Jessup Auto Plaza Marks 25 Years at Cathedral City Campus, Underscoring Family Legacy in Coachella Valley

The Jessup family, a name synonymous with automotive retail in the Coachella Valley, is celebrating a quarter-century at its Cathedral City Auto Center campus. Jessup Auto Plaza, which moved to the location in 2001, marks 25 years of serving drivers, families, and businesses from a central hub designed to better reach customers across the valley. The milestone reflects the dealership’s deep local roots and the family’s continued investment in the region.

Founded in Palm Springs in 1938 by Dan Jessup’s grandfather, Jessup Auto Plaza has remained family-owned through generations. The move to Cathedral City represented a strategic shift from the original Palm Springs location to a more accessible site. ‘When we moved to our Cathedral City campus in 2001, our goal was simple: better serve the entire Coachella Valley,’ said Dan Jessup, General Manager and third-generation family member. ‘We wanted our neighbors and friends to have a more convenient place to get their vehicles serviced, shop for a new or pre-owned vehicle, and experience the legendary customer service Jessup has been known for since my grandfather started the dealership in Palm Springs in 1938.’

The nearly nine-acre campus originally housed historic brands like Oldsmobile and Pontiac, later adding HUMMER and SAAB. Today, Jessup Auto Plaza represents Chevrolet, Cadillac, Buick, and GMC, along with pre-owned vehicles, service, parts, fleet, commercial sales, a Business Elite Truck Center, and an on-site Body Shop. The development cost nearly $8 million at the time and now supports approximately 120 jobs, generating about $150 million in total annual sales.

The Jessup family’s commitment extends beyond Cathedral City. The group also operates Chavez-Jessup GMC in Indio, which brings GMC sales, service, parts, and fleet support to the east end of the valley. This expansion, Jessup noted, has allowed the dealership group to serve even more drivers, families, and businesses across the Coachella Valley. ‘Moving to Cathedral City helped us serve the valley from a central location, and Chavez-Jessup GMC in Indio has allowed us to expand that commitment even further,’ he said.

As part of the milestone, Jessup will recognize longtime customers through private appreciation activities, continuing a tradition of thanking the guests who have shaped the dealership’s story. The family’s mantra, ‘treat everyone like a guest in our home,’ remains central to its operations. ‘That belief has guided our family for generations,’ Jessup added. ‘Whether someone is here for service, a repair, a work truck, a family SUV, or their next vehicle, we want them to feel welcomed, respected, and taken care of.’

The 25-year anniversary underscores the Jessup family’s enduring presence in the Coachella Valley automotive market. With two locations and a focus on customer care, the dealership continues a tradition that began nearly 90 years ago. The milestone also highlights the economic impact of family-owned businesses in the region, providing jobs and contributing to the local economy through sales and service operations.

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