Cruising Through Change
The Niello Company , based in Sacramento , celebrates 100 years in business
BY Lindsay Oxford | PHOTOS BY Hector Amezcua
Not many businesses can say they ’ ve reached the century mark , let alone with a product that hasn ’ t been mass produced for much longer than that . The Niello Company is an exception to the rule .
Started by Louis Niello in San Francisco as a shop specializing in repairs and maintenance of Packard automobiles in 1921 , the business grew and changed over the years , moving to Sacramento and bringing Niello ’ s son , Richard Sr ., into the fold after he served in the Navy during World War II . For a time , Niello partnered with Sacramento automotive notables Wes Lasher and Elmer Hubacher , amicably parting ways in 1955 .
Over time , Richard welcomed his sons Rick , Roger and David Niello into the family business . The Niello Company currently owns nine dealerships carrying 11 makes , including luxury brands such as Porsche , Jaguar , BMW and Land Rover . Rick has served as the company ’ s president since 1995 , while his father , at 99 , still drops into their headquarters occasionally . “ He sort of describes himself as maybe an innocent bystander watching things grow ,” Rick says with a chuckle .
The Niello Company employs just over 600 employees ( down from 750 since the pandemic began ). David and Roger co-own the business along with Rick , though Roger ’ s three terms as California State Assembly member for District 5 took him away from day-to-day operations during his time in public office . He is now The Niello Company ’ s corporate secretary . David serves as the company ’ s vice president after previously operating Niello automotive interests in the Bay Area .
The secret to keeping a business running for a century ? A strong set of core values , including a dedication to customer service , welcoming change and giving back to the community . “ No one loves change ,” Rick says . “ But we ’ re in a changing world , right ? We have to learn how to change .”
For The Niello Company , that means ongoing change in areas such as
“ No one loves change . But we ’ re in a changing world , right ? We have to learn how to change .”
RICK NIELLO President , The Niello Company
technology , advertising and customer service . “ We ’ ve been through small European cars that are very efficient , because gas is so much more expensive in Europe than it is here . So we ’ ve adjusted to those things , we ’ ve adjusted to buyer tastes . … We ’ ve adjusted to marketing changes . We ’ ve adjusted to the laws of California , which are much more restrictive and demanding than any other state in the union ,” Rick says . “ So embracing change is something that we ’ ve done , I think successfully . We ’ ve developed relationships with our customers and our employees ( that have grown ) much stronger over the years .”
Another of Niello ’ s core values extends to philanthropic efforts in the community . In the past five years , The Niello Company estimates it has given more than $ 1.2 million in donations to nonprofits in the Capital Region , with individual dealerships under the Niello umbrella making their own charitable contributions as well . The list of more than 60 nonprofits The Niello Company supports includes food banks in four counties , several organizations that support individuals diagnosed with cancer , and various charities supporting children and arts institutions throughout the region .
At the century mark , Niello now has a fourth generation walking the halls : Rick ’ s son Derrick Niello is the company ’ s chief financial officer , while Rick ’ s son-in-law , Matt Ryan , is Niello ’ s operations manager . Roger ’ s son Matt works in the company ’ s IT department , and one of his other sons , Eric , is regional manager for Full Circle Dealer Services , a newly-developed offshoot of The Niello Company .
“ I pinch myself because it makes me proud ( to be part ) of … something my dad and his partners ( and ) my grandfather and his father before him started ,” says Derrick . “ I ’ m just kind of lucky enough to continue in and be a part of a little part of this thing that ’ s continued over the course of … 100 years .”
Lindsay Oxford is departments editor of Comstock ’ s . She previously served as arts editor at Sacramento News & Review , where she focused on music , arts , community involvement and vegan food . Find her online at lindsayoxford . com .
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