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."

Welcome to

Boulevard Cadillac

- We're EASY to deal with.
We are your Long Beach, Los Angeles, Newport Beach, Anaheim, Torrance and all of

Orange County Cadillac

dealer.

Coast Cadillac is now Boulevard Cadillac. Boulevard is a name you've trusted for nearly 50 years in the automotive business and we are proud to be the caretaker of General Motors' most esteemed brand: Cadillac, the Standard of the World! As your

Long Beach Cadillac

dealer, we have a great selection of new Cadillacs to choose from. Since we've become Boulevard Cadillac, we have a large selection of used cars, trucks, and SUVs from which to choose.

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We know that you have a lot of choices in this area. Whether its other Los Angeles Cadillac dealers to Anaheim Cadillac, Torrance Cadillac and Newport Beach Cadillac dealers, we understand that first impressions matter. That's why customer service is our #1 focus. When you visit Boulevard Cadillac, you're going to be shown the car you want and need, not the one that we want to sell. Boulevard Cadillac should be your first stop for a car dealership in Los Angeles. We've also got an excellent selection of used Cadillac for the Los Angeles area.  Let us help make this even easier for you! Check our inventory online for a new or used car before driving in. Start some of the paperwork early with our Trade-in Quote and Finance Pre-Qualification forms. If you're not sure if you want to buy or lease your new Los Angeles Cadillac, then answer these few questions and we will help you out!

Once you own a Cadillac, you'll want to keep it running in tip-top condition. Bring your Cadillac in for our award winning service. Remember, we also have a first class body shop which specializes in luxury vehicles. No matter how old your car or truck is, you will need an oil change in Los Angeles, a tire replacement in Long Beach, or brake repair in Orange County. Whatever your needs, our highly trained service technicians are here for you. Schedule your visit online or contact us over the phone. Whether you're coming in from West LA, south Orange County, Anaheim, or right here in Long Beach, we're here to help you.