General Manager Hoss Devine has a farmer bring the cow into a pen inside the service drive Thursday through Saturday, where customers may stop by before the end of May, bring a non-perishable food item for a local food pantry and guess how much the cow weighs.
The people with the four closest guesses will win a quarter-side of a cow from a local butcher — about 150 pounds of meat each — while Avenue will be on display at the Iowa State Fair.
A cow at a dealership brings in new faces, Devine told Edmunds.
"When a story ran on the news about the cow and the food drive, we had one of our biggest Saturdays ever," Devine said.
While not everyone who visited bought a car, Devine said the dealership was able to reintroduce itself to the community as the business changed owners a year ago.
"We also helped the cow," he said. "Avenue is a 4-H project and we helped him get used to being around people for when he goes to the Iowa State Fair."
Edmunds says: A clever dealership puts the old ways of marketing out to pasture with this idea.