AutoNation Decides to ‘Go,’ While Telling Elway ‘Bye’
The nation’s largest dealer group changes the brand of its 16-Denver-area stores from ‘Elway’ to ‘Go.’
December 7, 2006
AutoNation Inc. is ending its 8-year relationship with John Elway in the Denver market.
AutoNation, the country’s largest automotive dealer group, acquired five Elway-owned dealerships in 1998 for nearly $83 million. The company has licensed the Denver-icon’s name since then, while adding 11 dealerships to the Elway brand.
The licensing agreement prevented Elway, a two-time Super Bowl most valuable player for the Denver Broncos in the 1990s, from being involved in other dealership opportunities, something he may now pursue, he tells Denver media outlets.
Meanwhile, AutoNation is rebranding the 16 Elway stores, four of which were on this year’s Ward's Dealer 500 ranking, with the name “Go.” An employee rally was held this week to launch the new brand. New signs should be in place at the stores in mid-December.
The group also is launching a new simplified pricing strategy called SmartChoice in the Denver market this month with plans to roll it out nationally in 2007.
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