After 37 years, Carstens has been sold to Bayer Motor Co.

After a few months of talks, Carsten’s Motor Company on Walker Street has officially been sold to Bayer Auto Group out of Comanche. The dealership will now be called Bayer Chevrolet Buick Inc.

General Manager Zach Smith said he has been in the Eastland market for almost two years now, so setting up a partnership with Chas Bayer and Lucy Larose seemed to fit and make sense, calling it a “no-brainer.”

“We know it’s going to be a long process,” Smith said. “Luckily the Bayer group has done a lot of the work behind the scenes to ease into this.”

This includes helping set up a lot of the infrastructure that it takes to pull of this kind of operation, such as internet network or setting up to be a digital presence.

“We understand that digital, especially in rural communities, is the only way to go,” Smith said. “We have to be a destination location, there’s no doubt.”

A destination location being a place that brings people in from outside the immediate area. Specifically, a location people seek, as opposed to just going to any dealership. Smith went into more detail about the necessity for a digital presence saying it will be imperative if they want to get their message out and bring people into the dealership. He branched off this and talked about building brand awareness, specifically, getting people to know and be familiar with Bayer as a brand they can buy from and trust.

“That is really where we’re going to spend a lot of our time and effort,” Smith said. “To get that message out there and [let people know] what we’re all about in terms of our philosophy in business and our philosophy of taking care of customers.”

Smith also touched on the benefits of having a larger group behind the dealership, which will allow the dealership to help cater to its customers without them having to come to the store. This can include conducting sales over the phone or online, appraising, retrieving vehicles for service and then delivering them back.

“This is the evolution of what smaller market stores have to do in order to be relevant,” Smith said.

The dealership will sell new and used cars from Chevrolet, Buick and Cadillac. Smith said the store is also looking into the business of certified pre-owned and used cars, which he said can help increase the value of used vehicles, as well as giving more finance options and benefits to customers.

Smith put an emphasis on the next chapter for the dealership now that the transition is over, saying the store is going to continue building its identity. But the biggest aspect of the next chapter will be to get involved in the community, saying it will take involvement at the grassroots level to bring success.

“Personally I look forward to getting out and meeting as many people in the market and getting involved in as many activities as I possibly can,” Smith said. “A name change doesn’t mean anything. But the way you conduct your business means everything.”

Smith said his concern is not getting people to come in and buy a car from them, but rather building a long-term identity and relationship within the city. 

Julie McNett, a salesperson at the dealership, and also the daughter of former owner Stan Carstens, will continue to work at the store. She said she has high hopes for what Bayer can bring to Breckenridge.

“I’m actually ecstatic about the transition,” McNett said. “Bayer Motor Company is all about the community, like my father was …. You’re gonna have the same hometown feel and the same pride for Breckenridge [with these new owners].”

Stan Carstens could not be reached for comment at this time, but will have a letter thanking the community in next weeks edition of the Breckenridge American. Carstens, who had owned the dealership for 37 years, had been friends with Bayer for several years