Newport European Motorcars is pulling up stakes and rolling its Rolls-Royces from Pacific Coast Highway in Newport Beach to another spot in Newport Beach across from John Wayne Airport on Campus Drive.
The dealership bought a 14,000-square-foot building, formerly owned by Claus Ettensberger, who moved his Brabus USA LP operation to the Irvine Spectrum.
Brabus customizes Mercedes-Benzes,Ettensberger describes the process as “Pimp my Ride” for the luxury set.
Ettensberger didn’t need all the space he had and said Newport European made him an offer he couldn’t refuse.
Roger Fletcher, general manager of Newport Euro-pean, said the dealership wanted to own its building and needed more space. It plans to move before the end of the year.
The dealership sells primarily Rolls-Royce and Lotus autos as Rolls-Royce Motorcars of Newport Beach and Lotus Motorcars of Newport Beach.
Fletcher isn’t concerned about leaving high-profile Pacific Coast Highway where its Rolls-Royces are a landmark, jutting out of the dealership facing the harbor.
The dealership doesn’t get a lot of drive by business, he said. Customers generally fly in on private jets to the airport, which will be conveniently across the street from the dealership. Customers usually make appointments, he said.
Mind Over Matter
Garth Blumenthal is feeling bullish, even if the economic mood in the county is decidedly grim.
“When things get tough you have the opportunity to grow,” said Blumenthal, general manager of Fletcher Jones Motorcars in Newport Beach, the largest dealership in the county and second largest in the country after Longo Toyota in El Monte.
“All business depends on your mental state,” Blumenthal said. “When you’re selling something you have to be positive. You have to transfer that emotion.”
Sounds easier said than done. But Blumen-thal said he’s not ignoring the economic news, just battling back.
“Negativity is contagious. So is enthusiasm,” he said.
The economy may have bottomed out, according to Blumenthal. We could see a rebound by the second quarter, he said.
That seems to be the case at Fletcher Jones, Blumenthal said.
“I’m extremely encouraged we have bottomed out,” he said.
In two recent weekends, the dealer sold about 80 cars each weekend and 15 to 20 autos during the week.
“It’s been really good for the past 10 days,” Blumenthal said.
The dealership recently sold 200 cars to a local business, according to Blumenthal.
Fletcher Jones still is leasing, which makes up the bulk of its business. While some dealers have backed off of leasing, Fletcher Jones says its financing arm, based in Germany, has plenty to give.
Still, it’s not all rosy at the dealership. Blumenthal said he’s made some “adjustments” to his staff. It’s combing over areas where it can reduce costs.
“We are looking at everything,” he said.
For the year, Fletcher Jones’ sales are down by about 8% from 2007. Auto sales in general in the county are off about 20% for the year.
Mercedes-Benz registrations are down about 13% in Orange County for the year, which suggests that Fletcher Jones is doing better than other Mercedes dealers.
The dealership is gearing up for the holidays, normally one of the best times of the year for the dealership.
“My goal is to be even for the year,” Blumenthal said.
Gingrich to Address Dealers
The Costa Mesa-based Orange County Automobile Dealers Association rounded up former House Speaker Newt Gingrich to be its speaker at the dealer’s annual conference Jan. 13 at the Fairmont Newport Beach hotel.
Mall Trees
South Coast Plaza in Costa Mesa is holding its annual tree lighting ceremony on Nov. 20.
Fashion Island in Newport Beach holds its tree lighting on Nov. 21 and Nov. 22. Fashion Island’s tree will top 115 feet. South Coast Plaza’s will be 96 feet tall.
Fashion Island has a menorah lighting ceremony set for Dec. 21.
Store Openings
Yves Saint Laurent recently opened a 2,200-square-foot store at South Coast Plaza.
Designer Trina Turk is opening a women’s clothing and accessories boutique at Fashion Island this month.
The Trina Turk brand also sells at local boutiques, including Erica Dee in Corona del Mar and Hannah Bean in Santa Ana.
Correction
Sur La Table’s new store at the Irvine Spectrum Center won’t have cooking classes. If you want cooking classes, you’ll have to drive to Sur La Table’s Corona del Mar store.
