many others, they faced their share of challenges. The Great Recession hit hard, causing them to lose multiple franchises. “We had to make a tough choice: to shut our doors or double down on our commitment to our people and customers. We chose the latter,” Eric explains. This resilience is what continues to define the Tamaroff Auto Group today.
Evolving with the Times
With the onset of the COVID-19 pandemic, the auto group had to pivot quickly to meet the evolving needs of their customers. “We had already started implementing digital tools to allow online car leasing and financing,” Eric notes. When the pandemic hit, Tamaroff was ready to smoothly transition to contactless transactions, picking up and delivering cars while keeping everyone safe.
The Family First Philosophy
At Tamaroff Auto Group, it’s about more than just cars; it’s about family. Their operational ethos centers on ensuring a good working environment for their employees, many of whom have been with the company for decades. It’s not unusual to see team members celebrating 10, 20, or even 40 years with the business. Jason affirms, “We are blessed to have loyal members who treat our customers like family.”
Looking to the Future
With an eye towards the future, Tamaroff Auto Group is on a mission to keep evolving. Whether it’s upgrading their facilities or introducing the latest technology, they’re dedicated to ensuring they remain relevant in the ever-changing auto industry. “We’ve worked hard to attract fresh talent by embracing change,” Eric says earnestly. “We’ve updated our infrastructure, our IT, and technology to match today’s needs.”
In Conclusion
As Southfield continues to grow and change, so too does Tamaroff Auto Group. But one thing remains clear—the spirit of Marvin Tamaroff lives on, not just through Tammy the Elephant but through the commitment to family, community, and integrity. “At our core, we’re a family-owned business,” Frehsee summarizes. “That’s what drives us every day.” It’s a legacy deeply embedded in Metro Detroit’s auto landscape and within the hearts of its community members.
Author: STAFF HERE NOVI WRITER
The NOVI STAFF WRITER represents the experienced team at HERENovi.com, your go-to source for actionable local news and information in Novi, Oakland County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Motor City Comic Con, Michigan State Fair, and Novi Home and Garden Show. Our coverage extends to key organizations like the Novi Chamber of Commerce and Novi Community Foundation, plus leading businesses in automotive, technology, and manufacturing that power the local economy such as Gentherm, Stoneridge, and Daifuku North America. As part of the broader HERE network, including HEREDetroitMI.com, HEREGrandRapids.com, HERENorthville.com, and HEREPlymouth.com, we provide comprehensive, credible insights into Michigan's dynamic landscape.
