Saturday, January 3, 2015

Domestic Car Companies Aren't Even Trying In California

Driving home every day I'm constantly reminded by how little American car companies are trying to sell their products here in California. On the radio I constantly here commercials for the imports. Names like Longo Lexus and Toyota, Fletcher Jones Mercedes, Norm Reeves Honda, Beverly Hills BMW are ubiquitous on the airwaves. The American companies? Nada. Other than Galpin Ford and Worthington Ford, I don't ever recall hearing advertisements for the domestics. I can't tell you the names of any GM or Chrysler dealers without having to take ten minutes to really think about it.

If their publicity is bad, the dealerships are worse. In my neighborhood in the South Bay region of Los Angeles, the American dealers look utterly antiquated compared to the imports. Scott Robinson Honda just built a brand new building that takes up half a city block. It is full of light and glass, giving a sense of airiness to the whole facility. Audi also recently opened the largest Audi dealer in the country with a showroom that is easily seen from the busy main street.

What have the American companies done? Here in Torrance, Martin Chevrolet recently upgraded their facade. Whoop dee do. The interior looks exactly as it did thirty years ago. Their new car inventory sits in a tiny corner of the lot that maybe holds twenty cars. About two thirds of their lot are for the used car inventory and service area. Not exactly inviting for anybody seeking a new Chevy.

Penske Cadillac looks like it's trying to hide itself from customers. Its building features glass so dark you can't even see their cars inside. Worse, they have a low wall separating their lot from the public sidewalk. When their cars are parked behind the wall, the fronts of the cars are obscured and you can only see the vehicles from the windshield up. By comparison the South Bay BMW next door is a huge open lot with seemingly acres of BMWs easily seen and envied from every direction.

If the Cadillac dealership design is bad, the Buick/GMC dealership next to it is even worse. Squeezed between the Cadillac and BMW dealers, it is a tiny hangar of a building that is easily missed if you blink on the busy drive up Hawthorne Blvd. I rarely even see any new Buicks on display. Occasionally there are one or two GMC's that are parked up front. I can't think of a worse way to sell a car, especially in a competitive environment like Southern California.

And Chrysler? Is there even a Chrysler dealer in the South Bay? Oh yes. Scott Robinson recently took over the old Chrysler dealer. But as far as I can tell the building is still the same old staid facility and I have heard zero advertising promoting its presence. You would have to search really hard to even know that it exists.

Don't get me wrong. I'm really rooting for the domestics to do a better job here in this state. Strong domestic car companies will produce a stronger national economy. They also have some very compelling new vehicles that are worthy of consideration by anybody, including some of my favorites like the Cadillac CTS Vsport, the Chevy Corvette, the Chevy SS, and GMC Denali. But the car companies can only do so much with product development. Unless their dealers do a better job of making their presence known through better advertisements and they upgrade their dealerships, it is unlikely they will win much marketshare from the imports. They will in essence lose the battle without ever putting up much of a fight.

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