Ocean Auto Mall

Ocean Auto Mall – Driving Service First
By Shelley Hudson

Ocean Auto Mall’s Jeff Cappo may be a fresh face on the South OC car scene, but he’s far from the new kid on the block. Cappo’s 30-plus years in the industry and string of 30 dealerships spread out over seven states has earned him a reputation among manufacturers for excellence in sales and service.

Victory Automotive Group, Ocean Auto Mall’s parent company, acquired the Kia, Nissan, and Honda stores in San Juan Capistrano in mid-2013 and has captured the attention of the community by making a few small, but significant changes. Cappo operates Ocean Auto Mall like his other endeavors, under a simple core philosophy, “If the customer feels comfortable, the customer wants to do business.”

To create this inviting and comfortable environment, Cappo introduced value-added perks to both sales and service customers. A just-completed café offers complimentary lunch to guests waiting for cars in the service department, and if waiting is not an option, a loaner car is provided—also at no charge. All vehicles are returned washed and vacuumed as well.

Cappo cites his staff as the primary factor for driving customer satisfaction. He hired additional employees, extended operating hours, and considers training an integral part of every work day. “Our salespeople are all ‘car buffs.’ They’re driven by product knowledge and information. We have drastically improved the customer experience, and this is how we do it,” explains Cappo. Patrick Peters, General Manager at Ocean Auto Mall’s Honda dealership, elaborates, “We take a unique approach to the car business here; it’s unlike anything I’ve ever seen in all my years in the field. Most GMs sit behind a desk all day and look at spreadsheets. To the contrary, I greet guests in the lobby and introduce myself to every person walking in the door. This practice is not only an enjoyable part of my job and great for staff morale, it’s empowering for our customers to have this kind of access. Trust is very important to a customer making a sizeable investment.”

Ocean Auto Mall’s customer service efforts are underscored by the group’s impressive sales performance. The number of cars sold in January was more than double the mark in the same period in 2013 before Ocean Auto Mall took the reins. Cappo is modest about his success, however, “It’s easy when you have highly-trained people who want to be here; we just stick to the basics.” Patrick Peters agrees, “It’s true. Everyone is greeted and made to feel welcome. We want our customers to tell their friends about us!” Advances in automotive technology have kept the interests of buyers piqued as well. Peters says his best-selling Honda models are perennial favorites: Civic, Accord, and CRV. With all three boasting fuel economies in the 40 miles per gallon-plus range; that’s not surprising. Peters is especially enthusiastic about the redesigned 2014 Civic and the upcoming 2015 Fit, which will be larger and even more of a fuel sipper. Newly-implemented safety features like the “lane departure camera” and integrated smart phone applications offer drivers options to help mitigate tedious freeway time.

Nissan’s reputation in the market for solid, reliable trucks and sedans is buoyed by the brand’s “Safety Shield” monitoring system, pursuit of sustainable manufacturing methods, and consistently remarkable values. Kia’s safety ratings, sophisticated styling, and increasing residual values keep these models at the top of sales charts, too. Motortrend named the Kia Cadenza and Kia Forte best-in-class, with features including ventilated front seats and in-vehicle wireless connectivity for diagnostics and navigation. The jaw-dropping UVO “Infotainment and Telematics” suite allows drivers to make hands-free calls and manage music libraries with only voice commands, making road trips fun as well as safe.

For Jeff Cappo, his commitment to making Ocean Auto Mall as successful as his other dealerships starts and ends with his clients. “I feel like I’ve been doing this since Moby Dick was a minnow,” he laughs, “but it’s always, always, always about the customer.”

[ Check out our behind the scenes footage of the Ocean Auto Mall Photo Shoot! ]