Valley's lone car dealer shifting into high gear

Michael Hohl Carson Valley Chevrolet in Minden launched a promotional campaign last week to revitalize the Valley's only remaining car dealership.

"We're just trying to reintroduce the store to the community," General Sales Manager Tom Virden said on Thursday. "We want people to stay here to buy cars instead of going to Carson or Reno. Michael Hohl is here for the local community long-term."

Virden said he was brought into the Minden branch last month to re-energize the operation.

"We have new managers and a whole new attitude," he said. "Come in and give us a shot, and we'll see if we can make you happy."

To kick off the new campaign, the dealer ramped up advertising and special sales.

"The response has been great," Virden said Thursday. "We've had 300 people come down since Tuesday."

Any resurgence is welcome news to a local car market that's seen better days. After Capital Ford pulled out of the Valley in early 2008, formerly located where the Sunset Park Center now stands, auto sales dropped sharply.

By the end of the 2008 fiscal year, motor vehicle and parts taxable sales in Douglas County had dropped 25.4 percent from the previous year, from $41.3 million to $30.8 million. At the end of fiscal year 2009, which ended June 30, total motor vehicle and parts sales had fallen another 12.2 percent to $27.1 million.

In December, auto and parts sales in Douglas County fell a staggering 32.1 percent from the same month in 2008, from $1.7 million to $1.2 million.

But with the new year came signs of recovery, not to be overestimated but at least a start in the right direction. Motor vehicle and parts taxable sales for January 2010 rang in at $1.8 million, up 37.2 percent from January 2009's $1.3 million.

Virden wouldn't give specific sales numbers for the Minden branch, but he estimated that April sales were already four times greater than March sales.

"I think there is a pent-up demand for autos. People have been hanging on to their cars a lot longer than they used to," Virden said. "But the banks are finally loosening up. Interest rates are down, and people are taking advantage and getting to the market and buying stuff. Last year, a tremendous amount of people owed more on their cars than they could get out of them. But that's leveled off a bit, and far more are likely to trade in and get what they couldn't a year ago."

Virden said the Chevy franchise in Minden will be winding down at the end of the year. Despite losing the franchise, he said, the location will remain open and instead offer "high-quality used cars," including many vehicles transferred from Hohl's Carson City dealerships.

He said the Minden site's service station will also be expanded to include all makes and models.

"We're trying to bring some life into it and make new friends," Virden said.

Michael Hohl Carson Valley Chevrolet is located at 1601 Highway 395.

For more information, call 782-5757.