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Longtime Denver-area car dealership changes its name — and business model

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Bozarth Chevrolet, in business in the Denver area for more than three decades, has changed its name and overhauled how it sells cars.

Kent Bozarth, the owner and the third generation in his family in the automotive business, said Ed Bozarth Chevrolet in Aurora is now Celebration Chevrolet. The name change became official in early June and marks what Bozarth said is a new model in car buying based on what consumers say they want.

The effort to turn what people might dread as a painful experience into a positive one spawned the new name “Celebration.” Bozarth said his team looked at “mitigating every single pain point of the experience.” One example is getting rid of the haggling over price.Hearing that customers don’t like taking just short test drives with sales people, the dealership decided to give people an opportunity to try out a vehicle on their own for 24 hours. The dealership will even take the car to a shopper’s house.

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