Cut color and a custom ride

March 26, 2012
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When customers stroll into Boondox Motorsports, they expect to be able to kick the tires of the 40 or so pre-owned cars, trucks and SUVs in its inventory or gaze fondly at its supply of gleaming second-hand motorcycles.

But while mulling over the purchase of a Harley-Davidson Fat Boy or 7 series BMW, visitors can also get their hair shorn or quaff a bottle of Boondox Brew Root Beer.

Opened July 2010, Boondox, 2535 28th St. SE in Grand Rapids, is the brainchild of Troy Rubey, owner of Rubey’s Auto Sales in Ada.

Its inventory of vehicles runs the gamut of personal transportation, from mainstay rides such as Chevy Impalas and Dodge Grand Caravans, to a giddy-up-and-go jet-stream blue Corvette, to specialty built choppers, as well as an assortment of accessories, parts, apparel — and a handful of classic cars, such as a steely-gray 1964 Cadillac Deville in mint condition.

Boondox is on a mission to cast a prevailing negative perception of selling used vehicles in a different light, said Ray Simon, finance and business manager.

“Everyone assumes because you’re in car sales, you’re a liar and a thief,” said Simon. “I’m very proud to say my integrity has stayed intact working here. I’ve sold cars here to my very best of friends. There’s no hidden agenda.”

As an added draw, in February this year at the same location, Rubey opened Choppers Hair Co., where stylists serve men and women with haircuts, color services, waxing and conditioning treatments. Haircuts start at $15 and color as low as $40.

The hair salon is intended to add to the showroom’s relaxed, low-key ambience, said Simon.

“We have so many people who stop in looking at the bikes and end up hanging out here,” said Simon. “It’s not just your standard place to get a haircut. Car guys like to talk to car guys, and bikers like to talk to bikers.”

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