SCARBOROUGH, ME — In an era of evolving workplace ethics and growing sensitivity toward the use of animals in commercial settings, few remember one of the strangest—and surprisingly effective—sales strategies in automotive history. Portland Volvo Cars once employed chimpanzees as full-fledged sales associates, an experiment that, for a brief time, changed the way cars were sold.
“It was a different time,” says General Manager Matt DiBiase. “The industry was undergoing a period of transformation. And, frankly, the chimps outperformed most of my staff on the phones and handling internet leads.”
A Sales Sensation
The idea took off when a chimp named Bobo, originally brought in as a mascot, began mimicking the sales staff—handing customers pens, gesturing toward contracts, and even giving reassuring pats on the back. His uncanny ability to close deals led DiBiase to expand the program, recruiting other chimps like Toigo and Sarge. Toigo thrived on the showroom floor, while Sarge, known for his gruff demeanor, had an impressive closing rate—often celebrating a deal with a cigarette and a Piels beer. Customers, despite initial hesitation, found themselves charmed into buying.
The End of an Era
But as society’s views on animal welfare evolved, so did scrutiny of the practice. Chimpanzees were increasingly recognized as intelligent, emotionally complex beings, and the use of primates in commercial settings faced growing backlash. Eventually, animal rights activists intervened, forcing the dealership to surrender its top-performing sales team.
“They said we couldn’t have them anymore,” DiBiase laments. “These ‘animal rights’ people showed up and took them away. Animal rights my ass! You know what they did? They put them in a goddamn zoo! Like that was better? I visited once… seeing Bobo, Toigo and Sarge there, naked and shivering, kids making faces at ‘em. It was enough to make me cry. They put them on a diet of mush and made them drink out of hamster bottles. It was just awful.”
A Legacy Unmatched
Today, Portland Volvo Cars relies on modern technology to drive sales, but veterans of the industry still reminisce about the golden age of the sales chimps. “They never took breaks, never asked for raises,” DiBiase reflects. “I’d love to recreate that success, but times have changed. You just can’t have chimps working the phones anymore.”
While dealerships now depend on digital tools to connect with customers, one can’t help but wonder—were chimps the better way?