Wednesday, March 16, 2011

Potential "Golden Mile" Shapes Up Manley-Belmont Area

By Lisa E. Crowley
BROCKTON—Nissan 24 in Brockton just got bigger—65 feet taller actually.
About two weeks ago, the Route 123 dealership located just off Route 24 installed a new pylon sign that at 65 feet, is the largest standard Nissan sign in the country.
“We had no visibility from the highway. The new sign lets people driving on Route 24 know we’re here,” said Ed Kardon, Nissan 24’s owner and general manager. (Pictured above)
Community and customer relations representative Hank Tuohy said the sign has already begun to pay dividends.
Tuohy said a woman and her daughter who were searching for a new vehicle got off exit 17A after seeing the sign.
“They came in (Monday) and didn’t buy, but they came in (Tuesday) and they did,” Tuohy said.
Along with the new sign, the dealership six weeks ago began offering Express Service oil changes and tire rotations for all makes and models, not just Nissan vehicles.
Nissan 24 has been at its current location at the corner of Manley and Belmont streets across from the VA Hospital, for about 2 years.
The dealership took over the site from John Santilli’s Center for Automobiles. Two showrooms were renovated, equipment and technology were updated, and a customer waiting room with a TV and snack machines was installed.
Two years later with the Express Service’s launch and the new sign, Kardon said the Brockton region, known in Nissan circles as one of the worst in customer service and sales, has turned around into one of the best.
The Belmont-Manley Street location has also helped bring a more attractive western gateway to the City of Brockton and the area is growing into what has been loosely called a “Golden Mile” of new, large auto dealerships, including Bernardi Honda and Hyundai, a $22 million project that is under construction and expected to open in the spring.
“We are already turning around an underperforming area,” Kardon said. “When Bernardi opens in the spring it’s going to be great. Anyone coming in or out has to go by us,” he said.

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