LOS ANGELES — Visitors to this year’s L.A. Auto Show were treated to the debut of a number of new models and concept vehicles in the cavernous confines of the Los Angeles Convention Center. A few blocks to the south, another attraction awaited visitors: a “showcase” dealership that will house all four of Chrysler LLC’s vehicle brands, as well as a Mopar-branded service center and a FIAT franchise.
“The Los Angeles Motor Village goes above and beyond the traditional Chrysler Group dealership,” said Peter Grady, Chrysler Group’s vice president of network development and fleet. “This dealership creates a presence both inside and out. Our customers will experience our brands in unique salons that reflect each brand’s identity and character.”
Situated within sight of the Staples Center and convention center footprint, the dealership also will feature a five-story glass tower topped with three large LED reader boards that will house vehicles from all five brands. The tower faces the busy I-110 freeway, which hosts an average of more than 350,000 cars per day.
The store is the site of a 1920s-era Pierce-Arrow dealership, and its opening will mark Chrysler’s return to downtown L.A. after a 10-year absence. Chrysler officials plan to open the dealership by January 2011.