How Did One Car Dealer Succeed When Three Others had Failed?

Melvin Tuchez worked as an employee in the auto-sales business, and then he purchased his own dealership, Aztec Motors, in San Fernando, California. He believed three other auto-sales companies on the same site had failed due to inferior branding and weak management. He immediately began spending $16,000 per month on print and on-air advertising.

A sign company called upon Tuchez, and he purchased two on-premise, electronic pole signs. He reported an immediate increase of 10 walk-in customers per week, which resulted in six additional sales, and paid for the signs in less than a month. He subsequently reduced his advertising budget to $4,000 per month. Additionally, he began using the logo from his signs on sales and promotional materials.

The two signs cost $15,000. With the additional sales, and the reduction in other advertising costs, an appraiser calculated his savings over a three-year period at $400,000. Tuchez subsequently opened three additional Aztec Motors locations.

Wade Swormstedt

Wade Swormstedt

Wade is Executive Director of the Foundation for the Advancement of the Sign Industry. Formerly he was Editor and Publisher of Signs of the Times magazine.

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