Two car lots strike an automotive deal

Jennifer Kho

COSTA MESA -- Orange Coast Jeep Isuzu and Atlas Dodge and Chrysler

have driven through a new business deal.

Orange Coast bought the Chrysler-Plymouth line from Atlas this month

and has moved the cars to its property at 2524 Harbor Blvd.

“Changes and transitions in ownership happen and most people don’t

notice,” said Ed Fawcett, chief executive for the city’s Chamber of

Commerce.

The Atlas dealership -- still under original ownership by Mike Salta,

who chose the business’ name because it is the reverse of his own -- is

retaining its Dodge models and has shortened its name to Atlas Dodge.

Salta was unavailable for comment.

The Orange Coast dealership -- now named the Orange Coast Jeep

Chrysler-Plymouth Isuzu -- is also undergoing another transition.

It’s presidency has been passed to Jon Gray from his father, Gary

Gray.

But the new president said he doesn’t plan to make changes.

Jon Gray said he is focusing on building the same relationship with

Chrysler-Plymouth owners that the dealership has with Jeep owners.

“I can’t say we’re taking a different approach,” Gray said. “With the

success we’ve had with Jeep, we’re not trying to reinvent the wheel.

Close to 70% of our business is repeat and referral, so we need to build

that relationship with Chrysler-Plymouth. People want good service and a

place they can call home. If we can do it for Jeep, we can certainly do

it for Chrysler-Plymouth.”

Right now, the dealership is working to hire certified

Chrysler-Plymouth technicians for its parts and service department and to

teach its employees more about the Chrysler-Plymouth line.

Gray said Orange Coast decided to buy the Chrysler-Plymouth cars to

add diversity to the business.

“People who buy the non-sport utility vehicles that Chrysler-Plymouth

offer are looking for something different out of ownership than what an

SUV provides,” he said. “That’s why it’s nice to cover all bases.”