I know what she means. Although I'm usually a big fan of cartoon mascots, I never cared much for that guy. He kind of reminded me of a mutant version of the father in the Dennis the Menace comic strip.
I'd love to know the story behind his design. Was he a caricature of someone? I originally thought he was a piece of clip art, but there are subtle differences between the two versions of him in the ads I posted last week – which makes me think that an artist rendered him and then fine-tuned him a bit.
Anyway, those photos of the former Forest City Auto Parts store got me to wondering if it was still there. I had to find out. (Gee, don't I love to waste time?)
Looking online, it was fairly easy to figure out that the particular photogenic store was at 2001 Clarke Ave. So during lunch on Monday, I took a short drive down W. 25th Street in Cleveland to Clark to see if it was still there.
Alas, the outside of the whole brick building had been painted over, including Mr. Longneck.
However, thanks to Google's mapping feature, for now you can still 'drive by' the building as it looked before it was painted over. (Click on each for a closer look.)
Today, the store is part of the Federated Auto Parts chain.
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Click here to access all of the blog posts that I’ve written about this well-remembered chain! One post shows the evolution of Max through the years.
I sincerely appreciate all of the wonderful reminisces left by former FCAP employees.
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| Another view of the Clarke Avenue store (Courtesy Yellowpages.com) |
43 comments:
I've always been fascinated with the Forest City Auto Parts guy. They unfortunately painted over the FCAP sign that was once on Culver Avenue in Rochester, NY. Thanks for posting this!
As a former Manager of FCAP in toledo area, I know exactly how the long neck fellow you refer to came to be...His name is Max, and the idea was pitched to the 2 original brothers that owned the company-Stan & Arn-from a yellow page add with the caption "stop looking we have what you need" and the rest is pretty much history the add was very successful, just like the chain of auto parts store where.
As a former manager of FCAP on Culver road in Rochester, NY. I also know the story behind "MAX". anonymous is correct about Stan and Arn....and the yellow pages ad.
He is about to be more famous than ever. Thanks to his new job as Head Coach of the Chicago Bears, Marc Trestman(sp? De Coach). Jan 2013.
Anyone recall Bob Dobb, fictional character mascot of on-campus bar at U of AZ in 1970-80s? Look very similar to FCAP guy.
FCAP tried to open a store in a commercial building in my Beverly Hills neighborhood on the SW side of Chicago in early 1990s. It is still empty but has changed hands 3 times for big bucks with no user yet to occupy it.
I heard once that 'Max' was the logo of some other company of some electrical nature (power company?) and was sold to FCAP.
From my days at FCAP in Rochester and Buffalo, Max was also known as Piston Head. The head was supposed to be a piston and the neck a connecting rod.
I worked at FCAP in the mid 90's and the story was that Max was stretching his neck to search for the best deal...
His name was max for maximum value. Forest city paul was the best. Parma heights and Lorain store.
got to "sell" them parts worked at Cheektowaga ny store 81-84
What was his name?
Yep I worked there as well in the 80's in Parma,, Max is cool and the motto SOAP-ing,,, Sell Other Auto Parts ,,,, Lol cool to see this again.
I worked at one in Evanston, Il. I got creative with SOAPing. I sold KEM SC-40 silicon gel along with wiper blades, putting a microdab in the joints of the wiper blade, "to protect against them freezing up". Those were the days.
Yep, his name was Max. The Brothers story of Stan and Arn were told to me when I worked there. I worked at the Clark Ave. Cleveland, Ohio Store, the number one store in the chain according to the "points" (Or so were were led to believe lol) Big Larry was the Store manager there when I was there from '86 to '89. Yep, the S.O.A.P. and WHOPPER were our big selling points. It was a great place to work as a young man. We had a blast. Everyone was so cool and we were like a dysfunctional family. The pay sucked but the long hours more than made up for it lol. It was a good education in auto parts and people. I never did like the "UP" selling of parts. The people in the neighborhood couldn't afford or didn't care about a 5 year or lifetime warranty at a bigger price in a nicer box but good old JC seemed to be around every corner ready to grill you on your sales.
