Click on one of the people below to find out more information.


Lon Keely
Managing Partner

I am originally from Flint but our family moved to Rockford in 2017. My wife, Tracy, and I have two kids, Caleb and Ella, who both graduated from Rockford High School. Whenever I am not at work, I enjoy spending time with the family. We particularly love anything sports related from tennis to football, but especially hockey. Every Sunday in the fall and winter since about 1973, I've gotten my heart ripped out watching the Detroit Lions, and I will continue to do so until they win the Superbowl.

I started my automotive career as a salesman in 1996 but moved to management and worked my way through the National Automobile Dealers Association academy in 2001. In fact, I was at school in Washington D.C. on 9/11 and have strong memories of being near the Pentagon on that day. I got my start with the Graff Family of Dealerships in Mt. Pleasant where I managed the Chevrolet and Buick, GMC, Cadillac stores.

When the opportunity arose for me to buy into the company, it was serendipitous because the business is located in our hometown. Many things are important to me as a "hometown" family business: First, that the dealership has a personal connection to the place we do business. My face is the one you will see on the billboards; my face is the one you will see in the dealership, and my face is the one you will see out and about the area supporting the shops, restaurants, and businesses of Rockford and Cedar Springs. Second, that we do business as if our customers are our friends and neighbors-because, well, you are. While we have the strength and integrity of the Graff organization that has been doing business since 1914 behind us, we are, technically, your local "mom and pop" business, and we depend on this business for our living and have a vested interest in this community. I invite you to stop in and see what Graff of Rockford is all about.

Ross Todd
General Sales Manager

I am a life-long resident of the Rockford/Plainfield area. I met my wife, Tracy, who is also a life-long resident of Rockford, and we stayed here to raise our family which includes our three middle/high-school aged kids and our dog, Luca. I started work in the car business in high school--over twenty-five years ago-as a detailer. I worked as a sales associate and moved into management with a couple automotive groups and am excited to be part of the Graff CDJR team in my hometown. When I am not at work, you can find me attending many of the athletic activities my kids love and camping with my family. I also enjoy mountain biking, both recreationally and competitively, and coach the West Michigan Coyotes, a K-12 junior racing team of student-athletes that gets more than 150 kids out on the trails each year.  

Christine Bina
Business Development Manager

Hi, I'm Christine Bina. I grew up and graduated high school in Rockford then attended Northern Michigan University on a soccer scholarship and graduated with a Bachelor's in Marketing and Graphic Design. You may recognize me from St. Julian's tasting room in Rockford where I was a manager for a couple years before taking the Business Development/Finance position at Graff CDJR. When you are connected from our website to our store, you are talking to me-a real person, not a bot, and I am the person you will meet with to finalize all of the financing details of your vehicle purchase. When I am not working, I enjoy spending time with my friends and family, including my dogs, Odin and Zeus. My hobbies include cooking, baking, water-skiing, hiking, skiing, and biking.



David Holcomb
Sales Associate

Hello. I'm originally from Southfield, a suburb of Detroit, and just recently moved to the Grand Rapids area. I graduated from Michigan State University with a degree in Education and taught middle school science. Over my lifetime I have worked in insurance and investments, as a Fed Ex driver, and an H & R Block tax preparer; the most unique job I have worked was as an historical presenter on the working farm at the Henry Ford Museum at Greenfield Village. I started in the car business selling Fords and Lincolns a few years ago and recently transitioned to Chrysler, Dodge, Jeep and Ram. I am newly married to my wonderful wife, Maria, and I am learning how to be a dad to three active kids! My job and family keep me pretty busy, but I enjoy CrossFit and plan to have a garden and chickens in the future. I look forward to working with you in your search for a new or used vehicle.

Caleb Keely
Sales Associate/Delivery Specialist

Hi, I'm Caleb. I grew up on the east side of the state but graduated from Rockford High School after moving to Rockford. I was a hockey goalie and also played lacrosse and tennis during my high school career. I've been in the car business my whole life really. I grew up working on car lots. I've detailed cars, changed oil, rotated tires, and began working in sales and delivery in 2021. If you like to complete your purchase online and have it delivered to you; I'm the guy for you. Outside of work I hang out with my family and friends and am interested in anything sports--college and pro.

Austin Lee
Sales Associate

Hi, I'm Austin. I grew up in Rockford and graduated from Rockford High School where I played hockey for the Grand Rapids Amateur Hockey Association. I've been in the car business since 2019 and am excited about my career in sales. In my spare time, I like to golf, woodwork, and learn anything I can.



Melissa Fazzini
Office Manager

Melissa is originally from Wisconsin, and yes she still cheers for her Wisconsin sports teams even though she has lived in Michigan for the last 20+ years. She started in the detail department of a dealership and has worked as a title clerk, a finance assistant, and is now our Office Manager at Graff Rockford. When she is not in the office, she likes to adventure off with her daughter but also can always enjoy reading a good book in a hammock. 

Shelly Edmonds
Office Assistant Cashier

Tracy Keely
Community Relations Director

I am originally from the east side of Michigan--born in Warren but raised in Lapeer where I was a senior high English teacher for 25 years. My husband, Lon, and I are "almost" empty nesters! It's hard going from being a "hockey mom" and "cheer mom" to being on our own so much! So, we got a puppy-an English Cream Retriever named Oberon-on top of our other pets: a cat named Kitty, a chihuahua named Joey, and a pug named Bill who recently passed away but will always be in my heart. 
I have fallen in love with Rockford, this whole area, since we moved here in 2017: the beauty of nature and the opportunities to experience it, the friendly proprietors of unique shops and delicious restaurants, the myriad of multigenerational community events, the beautiful decorations in town as the seasons change. And the people. To be completely honest the people have made all the difference. My teens were unsure of leaving all they knew until some amazing staff and coaches from the Rockford Schools went out of their way to welcome them and connect them with activities and friends. I feel honored to call Rockford my home. 
I handle our social media accounts at Graff CDJR and am the person you contact for involvement in the community: scholarships, sponsorships, events, etc. I split my work-time between the store and home.  
In my spare time, I love to read, write, garden, chase my "beast" of a dog around the yard, and spend time with friends and family. Thank you for considering our dealership for your business! 


Hi, I'm Obie! I am the most important member of the Graff Rockford team. I offer emotional support for our staff and customers, and I regularly act in the commercials. In my free time, I enjoy taking short walks with my family, going to my favorite store--Fido & Stitch--in Rockford, and hanging out with my girlfriend Margot who is the most beautiful English Cream Retriever I have ever seen.



Tom Miller
Service Department Manager

I grew up in the Detroit area but moved to Traverse City and then settled in Rockford in 2019. My family is most important to me. I enjoy spending time with my adult children--Cody, Taylor, and Brittany--and my grandchildren. I have been in the car business over 35 years. That's a lifetime. Every day in the service department gives me something new: new challenges and new people. I love being of service to others whether that be helping customers that come to the service department or training up a young person in the areas of auto mechanics and helping them realize their dreams. 

Sarah Orange
Service Advisor

Alicia Kohn
Service Advisor



John Soto
Parts Manager
(616) 884-5899

I was born in Grand Rapids but lived in Philadelphia for awhile before moving back to Rockford. I've been in the car business for about 10 years and started out as a parts driver before moving up to the parts counter and management. When I am not at work, I enjoy kayaking, basketball, swimming, gaming, and cheering on my Philadelphia sports teams. 

Parts Counter