Valencia's big three: would you have guessed this is a car and truck sales mecca?

New Mexico Business Journal, Jan-Feb, 1999 by Kent Paterson

Belen has been called the place where "the train and the trail meet." But many New Mexicans know about the town because of the most popular transportation mode of the 20th Century: the automobile. Lucky to be on a stop where the Burlington, Northern and Santa Fe Railroad delivers brand new vehicles straight into the showroom, Belen, as a centrally located hub, also enjoys a geographic advantage in attracting car and truck buyers from throughout New Mexico. The three big Belen auto dealers report that anywhere from 50 to 65 percent of their sales comes from customers who live outside Valencia County. New Mexicans in search of the new family ride travel from Albuquerque, Los Alamos, Santa Fe, Gallup, Grants, Roswell, and Las Cruces, among other communities.

The reason is simple: desire for a better deal. Ruben Albert Baca, owner-operator of Baca Pontiac Buick, said new vehicles can be sold for a better price to the consumer in Belen because of lower taxes, land costs and a high volume of product turnover. Casey Luna, head of Casey Luna Ford Mercury Inc., said another factor is lower insurance.

After 44 years in the trade, Baca employs 41 people. "We're doing better than last year or the year before," said Baca. "We'll give (customers) personal attention and save them money by driving over. It's non-confrontational buying here."

Like Baca, the other Belen auto dealers pride themselves on delivering personal service in an impersonal world. This results, they believe, in a happy customer who comes back. "We live on repeat business," said Ed Auge, Auge Sales and Service vice-president and dealer of Dodge and Chrysler products. In 1999, "the Auge Boys," who have 65 full-time employees, will celebrate their 53rd year in the business.

In Luna's opinion, personal attention is key to success, especially at a time when auto dealerships are being bought out by large companies. The Luna family runs four outlets in Belch and Los Lunas that employ about 100 people. The Lunas specialize in the Chevy/Oldsmobile and Ford/Mercury lines. Luna said his company can offer customers everything from maintenance to the return of after-hours calls. "You've got to do 110 percent," said Luna.

For the time being, low gasoline prices have bolstered the auto market and increased the sales of larger trucks, sports utility vehicles and mini-vans from Belen lots. Mary Lou Chavez, executive director of the Belen Chamber of Commerce, said the business reverberates in the larger economy. "Naturally, they bring customers in to Belen."

Perhaps not surprisingly, these three dealerships enjoy places on the New Mexico Private 100 list, the annual ranking of privately held firms sponsored by NationsBank, Arthur Andersen LLP and the New Mexico Business Journal. Auge Sales & Service is No. 59, Casey Luna Ford Mercury is No. 71 and Baca Pontiac Buick GMC is No. 73.