I worked at W. Henrietta store. I still have a page of the discount cards from even further back. Moved from the area back then, but recently returned to find no more FCAP anywhere.
I worked at the store in Mt Greenwood (Chicago Store 28) and later managed Calumet City, IL location (store 24). I worked for FCAP for over 16 years. I learned a lot from Forest City Auto Parts as a young man. Things kids unfortunately are not taught today...responsibility, hard working, customer service, etc. Today I'm a Loan Officer and work with my Brother (past Manager of Midway location (Chicago - Store #55). Our Company is owned by the former Manager of the Ashburn location (Chicago Store # 49)
A few years ago I was going over mortgage papers with a client and he pulled out a discount card signed by me. I have it hanging in my office. I always wondered why he still had it...LOL
What a great place to work, I learned so much. Today 24, 49 and 55 continue to use the skills we learned as young men. Im still upselling
I thought guys that worked there were so cool. The way they had a bunch of phones lined up along the counter and would slam the heel of their palm onto the end of the receiver catapulting it up to their ear, style! Hamburger station guys had style! Gas station attendants with their wad of cash in their pocket and change machine on their belts that could dispense 98 cents change in 2 seconds had style!
Thanks for sharing. Great post very Informative, also checkout City Auto Care
Worked at Cheektowaga store from 1992-1999 had a ton of fun and learned a ton. Had a great group of guys working there for many years still keep in touch with some of them today.
Wish they would come back they were a lot better to deal with and a heck of a lot more knowledgeable than the huge chain outfits we are stuck dealing with today
FCAP # 43, in Syracuse, The guys name was "RJ", he later became a navy special ops guy. 4 tours after 2001. I think he died in 2012. RIP.
This is a great post. I like this topic.This site has lots of advantage.I found many interesting things from this site. It helps me in many ways.Thanks for posting this again. Euro car parts shopping
His name was Max, his neck was long because he was looking for the maximum value for parts, worked at pearl and brookpark, manager at parma heights and lorain store, aka 'rico'
Worked in Youngstown store then managed the Lee Rd store in cleveland. Remember we tried to sell everything at "List" and we actually used the books
Wow, we could have a field day with this topic! I supervised stores and worked for Trak Auto corporate across NY before leaving. I have a whole bunch of memorabilia. I have some shirts/pants, invoices/boxes, selling guide, and more. I'll take some pics and post.
I personally have stories of catching shoplifters and employees who tried to return stolen goods, cores, defect, etc. It was a racket and lots of fun! We literally sold everything!!! new and used. I was a high scoring, multi-line, up-selling machine.
One story that circulated, which was very memorable, FCAP limited its bonuses to store managers in the 1990s because one supervisor did so well, he bought a Ferrari. I think that is when things went badly because that is probably when the company was at its prime. I think the "unlimited" manager bonus is a part that helped the company compete in its own way.
Forest City hired me in 1985 and the 38th & Harlem location in Lyons IL... The craft I learned from this company is priceless. FCAP inspired work ethic, developing a rapport with your customers, excellence in selling and most importantly a keen sense of business and leadership. FCAP is still alive and well today, when Track Auto was attempted to be merged with FCAP it sank the company but it did not sink the skills. At 2801 N Central Avenue (and location 2 at 4210 W Fullerton) in Chicago you will today find Maverick Auto Parts, owners names Jim Tomaszewski, Curtis Jones, Ed Waskowski, Jose Cahue and Gary Bellow... we have been open here for 20 years + (2000 was the year FCAP closed their doors) and the FCAP selling style is still alive and well. Was interesting reading all the memories of the old places, thanks for that all.
Worked at FCAP 45 before going into the service, 2004. Learned a lot about customer service, auto parts, and upselling.
Last post was mine, meant to say 1994.
