The Niello Company started with a man in possession of exceptional talent. Louis Niello understood automobiles. He knew how they worked and how to fix them. The son of Italian immigrants resettling in San Francisco during the 1900s, Louis Niello displayed an unusually high mechanical aptitude by age 10. He loved cars and anything associated with them. He raced motorcycles, worked as a chauffeur and eventually landed a job as a mechanic at a San Francisco Packard dealership.

Niello BMW opened in 1973 and moved to its current location on Fulton Avenue in 1985. At the time, the BMW brand was new to the market and unfamiliar in the region's automotive landscape. All that would change though in a matter of time. In December of 1981, the Niello family branched out of Sacramento by acquiring a Porsche Audi franchise in Concord. In 1991, Niello acquired an Infiniti franchise in Concord, where it has been exclusively offered at the 1001 Burnett Avenue facility ever since.