Cerritos Auto Square
Encyclopedia
The Cerritos Auto Square is an automobile
retail
center located in the city of Cerritos, California
. Cerritos Auto Square states that it is the largest auto mall in the world with 29 import and domestic marques
.
broke ground for the first auto dealership in the Cerritos Auto Square, directly west of Interstate 605
and the Los Cerritos Center
, between 183rd and South streets. Eventually it would be joined by other dealerships in buildings that featured a distinctive "New Orleans
" style. http://www.ci.cerritos.ca.us/library/history/chapter8.html
One of the first business locations in Cerritos was the General Telephone Company's service yard, replacing a turkey ranch on the northwest corner of Studebaker Road and 183rd Street. In 1988, the Los Cerritos Redevelopment Agency purchased the 8.5 acres (34,398.3 m²) and made $1.2 million in improvements, including road improvements, landscaped medians and parkways, rocky waterfalls, and decorative street lights. The site was soon the new home of Moothart Chrysler-Plymouth
and Victory Pontiac
-GMC
. A few years later, a Saturn dealer was added to make twenty-two dealer franchises in the Cerritos Auto Square. http://www.ci.cerritos.ca.us/library/history/chapter9.html
Today, the Cerritos Auto Square provides the city of Cerritos with approximately $12 million a year in sales tax, and is its single largest source of revenue. In 2006, the Auto Square sold 48,241 automobiles, totaling over $1.1 billion in sales, or half of the total retail sales in the city. http://www.ci.cerritos.ca.us/stateofthecity07.pdf
. The Cerritos Auto Square Association advertises collectively via radio
, television
, and signage, as well as individual dealership advertisements through similar media.
"South Street") or "We sell more, so you save more, Cerritos...Auto Square!" are ubiquitous and are good examples of effective advertising strategies using simple, easy-to-remember lyrics.
air advertisements for the Cerritos Auto Square collectively or as individual dealerships located within the auto mall. The television advertisements play the same jingle mentioned above and characteristically involve computer animations
of non sequitur
images or of Jim Varney
as his popular character Ernest P. Worrell
, who served as a spokesperson for the Cerritos Auto Square throughout the 1990s. Today, the current spokesman for the Cerritos Auto Square is stuntman Super Dave Osborne
, and he is featured prominently in the television ads. Since January 2005, the Auto Square has also been launching television spots that depict the "downside to buying in bulk
" in order to save money. Clips and the jingle can be found in the Auto Square's web site here http://www.cerritosautosquare.com/media.
is perhaps the most well known symbol of the auto mall. It is a tall blue and white sign that states: "Cerritos Auto Square: South Street Exit: World's Largest." It also features a flashing marquee
that is used for individual advertisements for dealers in the Auto Square, as well as for shows at the Cerritos Center for the Performing Arts
.
, motorcycle
s, truck
s and marine vehicles. The expansion of the nearby Interstate 5
in the coming years in southeast Los Angeles would provide several opportunities for diversifying the Auto Square's selection. It was also stated in the meeting that more luxury lines were needed to expand the selection and increase Cerritos' lead in the automobile retail sector.
. http://www.ci.cerritos.ca.us/citygov/budget/letter.html
Automobile
An automobile, autocar, motor car or car is a wheeled motor vehicle used for transporting passengers, which also carries its own engine or motor...
retail
Retail
Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be...
center located in the city of Cerritos, California
Cerritos, California
Cerritos is a city in Los Angeles County, California, United States, and is one of several cities that constitute the Gateway Cities of southeast Los Angeles County. It was incorporated on April 24, 1956...
. Cerritos Auto Square states that it is the largest auto mall in the world with 29 import and domestic marques
Marqués
Marqués and Márquez may mean:People*A. H. de Oliveira Marques*Anderson Luís de Azevedo Rodrigues Marques, Brazilian footballer*Fernando Marqués, Spanish footballer...
.
History
In 1979, the Cerritos Redevelopment Agency began work on the improvement of Studebaker Road, and in October of that year, S & J ChevroletChevrolet
Chevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
broke ground for the first auto dealership in the Cerritos Auto Square, directly west of Interstate 605
Interstate 605
Interstate 605 is a major north–south Interstate Highway in the Greater Los Angeles Area of Southern California...
and the Los Cerritos Center
Los Cerritos Center
The Los Cerritos Center is a super regional shopping mall located in Cerritos, California. Since September 1971, the Los Cerritos Center has been an integral part of the city of Cerritos' tax revenue. The mall is the city's largest revenue source, producing $581 per square foot in sales in 2010...
