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Best Car Salesperson: Stacey Rogers, Cook Chevrolet & Subaru

2015 Best of the Boat car salesman Stacey Rogers of Cook Chevrolet Subaru first arrived in town in 1975 in an overloaded Chevy Nova in in the midst of a February snowstorm
Tom Ross





2015 Best of the Boat car salesman Stacey Rogers of Cook Chevrolet Subaru first arrived in town in 1975 in an overloaded Chevy Nova in in the midst of a February snowstorm, and Chevy’s remain a big part of his life to this day.
Tom Ross

— Best of the Boat’s top automotive salesman of 2015, Stacey Rogers, first came to Steamboat Springs from Illinois in 1975 driving a 1969 Chevy Nova that wasn’t quite prepared for the Yampa Valley climate.

“We moved out here in a Nova with bald tires pulling a U-Haul that was bigger than the car – in February in a snowstorm,” Rogers says. “We came down Rabbit Ears Pass sideways and finally got to town where we got stuck in a parking lot!”

Little did Rogers know that through his employment at Cook Chevrolet & Subaru that the Chevy badge would become a lasting part of his professional life.



Rogers and a partner owned Steamboat Liquors on South Lincoln Avenue for 18 years (remember that drive up window they had?). After they sold the business, Stacey’s wife, Cindy, quickly grew weary of her hubby hanging around the house.

Noticing an ad in the paper for a car salesman at the old Sam Taylor Auto Center on U.S. 40 west of town (where NAPA Auto Parks is today), Cindy urged Stacey to apply. The interview went well.



Sam Taylor: “Do you know anything about selling cars?”

Rogers: “Nope”

Sam Taylor: “You’re hired.”

It turned out that Taylor preferred greenhorns because they didn’t have any preconceived notions about how the business works. Of course, in the mid 1980s, the car business was a little different than it is now. At least in Steamboat it was.

“It wouldn’t fly now, but I remember years ago Sam and I took a side of beef as part of the trade-in on a new truck,” Rogers says. “Sam looked at me and I said, ‘I’ll split with you.’”

Rogers has a reputation as one of the mellowest sales people in Steamboat. Maybe that’s why he does so well.

“I’ll sit and BS with people for half an hour without mentioning selling them a car,” he says. “I’ve met a lot of people over the years and 95 percent of it’s fun. I’m committed to taking care of people after the sale. I think that’s one of my strong suits.”

The Rogers have two adult daughters. Ashley, 33, is the sales manager and a partner at KPMG, an auditing firm in Manhattan. Melissa, 30, is a fine artist with a growing national reputation, living in Asheville, N.C.


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