LOGAN – There are dozens of car dealers throughout Northern Utah and Southeast Idaho. Some offer new cars, others deal in used cars. There is usually a variety of automobile types on those lots from sedans, to SUVs, to mini-vans and everything in between. But a new entry to the automobile industry in Cache Valley wants to focus on only one thing: trucks.
Jadon Wagner is the co-owner of Truck Ranch and the dealership recently celebrated the grand opening of its new location at 615 North Main in Logan. Wagner says the dealership deals exclusively with trucks and is an extension of an original dealership in Lehi.
“I noticed, driving around (Logan) killing time, a lot of dealerships but nobody specializing in the truck market,” Wagner explains. “I thought it would be a good market to bring here to Logan. I know the people in Logan are hard workers who love trucks.”
Specializing in one type of vehicle is key to the success of the business, says Wagner.
“It gives us an edge on other dealerships that have very broad inventory variety,” he continues. “It allows us to be very sharp on the values and be very precise when we’re buying these trucks to know exactly what they’re worth, to market them and sell them at very competitive pricing.
“If you’re not really in tune with the truck market as a dealership, you could pay too much for a truck and then try to get your customer to pay too much, because you as a dealership paid too much.”
Tyson Savage is the finance manager at Truck Ranch and he has worked for several different car dealers in Cache Valley over the years. He says specializing on only one type of vehicle is what intrigued him to come work with Wagner.
“The opportunity to come in and be part of an organization that only focuses on trucks was very intriguing to me, because it’s different,” Savage says. “It’s different than what everybody else is doing and it’s more exciting. People are loving it. The feedback we’re getting from the valley is excitement and energy. It’s different.”
One other unique aspect of how the dealership operates, is how it gets its inventory of trucks.
“For someone who sells a thousand trucks in a year, we’ve never bought a single truck at auction,” Wagner exclaims proudly. “We have a philosophy where we buy from private sellers. We test drive the trucks, make sure they’re in good condition before we buy them.
“That has helped us to buy good, quality inventory. They’re not lemons, they’re not vehicles that have had a rough life. At an auction, you never really know what you’re going to get until you buy them.”
The Ford F150 seems to be the most popular truck that people want, or ask about. But over the first few weeks of operation for the Logan location customers seem to be asking more and more about diesel trucks.
“Here in Cache Valley the diesels have been excellent,” says Wagner. “Everyone in Cache Valley loves their diesels. They all have toys and need a powerful engine to pull those toys. So our diesels have done really well here.”
Before opening the Logan store, Wagner felt it was necessary to give the building a face lift, painting the roof a barn red and the rest of the building white. It had been used previously by several other car dealers in the past and he felt the building needed to reflect the values embodied by truck owners.
“I looked at old ranch properties and that was a common color: red barns, or white barns with red roofs,” says Wagner. “It made me think of good, genuine, wholesome times when people were hard working and honest.
“I think a ranch symbolizes American, hard-working, honest mentality. That’s what we’re trying to do different in the car industry.”
Wagner says the dealership is also trying to be different by being completely transparent on pricing. Savage says it has created a more laid-back atmosphere and some people just want to hang out and check out the trucks.