Keystone's California Open House

Jan. 1, 2020
Keystone Automotive Operations recently opened a new 190,000-sq-ft. warehouse in Corona, California, to service left-coast accounts. They celebrated the event with a special "California Open House" that attracted nearly 1,000 visitors, 230 vendors, a

Keystone Automotive Operations celebrates opening of 190,000-sq.-ft. warehouse in Corona.

Keystone Automotive Operations recently opened a new 190,000-sq-ft. warehouse in Corona, California, to service left-coast accounts. They celebrated the event with a special "California Open House" that attracted nearly 1,000 visitors, 230 vendors, a display of 80 vendor vehicles, and a car show with more than 75 entries. "We call this a mini Big Show," says Patrick Saunders, director of Keystone's Western region.

KEYSTONE DELIVERS QUALITY CUSTOMER SERVICE

Keystone has been taking care of customers in the Southern California area for the past 31/2 years out of a smaller 73,000-sq.-ft. warehouse in the Corona area. "Now we have 190,000 sq.-ft. and 5,500 sq.-ft. of that is office space," Saunders says.

"We can be flexible with our local warehouses," he adds. "Right now we have 550 lines and we still ask our customers what they need. We have local flexibility. California is currently a 4x4 truck market, but speed equipment has always been our base, and whatever our customers need, we will get it for them. Our goal is to service our customers.

"I think the key to taking care of your customers is service. It's not always price—you do need to be competitive—but you don't always have to have the lowest price," Saunders says.

"As part of that customer service, Keystone produces vehicle-specific catalogs for our customers," says Rob Ford, marketing program director for Keystone. "We have added two new titles this year: Mustang and Corvette. We also have Jeep, Dodge, Dodge Truck, Dodge SUV, Ford Truck, Ford SUV, Chevrolet and GMC Truck, and Chevrolet and GMC SUV. We have a very busy staff of in-house designers creating these custom catalogs.

"Keystone also has in-house, private-label brands of merchandise under the name FX; Trail FX is for off-road, Speed FX is for speed equipment, and Tuner FX is for the tuner market," Ford continues.

"We are also doing a cross-promotion with Mr. Gasket. Keystone will be giving away a Mr. Gasket Mustang at the SEMA show in November. The four finalists will be given a key at SEMA and the person whose key starts the car wins the car.

"We think these shows create buzz," Ford says, and show vendors agree. Nate Sheldon, former chairman of SEMA and now chairman of B&M Racing whose business now includes Hurst Shifters and McLeod Clutches, says he believes in the WD system. "I think the business is changing again and the WDs are becoming more important again."
"We are here to provide factory support to Keystone," says Steve Sakurai from Pro Competition Wheel & Tire Company. "We don't sell directly at the show. If someone wants to order something, they do it through Keystone."

MINI BIG SHOW STARTS NEW TRADITION

It was a mini Big Show with vendor booths, special deals, a car show, a vendor vehicle display area, and, of course, food. Nobody in the business can say they didn't know Keystone has launched an even larger warehouse on the West Coast. The parking lot was filled with late arrivals forced to park on the street or in adjacent warehouse parking. Fortunately, there was plenty of room and plenty of food. SEMA provided on-site assistance with SEMA staff working a booth and assisting with the car show. Entrants could sign up with either SEMA or Keystone.

Summing things up, Patrick Saunders says, "this event is big, but it's just about half the size of the Big Show we do each year in New Jersey."

Let's hope it's the start of yet another West Coast tradition.

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