About Us

Providing Expert & Honest Service For Over 30 Years

Our History

AfterMarket Concepts, Long Live Cowboy’s founder, Jerry Diesel, was born just east of San Diego in the small community of El Cajon, California. Jerry entered this world in the mid part of the twentieth century, a time when strong personal and family values were taught, practiced and valued. Jerry came to Colorado in 1992 after a distinguished 45 year career in the automobile sales, finance, service and extended warranty industry.

Hard work, attention to detail, and ‘coming up’ in the business have provided Jerry with a unique and comprehensive perspective to the needs of the industry and the general public’s needs.

Mr. Diesel began his career at Truman Motors a Volkswagen new car dealership as a ‘lot boy. Within a few short months, Jerry’s career began to blossom. Management, recognizing something special, began promoting Jerry to various positions throughout the dealership, starting in the service department. Jerry worked as a mechanics helper, shop foreman and service writer. Each new job opportunity came with additional responsibility and on job management training. It wasn’t long before the stores owner recognized Jerry’s exceptional customer relation skills and moved him to the sales floor, once again, Jerry excelled and soon moved into management!

With his a background in customer sales and service, Jerry recognized vehicle purchasers were in peril. Manufacturers were not serving the retail customers needs with comprehensive warranty protection. Furthermore, used vehicle purchasers with no warranty protection could be left with major repair cost through no fault of their own. Identifying a need, opportunity knocked and Jerry responded. Although service contracts had been available for many years, they were not considered a profit center, therefore they were not actively offered. Now, due to the challenging economic environment, service contract protection offers needed help to customers when a mechanical breakdown occurs.

Jerry, with his unique and diverse background and ability to think outside the box, realized helping the consumer with extended warranty protection at the ‘point of sale’ would significantly increase customer satisfaction. Soon thereafter, Jerry began a relationship with Wynn Oil Company, who offered an extended service policy along with their products. After building a successful book of business in southern California, Jerry came to Colorado in 1992 and opened the Colorado territory for Wynn’s.

In 1998, after more than 25 years of working for someone else, once again opportunity knocked and Jerry was offered the opportunity to work for himself providing automobile dealerships with the ability to offer service contract protection to their valued customers. Royal Administration Services, dba Buyers Choice, was experiencing healthy annual growth and in a position to expand their product line to Colorado. Jerry compared their customer service history, business model, and financial health, as well as, their warranty products and found them superior in all aspects. Always a winner, Jerry wanted to represent a winner. Therefore, AfterMarket Concepts. was born!

For the last 22 years, Jerry has been offering the independent used car market an exceptional product, as well as, un-equaled customer service to the dealer and his retail customers.

Jerry’s motto: “People Helping People”