Coming to America: Japanese Auto Store to Open in Stanton
By CHRIS CZIBORR
In a Stanton conference room still under construction, Japanese executives from Autobacs Seven Co. grimly survey what could pass for a war map of the Southland.
But instead of thumbtacks targeting infantry or artillery units, the map’s tacks pinpoint the geographic positions of a rather different kind of enemy: Manny, Moe & Jack.
Pep Boys execs take note: Japan’s leading auto accessories chain is coming to the U.S.
Tokyo-based Autobacs has chosen Stanton for its first complex that will house its North American headquarters and its first U.S. store, which is set to open this summer.
Autobacs plans to make inroads into an auto accessory market that company officials insist is underserved in the U.S. The company hopes to draw drivers who aren’t necessarily gearheads, but do have a more sophisticated interest in their cars than a typical Pep Boys customer.
The company chose Orange County as the center for its jump into the competitive U.S. car accessory market, following the lead of Japanese automakers Mazda Motor Corp., Suzuki Motor Corp. and Mitsubishi Motors Corp., which have North American headquarters in the county.
Honda Motor Co., Toyota Motor Corp. and Nissan Motor Co., have their North American head offices nearby in the South Bay. And Isuzu Motors Inc.’s North American base is in Whittier.
“We decided to start here because of the prevalent car culture,” Autobacs senior vice president Jack Hara said. “Any trend in auto culture starts here.”
Hara said the company hopes to expand the auto accessory market into higher-end wares that can’t be found at more commercial stores like Pep Boys.
“We don’t want to compete with stores like that,” he said.
That’s not to say that Autobacs won’t target the Pep Boys shopper.
Although Autobacs won’t compete with the car enthusiast accessory market,there are plenty of independent stores already serving those customers,it will butt heads with Pep Boys-esque outlets like AutoZone, CSK Auto, National Automotive Parts Association, as well as the low-end large stores like Wal-Mart, Kmart and Target.
“Our target market is the non-motorhead who sees the car chiefly as a means to get around, but still wants to add after-market accessories,” Hara said. “Our customers want to maximize their driving comfort and enjoyment, and often don’t know that much about cars.”
Unlike Autobacs’ competition, the Japanese store will not sell maintenance parts like brake pads or provide any repair services, he said.
“We sell things for cars that generally are in fine working order,” Hara said. “A big difference between us and Pep Boys is that they perform car repairs and we don’t.”
He said the first store’s performance will go a long way in determining Autobac’s expansion plans in the U.S.
“We’re looking to define the format for the U.S. chain,” Hara said. “If things go well at this store we’ll open about a dozen more outlets in OC and then elsewhere in the U.S.”
Autobacs is the largest car accessory retail chain in Japan, with more than 500 stores there,mostly franchises,as well as stores in Taiwan, Bangkok and Singapore. It also has two stores in Paris as part of a joint venture with French automaker Renault SA.
The company doesn’t plan to franchise in the U.S. right away, due to concerns about the legal and regulatory complexities of franchising an American chain, according to Hara.
Last year the company had $1.8 billion in sales,not surprising considering the huge size of its customer demographic.
The stores in Japan attract a lot of non-motorhead men, but also plenty of female drivers because of what the company calls its user-friendly approach.
“No one has to do any research before coming to my store,” Hara said. “Detailed info on all our products is all there, so that’s another way we differentiate ourselves from a traditional AutoZone or Pep Boys.”
The Stanton store will have a garage with pit services so customers can get their accessories installed onsite and watch from a mezzanine waiting area with a 100-foot catwalk.
Products for sale will include fancy wheels, tires, car audio, car navigation systems, high-end motor oil, cup holders, child seats and interior accessories that follow different style themes.
The store won’t have a video arcade like its counterparts in Japan do.
“We decided it wasn’t necessary here and video games are not our primary product line,” Hara said.
But Hara didn’t rule out that future stores in the U.S. could incorporate video games for those who don’t feel like watching work get done on their cars.
Irvine construction firm Snyder Langston LP is building the 43,500-square-foot Autobacs store in Stanton on the site of a former movie theater. The complex includes 4,300 square feet of office space. Snyder plans to complete the $4.5 million project by August.
