• Nov 16, 2010
Chrysler has unveiled a new company-owned dealership in California, called Motor Village of Los Angeles, that will sell and service the Chrysler, Jeep, Dodge, Ram Truck, Fiat and Mopar brands. A five-story glass structure will house separate salons for each of these marques. This new dealership, which marks Chrysler's return to central LA after a 10-year absence, will be used as a test bed for new ideas that could one day filter down to the rest of the Chrysler's dealer network. Click past the break for all the details in the official press release.
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Chrysler Group LLC Unveils Showcase Dealership in Downtown Los Angeles
* Chrysler Group's brand showcase to open in first quarter 2011
* Central Los Angeles dealership to house all brands, including Fiat
* Motor Village to provide a test bed for brands to experiment with new ideas

November 15, 2010 , Auburn Hills, Mich. - Chrysler Group LLC today unveiled Motor Village of Los Angeles, the company's newest dealership in the United States.

When Motor Village opens for business in the first quarter of 2011, this company-owned dealership in central Los Angeles will not only sell and service vehicles, it will serve as a grand showplace for the Chrysler, Jeep®, Dodge, Ram Truck, Fiat and Mopar® brands.

This dealership provides Chrysler Group brands with the platform to try new, innovative and experimental displays, materials, furnishings, processes and customer services. Each Chrysler Group brand will have its own, unique and separate salon. The brand salons will remind customers of the eye-catching displays they would typically see at a major auto show.

The four-level Los Angeles Motor Village is strategically located at 2025 South Figueroa St., just blocks from the Los Angeles Convention Center, the Staples Center arena and the L.A. Live sports and entertainment district in downtown Los Angeles. The area attracts millions of visitors each year.

When it opens for business, the Motor Village will make an immediate statement. The dealership's focal point is a dramatic, five-story glass tower that will be used to display Chrysler, Jeep, Dodge, Ram Truck and Fiat vehicles. Three large LED reader boards placed atop the glass tower are designed to spread each brand's logo and message to everyone driving on the I-110 freeway that runs along the west side of the dealership. More than 350,000 vehicles drive past the dealership daily.

"The Los Angeles Motor Village goes above and beyond the traditional Chrysler Group dealership," said Peter Grady, Chrysler Group's Vice President of Network Development and Fleet. "This dealership creates a presence both inside and out. Our customers will experience our brands in unique salons that reflect each brand's identity and character."

Chrysler Group in January began renovations to this building, which once housed a Pierce-Arrow dealership in the 1920s. This showcase dealership will mark the return of the Chrysler Group brands to central Los Angeles after an absence of about 10 years.

The Chrysler, Jeep and Dodge brands will occupy the first floor of the dealership, while the Ram Truck brand will be situated on the second floor. In addition, the Fiat brand will have its own, separate entrance to a unique studio. The salons will take on the character of each brand. The Jeep salon, for example, will feature Jeep models situated on realistic-looking rock slabs that you might find in Moab, Utah. The Fiat brand will feature a style center and terrace, while deep, rich woods are prominently used in the Chrysler salon area. The dealership also features a convenient café and a Mopar Speedshop, a showcase for Mopar performance parts, accessories and apparel.

Each brand salon will be stylishly marked by new brand signs and kiosk-like information and merchandise towers. The salons also will be equipped with a powerful touchscreen technology called iShowroom. Customers can access feature and competitive information via an advanced interactive kiosk, and even select their vehicle of choice.

The Chrysler Group is holding a reception in the dealership Tuesday, Nov. 16 as part of its activities during the Los Angeles Auto Show media preview days.


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  • 16 Comments
      • 4 Years Ago

      Ford tried this under Nasser and it was a disaster for them, like most of the Nasser period. At one point Ford had dozens of stores across the country and today they own none because they were all money pits. Aside from that Ford also had major push back from it's dealer base. Once Bill Ford Jr. took over he eliminated the program based on cost overruns, appeasing the dealer base, and overall poor CSI numbers.

      GM owned a few dealerships as well but they were shed during the bankruptcy because they performed poorly.

      Sure there are some bad dealers out there just like anything else inlife. The reason you won't see many of these is because it adds a whole new, very complex element in the business. Sure Wal-Mart can own and manage all its stores but they don't manufacture anything, they're not unionzed, and their industry isn't regulated like the auto industry is.

