As long as there’s been a Honda dealership in Auburn, there’s been a Cooper at the helm.

This year, Jay Cooper, who took over when his father, Marvin Cooper, retired in 1996, is celebrating 30 years in business.

Marvin and Jay Cooper opened in September 1979 at 2730 Grass Valley Highway, just a short drive from the new, bigger building that became home to the dealership in 2004.

Jay Cooper is the third generation to be involved in the car business. His grandfather started with a gas station in the 1940s. In the 1950s, Marvin Cooper worked for American Motors, then moved to General Motors in the 1960s, eventually owning a Chevrolet dealership in the Pacific Northwest.

Then when the opportunity arose to open a Honda store in Auburn, he took it despite some initial reservations.

“He thought Hondas were little roller skates because he was a die-hard GM man,” Jay Cooper said recently.

But Marvin Cooper quickly realized he’d made a great decision.

In those days, the gas crisis of 1973-74 was still a vivid memory. Honda was starting to solidify its reputation for gas-sipping, well-made cars — and Accords and Civics were moving like hotcakes.

“We were selling every car we could get and begging for more,” Jay Cooper said.

Auburn Honda’s opening coincided with the year the parent corporation completed its first assembly plant in the United States — in Marysville, Ohio. And the dealership’s 30th anniversary coincides with Honda’s 50th year in business in the United States.

Along the way, the Auburn store has grown as the Honda brand flourished.

The Coopers started with 12 employees. During the boom years, that grew to 110. The staff now numbers 65, Cooper said.

The original building, with 18,000 square feet and 12 service bays, saw the business through its first 25 years.

Customers Jack and Teresa Moss purchased their first new Honda Civic there and began bringing in their family cars — new and used — for servicing in the mid 1990s.

“We feel they are so honest,” Teresa Moss said. “They keep track of our vehicle, maintenance history and any future needs. So we’re always aware of services that may take place in the next few months. The customer service is great. Dave Mays and the service technicians are great. They meet you at the door and take you right in.”

When the new location opened at 1801 Grass Valley Highway, it nearly doubled the dealership’s floor space and added 18 more service bays. With its modern facade, high ceilings and big windows, “it was a lot more comfortable for everyone,” Cooper said.

It also has provided a special opportunity for outreach.

“We have always believed — this came from my father — that any business is only as strong as its commitment to the community and only as good as the people who work there,” he said.

Cooper enjoys putting out the welcome mat for local non-profit events. In February, HEART — Health Education Africa Resource Team — had a fundraising dinner for 250 guests in the showroom.

“We easily accommodated that,” Cooper said. “And there is no cost involved. When you’re raising money for charity, every dime counts.”

Likewise, the Coopers always have chosen their employees with an eye toward the long haul. Several employees have worked there since it opened. Numerous others have stayed for 10, 15, even 20 years or more, Cooper said.

Auto tech Gary Olson has been there since day one.

“I was the second person they hired,” he said.

Olson’s nuts-and-bolts knowledge gives him a unique perspective on cars. But he has a particular fondness for the Civic.

“That’s what I started on way back when,” he said.

Thirty years later, it’s a job he continues to enjoy.

“If it’s not broke, don’t fix it,” he said. “I would like to stay until I retire and I don’t plan to do that anytime soon.”

Sales/manager Paul Kimbrel came to Auburn Honda 13 years ago.

“I was looking for a good home and that’s what Jay has provided,” he said.

Kimbrel’s favorite part of the job is the people.

“Jay’s been a great owner to work with,” he said. “He treats people fair and honest. He wants to have a family atmosphere at the store.”

Service adviser Stuart Schrader agrees.

“It’s a great place to work,” he said. “I think Honda is the best brand out there.”

Cooper sees the 30th anniversary as a special milestone.

“It’s an important time for me,” he said. “Especially with the employees who have worked for me for such a long time. I want to let them know the appreciation I have. I’ve literally hired them as young people … so it’s really a family.”

The Journal’s Gloria Young can be reached at gloriay@goldcountrymedia.com

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Info Box: Auburn Honda

1801 Grass Valley Highway

Phone: (530) 823-7234

Honda’s 50th anniversary in the U.S.

Honda’s U.S. operations started as a motorcycle shop in Los Angeles in 1959.

In 1963 it began selling power equipment products including generators and lawn and garden equipment through its U.S. motorcycle dealers

Its first automobile was the 600 Mini in 1969. The Honda Civic was introduced in 1973 and the Honda Accord came on the market in 1976.

Honda’s first assembly plant – for motorcycles – opened in 1979 in Marysville, Ohio. In 1980 Honda broke ground for an automobile assembly plant in Marysville, Ohio.

Today, Honda has 11 manufacturing plants in the U.S. It employs 28,000 direct employees and another 100,000 through dealerships

It manufactures more than 4 million products annually including 22 automotive models