Bozarth Chevrolet changed its name to Celebration Chevrolet

Bozarth Chevrolet, which has been in the Denver area for more than three decades, changed its name and overhauled the way cars were sold.

The Ed Bozarth Chevrolet in Aurora is now a Chevrolet Celebration, said Kent Bozarth, the owner and the third generation in his family in the automobile business. The name change became official in early June and represented what Bozarth said was a new paradigm in car buying based on what consumers say they want.

“In our consumer research, one thing that came out loud and clear was the desire for a fast, fun and easy car buying experience,” Bozarth said.

The effort to transform what people might fear as a painful experience into a positive one produced the new name “Celebration”.

“We’ve been able to take more time during the pandemic to really think about what all of this is like,” Bozarth said. “It gave us the opportunity to start with a white paper.”

Bozarth said his team looked at “relieving every pain point in the experiment.” One example of this is getting rid of the price haggling.

“The price shown on the website is the price you pay,” Bozarth said.

After hearing that customers didn’t like doing short test drives with the sales staff, the dealer decided to give people a chance to try a car on their own for 24 hours. The dealer will take the car to the shopper’s home.

Within 10 days, people who regretted the buyer can return the car and get all their money back with caveats: They cannot drive it more than 500 miles and must return the car in the same condition it was in when you left the car.

Bozarth said Celebration is using technology to simplify the process and give customers more control. The dealership is using the switch to online transactions and meetings that take place during the pandemic to make car buying more efficient.

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