Rocky’s Autos car dealership in Colorado closes after 40 years

Popular commercials for Rocky’s Autos were staples of Colorado television in the early 2000s.

DENVER — Denver car dealership Rocky’s Autos, Inc. has closed.

The Federal Boulevard independent dealership was well known for its local television commercials in the early 2000s.

“Rocky’s Autos has not been in business since September 6, 2022. Thank you,” said a message on the dealership’s website.

Ron Vigil, who starred as “Shagman” in Rocky’s Autos commercials, announced the closure on Facebook.

“Rocky’s Autos has closed,” Vigil said. “After 40 years of family business in an increasingly aggressive industry, I proudly leave with my head held higher than I thought.”

Rocky’s Autos opened in 1982 on West 20th Avenue and Federal Boulevard near Mile High Stadium. The dealership moved to West 63rd Avenue and Federal in 1992.

“It was a distinct honor and privilege to work for an independent company with creative standards truly outside the norm, and I’d like to think I was a big part of that,” Vigil wrote.

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Rocky’s Autos has closed. After 40 years of being a family business in an increasingly aggressive industry, I am proud…

Posted by Ron Vigil on Tuesday, September 6, 2022

Hundreds of people on social media shared their memories of Rocky’s Autos and its comedic commercials that were known as some of Colorado’s best:

“Denver icon, for sure! A part of life for so many Denver and Front Range natives. Wonderful memories and so entertaining and creative.”

“You were such a part of so many of our lives growing up. I wish you all the best!”

“So sad! You are definitely part of my childhood. Good luck!”

You were icons. Symbols of Denver’s offbeat side. Thanks for the laughs.”

Miss those crazy commercials! A Colorado icon for sure – best wishes!”

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