Manheim customers have spoken, and the company is listening.

Manheim California has announced its first-ever Manheim en Español auction, set for this Friday. The auction said the event is aimed at meeting the needs of its growing Spanish-speaking dealer base.   

Designed in collaboration with Spanish-speaking dealer customers in Southern California, the sales will be held weekly and conducted exclusively in Spanish, the company said.

“The concept of an entirely separate sale geared especially for our Spanish-speaking dealers came directly from customer feedback,” said Tom Wemhoff, general manager of Manheim California. “Spanish-speaking dealers make up a large segment of our customer base and we’re excited to build a sale that meets their specific needs.”

While any dealer can participate in the weekly sales, Manheim noted that auctioneers, ring men, block clerks and various departmental staff will all conduct the sale entirely in Spanish.

Also at the auction will be Chivas soccer girls, soccer shoot-out promos, soccer teams LA Galaxy and Chivas promo giveaways, and a live Mariachi band.

Scott Hurst, market vice president for Southern California and Nevada said, “We couldn’t be more excited about this opportunity to host a weekly auction that caters to a valued customer base in Southern California.”

The Manheim en Español auctions will take place each Friday at 9:30 a.m. The company said each will offer 250 to 300 units, most likely in the $10,000 and under range. 
 

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