Silveira gives up on Marin venture

Healdsburg's Silveira Pontiac has closed its Novato dealership, a victim of the soft economy and high costs.

"We did everything we could but it wasn't enough," said company president Jim Silveira. "There just wasn't enough business."

Silveira is selling its 2-acre property on Vintage Way in Novato to the Toyota dealer next door for an undisclosed price. Silveira has consolidated all operations at its original location in Healdsburg.

"We're glad to get back to the mother ship," he said.

The family owned dealership acquired the Novato location in 2003, taking over from another General Motors dealer. Silveira improved sales and service at the store, but it never matched the company's Healdsburg operation.

"We did three times more business in Healdsburg than we did in Novato," Silveira said.

There wasn't much demand in Novato for commercial trucks, a big part of Silveira's business in Healdsburg, he said.

Marin car buyers seemed more interested in imports, he said. The dealership, which closed May 1, carried Pontiac, Buick and GMC truck brands and an assortment of used cars.

The Novato dealership didn't attract a lot of customers from southern Sonoma County, and Marin was a costly place to do business, Silveira said.

"We gave it a good shot, and we had a good relationship with the community," Silveira said.

Of 22 employees in Novato, four will get jobs at Silveira in Healdsburg and several others will go to work for Novato Toyota, Silveira said.

Novato Toyota plans to expand its service and used car business at the former Silveira location.

The Silveira family opened the Healdsburg dealership in 1954. It has about 58 employees.

Considering the weak economy, the Healdsburg store is holding its own, Silveira said.

"We've having a pretty good month," he said. "We're down about 10 percent from last year."

You can reach Staff Writer Steve Hart at 521-5205 or steve.hart@pressdemocrat.com.