, between 183rd and South streets. Eventually it would be joined by other dealerships in buildings that featured a distinctive "New Orleans
New Orleans, Louisiana
New Orleans is a major United States port and the largest city and metropolitan area in the state of Louisiana. The New Orleans metropolitan area has a population of 1,235,650 as of 2009, the 46th largest in the USA. The New Orleans – Metairie – Bogalusa combined statistical area has a population...
" style. http://www.ci.cerritos.ca.us/library/history/chapter8.html
One of the first business locations in Cerritos was the General Telephone Company's service yard, replacing a turkey ranch on the northwest corner of Studebaker Road and 183rd Street. In 1988, the Los Cerritos Redevelopment Agency purchased the 8.5 acres (34,398.3 m²) and made $1.2 million in improvements, including road improvements, landscaped medians and parkways, rocky waterfalls, and decorative street lights. The site was soon the new home of Moothart Chrysler-Plymouth
Plymouth (automobile)
Plymouth was a marque of automobile based in the United States, produced by the Chrysler Corporation and its successor DaimlerChrysler.-Origins:...
and Victory Pontiac
Pontiac
Pontiac was an automobile brand that was established in 1926 as a companion make for General Motors' Oakland. Quickly overtaking its parent in popularity, it supplanted the Oakland brand entirely by 1933 and, for most of its life, became a companion make for Chevrolet. Pontiac was sold in the...
-GMC
GMC (General Motors division)
GMC is a manufacturer of trucks, vans, military vehicles, and SUVs marketed in North America and the Middle East by General Motors Company. In January 2007, GMC was GM's second-largest-selling North American vehicle division after Chevrolet, ahead of Pontiac....
. A few years later, a Saturn dealer was added to make twenty-two dealer franchises in the Cerritos Auto Square. http://www.ci.cerritos.ca.us/library/history/chapter9.html
Today, the Cerritos Auto Square provides the city of Cerritos with approximately $12 million a year in sales tax, and is its single largest source of revenue. In 2006, the Auto Square sold 48,241 automobiles, totaling over $1.1 billion in sales, or half of the total retail sales in the city. http://www.ci.cerritos.ca.us/stateofthecity07.pdf
Marketing
The Cerritos Auto Square has an aggressive marketing campaign throughout Southern CaliforniaSouthern California
Southern California is a megaregion, or megapolitan area, in the southern area of the U.S. state of California. Large urban areas include Greater Los Angeles and Greater San Diego. The urban area stretches along the coast from Ventura through the Southland and Inland Empire to San Diego...
. The Cerritos Auto Square Association advertises collectively via radio
Radio
Radio is the transmission of signals through free space by modulation of electromagnetic waves with frequencies below those of visible light. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space...
, television
Television
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome or colored, with accompanying sound...
, and signage, as well as individual dealership advertisements through similar media.
Radio
The various advertisements heard throughout Southern California radio is perhaps the most widespread example of the Auto Square's collective advertising. Although no one dealership receives extra air time, the advertisements generally proclaim the low prices, sales, and reputation of the auto mall as the highest volume dealer. The popular jingles, "Take the 605 to South Street, come on, it's all there! Take the 605 to South Street, Cerritos Auto Square!" (Sung to the tune of The OrlonsThe Orlons
The Orlons are an American R&B group from Philadelphia, Pennsylvania that formed in 1960. They received gold discs for the million selling achievements of three of their singles...
"South Street") or "We sell more, so you save more, Cerritos...Auto Square!" are ubiquitous and are good examples of effective advertising strategies using simple, easy-to-remember lyrics.
Television
Local television stations throughout the SouthlandSouthern California
Southern California is a megaregion, or megapolitan area, in the southern area of the U.S. state of California. Large urban areas include Greater Los Angeles and Greater San Diego. The urban area stretches along the coast from Ventura through the Southland and Inland Empire to San Diego...
air advertisements for the Cerritos Auto Square collectively or as individual dealerships located within the auto mall. The television advertisements play the same jingle mentioned above and characteristically involve computer animations
Computer-generated imagery
Computer-generated imagery is the application of the field of computer graphics or, more specifically, 3D computer graphics to special effects in art, video games, films, television programs, commercials, simulators and simulation generally, and printed media...
of non sequitur
Non sequitur (absurdism)
A non sequitur is a conversational and literary device, often used for comedic purposes. It is a comment that, because of its apparent lack of meaning relative to what it follows, seems absurd to the point of being humorous or confusing....
images or of Jim Varney
Jim Varney
James Albert "Jim" Varney, Jr. was an American stand-up comedian, actor, musician, writer, voice artist, and comedian, best known for his role as Ernest P...
as his popular character Ernest P. Worrell
Ernest P. Worrell
Ernest P. Worrell is a fictional character most principally portrayed by the late American actor Jim Varney in a series of television commercials, and later in a television series as well as a series of feature films. Ernest was created by the Nashville advertising agency Carden and Cherry and was...
