Morrie’s Auto Group Rebrands Peoria Hyundai and Kia Dealerships
Morrie’s Auto Group has announced the completion of the rebranding of two automotive dealerships in Peoria, Illinois, marking the next stage in the company’s expansion and bringing its customer-focused retail philosophy to the local market.
Mike Miller Hyundai and Mike Miller Kia have officially adopted new names and will now operate as Morrie’s Peoria Hyundai and Morrie’s Peoria Kia, respectively. The transition follows Morrie’s Auto Group’s acquisition of the dealerships in August 2024 and represents the latest step in integrating the locations into the Morrie’s dealership network.
Although the dealerships now carry the Morrie’s name, customers can continue to expect familiar faces and established relationships at both locations. The company says the transition is intended to build on the dealerships’ existing reputation while introducing customers to Morrie’s Promise, a set of principles focused on transparency, customer choice and long-term ownership support.
Rebranding Marks Next Phase Following 2024 Acquisition
The transition from the Mike Miller name to the Morrie’s brand comes more than two years after Morrie’s Auto Group acquired the dealerships in August 2024. Since the acquisition, the company has been working toward integrating the Peoria operations into its broader retail network.
For customers, the rebranding provides a visible change while maintaining continuity in day-to-day operations. The dealerships remain at their existing Peoria location, and the company says customers will continue to encounter many of the same employees and familiar personnel they have come to know.
The move also gives the Peoria dealerships access to Morrie’s broader customer-service philosophy and programs. According to Morrie’s Auto Group, the goal is to combine the local dealerships’ established presence in the community with the resources and operating principles associated with the Morrie’s brand.
The newly named Morrie’s Peoria Hyundai and Morrie’s Peoria Kia will serve customers looking to purchase new Hyundai and Kia vehicles, as well as pre-owned vehicles and automotive services.
Morrie’s Promise Focuses on Transparency
A central component of the transition is the introduction of the Morrie’s Promise, which Morrie’s Auto Group describes as its commitment to providing customers with a more transparent and informed vehicle-buying and ownership experience.
The Promise covers several areas of the dealership experience, including transparent pricing, commission-free sales guidance, service integrity, vehicle choice, fair trade and sell options, and tools intended to help customers make informed decisions.
According to Morrie’s, these principles are designed to address key stages of the automotive ownership journey, from selecting a vehicle and determining its value to maintaining it over time.
Lance Iserman, CEO of Morrie’s Auto Group, said the company is pleased to bring the Morrie’s Promise to the Peoria community as the dealerships complete their transition to the new brand.
The emphasis on transparency reflects a broader effort by automotive retailers to make the purchasing process easier for customers to understand. Vehicle purchases can involve multiple decisions, including pricing, financing, trade-ins, vehicle protection and service. Morrie’s says its approach is intended to provide customers with information and guidance throughout those stages.
Commission-Free Sales Guidance
One of the elements highlighted by Morrie’s Promise is commission-free sales guidance.
The company says this approach is intended to help customers navigate the vehicle-shopping process without the traditional emphasis on salesperson commissions. Instead, the focus is placed on providing information and assistance while allowing customers to make their own purchasing decisions.
For buyers comparing different Hyundai and Kia models, this can include discussions around vehicle features, available configurations, pricing and ownership considerations.
The approach is part of Morrie’s broader emphasis on helping customers make informed decisions rather than treating the dealership interaction solely as a sales transaction.
Vehicle Choice and Flexible Ownership Options
Morrie’s Promise also emphasizes vehicle choice, giving customers access to a range of new and pre-owned vehicles.
At Morrie’s Peoria Hyundai, customers can shop Hyundai vehicles across various segments, while Morrie’s Peoria Kia provides access to Kia’s lineup. Both dealerships also offer pre-owned vehicles, providing an alternative for shoppers who are considering used vehicles rather than purchasing new.
The company also highlights fair trade and sell options. Trade-ins are an important part of the automotive retail process because many customers choose to replace an existing vehicle when purchasing another one. Morrie’s says its approach is intended to provide customers with options for evaluating their existing vehicle and determining the most appropriate path forward.
These choices can allow customers to consider different ownership strategies based on their individual needs, budget and vehicle requirements.
MoreCare Adds Ownership Benefits
Alongside Morrie’s Promise, customers at the Peoria dealerships will also have access to MoreCare, a program that extends benefits beyond the initial vehicle purchase.
