Montebello, CA - The giant Ostrom Chevrolet sign on Whittier Boulevard in Montebello is a model old car dealership sign. Well, like so many of the So Cal local treasures these days, one day its here and the next day its gone. 08-08

Ostrom Chevrolet (Rem.)
Montebello, CA
Photo courtesy Georg Balandran

A drive along Whittier Boulevard once came with a look at the big neon marquee for Ostrom Chevrolet in Montebello. Standing above the dealership, the sign gave motorists plenty of notice that Chevrolets were waiting below. For those more interested in the roadside scenery than the latest model, the marquee was worth a stop all by itself. No sales pitch needed.

Located at 310 West Whittier Boulevard, Ostrom was a longtime part of the local automobile business. Generations of cars passed through the lot while the dealership name became familiar to people traveling this stretch of town. The models changed, but the old marquee kept putting the Ostrom name out by the road.

Ostrom Chevrolet (Rem.)
Montebello, CA
Photo courtesy Georg Balandran

Signs like this were part of the attraction of cruising past a dealership after dark. Rows of cars might draw the shoppers, while the neon overhead caught the attention of everyone else. The Ostrom marquee had a presence that went beyond simply marking the driveway. It gave this particular car lot a look of its own.

Though the dealership has recently undergone extensive remodeling, the familiar Ostrom marquee looked like it was going to stay put. When the marquee wasn't lit during a drive by in early April, things suddenly appeared ominous. Sure enough, the Ostrom sign has now been removed.

By 2009, the dealership faced a much different road ahead. With the automobile industry struggling, Montebello’s redevelopment agency agreed in February to purchase the 2.7-acre property for $12 million. The deal was intended to help keep the business operating and preserve an important source of local sales-tax revenue.

Ostrom Chevrolet prior to remodeling
Montebello, CA
Photo by RoadsidePeek.com

Another change followed in 2010. Father-and-son team Ian and Chris Teague took over the dealership in May, and Chevrolet of Montebello celebrated its grand opening that August. The location continued selling cars, but the familiar Ostrom name was giving way to a new chapter.

Unfortunately, the old neon marquee didn’t make it through the changes. Remodeling initially offered some hope that the sign might remain, but it was eventually dismantled. The dealership stayed on Whittier Boulevard while one of its most recognizable roadside features disappeared. Apparently there was room for the new cars, but the old sign couldn’t get a parking space.

Ostrom Chevrolet after remodeling
Montebello, CA
Photo by RoadsidePeek.com

UPDATE: Chevrolet of Montebello continues operating at the former Ostrom address. The historic Ostrom Chevrolet marquee has been removed, leaving photographs to recall the neon that once greeted motorists along this stretch of Whittier Boulevard. 10-26

Yes Virginia, Ostrom Chevrolet has been "updated" to look like all the other Chevrolet dealerships. Lets hope that the giant Felix marquee in Los Angeles remains safe.

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