Selling Cars in America (58m.)

we love cars we love making people happy and this is the medium to do it at the core of every dealership is the salesperson can you sell yourself are you comfortable talking with the consumer that’s the essence of sales the old stereotype that a car salesperson will rob you it’s kind of cliche now back in the days of horses around 100 years before kovetz or portions henry ford shifted here and a couple of the visionaries high octane gasoline all have hello goodbye jamesy hey Tom Johnny roads and I work at legend nissan prior to working here I was working at a liquor store I didn’t see myself as ever being a home owner I have custody to my grandchildren so it’s me my mother my two grandchildren I have a nine month old son and a four year old daughter I’m Wayne Siegel I’m the owner of the legend Auto Group with my brother Michael were partners the legend roller group consists of legend Nissan which is in Syosset legend Porsche which is in Massapequa New York and legend Audi and Volkswagen which is in Amityville New York I came in for an interview and I sat down at mrs. Segal and I I told him I had no sales experience no knowledge of everyone any cells or anything and the first thing out of his mouth was that’s good I very very rarely hire salespeople from other dealerships not that they’re bad but other dealerships may not look at how to treat the customer the way I do all right so we’re gonna say taxi on three or one of the internet right now Johnny roads when he came here who’s in his mid 40s and Johnny roads also when he came to work here had the responsibility of not only taking care of his children he had to take care of his grandchildren as well and everybody lived under one roof in a in an apartment that he rented he was just hoping that there would come a point in his life that he could have just one job and maybe enjoy his life I said to him oh why would you feel like that he said because you’re like a sponge right now so anything I pour into you you’ll be willing to really to accept and six years later I’m still here I hated Johnny his rear end check and I saw his eyes start to water up he said because I’m gonna cry he said because I never in my life would have thought that a 45 year old man whose grandparents picked cotton could own a home and be able to take care of his mother but it’s one thing about Wayne Sears the guy took me off the street no sales experience he sent me to a training class for ten days and then he took us into his office he personally trained us for another week after that laughs a person like that could devote his time in me then I could hold it whatever the time it takes in his business to be successful I think I make the right choice the auto industry started at the turn of the century turned the 20th century and the thing that really got it accelerated was cheap oil that happened in the about 1910 oil was found before that about 30 percent of the cars were electric and it was a very common to have an electric car cheap oil produced cheap gasoline and the automaker started building gasoline-powered cars and at one time there were 3,000 different car brands being sold and some some producers only produced two or three cars others produced a couple dozen before they went out of business guys were building car brands in their garage and selling them to their friends and the the visionaries of that time were able to such as Henry Ford were able to produce and sell low-cost cars a lot of them were just mechanics and tinker’s but they they were had enough business sense to find a market for their cars and be able to put together a marketing plan Don Martin general manager Ted of Hollywood I’ve been with a Sullivan group for 12 years I’m Mike Sullivan then the car business 34 years I’ve got eight franchises to Volkswagen to Toyota Porsche Audi Lexus and the new Fisker Fiskars a new electric plug-in hybrid that’s coming out that were kind of excited about with those franchises we sell about 15,000 cars a year yeah I’ve got 700 employees do about 700 million dollars a year in sales we’ve become

very successful over the last four years despite what the economy has done despite recalls and one of the the must to work here is we need you to sell 10 cars a month if you sell anything less than 10 cars why that’s not acceptable so basically that we go on a 90 day if you can’t keep up with those 10 cars it’s a little bit different now because we don’t have the cars to sell but when we’re fully stocked if you can’t sell 10 cars maybe it’s not the place for you to work we’re very competitive we’re aggressive we go after deals hard do a great deal of repeat business and a lot of referral business in addition to that about a third of my businesses directly it online so 20 years ago all of my younger friends were telling me that I was a dinosaur that brick-and-mortar we’re gonna go away and I thought perhaps I better interviews more of an internet presence so that’s when L a car guy came up I lived in Manhattan Beach for over 30 years I’ve also been a car guy all my life I’ve tried to create spots like friendly memorable and easy to watch they’re not they’re not painful to watch some of them were kind of stupid words but that makes it entertaining for me so I think that our spots are soft but yet memorable and it’s all branding of Mike Sullivan la car guy Toyota Hollywood all of those things whatever I’m to be remembered for I don’t care which layer it is as long as you think of one of those things when you need to buy cell service a car we have a quota system plus we monitored out sales calls