Looking to bolster its reputation as Contra Costa County's new car capital, City Hall and 17 auto dealers are branding the blocks around Market Street, Concord Avenue, Diamond Boulevard, Burneet Avenue and Marsh Drive as the Concord Auto District.
It's an interesting moment for the new car business.
Even as Detroit celebrates its comeback, there's been a lot of talk in the auto industry recently about the ambivalence people under 30 have about owning their own cars.
Conventional wisdom has it that a generation accustomed to finding the best deal for a product instantly on a smart phone simply won't submit to a high-pressure sales pitch or fall for the old, "let me go ask my manager if I can get a deal for you on the undercoating."
Have you been new car shopping in Concord recently? Have car salespeople here adopted new techniques for a new breed of savvy customer?
Here's the release from the city:
"Visitors to Concord will soon see new street signage, designating the area around Market Street, Concord Avenue, Diamond Boulevard, Burnett Avenue and Marsh Drive as the Concord Auto District. Concord"s 17 new car dealers have partnered with the City on the new way-finding sign program.
An official unveiling will take place on Tuesday, Feb. 19 at 10 a.m. Councilmember Ron Leone will ride up in a City bucket truck to unveil one of the new signs located at Concord Avenue and John Glenn Drive.
Concord tops all other Contra Costa cities in new car sales, and is one of the two top cities in the East Bay. Concord new auto dealers generated more than $500 million in sales from October 2011 through September 2012, and have shown a growth of approximately 20 percent over the same time period in the previous year.
"Concord is the car capital of Contra Costa if not the East Bay," said Marilyn Fowler, Chief Operations Officer of the Concord Chamber of Commerce. "Concord offers a convenient central location and long-standing quality dealerships representing more than 17 lines of cars which all add up to a great car buying experience."
"We appreciate our new auto dealerships' contribution to Concord's economic vitality and look forward to partnering with them to support their continued growth and success," stated John Montagh, Concord Economic Development and Housing Manager.
The partnership between the City and the auto dealers will continue in March with the launch of a campaign entitled "Concord Has the Car for You!" In addition to advertising on radio and TV, the campaign includes a dedicated website: www.concordhasthecarsforyou.com, available after March 1. The website will offer a one stop link to all of Concord's new car dealerships: Acura of Concord, Audi Concord, Concord BMW, Concord Chevrolet, Concord Honda, Concord Kia, Concord Mitsubishi, Concord Toyota, Crown Chrysler Dodge Jeep Ram, Crown Fiat, Dirito Nissan, Future Ford Lincoln, Future Hyundai, Lehmer's Buick Pontiac GMC, Lexus of Concord, Mini of Concord and Niello Infiniti."