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.On Celebration, people can talk to what the agent calls “ambassadors” via Zoom or video chat about what they want. Bozarth cited information from CarProUSA showing that more than 38% of shoppers plan to conduct their entire car buying experience online and another 38% intend to purchase a vehicle in person, but complete paperwork online.
Bozarth’s grandfather started the family’s auto business in 1927 at a service station in Kansas. His father, Ed Bozarth, opened his first dealership in 1966 in Topeka, Kansas, and began selling in Aurora in 1987.
Kent Bozarth owns a dealership in Lone Tree, which holds the Bozarth name, and has an interest in one in Grand Junction. He acknowledges that driving to work is different and seeing the name Celebration Chevrolet is where it used to be.
“Every generation in the family business needs to take the brand in a new direction. This is what keeps businesses young.”