outbound sales calls we have 24,000 people in our database that either been here for service or they’ve bought a car over the last three five six years we expect them to make 50 phone calls a day if I can take the negotiation out of a purchase it’s what everybody says they hate about car guys there is a negotiating process often when buying a car but the more we can minimize it and the more we can change the way my representatives speak that allows that the guests to speak differently there are no longer price negotiators their product presenters Lander Gonzalez I’ve been working for Toyota of value for almost 17 years now you know we got to make sure that we’re gonna find a car that fits or the ones and needs of our clients and then and we take all the pressure off and I mean we don’t force anybody to buy on the spot you know our job is to build value and what we selling and then from that you know our customer will decide four or five years ago it used to be crowd control it used to be oh my god here’s 19 people walking at one time you take him you take him it’s not like that anymore it’s now it’s a matter of the salesmen bringing in either their customers that they had before people that have been in for service or we’ve just referrals and that’s that’s how they’re gonna make a living they’re not gonna make a living a Kevin twelve guy standing outside and go up here comes the white car that’s my customer you know we just kind of go ahead and and present more than one option on how you can purchase that car and the whole pressure is off all our job is to make sure that you’re gonna have the best experience ever buying a car I don’t want a gang guys out there I don’t want to see 12 guys standing out in front of my showroom because it scares the hell out of the customer so what we do is we have one guy that’s basically up then I want the rest of guys on the telephone there’s only two ways that they’re productive either they’re on a phone calling or they’re in front of a customer talking that’s the only way that they’re productive if they’re out there just biessing but they’re not productive well in 1914 Ford Motor Company Henry Ford offered their workers $5 a day and this allowed the average person to be able to buy a car so by the time the 1920s came around the average worker was able to buy a car they just weren’t cars just weren’t for rich people anymore so the average guy could buy a car easily with the money they were making also the cars there were a lot of changes going on a lot of the small companies went away the bigger companies were now able to offer a really good-looking and interesting cars so the the car world was expanding in 1921 the first drive-in restaurant in Texas popped up so the car was being more accepted the car had more use in just transportation people were going out and having fun in their cars in their stylish cars the roaring 20s going out to the nightclubs at night and being able to use the cars for fun as well my name’s Tony Stan Paul I’m the vice president CEO of the Craig’s an

automotive group a large private dealer group in South Florida we have Lexus Toyota Scion accurate Subaru we also have Spiker which is a boutique exotic car that we also represent in our Lexus tour I’m Craig’s in this building is the culmination of a dream here we were spending crazy money on hundreds of loaner cars to make sure people got in and out conveniently without really spending any time in a dealership the thought here was when we sell you an automobile it really kind of starts the relationship between the dealer and the consumer so now we said well what if we could instead of a loaner car let us do your hair let us do your nails we figured let’s take the loaner car out of the equation and give you other options we try to think about everything I mean we’ve got a billiard room we’ve got a full business center just like you’d have in any you know premium hotel there’s a lot of things here that really captivate you in a sense of when you visit with us whether it’s service buying a car maybe simply to say hello things that you would do in your regular life from going to a spa to getting your hair done to using the gym these are all conveniences that we’ve positioned in the store for the customers is when they come here you know typically it’s like you have the TV in the showroom you would sit in the corner and drink you know some cold coffee that’s your typical dealership what’s going on here though is much more a family type thing we want you to hang out in the store the ultimate decision-maker is a woman what can we appeal to her with well we’ve got candles we’ve got flowers we’ve got incredible sportswear you know some people want to get a workout in maybe that’s an important time for them I have a gym we could have exercise equipment and then we develop the spa when you come in for service instead of taking this loaner car have a workout have a shower by the way there’s some massage chairs over here you want to relax your car maybe two hours and hopefully during this period of time you’ll say you know what maybe I need tires and we’ll pull the wheels off yeah probably breaks but the ultimate advantage is that you’re here and we can consult you your steering wheel Valentine McKenzie I fear with Craig’s an automotive group located specifically here at Lexus North Miami now in our service apartment both floors are spotless the machinery is all brand new the service garage is air-conditioned so we believe we have a much lower stress level on our technicians we believe they’re doing much better work they’re making less