BMW Encinitas, a fixture with roots to Harloff in 1960s, goes to Carlsbad

BMW Encinitas, an automotive presence dating back to Harloff Chevrolet along Encinitas Boulevard in the late 1960s, closed on March 20. (Google Street View photo)

Roman S. Koenig

A bit of automobile history has left Encinitas with the recent closure of a BMW dealership on Encinitas Boulevard in the eastern part of town.

BMW Encinitas, which was located at 1302 Encinitas Blvd., closed March 20 and merged with BMW Carlsbad, according to a notice on the dealership’s website. Signs were off the buildings by March 24.

“BMW Encinitas is Moving to Carlsbad,” the statement on the BMW Carlsbad website reads. “Starting Monday, March 20th we are moving to 5215 Car Country Drive, Carlsbad CA 92008.”

While the notice stated that the Encinitas dealership was moving, the BMW Carlsbad website did appear to carry over any Encinitas branding as of March 24.

A postcard from the late 1960s shows what the original Harloff Chevrolet looked like at the corner of San Marcos Road (Encinitas Boulevard) and El Camino Real in Encinitas. (Archival image)
A postcard from the late 1960s shows what the original Harloff Chevrolet looked like at the corner of San Marcos Road (Encinitas Boulevard) and El Camino Real in Encinitas. (Archival image)

The closure ends decades of the dealership’s presence at the intersection of El Camino Real and Encinitas Boulevard, then known as San Marcos Road, when Harloff Chevrolet, Herman Cook Volkswagen and Wayne Gossett Ford were among the first signs of future suburban development in the rural eastern part of the community in the late 1960s.

Originally located along Coast Highway 101, the original Chevrolet dealership was purchased by Ed Harloff in 1960, according to Harloff’s 2010 obituary. The dealership would later relocate to the corner of El Camino Real and San Marcos Road, with the three outlets forming the business core of the intersection.

Harloff Chevrolet would grow to include BMW in the 1970s and move west halfway up the hill to 1302 Encinitas Blvd. in the mid 1980s. The original dealership location is now the site of Walgreen’s and Bank of America.

The dealership later became a full BMW outlet. It became BMW Encinitas in 2006 when AutoNation became the owner. Herman Cook Volkswagen and Encinitas Ford are still located at their original locations.


 

A promotional card from Harloff Chevrolet shows the rare snowfall in Encinitas that occurred Dec. 13, 1967. (Archival image)
A promotional card from Harloff Chevrolet shows the rare snowfall in Encinitas that occurred Dec. 13, 1967. (Archival image)