Any publicity is good publicity, they say.
A recent cover story in the Los Angeles Times Magazine dubbed “Affluenza” pegged part of Fletcher Jones Motorcars’ success on sales to people living beyond their means.
Fletcher Jones is Mercedes-Benz’s No. 1 ranked dealer in OC and the nation, with about $500 million in yearly sales.
A smiling Fletcher Jones salesman was featured in a full-page photo. In the caption, the salesman is quoted as saying, “We get the cream of people who want to seem like they can afford it.”
In another full-page photo, a glammed up local businesswoman, Caren Lancona, was propped up on the back of her Mercedes. Below her vanity plate (which reads “BESCENE”) is the place she got her car,Fletcher Jones.
A high-profile piece like “Affluenza” spurs controversy and more press with other columnists commenting on the validity of the story. On the upside, it reinforces Fletcher Jones as the place to get a Mercedes-Benz in OC. No other Mercedes dealers were mentioned, even though OC is home to the top three sellers nationally.
So what did Fletcher think?
“We weren’t pleased with it,” said Garth Blumenthal, general manager. “Some of the comments were not something I would approve.”
Comments about leasing upset Blumenthal the most, he said. Either the salesman interviewed didn’t have the right information or the comments were taken out of context, he said. The article essentially said leasing is for people who can’t afford to buy.
“People who lease cars are very sharp business people,” Blumenthal said.
There are tax advantages to leasing, he said, and people who lease can get a nicer car at a lower payment.
“To qualify for a lease is harder than qualifying for a purchase,” he said.
Still, it was good to be recognized in the story along with the South Coast Plaza, Blumenthal said.
Blumenthal said he was unavailable for the Los Angeles Times story. From now on, only he and the owner plan to speak to the press, he said.
“We like to talk to the press,” he said. “I always try to be forthright.”
Next up: USA Today wants to do a story about the dealership, Blumenthal said.
Incubating at The Lab
Subject Matter, a combo art gallery and trendy clothes store, closed its shop on Newport Boulevard and reopened a 2,700-square-foot store last week at The Lab in Costa Mesa.
“The Lab definitely fits with our vibe,” said Justin Abbink, curator for the store.
In its former spot, Subject Matter was hidden, Abbink said. And most of the stores there are discount shops.
Some of the brands Subject Matter carries: Nikita, Ezekiel, Creative Recreation, Le Tigre and Grey Ant. The buyers seek out newer lines, Abbink said.
The store also sells art and museum books, gallery catalogs, accessories and shoes. It rotates monthly art displays from local and global artists, Abbink said.
Sweet!
Anaheim-based Sweet Candy LLC, owner of Sweet Factory candy stores, is set to open a store at the Shops at Mission Viejo.
The store is designed to have a “working candy factory” theme. The rest of Sweet Candy’s stores are set to be remodeled with the new design, said Bob Bell, president and minority owner. David Kim is the majority owner of Sweet Candy, founded in 1990.
The company hopes to open 12 Sweet Factory stores in the next three months. Sweet Candy has an 8,000-square-foot headquarters in Anaheim and plans to move into a nearby 40,000-square-foot building soon.
Nice Fixtures
There’s an award for everything. Recent winners at the National Association of Store Fixture Manufacturers’ awards show included South Coast Plaza’s Paul Frank and Nikewomen stores, Fashion Island’s Mariposa Restaurant at Neiman Marcus and Laguna Drug in Laguna Beach.
The March event was held in Las Vegas.
