Oakland’s Black Car Dealership

From Left, Rod Helaire, Ed Fitzpatrick and Ron Fortt. Photo by Leurm Neou.

Coliseum Lexus of Oakland is a very unique dealership. Its team regularly gives back to the community, employs a diverse staff of employees reflective of the community, and places a premium on respect honesty, and customer care.
In business since November 2002, owner Ed Fitzpatrick is an African American with more than 50 years of experience in the auto industry on both the manufacturer side and retail side.

In addition to the dealership in Oakland, Fitzpatrick owns Valley Lexus, Valley BMW and Valley Kia in Modesto, all managed by his son Ryan. What distinguishes these operations is the upper management team led by African American managers.

At Coliseum Lexus of Oakland, Ron Fortt serves as general manager. Fortt has many years of experience in retail and at one time he was part-owner and general manager of Tracy Toyota. While at Tracy Toyota, the dealership was the fastest-growing Toyota dealership in the Central Valley, performing at 200% of its market share. Rod Helaire serves as the general sales manager of Coliseum Lexus of Oakland.

It was in 2002 that Helaire served in the same capacity and launched Coliseum Lexus. Helaire is renowned for his training curriculum and attention to customer care. The result of Helaire’s input is a transparent, professional, hassle-free buying experience. Helaire’s authenticity coupled with Fitzpatrick and Fortt’s managerial prowess and customer-centric approach have made Coliseum Lexus one of the top-performing Lexus dealerships in Northern California.



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