The free school bags, which are embroidered with the Riverside name, are on a first-come, first-serve basis to children ages 5-12 who visit the dealership beginning at 8 a.m. They are limited to two per household.
"This is our second year hosting this and there is such a need in our community," said Brian Schultz, general manager. "They start lining up at 7:30 a.m."
Each child gets to pick a preferred color and have a photo taken that is broadcast on a 60-inch television screen.
"We have some people stop by later to visit, sit on the couch and wait to see their photo pop up on the screen," Schultz told Edmunds.
The back-to-school giveaway has led to a few car sales, Schultz said, but the intent is to help the community.
"We find that while they are in line, they ask a lot of questions, mainly about credit," he said. "They want to buy a house in five years and wonder how they can work on their credit, so we're happy to help them understand it."
Edmunds says: This back-to-school promotion builds goodwill and multiple showroom visits.