The event began November 4 and runs through December 30.
Customers are stopping by the showroom to drop new or gently used coats into the barrels so frequently that they've had to be emptied several times, Mike Stewart, director of digital sales and marketing, told Edmunds.
Because the dealership gives $10 off any service to those who donate coats, more patrons are returning for service, as well, Stewart said.
The dealership underwent a remodeling about a year ago, and the coat drive is an opportune time to show off its efficiency to some new visitors, he said.
Elder Ford is also sweetening the pot by letting coat-wielding customers enter their name in a drawing to win four tickets to the Cirque Dreams Holidaze at the Fox Theatre in Detroit.
"I don't know if it's influencing anyone to buy a car, but we're doing the coat drive more to create goodwill and be supportive of The Salvation Army," Stewart said.
Edmunds says: Helping others helps a dealership help itself this holiday season.