Konner Chevrolet Celebrates 92 Years in Business as Chevy Brand Turns 100

Dean Konner’s family has been in the car business so long, he says, “I don’t have blood, I have oil in my veins.”

The Konners of in West Caldwell are celebrating the dealership’s 92nd anniversary this year as Chevrolet the automaker turns 100.

Dean's grandfather, Jacob Konner, started Konner Chevrolet in 1919 in Pine Brook. Jacob’s son, Mitchell, eventually took it over and handed it down to his sons—Al, Irving and Dean—in the 1970s. Now Al's son, Jarett, has become the fourth generation of Konner men to run the family business.

Over the years, the dealership moved to Parsippany and Caldwell before settling on Bloomfield Avenue in West Caldwell in 1970.

The brothers grew up in North Caldwell, went to West Essex High School, and now live in Livingston. Jarett recently bought a home in Caldwell with his wife.

“We are very active in the community,” said Dean, who is a member of the Kiwanis Club of Caldwell-West Essex. Irving is a longtime North Caldwell Troop 1 Boy Scouts leader, and Al is a member of the Rotary Club of the Caldwells.

Dean said the business’s longevity can be attributed to customer service, even before “customer service” was a common business emphasis.

The story of Chevrolet, or Chevy, is a vibrant one that is detailed on the company’s website, which has many features tied to the centennial.

“The brand was founded in Detroit, in November 1911, by racer Louis Chevrolet and General Motors founder William C. ‘Billy’ Durant,” a release on the history of Chevrolet reads. “Durant believed Chevrolet’s reputation as a racer would help sell the car, so it was named for him.”

The first Chevy was a Series C Classic Six with a large, 4.9L six-cylinder engine that produced 40 horsepower and had a top speed of about 65mph. The Series C Classic Six sold for $2,150, nearly $50,000 when adjusted for inflation.

Today, Chevy sells many models of cars, crossovers, trucks and vans. It recently introduced an electric car, the Volt, and more than eight models get 30 miles to the gallon.

One thing that hasn’t changed over the years, Dean said, is Americans’ love affair with the Corvette, which he calls “everybody’s dream car.” Konner Chevrolet started selling Corvettes in 1953, the year they were introduced.

The oldest car at the dealership is a 1934 model that was originally sold by Konner. The family bought it back years later and now drives it in the annual .

Dean said he and his brothers have no immediate plans to retire. They’ll just keep doing what they do best, selling and servicing cars. As their slogan says, “Your family’s driving is our family’s business.”