Conicelli Auto Group is out to prove that nice guys can finish first.
The Conshohocken, Pa., retailer developed a mascot dubbed "Mr. Nice Guy" to complement its longtime advertising slogan, "A nice place to do business."
And the pitch seems to work. The group -- which sells Honda, Hyundai, Nissan, Toyota and Scion -- is about 25 miles from Philadelphia and last year had its best sales year ever.
Conicelli retailed 9,266 new and 4,772 used vehicles, placing it among the nation's highest-volume car dealership groups.
Though it does business from a town of fewer than 10,000 people, Conicelli's Conshohocken operation includes the highest-volume Toyota and Honda stores in Pennsylvania.
Mr. Nice Guy didn't single-handedly sell all those vehicles, but the brand campaign "makes customers feel good about doing business with us," says Michael Hammond, vice president of sales and marketing.