, who served as a spokesperson for the Cerritos Auto Square throughout the 1990s. Today, the current spokesman for the Cerritos Auto Square is stuntman Super Dave Osborne
Super Dave Osborne
Super Dave Osborne is a character created and played by comedian Bob Einstein. He is a naive but optimistic stuntman who is frequently injured when his stunts go wrong.-Appearance history:...
, and he is featured prominently in the television ads. Since January 2005, the Auto Square has also been launching television spots that depict the "downside to buying in bulk
Bulk purchasing
Bulk purchasing is buying products in large quantities at a lower price per item, or unit price, than is available for smaller quantities. Wholesale is selling or related to selling goods in large quantities for resale to the consumer. Retailing is buying products in bulk at wholesale, and selling...
" in order to save money. Clips and the jingle can be found in the Auto Square's web site here http://www.cerritosautosquare.com/media.
Signage
The Cerritos Auto Square sign overlooking Interstate 605Interstate 605
Interstate 605 is a major north–south Interstate Highway in the Greater Los Angeles Area of Southern California...
is perhaps the most well known symbol of the auto mall. It is a tall blue and white sign that states: "Cerritos Auto Square: South Street Exit: World's Largest." It also features a flashing marquee
Marquee (sign)
A marquee is most commonly a structure placed over the entrance to a hotel or theatre. It has signage stating either the name of the establishment or, in the case of theatres, the play or movie and the artist appearing at that venue...
that is used for individual advertisements for dealers in the Auto Square, as well as for shows at the Cerritos Center for the Performing Arts
Cerritos Center for the Performing Arts
The Cerritos Center for the Performing Arts is a entertainment and music venue located in the Cerritos Towne Center of Cerritos, California. It is owned and operated by the City of Cerritos and it opened its doors to the public on January 9, 1993 and hosts opera, cabaret, jazz, dance, magic,...
.
Future expansion
On February 14, 2006 meeting of the Cerritos Economic Commission, Applied Development Economics discussed and suggested the diversification of the Cerritos Auto Square to possibly include RVsRecreational vehicle
Recreational vehicle or RV is, in North America, the usual term for a Motor vehicle or trailer equipped with living space and amenities found in a home.-Features:...
, motorcycle
Motorcycle
A motorcycle is a single-track, two-wheeled motor vehicle. Motorcycles vary considerably depending on the task for which they are designed, such as long distance travel, navigating congested urban traffic, cruising, sport and racing, or off-road conditions.Motorcycles are one of the most...
s, truck
Truck
A truck or lorry is a motor vehicle designed to transport cargo. Trucks vary greatly in size, power, and configuration, with the smallest being mechanically similar to an automobile...
s and marine vehicles. The expansion of the nearby Interstate 5
Interstate 5
Interstate 5 is the main Interstate Highway on the West Coast of the United States, running largely parallel to the Pacific Ocean coastline from Canada to Mexico . It serves some of the largest cities on the U.S...
in the coming years in southeast Los Angeles would provide several opportunities for diversifying the Auto Square's selection. It was also stated in the meeting that more luxury lines were needed to expand the selection and increase Cerritos' lead in the automobile retail sector.
Challenges
"Although the current consensus among economists and automotive experts portends a slight softening of the nationwide demand for cars and trucks, the Auto Square will continue to benefit from its location and reputation," states the Cerritos City ManagerCouncil-manager government
The council–manager government form is one of two predominant forms of municipal government in the United States; the other common form of local government is the mayor-council government form, which characteristically occurs in large cities...
. http://www.ci.cerritos.ca.us/citygov/budget/letter.html
Complete listing of makes and marques
- AcuraAcuraAcura is the luxury vehicle division of Japanese automaker Honda Motor Company. The brand has been available in the United States and Canada since March 1986, marketing luxury, performance, and near-performance vehicles. It was introduced to Hong Kong in 1991, Mexico in 2004, and China in 2006...
