Boulevard Marks 50 year Milestone
by Christopher Hanson, Long Beach Press Telegram

GM President Mark Reuss dropped by Boulevard Buick/GMC in Signal Hill to congratulate owners Jim Willingham, son Brad Willingham and partner Ron Charron, along with their workers, for decades of service, sales and outreach in a region that has witnesses dozens of storied dealerships come and go through the years.

Reuss noted that his father, Lloyd Reuss, who was GM president from 1990-1992, knew and worked with Jim Willingham, who has served as head of the National Automobile Dealership Association and was once honored as America's most reliable auto dealer by Time magazine. He also thanked the Willingham family for being in business for half of the auto company's life, which began in 1911.

Owners of the dealership in the 2800 block of Cherry Avenue estimate they've sold more than 80,000 Buicks and GMC trucks since opening along American Avenue - now Long Beach Boulevard - during the heyday of American autos, when Chevys and Fords ruled the road. "It's been an amazing run, and quite an achievement given the various challenges of the auto industry, and we hope to be here another 50 years," said Brad Willingham, Boulevard's chief financial officer and co-owner, who joined his father during a ceremony Thursday, November 18th.

"To have survived the ups and downs of this industry, especially the severe auto crisis of 2008, and come out of it in better shape is a testament to (Jim Willingham's) vision and capabilities."

Just two years ago, the dealership was wondering of they would even survive. Sales had dropped to just a few automobiles per month, and Willingham and business partner Ron Charron didn't know if they were going to get a cancellation letter from General Motors, as nearly 1,800 dealerships nationally eventually did.

Today, Boulevard is expanding. They lease four acres of former Chrysler dealership property and are in the process of moving their body shop there. They've also recently leased adjacent land and are moving the former Coast Cadillac dealership next door, under the name Boulevard Cadillac.

Jim said Reuss's visit was perhaps the greatest honor the dealership has seen during his time in the business. "I have owned this dealership since 1961 and have received many awards, but to have my dealership and hard work be recognized at this level is truly a great privilege," Jim said.

The Willinghams have been involved in numerous civic and nonprofit organizations throughout Long Beach through the years. The elder Willingham has been a member or president of the Rotary Club of Long Beach, Long Beach Chamber of Commerce, Red Cross Long Beach, Long Beach Water Commission, Memorial Hospital Board of Trustees and Long Beach Convention and Visitors Bureau board, to name but a few.

He's really made us proud and given us a bar to live up to through the years," said the younger Willingham. "He helped build a foundation for this community through the dozens of charitable organizations he's been involved with over the years and it's really quite amazing to think of all he's accomplished outside of having a successful auto dealership since 1961. I think we all see him as a bedrock in this community."

The All New Boulevard Collision Center - Bigger, Faster

It’s been a busy 2011... In June of 2011, we move next door to our brand new Buick/GMC dealership. And we haven’t slowed down yet... On October 14th, we broke ground on our 2nd remodel project at 2850 Cherry Avenue, the future home of Boulevard Cadillac, in the Signal Hill Auto Center.

After completing our new Buick/GMC store in June, Ed Grush General Contractor is in our old building ripping out walls and floors for a whole new Cadillac look that he expects to deliver to us by April of 2012 and we can’t wait to get in.

the new models that Cadillac is bringing to market and they are taking square-aim at BMW and Mercedes-Benz. What better place to be than to be right next to them, taking on the competition head-on.”

Co-Owner, Ron Charron, is excited to have two brand new showrooms right next door to each other and have our award-winning Boulevard Collision Center on the same property. We are getting a lot of compliments on the new design. I have to applaud the factory for giving us the architectural direction that really pops. The City of Signal Hill has also been great to work with. They really “get’ retail.”

General Motors has been pushing dealers to adopt their “brand image” for each of the car lines and Boulevard is the first in Southern California to complete the new look.

Alas, the building is just part of the story when you’re doing business with Boulevard. “It’s really always been about our employees. They are the ones that have been delivering our brand of service for over 50 years” says Ron with a smile. “We like to think we have the friendliest people in the car business. We know they are the best Trained.”