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WOODLAND HILLS, CA - When Steve Shuken opened the new Vista Ford dealership here in 1974, the outlook was dicey at best.
"The auto industry was trying to emerge from the first Middle East oil embargo and the Pinto Ford had introduced as an economy car was literally catching fire all over the place," recalls Mr. Shuken.
"I had been struck by the success of (Lee) Iacocca's Mustang in the 1960s while working at Chevrolet, Chrysler-Plymouth and American Motors stores in California, Seattle and western Canada.
"And I was determined to apply for an open Ford point as soon as I could in my native L.A. But it was no picnic getting Vista Ford off the ground."
Opening Vista Ford on the San Fernando Valley's main drag, bustling Ventura Boulevard, Mr. Shuken put together a team of 38 employees. He averaged sales of 85 new vehicles a month the first year, struggling to sell "one price only" Pinto subcompacts for $2,575.
"The `Valley' was beginning to grow, so we knew we had a shot to succeed if we made Vista Ford a `true brand,"' Mr. Shuken, 61, recollects.
"By that I mean a place where customers and shoppers...