San Antonio Hyundai Dealer Removes Landmark: A Loss of Heritage

Over the weekend, I stumbled upon a rural Ford dealership that seemed to be frozen in time. It was still using signage from past decades and proudly embracing its heritage. It was refreshing to see a store that hadn’t succumbed to the cold corporate design being imposed on dealerships by automakers. Unfortunately, not all dealerships are as fortunate. Case in point: a San Antonio Hyundai dealer that recently made headlines for removing what many considered a local landmark. The reason? It didn’t fit the “Hyundai experience.”

The dealer group’s head of marketing explained that the removal of the landmark was part of a larger effort to construct a new dealership building and align the rest of its décor with the new corporate look. Local media reported that the 26-foot-tall statue had been standing in that spot for over four decades before being taken down a couple of weeks ago. Originally, it adorned the roof of a dealership called Superior Pontiac in downtown San Antonio before being moved to its present location near Loop 410.

Over the years, the dealership changed hands and eventually switched to the Hyundai brand around the time of General Motors’ bankruptcy in 2009. This move may have been part of Old GM’s strategy to reduce its dealer body and rebuild its business. Interestingly, this isn’t an isolated case. In my own town, an old Pontiac dealer now sells Kia vehicles. It seems that some shunned dealers have found solace in Korean brands.

The statue on Loop 410 has weathered not only changes in ownership and brands but also the effects of climate and human activities. An ill-fated repainting attempt about 20 years ago caused it to turn pink in the sun. The most recent restoration crew discovered around 300 holes on the statue, evidence of projectiles including bullets. It’s a testament to the statue’s endurance and the wild nature of Texas.

Despite the removal, representatives for the dealer group have yet to find a new home for the fiberglass statue. It’s unclear what the future holds for this iconic piece of San Antonio’s automotive history.

This story highlights an ongoing struggle in the automotive industry. On one hand, automakers want to create a consistent brand experience across all dealerships, which often means imposing a specific corporate design. On the other hand, many dealerships have a rich history and unique character that they want to preserve. Finding a balance between these two objectives is crucial to maintaining a strong dealership network while also honoring the heritage of individual stores.

In the case of the San Antonio Hyundai dealer, it’s unfortunate that the landmark had to be removed. It served as a reminder of the dealership’s past and its connection to the local community. While progress and modernization are important, it’s essential to find ways to incorporate elements of heritage and nostalgia into the new corporate design. This can be achieved through thoughtful interior and exterior design choices, as well as displays or exhibits that showcase the dealership’s history.

Preserving a dealership’s heritage not only pays homage to its roots but also creates a sense of authenticity and trust among customers. When customers visit a dealership that has a strong connection to its past, they feel like they’re part of something bigger than just buying a car. It creates a sense of loyalty and pride, which can lead to repeat business and positive word-of-mouth recommendations.

As automakers continue to evolve their corporate designs, it’s important for them to consider the impact on individual dealerships and their communities. While consistency is important, it shouldn’t come at the expense of erasing a dealership’s unique identity. By finding ways to blend modernity with heritage, automakers can create a dealership network that is both visually appealing and emotionally resonant.

In conclusion, the removal of the landmark at the San Antonio Hyundai dealer is a loss for the dealership and the local community. It serves as a reminder of the ongoing tension between automakers’ desire for consistency and dealerships’ desire to preserve their heritage. Finding a balance between these two objectives is crucial to maintaining a strong dealership network and creating a meaningful brand experience for customers. Let’s hope that in the future, automakers and dealerships can work together to create spaces that honor the past while embracing the future.