Wow!i stumble upon all this related To FCAP and instantly I got watery eyes of nostalgia, joy and Gratitude to some of my peers that i worked for and worked with, Specially Curtis Jones who keep up with my chip on my shoulder attitude, and make me a better man while on my teenage years and shine light on my path with his tips, I started back in 1988 or `89 when Curt got promoted to store manager for Franklin Park location store#42, I was a stock guy then a driver to do shuttles to Certified auto parts warehouses wally world, downtown, TRW/Moog and many more distributors and store to store parts pick ups or drop offs, then I got promoted to a counterman, also got trained in store by Curt and sometimes got send out to seminars at FCAP headquarters offices in Arlington Hts with Gary the big Boss, I also painted my invoice box and affixed high performance auto parts stickers a lot of my co workers follow suit, we had to do invoices hand written and do math figuring in our head,or when more complex we use calculator,we had to learn the manufacturer codes,and enter them on the invoice along with part number,list price disc price and give out punch cards,it was a blast working there, I won a lot of polo shirts different colors with max logo on them also weekend warrior shirts due to my sales performance,among other perks due to my good performance of salesmanship, also want to mention some of the great guys that I worked with:Bob Simonetti(asking for forgiveness if I miss spell last name), Chris, Curts Assistant mgr, Steve,Billy,Chris, Charles Jones,LT Taylor, Joe Tarte,Brian Jones,Dave,Frankie the driver, and many more from that store that I do not remember right now, Also worked in Broad View store#37 Perry Tonoff was the mgr, I worked with Dave Peterson,Jeff Price, Kenny Connors, Chris Halmington, Dave Johnson (J.D.)Brian Wenchel,Michael Mitaya (mopar to ya),and then transfered to Jeff erson park store: worked with Steve was the store mgr, stanley,Duke,Bob,Joe,Theresa,Dave faust,Jimmy,Jim Schwing, and many more that I do not remember this minute, I also meet a lots of other store counter people and managers Tom Minarvino, jeff,Steve Johnson,big Al,Neftally Ortiz, Gonzales from Villa Pk store,and way more, and the cool thing was that every one was super cool,Hurrah for FCAP and its People! my best regards; C.G.(Mendoza!)p.s.That is the nick that Curt give me..
I worked at the Harlem ave Lyons’s store in 1984-5 with many great people the store manager was Jeff I think? Had a blast working there before I went into the marines. Miss that so much the gyros place across the street.
Glad to see all the comments still coming in, year-after-year!
I have found my sales box, cards, and nice clothes. I also ran into someone last summer who said he still has the button-down shirt, as well (Rochester, NY).
One story I was never sure of was that the Ohio Managers from the 80's and 90's were so successful, one purchased a Ferrari. Does anyone know if that is true?
FCAP Forever!
I work for Forest City from 1976-2002. Max ( we'll stretch our neck for you) AKA the nick name Stretch Necks we would get called FCAP set standards for us . Answer phone in 3 rings , never have chairs behind counter acknowledge customer when they walked in. Many more. Great group of people made up the whole company. And Yes they let us be as successful as we could. I think it was Chuck Fantuzzo (Buffalo NY)that had the Ferrari , one of us had a Viper, another a Porsche. It was great that high school kids were given the opportunity. FCAP did one smart thing,hire young so they weren't tainted by other peoples work ethic .Was great to hear all the comments, knew most of the old employees that commented. Miss the company & all you guys & gals
He was very famous about Auto Parts. Do you know his name?
My pappy told me that’s what it was when I was young. I used to live right by the Clark store.
Todd
FCAP #32 Villa Park, IL. 1988- 1997
Absolutely an awesome company to work for!!!
Hey I worked for you. Back in the 1980s. Great place to work. I was mostly the driver. Abdullah
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That Forest City Auto Parts Guy" is the go-to person for anyone looking for reliable advice, quality parts, and a bit of local charm. Known for a deep knowledge of all things automotive and a passion for helping car enthusiasts, he's a staple in the community. For more insights on finding the right parts and connecting with experts, check out FleetsWorld for valuable resources and stories!
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