In a capitalistic society, it’s tough to take a position viewed
as anti-competitive.
In a capitalistic society, it’s tough to take a position viewed as anti-competitive. But when Gilroy’s car dealers showed up at City Hall to protest the application of a “mobile” car dealer (some would call it a fly-by-night operation) to set up in a shopping center parking lot four times a year and sell used cars, they had a point.
What’s unfair is that “The Car Store” doesn’t have a “store” nor does it have to make an investment in this community. The Car Store won’t pay property taxes, it won’t hire people who live in the South Valley, it won’t pay a plumber to come in and fix the sink, it won’t sponsor a Gilroy Little League team or send volunteers to help out the Chamber of Commerce or Garlic Festival.
The Gilroy auto dealers have invested a lot in this community and The Car Store hasn’t invested one thin dime. To be fair, it’s important to note that the auto dealers have done very well for themselves and, by all accounts, they earned it the old-fashioned way.
Still, the City Council’s 4-3 decision to allow The Car Store a permit has to be a difficult one for the auto dealers to swallow.
We have a suggestion. Being the good business men and women that they are, perhaps the auto dealers can take full advantage of The Car Store’s marketing plans.
On weekends when the The Car Store is going to sell used cars, the dealers could get together and have a sale blitz of their own. Maybe they could, with the city’s blessing, cordon off half of Chestnut Street and have a tent sales event, thus piggybacking on The Car Store’s efforts to bring people into town. A little extra signage here and there and maybe this turns into a situation that benefits the local dealers. After all, the South Valley Plaza Shopping Center, where The Car Store wants to set up shop, is only two blocks from Gilroy’s shiny auto row.
Also, this new wrinkle provides the car dealers with an opportunity to remind residents that they have been business partners with the community for a long time. The truth is, if you buy a car locally you’re doing something positive for your community. Gilroy reaps the sales tax and the employment rolls stay healthy. Moreover, if you buy a car in town, you’re likely to have it serviced here and that translates into more business for Gilroy and higher local employment.
The Car Shop has a permit to do business – and maybe that’s OK – but the Gilroy auto dealers have more: They have an investment in the community that’s been good for them and for Gilroy. That’s a partnership that should not be overlooked.
