Why doesn'tInc. rename its 300 dealerships “AutoNations”?
Because manufacturers flatly oppose the dealership chain doing that, saysCEO Michael Jacison.
So AutoNation is creating regional identities — Elway in Denver, Autoway in Tampa, FL, Maroone in southeast Florida and, now, Desert for its 10 stores in Las Vegas.
“The OEMs were fearful a national regional brand would conflict with their own product brands,” Mr. Jackson explains.