Rocky’s Autos is no more as business closes after 40 years
Rocky’s Autos, the Denver used car dealership known for its creative and once-omnipresent TV commercials, is officially dissolving after four decades in business.
The lot at 6350 N. Federal Blvd. sat largely empty Wednesday afternoon, although the lights were on and on-site messaging still proclaimed it as “Colorado’s largest volume dealer since 1982.”
But Rocky’s Autos took down its website Wednesday, replacing it with a blank page bearing a one-line announcement: “Rocky’s Autos is no longer in business as of September 6, 2022. Thank you.”
The dealership’s property was put up for sale earlier this year, with real estate agent Mark Graff of Advantage Management & Real Estate saying the low inventory of used vehicles available in the broader car market during the pandemic played a role in the decision. And with redevelopment happening along much of Federal Boulevard, it made sense to sell the property, he added.
Graff listed the Rocky’s Auto site for almost $20 million on several websites in January, including Loopnet and Realty. com. The lot, which spans more than seven acres at almost 322,000 square feet, is touted as a “fantastic potential redevelopment project with great land value” in the listing’s description.
The listing is still active, with “continual activity,” Graff said.
Rocky’s Autos is recognized widely by Coloradans for its commercials starring Ron Vigil, Audra Borden and Odell Stroud.
Vigil broke the news on Facebook on Tuesday, writing, “Rocky’s Autos has closed down.” The actor played the character “Shagman” — a descriptor for “automotive sanitational engineers specializing in vehicular cosmetic enhancement,” according to a 1996 commercial.
“After 40 years of being a family business in an everaggressive industry, I’m proudly walking away with my head held higher than I thought I would,” Vigil wrote. “It was an honor and distinct privilege to work for an independent corporation with creative standards truly outside the norm, and I’d like to think I was a big part of it… Now, does anybody have a job for me?”
“The used automobile market has become super competitive,” Stroud added in a comment.
Founded by David Rothrock, the dealership initially was located at 20th Avenue and Federal Boulevard near Mile High Stadium, but moved to its current location in 1992. The team built the existing facility in 1997.
The Rothrock family still owns the property, Graff said. They could not be reached for comment Wednesday.
Those familiar with the dealership’s commercials reminisced about them in the comment section of Vigil’s Facebook post.
“Sad to learn about this iconic Denver business shutting down,” wrote Amy Figler Goings.
Bianca Herbert added, “Such an amazing Denver legacy!”