WRITTEN BY KEVIN DOLAN
It has been six years since Jerry and Diane Pajouh graced the pages of Upgraded Living magazine. The sole purpose of their initial presence was by way of introducing themselves to the community of Chico and its surrounding area. The debut, of course, included the couple’s ownership of Courtesy Automotive Center and moving their family from Fresno, where Jerry spent over three decades in the automotive industry and owner of BMW Fresno. The couple remain acutely aware of the people they serve. Jerry put it this way, “We are all people, and people have limits.” Earning the loyalty and commitment to buy a vehicle and then
become a return client is paramount to them. Jerry points out, “This is accomplished one customer at a time, and each one can be lost just as easily.” He goes on to compare the faith and trust earned stems from the same reasons people return time and again to their doctor or dentist. It did not take long for Jerry and Diane to understand how remarkable this Northstate community truly is. Six years later, Jerry and Diane are once again appearing in Upgraded Living to introduce Courtesy Automotive Center’s venture into the future. The entire endeavor was born before the couple
actually made the move to Chico. They understood the limitations at the 40+ year old site on Cohasset Road. Those limitations taught them about the amazing customer base they inherited. Jerry simply marvels over how these loyal patrons return time and again, putting up with the cramped quarters and the difficulty in parking and getting in and out of the lots. To point out the surrounding community is remarkable is surely an understatement. In actuality, six years ago, upon arriving in Chico, Jerry and Diane discovered the future and permanent site of their automotive center. With seven different 43