MoreCare includes complimentary first-year maintenance for new vehicles. Routine maintenance can represent an important part of vehicle ownership, particularly during the early stages of a vehicle’s life.
By including first-year maintenance, Morrie’s aims to provide additional value to customers purchasing new vehicles through its dealerships.
The program also includes a complimentary powertrain warranty for pre-owned vehicles. Powertrain components are among the most important mechanical systems in a vehicle, including major components responsible for generating and transferring power to the wheels.
For customers purchasing pre-owned vehicles, warranty coverage can provide an additional layer of protection against certain unexpected repair costs, subject to the terms and conditions of the program.
Together, the MoreCare benefits are designed to support customers after the sale rather than ending the dealership relationship when a vehicle leaves the showroom.
Building on the Mike Miller Legacy
While the dealerships are adopting the Morrie’s name, the company says it intends to preserve the local legacy established under the Mike Miller brand.
Iserman said Morrie’s is excited about the next chapter in Peoria and intends to build on Mike Miller’s strong legacy while continuing traditions centered on transparency, trust, service and community support.
The statement reflects the importance of continuity during dealership ownership changes. Automotive dealerships often develop long-standing relationships with local customers, businesses and community organizations. Maintaining those relationships can be an important part of successfully integrating an established dealership into a larger automotive group.
For existing customers, the transition therefore represents both a new identity and a continuation of the dealership’s local presence.
The rebranding also provides Morrie’s Auto Group with an opportunity to strengthen its presence in the Peoria automotive market while introducing the company’s broader customer-service programs.
Focus on the Complete Ownership Journey
Morrie’s says its customer approach extends beyond the vehicle purchase itself. The company’s stated focus includes the complete ownership journey, from researching and selecting a vehicle to trading or selling it and maintaining it throughout ownership.
This broader approach is reflected in the combination of Morrie’s Promise and MoreCare.
Transparent pricing and commission-free guidance address the purchasing experience, while trade and sell options provide flexibility for customers who eventually want to replace their vehicles. Maintenance and warranty benefits, meanwhile, are designed to support customers after they take ownership.
For dealerships, maintaining a relationship after the sale can be important because customers may return for scheduled maintenance, repairs, vehicle upgrades or future purchases. Morrie’s says its programs are structured around that longer-term relationship.
Serving the Peoria Automotive Market
Morrie’s Peoria Hyundai and Morrie’s Peoria Kia are located at 2007 W Pioneer Way, Peoria, Illinois 61615.
The two dealerships provide a shared automotive destination for customers interested in Hyundai and Kia products, along with pre-owned vehicles and automotive services.
The Peoria market includes customers with a wide range of transportation requirements, from individuals purchasing their first vehicle to families seeking larger vehicles and existing owners looking to replace or upgrade their cars and SUVs.
Operating both Hyundai and Kia dealerships under the Morrie’s brand also gives the company a presence across two major automotive brands, allowing customers to compare different vehicle offerings within the same broader dealership group.
A New Identity With Local Continuity
The transition to Morrie’s Peoria Hyundai and Morrie’s Peoria Kia represents a significant branding change, but Morrie’s Auto Group is positioning it as an evolution rather than a complete departure from the dealerships’ past.
The acquisition in August 2024 established the foundation for the dealerships to become part of the Morrie’s organization. The completion of the rebranding now brings that ownership transition into the customer-facing identity of the stores.
Customers will see the Morrie’s name across the dealerships and their digital properties, while the company says the familiar personnel and local relationships will remain an important part of the operation.
For Morrie’s Auto Group, the Peoria rebranding expands the reach of its customer-service philosophy and programs into another market. For customers, the transition introduces access to Morrie’s Promise and MoreCare while retaining the established local dealership presence.
As Morrie’s Peoria Hyundai and Morrie’s Peoria Kia begin operating under their new identities, the company says its priority will be maintaining customer trust while delivering the principles associated with the Morrie’s brand.
The combination of transparent pricing, commission-free sales guidance, vehicle choice, trade and sell options, service integrity and ownership benefits is intended to create a consistent experience across the dealerships.
The company also plans to build on the existing relationships developed under the Mike Miller name and continue supporting the Peoria community.
With the rebranding now complete, the two dealerships enter their next phase as members of Morrie’s Auto Group while continuing to provide Hyundai and Kia vehicles, pre-owned options and automotive services to customers in Peoria and surrounding communities.
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