Cerritos Auto Square in Cerritos, Calif., has debuted a free concierge service for car shoppers.

The Southern California retail center, which bills itself as “America’s largest auto mall,” said customers now have access to concierge representatives to help them find the right car, answer questions about financing and trading in vehicles, and negotiate for better prices.

“We know buying a car is a lot of work and often an uphill battle and many people don’t have the time to sort through hundreds of car pages and reviews,” Cerritos Auto Square president Reed Amiri said. “Worst of all, many don’t have someone on their side to help, which is why we created the concierge department.”

Cerritos Auto Square, which includes 24 dealerships representing different brands side by side in one location, said in a news release it’s providing the concierge department as a public service, adding the representatives “will never apply sales pressure, and callers are not obligated to purchase a car.”

When car shoppers contact the service, the release said, a concierge representative will personally introduce them to the dealership’s top salesperson and will be available “on standby” via phone or text to immediately assist with any issues or concerns that come up during the purchase process.

Cerritos Auto Square said its size and scale — it claims to be the nation’s largest auto mall — allows it to offer special pricing and said its dealership owners are committed to protecting car shoppers, with the motto, “The biggest is the safest.”

“Most car dealers have a bad reputation because they don’t have the sales volume of the dealers in the Cerritos Auto Square,” Amiri said, “which means they have to charge more and spend less on service. Only the largest auto mall in America could afford a free concierge department for all car shoppers.”