In December 2004, Manjula Michaelson did something few women have done: She bought a long-standing vehicles sales and service business. Located in the heart of Concord’s auto row, Contra Costa Auto Sales & Service had been around since 1984; but once Michaelson took over, the business’ gross revenues dramatically increased, with corresponding bottom-line results.

“I attribute this directly to the unique service that I’m bringing to more and more savvy Bay Area consumers,” says Michaelson. “I’m able to leverage the built-in economies of scale of our automotive business to save buyers significant dollars on late-model vehicle purchases. And I can also provide the new car smell so many people seem to want!”

The 44-year-old married Fijian-American mother of two has a rich history. Her great-grandparents were brought over from India to the Fiji Islands by the British to help colonize Fiji. “They probably never rode in a car. Now, two generations removed, I attend the largest dealer-only vehicle auction in Northern California, find, bid on, and, in many cases, successfully purchase a vehicle of choice for discerning clients at significant savings.”

The fact that she is one of only a handful of women who attend the auction with about 2,000 men makes her stand out, as do her high heels, professional attire, and demeanor. “I try to be cunning like a fox for the benefit of my customers. I am probably the only woman actually bidding on the vehicles – no wonder I get a lot of stares!”

What she brings to the table for her customers starts some 45 miles away, when she peruses the auction’s pre-sales list for “desirables.” Further research includes investigating past and likely future wholesale and retail values. She next contacts interested customers, explains the market, and vehicles of interest, and receives a financial commitment, which allows her to bid on the vehicle selected under a set of mutually-acceptable pre-agreed parameters, including vehicle type, color, mileage, year, and price.

All vehicles are bid on only after a visual inspection. “I only bid on vehicles that are certified as problem-free,” explains Michaelson.

Next, the auction-purchased vehicles are thoroughly inspected at her own repair facility by a team of trained mechanics. “Only after this phase, and a thorough cleaning and detailing of the vehicle, am I ready to present the unit to my customer.”

All of the vehicles purchased for Michaelson’s clients include a complimentary carfax report and limited warranty. The majority of the vehicles also qualify for a mechanical breakdown protection plan.

“Not your typical used-car business!” says Michaelson.

For more information, call Manjula at (925) 354-0403

Source: Bay Area Business Woman News, February 2006.