Napa Ford

Napa Ford moving to new Soscol site

Historic Auto Row property will get a total makeover
2012-11-27T17:37:00Z 2012-11-28T18:37:27Z Napa Ford moving to new Soscol siteJENNIFER HUFFMAN Napa Valley Register
November 27, 2012 5:37 pm  • 

Napa’s Ford dealership is on the move.

The dealer has started renovations on another Soscol Avenue property, with plans to relocate the business early next year.

Kevin Massie, president of Napa Ford, said the dealership is moving because his current landlords “wanted to go a different direction with the property.”

Napa Ford’s current home at 300 Soscol is owned by a trust that includes Russ and Kathy Fields of Reno, Mike and Dorothy Callan of San Mateo and John and Gwen Callan of Danville.

“We decided to sell the property at the end of Ford’s lease,” John Callan said in an email. He did not elaborate.

The group is u developers Pacific Properties of Chico to redevelop the corner lot and build a 82,000 square-foot strip mall in its place. Pacific Properties is the same developer that created Napa Crossings on Trancas Street.

Knowing that his lease would eventually expire, “I had been looking for a new place for more than five years,” Massie said.

Massie purchased 570 Soscol from the Al Lyon property trust last December. Massie said he’s investing $4 million in the project, including the purchase of the land.

The property was first developed in the 1940s for Berglund Tractor and later became home to Al Lyon Motors, a Volkswagen dealership, and Greenberg’s Quality Motors.

“We’ve taken an icon of the past and made it modern,” Massie said of his new home. As homage to Berglund, Napa Ford will include historical photos from its days as a Caterpillar dealership.

While the new Ford and Lincoln dealership at 570 Soscol will be housed on a smaller lot, Massie said he never used all of the expansive six-acre property at 300 Soscol.

The business is going from a 20,000-square-foot building to 40,000 square feet, Massie said, adding, “We will have way more inventory.”

The new building is good fit for his business, Massie said. It has more room to service larger trucks, such as F650s and F750s, he said.

The entire building will be remodeled inside, with new floors, walls and heating-ventilation systems, Massie said.

Besides a new showroom, the dealership will include a “modern” customer waiting lounge with workstations for customers and other amenities. One hallway will include glass windows where visitors can watch as technicians work on vehicles, Massie said.

The dealership will use the entire building, Massie said, including the next door Studio II Gallery. That business, owned by former property owner Dana Lyon, will relocate elsewhere in Napa, Massie said.

In keeping with Ford’s dealership standards, the exterior will be clad in sleek silver aluminum panels with an expanse of windows.

“It will one of the best-looking stores in Napa Valley. Period.” Massie said. “And the service is going to exceed expectations. That’s a personal goal.”

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(1) Comments

  1. bowlerhat
    Report Abuse
    bowlerhat - November 28, 2012 7:49 am
    And the service is going to exceed expectations. That’s a personal goal.”
    We look forward to the above AND truly hope that the service staff represent The Customer in warranty issues, NOT Ford!!
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