Automotive
End of an Era for a famous SoCal Car Dealership
From early childhood to adulthood, I vividly remember the catchy jingle that echoed through our house whenever Cal Worthington’s Dealerships commercials aired during news breaks, sporting events, and our favorite television shows.
Sadly, that era has come to an end. The legendary dealership, which once peaked at twenty-seven locations across the Western states, has closed its last remaining location in Long Beach, California.
The dealership had a remarkable seventy-year run. However, after Cal Worthington’s passing nearly a decade ago, it struggled to find its financial footing. According to Nick Worthington, Cal’s grandson, the iconic business faced numerous challenges that ultimately led to this closure.
Calvin Coolidge Worthington (November 27, 1920 – September 8, 2013) was a well-known American car dealer, celebrated especially on the West Coast of the United States. He gained fame through his eccentric radio and television advertisements for his Worthington Dealership Group, a car dealership chain that extended across the western and southwestern U.S. at its peak.
Cal Worthington’s advertisements were unique and memorable, often starting with the announcement, “Here’s Cal Worthington and his dog Spot!”—though “Spot” was never actually a dog. Instead, “Spot” could be anything from a tiger, a seal, an elephant, a chimpanzee, to a bear. In one particularly notable ad, “Spot” was a hippopotamus, which Worthington rode during the commercial. Occasionally, “Spot” even took the form of a vehicle, such as an airplane on whose wings Worthington would be seen standing while airborne. “Spot” was officially retired in the mid-1980s, but was occasionally mentioned in later commercials, maintaining the legacy of the unconventional mascot.
According to a 1990 profile published in the Sacramento Bee, Worthington grossed $316.8 million in 1988, making him the largest single owner of a car dealership chain at that time. His dedicated advertising agency, aptly named Spot Advertising, had only Worthington as its client and spent a staggering $15 million on commercials, more than any other auto dealer at the time.
Cal Worthington sold automobiles from 1945 until his passing in 2013 and owned an impressive 24,000-acre (9,700 ha; 38 sq mi) ranch located in Orland, California, north of Sacramento. His legendary marketing tactics and the persona of “Spot” have left an indelible mark on the car dealership industry and television advertising.
With the closure of the last Worthington dealership, an iconic chapter in automotive retail history and television advertising has come to an end, leaving behind fond memories and an enduring legacy.
