AUBURN HILLS, Mich. -

Just a few years ago, store closures permeated the entire car business throughout the U.S. amid slumping sales and the bankruptcy of two Big 3 automakers.

Now — in sharp contrast to those troubling times — one of those OEMs that went through bankruptcy is adding stores left and right in the country’s most populous state.

With a “renewed focus” on California, Chrysler has brought in 17 new dealerships to its network in the Golden State during the past 18 months while also opening up 20 Fiat stores there in the past year.

And Chrysler — which shuttered hundreds of its stores nationwide during its bankruptcy process — said it is not finished adding dealerships in California.

“We have rebuilt our dealer network in California, and more new dealers are coming this year,” said Peter Grady, Chrysler’s vice president of network development and fleet. “We must equip our dealers with the product that California consumers desire, vehicles with both fuel efficiency and style. We now have those vehicles and more are on the way.”

Chrysler said these dealership additions are just some of the fruits from its revamped investment in California.

Retail registrations (totaling 50,759) climbed 55 percent in California last year, the automaker said, citing R.L. Polk & Co. data. The state as a whole showed just a 13-percent increase in sales. The automaker also increased its market share from 3.5 percent in California to 4.8 percent.

The company launched a California Business Center in 2011 and counted a slew of reasons for its success in the Golden State, but stressed that the most
“vital” factor has been its rollout of 16 all-new/revamped models in the last two years.

"We’re no longer ‘California Dreamin’," said Reid Bigland, Chrysler Group’s president and chief executive officer of the Dodge brand and head of U.S. sales.

“We understand the importance of this market and we’re going after it vigorously with new and improved products, a growing dealer network, and consumer advertising and incentives tailored for this unique consumer and marketplace,” he continued.

Sharing more about the California Business Center, the automaker explained that it was formed last year after the company split the West Business Center.

Now there is the California Business Center based out of Irvine that deals specifically with California, and the West Business Center, which was relocated to Phoenix and focuses on all other states west of the Rocky Mountains.

Having a center catered to a certain state allows for tailoring of advertising and incentives, and gives Chrysler a better understanding of what exactly consumers in the state need.

“California consumers are some of the most savvy, knowledgeable, and demanding consumers in the world,” suggested Jason Stoicevich, director of the California Business Center. “We are focused listening, learning, and delivering on what their unique needs are. We need to show consumers that we are a company of desirable, relevant brands.”