“Our dealers are very active (advertisers) as well,” he said. Most of the money is spent on advertising.
The association’s budget is about $850,0. “We have been here a long, long time and we have just continued to advertise.” Even in 20, when sales dipped, “we did reduce our budget but we continued to advertise,” he added.Īt its peak, the association was spending $1.2 million to $1.3 million annually on advertising, Donaldson said. “We are surrounded by population,” he said. The dealerships are located within a 20-minute drive of about 1.4 million people, Donaldson said. Wedged between San Diego and Chula Vista, National City can be reached by Interstates 5 and 805 or state Route 54. One reason for the auto park’s success is its location and accessibility.
They know there will be lots of options for them.” When you say ‘Mile of Cars in National City,’ people know where it is. “They all work together to cooperatively advertise, but also to make the Mile of Cars have a signature look. “We are tickled.” Based on current trends, “we will go over 20,000 vehicles this year.”Ĭindy Gompper-Graves, chief executive officer of the nonprofit South County Economic Development Council, said teamwork has helped the Mile of Cars fare better than most auto parks. Last year, sales rose to 15,523, he added. We have people who have bought there for years and years and they keep coming back.”ĭonaldson said dealers along the mile are optimistic that sales will rise significantly as the recession comes to an end.ĭealers saw sales peak in 2005, he explained. “We have long-term owners who have built good reputations for service and taking care of the customers. “Their long-term goal is to create top-of-mind awareness, so that when people think about buying a vehicle, they think about the Mile of Cars,” he said. They also have managed to continue operating while many similar groups around the country have dissolved during the recession, said Weldon Donaldson, executive director of the Mile of Cars Association, a business improvement district chartered by the City of National City that coordinates advertising efforts for the dealerships. Dealerships contribute a percentage of their sales into the association, a business improvement district that promotes them collectively.įor several generations, the name “Mile of Cars” has been closely identified with the South County community of National City.īy working together to pool their resources since 1954, car dealerships and franchises along the one-mile stretch of National City Boulevard have created a successful automotive association. Year founded: Association was founded in 1954.ĭescription: Mile of Cars is the San Diego region’s largest auto park. of dealerships: Eighteen automobile brand franchises are operated by nine dealers. Executive director of Mile of Cars Association: Weldon Donaldson.