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Tuesday, 12 July 2011

Crevier BMW sold to Penske Automotive Group

Automotive Dealer - Crevier BMW sold to Penske Automotive Group : Crevier is the largest seller of used BMWs, the fifth largest seller of new BMWs and seventh largest MINI dealership in the United States. It sells more than 4,600 new and used cars annually, according to Crevier's website.

The company's annual revenues are $275 million, Penske said. Terms of the transaction were not released.

Penske operates 324 retail automotive franchises representing 40 different brands, including Commonwealth Audi and Commonwealth Volkswagen in the Santa Ana Auto Mall. It has 14,500 employees worldwide.

Bob Crevier and his brother Bill bought a little-known BMW franchise in 1971 and opened the dealership at First Street and Broadway in Santa Ana in January 1972, according to Orange County Register archives. Bob's son Don joined the company as sales manager in 1974 and became a partner in 1975. The dealership moved to the then-new Santa Ana Auto Mall in 1987.

In a 1988 Register article, Don Crevier described BMW as "for people who want to enjoy driving and participate in driving."

In that same article, Bob Crevier described his selling philosophy: "We have a low-key, soft-sell approach. There's no pressure. We let them look ... People are sophisticated and buyers have to be treated with some respect."

Bob Crevier was still active in the business when he died in 2003 at age 86.

When the dealership first opened it had two hoists and six employees. Now it has 62 service bays and a five-story parking garage on 12 acres, according to Penske.
Crevier BMW is a six-time winner of BMW's Center of Excellence award for customer service, most recently in 2010.

Last November, Crevier bought the former Bauer Jaguar site in the Santa Ana Auto Mall for its Mini Cooper dealership. The 3.3-acre site sold for $5.75 million.

Penske Automotive Group West Region Executive Vice President George W. Brochick said, "These (Crevier) franchises represent an outstanding opportunity to grow our footprint in Orange County, California. For approximately 40 years, the Crevier family has grown this business by focusing on customer commitment, service, loyalty and dedication to the community. We look forward to continuing these traditions while enhancing the customer experience and increasing the presence of the BMW and Mini brands in the Santa Ana location."

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