The Cerritos Auto Square is an automobile retail center located in the city of Cerritos, California. Cerritos Auto Square states that it is the largest auto mall in the world with 29 import and domestic marques. History In 1979, the Cerritos Redevelopment Agency began work on the improvement of Studebaker Road, and in October of that year, S & J Chevrolet broke ground for the first auto dealership in the Cerritos Auto Square, directly west of Interstate 605 and the Los Cerritos Center, between 183rd and South streets. Eventually it would be joined by other dealerships in buildings that featured a distinctive "New Orleans" style. One of the first business locations in Cerritos was the General Telephone Company's service yard, replacing a turkey ranch on the northwest corner of Studebaker Road and 183rd Street. In 1988, the Los Cerritos Redevelopment Agency purchased the and made $1.2 million in improvements, including road improvements, landscaped medians and parkways, rocky waterfalls, and decorative street lights. The site was soon the new home of Moothart Chrysler-Plymouth and Victory Pontiac-GMC. A few years later, a Saturn dealer was added to make twenty-two dealer franchises in the Cerritos Auto Square. It started in 1995 Today, the Cerritos Auto Square provides the city of Cerritos with approximately $12 million a year in sales tax, and is its single largest source of revenue. In 2006, the Auto Square sold 48,241 automobiles, totaling over $1.1 billion in sales, or half of the total retail sales in the city. Marketing The Cerritos Auto Square has an aggressive marketing campaign throughout Southern California. The Cerritos Auto Square Association advertises collectively via radio, television, and signage, as well as individual dealership advertisements through similar media. Radio The various advertisements heard throughout Southern California radio is perhaps the most widespread example of the Auto Square's collective advertising. Although no one dealership receives extra air time, the advertisements generally proclaim the low prices, sales, and reputation of the auto mall as the highest volume dealer. The popular jingles, "Take the 605 to South Street, come on, it's all there! Take the 605 to South Street, Cerritos Auto Square!" (Sung to the tune of The Orlons "South Street") or "We sell more, so you save more, Cerritos...Auto Square!" are ubiquitous and are good examples of effective advertising strategies using simple, easy-to-remember lyrics. Television Local television stations and cable companies throughout the Southland air or insert