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Originally published by Mackenzi Klemann on Limaohio.com
LIMA — Byrider has reopened its Elida Road dealership after a years-long hiatus.
The buy here, pay here used car dealership, which formally reopened Sept. 30, has dropped the JD from its name and rebranded as Byrider as the corporate chain seeks a friendlier image.
While the Lima dealership is located in the exact same spot as before — 2144 Elida Road — Byrider Lima general manager Sam Gean said the lot’s inventory is newer and nicer than it was previously as the dealership tries to be more price competitive.
Byrider claims more than 150 dealerships nation-wide, including corporate-owned dealerships and franchises. The Lima dealership is Byrider’s 31st corporate-owned dealership.
Gean said Byrider has “always wanted to come back to Lima” after closing the Elida Road dealership several years ago.
“It’s a great opportunity to come back,” he said.
Byrider often works with customers who have little or no credit history, otherwise known as subprime borrowers.
The company’s chief executive officer, Craig Peters, told Forbes in June that Byrider’s rebranding effort focuses primarily on customer engagement and its online presence.