      The auto industry is increadibly complex and the automakers have enough trouble running what they have.
        • 4 Years Ago
        Also, remember Daewoo tried this with 16 company-owned stores when they first set up shop here in 1998-with repair service to be handled by KMart/Penske service centers. By 1999, they came to their senses and franchised. They also tried the same stunt in England. Didn't work that time, either.

      • 4 Years Ago
      I always thought that independent dealerships should be a mostly rural and suburban arrangement and that car companies themselves should manage direct-to-consumer sales in large cities where dealers make less sense.
      • 4 Years Ago
      I'll bet they'll serve flavored coffees and serenade your visit with subliminal music while you wait for the sales manager to evaluate your 10th counter-offer on a Fiat 500.

      I hate car dealers. I hate the dreadful negotiation experience. I hate BMW service departments. I wish Amazon.com sold and delivered cars, I'd even pay a little more for a car to avoid the torture of dealing with smarmy salespeople and unscrupulous service departments.
      • 4 Years Ago
      Since large metro area dealers count for the biggest volume and the Manufacturers have proven over the years that they don't know how to run dealerships this would be the quick road to complete failure. Also, We know how manufacturers operate. As they lose money on inefficient metro stores they will give them a hand up by lowering vehicle and parts prices to those dealers to the detriment of independently operated stores. If you had any auto Mnaufacturer experience(s) you would know this.
      • 4 Years Ago
      zamarif,
      what you say sounds great and wonderful, however, factory owned stores have been tried many times over the years and have failed miserably. I would argue that is because manufacturers NEVER hire people who have had any retail experience. As far as poor salespeople and unscrupulous service managers, the manufacturers only encourage this more and more. We were one of those franchises that got booted. Mainly because we didn't invest in that new location and building. The problem for the manufacturer is that We did invest in our people and training. We still have one of the most ethical and professional teams on the planet. Their 99% customer satisfaction in our last two years with Chrysler proved that. Yes, some people want the marble showroom with fancy lighting. Others want a great deal with friendly ethical service that doesn't involve high pressure. The one size fits all attitude of most manufacturers will be their downfall. This is how goverments operate and we know how they are models of efficiency. Our customer base and new vehicle sales were growing even as Chrysler entered BK. Our customers were voting with their feet.
      • 4 Years Ago
      That's all good and fine, but I'll tell you what, the art of the truly spectacular showroom died by the mid 60s. Anybody who has seen pictures of the old american luxury car dealerships from the 20s, 30s, and 40's can tell you that, the old Packard showrooms especially. They had plaster work, wood paneling, marble, pillars, granite, and even 20 foot ceilings. The end result is pure opulence, after seeing a palace like that I would feel that I did not deserve a luxury car. If you ever get chance to visit one those remnants, you'll know how you should feel when buying a car.
        • 4 Years Ago
        I used to have a couple books on General Motors' art and color division and another few on the Studebaker Packard corporation, but I've either misplaced them or lost them in the move. You can probably find them on Google if you search Packard showroom or Pierce Arrow showroom or even Cadillac showroom.
        • 4 Years Ago
        Got a link to any pics of them, I would love to see them.
      • 4 Years Ago
      This is likely their attempt to keep more and more buyer form working with the internet departments. I too hate salespeople and I have been one for over 22 years.
      • 4 Years Ago
      Neat idea.
      • 4 Years Ago
      Please let this catch on. The bane of most non-luxury brands (and many luxury brands) is crappy dealerships. Car maker tries real hard than dime a dozen lackluster sales people and unscrupulous service departments totally screw the customer's impression of the brand, regardless of the car. I'll cross my fingers that this does well, why not adopt an apple model with car dealerships.
        • 4 Years Ago
        There are a number of reasons why this won't catch on and most come down to money. Automakers with captive finance arms make a lot of money on the floorplanning costs they charge dealers. If you take that out then the automakers are out tens of millions of dollars while incurring the costs of a day to day business.

        They will also lose if they start a fight the current dealers. The only way a company could go the Apple route is to do so from the beginning with a company like Tesla or a Chinese automaker. I see what you're saying but it won't happen. I think the automakers are getting better with their dealer oversight with new incentive programs for CSI and showroom appearence.
        • 4 Years Ago
        Not just luxury car brands. I had such a bad experience when I went into a Ford dealership to look at 5.0 Mustangs, that I felt compelled to write Ford's CEO. I actually received a response, which is pretty cool. All dealerships are full of morons. If car companies had control over their dealerships (think: Apple Store), they wouldn't be such depressing, crappy places. Or perhaps a mix is best. Company owned dealerships competing with privately owned dealerships to make the private ones more competitive.
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