Roseville Roseville Auto Mall Roseville is a study in contrasts.
New development surrounds a core city that is over a hundred years old.
For years the main industry in this south Placer County city was the railroad. Today Roseville is a center for high tech industry, with companies like Hewlett Packard and NEC Electronics. Roseville is growing rapidly. Current population is about 75,000. Roseville is the major hub for retail shopping in South Placer County with Costco, Borders Books, Target, Blockbuster Video, Home Depot, Office Max, etc.