October 31, 2008

Infinite possibilities

Beshoff Infiniti set to open

By Bill Highlander
Editor

The economy is in the doldrums. Consumer confidence is low. Car dealers are closing shop.

Phil Garratt (inset), director of marketing, puts final touches on the new Infiniti dealership as it prepares for its grand opening. Photo by Bill Highlander

So what does Ray Beshoff know? Well, apparently he knows that the economy will rebound and buyers will want a high-quality automobile. So he is opening an Infiniti dealership at the corner of Capitol Expressway and Tully Road.

Beshoff says, “I’ve always admired the quality, styling, value and performance of Infiniti vehicles.” The new dealership is across the street from Beshoff Motor Cars – Mercedes Benz and Beshoff believes he will now have the two premier luxury vehicle franchises available. The Mercedes-Benz facility had $130 million in sales last year and sales at the Infiniti store are forecasted to be $100 million annually.

The weekend of Nov. 14-16 will welcome visitors and prospective customers to a new concept in dealership facilities. Called Infiniti Retail Environment Design Initiative (IREDI), the dealership is intended to “capture the vibrant cues” to reflect the Infiniti brand of its products, services and identity.

Guests will view the current lineup of Infiniti vehicles in a festive environment with food and drink available during the weekend open house. On opening day, 120 vehicles will be on the site. Visitors will also have the opportunity to register for a free lease on a new Infiniti. For more information, go online to www.beshoffinfiniti.com or call (877) 862-3746.

Beshoff is also pleased that he will be creating new jobs for the Evergreen area. Beshoff Infiniti will employ about 45 people, bringing the workforce to approximately 200 at the combined dealerships. During construction, about 50 workers were employed.

The Infiniti shop will welcome customers to its 32,785 square foot showroom, a pleasing reception area and a dedicated vehicle delivery space. The total facility of 103,620 square feet will encompass an 18-bay service department and have ample customer parking space in front of the glass exterior.

The only IREDI dealership in California, it is built to technically-advanced standards. During the open house, people will tour the facility and hear about the various features meant to create customer satisfaction. The $10 million facility sits on an 8-acre site.

Beshoff believes in providing customers with value in luxury cars and service. Beshoff also is a proud contributor to the community, sponsoring arts organizations and hosting community events at the dealerships.