- BuickBuickBuick is a premium brand of General Motors . Buick models are sold in the United States, Canada, Mexico, China, Taiwan, and Israel, with China being its largest market. Buick holds the distinction as the oldest active American make...
- ChevroletChevroletChevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
- Chrysler
- DodgeDodgeDodge is a United States-based brand of automobiles, minivans, and sport utility vehicles, manufactured and marketed by Chrysler Group LLC in more than 60 different countries and territories worldwide....
- FordFord Motor CompanyFord Motor Company is an American multinational automaker based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford and Lincoln brands, Ford also owns a small stake in Mazda in Japan and Aston Martin in the UK...
- GMCGMC (General Motors division)GMC is a manufacturer of trucks, vans, military vehicles, and SUVs marketed in North America and the Middle East by General Motors Company. In January 2007, GMC was GM's second-largest-selling North American vehicle division after Chevrolet, ahead of Pontiac....
- HondaHondais a Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles.Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than...
- HyundaiHyundaiHyundai ) is a global conglomerate company, part of the Korean chaebol, that was founded in South Korea by one of the most famous businessmen in Korean history: Chung Ju-yung...
- InfinitiInfinitiis the luxury division of automaker Nissan. Infiniti officially started selling vehicles on November 8, 1989 in North America. Marketing operations have since grown to include the Middle East, South Korea, Russia, Taiwan, China, Ukraine and the United Kingdom. Infiniti began sales in additional...
- JaguarJaguar (car)Jaguar Cars Ltd, known simply as Jaguar , is a British luxury car manufacturer, headquartered in Whitley, Coventry, England. It is part of the Jaguar Land Rover business, a subsidiary of the Indian company Tata Motors....
- JeepJeepJeep is an automobile marque of Chrysler . The first Willys Jeeps were produced in 1941 with the first civilian models in 1945, making it the oldest off-road vehicle and sport utility vehicle brand. It inspired a number of other light utility vehicles, such as the Land Rover which is the second...
- KiaKia MotorsKia Motors , headquartered in Seoul, is South Korea's second-largest automobile manufacturer, following the Hyundai Motor Company, with sales of over 1.4 million vehicles in 2010...
- Land RoverLand RoverLand Rover is a British car manufacturer with its headquarters in Gaydon, Warwickshire, United Kingdom which specialises in four-wheel-drive vehicles. It is owned by the Indian company Tata Motors, forming part of their Jaguar Land Rover group...
- LexusLexusis the luxury vehicle division of Japanese automaker Toyota Motor Corporation. First introduced in 1989 in the United States, Lexus is now sold globally and has become Japan's largest-selling make of premium cars. The Lexus marque is marketed in over 70 countries and territories worldwide, and has...
- LincolnLincoln (automobile)Lincoln is an American luxury vehicle brand of the Ford Motor Company. Lincoln vehicles are sold mostly in North America.-History:The company was founded in August 1915 by Henry M. Leland, one of the founders of Cadillac . During World War I, he left Cadillac which was sold to General Motors...
- MazdaMazdais a Japanese automotive manufacturer based in Fuchū, Aki District, Hiroshima Prefecture, Japan.In 2007, Mazda produced almost 1.3 million vehicles for global sales...
- NissanNissan Motors, usually shortened to Nissan , is a multinational automaker headquartered in Japan. It was a core member of the Nissan Group, but has become more independent after its restructuring under Carlos Ghosn ....
- ScionScionScion may refer to:*In kinship, a descendant , a son or daughter*Scion , a detached shoot or twig containing buds from a woody plant which is grafted onto the stock...
- SuzukiSuzukiis a Japanese multinational corporation headquartered in Hamamatsu, Japan that specializes in manufacturing compact automobiles and 4x4 vehicles, a full range of motorcycles, all-terrain vehicles , outboard marine engines, wheelchairs and a variety of other small internal combustion engines...
- ToyotaToyota Motor Corporation, , , commonly known simply as Toyota and abbreviated as TMC, is a multinational automaker headquartered in Toyota, Aichi, Japan. In 2010, Toyota Motor Corporation employed 317,734 people worldwide, and was the world's largest automobile manufacturer by production.The company was founded by...
- VolkswagenVolkswagenVolkswagen is a German automobile manufacturer and is the original and biggest-selling marque of the Volkswagen Group, which now also owns the Audi, Bentley, Bugatti, Lamborghini, SEAT, and Škoda marques and the truck manufacturer Scania.Volkswagen means "people's car" in German, where it is...