Ten auto dealerships along New Jersey's Route 22 in Bridgewater and Somerville are banding together and promoting the area as a vehicle-shopping destination.
At least 3,000 vehicles are for sale in the 2-mile stretch between Interstate 287 and Routes 202/206. In a time of declining auto sales and rising fuel costs, William Vince, owner of Bridgewater Acura, thought his dealership and the ones around him would have more success as a group belonging to an “auto dealers' row,” he tells the Courier News.
He contacted each dealership from Somerset Nissan to Lexus of Bridgewater and convinced them to pitch in for a print, TV and radio ad campaign.
“The ultimate goal is to let (customers) start thinking of this area when it's time to buy a car,” Vince tells the newspaper.
The dealerships celebrated their partnership with a block party featuring food, drinks and specials on in-stock new and pre-owned vehicles.
Adman Steven Pell, whose company created the auto dealerships' campaign, says they don't compete against each other. “They compete against dealerships selling the same brands of vehicles elsewhere,” he says.
He calls the Route 22 dealerships' relationship “pragmatic.”