New OKC auto dealership to target Hispanic car buyers

Tio Chuy's Auto Sales, Oklahoma City's first automotive superstore targeting Hispanic customers, will open this month in a high-profile location just off Interstate 35 on the city's southside.
by Brianna Bailey Modified: January 16, 2014 at 2:00 pm •  Published: January 15, 2014
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Tio Chuy's Auto Sales, Oklahoma City's first automotive superstore targeting Hispanic customers, will open this month in a high-profile location just off Interstate 35 on the city's southside.

Tio is Spanish for Uncle and Chuy is common nickname in Latin American countries for men with the name Jesus. The logo for the dealership features a smiling man wearing a sombrero, flashing a thumbs-up sign with one hand and holding a car key in the other.

The new dealership is a joint venture of longtime Oklahoma City car business veterans Rich Barnard, David Frayer and Shawn Richardson, veteran owners of the multilocation Oklahoma car dealer and lender Express Credit Auto.

Barnard will serve as President and CEO of Tio Chuy's and will operate the dealership on a day-to-day basis. He has sold out his interest in Express Credit Auto to pursue the new Tio Chuy's concept.

“My wife is from Mexico and we saw that there was a need in the Latino community for automotive sales and finance,” Barnard said. “That community is very fast growing and vibrant right now and we decided that we were going to roll out this brand and concept specifically for the Latino community and make the business conducive to that customer base.”

Tio Chuy's in October purchased the former Big Bob's Carpet and Flooring building and about 11 acres of land for the dealership at 6220 I-35 Service Road just off SE 59 Street and renovations are now underway on the property.

About 90 percent of Tio Chuy's employees are bilingual. The dealership will offer buy-here, pay-here financing for buyers at interest rates starting at 4.99 percent.

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by Brianna Bailey
Business Writer
Brianna Bailey has lived in Idaho, Germany and Southern California, but Oklahoma is her adopted home. She has a bachelor's degree in Journalism from the Univerisity of Oklahoma and has worked at several newspapers in Oklahoma and Southern...
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