mistakes we believe that that leads to a much more satisfied client who is much more likely to come back to us and or first someone so when you call us for service we’re gonna ask you would you like your loaner car today or would you like to have your hair done would you like to use the facility and customers are starting to really embrace that because in their minds are like that’s kind of cool I can get my car serviced then I get my hair done I get my teeth whitened I can use your facility I can get a massage it’s very very very different you’ve got this relationship with a salesperson or the service advisor that’s all about what can we do to serve you instead of what are you doing here it creates this welcoming environment that says you know what I want to come back so the ultimate desire of the dealership of tomorrow is being that destination location that people say hey let’s just see what’s going on 1930s was an interesting era for automobile again the design changes were getting more prolific they went from boxes to having stylish car as two-tone paint jobs a wide variety of cars including clothes cars clothes cars were becoming more acceptable because they could be driven in the winter they had heaters in them the depression heard an awful lot 1932 was the worst a year on record for car sales you know nobody had the money to buy the car it was still seen as a semi luxury those who could afford one did but it was a very tough time and this went all the way until the beginning of the war the economy was picking up in the end of the 30s but the war came about 1941 the ramped up to the war the helping of England helped the economy but everything changed in 1942 that was the end of car production there were few cars produced but they were strictly for the military all the automotive

companies that built cars now started building tanks and airplanes and airplane engines and boats it shifted overnight which hurt the car sales people a lot the dealerships the the guys who worked there off in the war so they brought women in to do some of the mechanic work they were obviously no new cars to sell the used cars they could sell just very few people had money for a car if you did the gasoline was rationed tires were rationed so it’s a very very tough time for the car dealerships the the auto industry itself did okay because it shifted gears rapidly but as far as the average car dealer very difficult time to to get through John Bruno jr. I’m the Sales and Leasing finance director of Potemkin general motors here in New York City we have Cadillac Chevrolet Buick GMC going on 40 years I’ve been with the company for about eleven years now we run all the day-to-day sales leasing and financing relations between the banks and the customers and the dealership well potemkin Cadillacs a little bit of an anomaly in the automobile business when people say potemkin they think Cadillac it’s really associated with the brand that’s kind of iconic here in New York area if you think back here in New Yorker and used to watch The Odd Couple reruns on channel 11 you remember seeing Victor Potemkin zwei fluo doing all the commercials this nameplate isn’t on the back of your car you probably paid more than you should and so Potemkin is a really an icon it’s an iconic brand I mean it’s not often you could say that the dealership is a brand we usually sell the brand mark of the the vehicle Potemkin is one of those instances where we are a brand the nice thing about Dexcool is constantly lubricating the inside certain components well Marvin single have been with Potemkin approximately 21 years now pleasure to work with this organization with General Motors there is nothing that we can tell a consumer that’s that they do not know so the gap that they had in terms of knowledge is kind of narrowing because consumer these days comes prepared they know the interest rate they know what incentives are available what features and benefits that they have before they even walk into the dealership so the perception that they’re gonna rob us they’re gonna cheat us it’s a myth now because there’s nothing that we can tell you that you do not know the old stereotype that the car salesperson will rob you it’s kind of cliche now does it exist yeah it still exists people are scared they have a baggage in their back before they walk in oh he will cheat you he’ll rob you but there’s nothing that we can do that’s not that they do not know they know the price they know what we pay for it they know the interest rate they know the option so it’s it’s a myth space is at a tremendous premium here we’re unable to keep inventory in the building most of our inventory is 12 miles away and a lot in Brooklyn we ship those cars back and forth every morning the cars we sell today will bring here tomorrow and deliver to the customers at that time and a place like New Jersey their business model is based on getting the customer in showing them the car giving them a test drive signing the paperwork and have them take that car that same day that’s virtually impossible for us here attached drive is very difficult for us here like a test drive a vehicle sure we’ll go around the block going around the block it’d take you an hour here in New York City so the customer is aware of that coming into this you know they’re it’s obvious than our small facility we can’t have hundreds of cars I mean there’s models of cars that only have one or two up in the building and you know it’s challenging for the salespeople to show a car that may not have the options that the customers looking for or may have too many options and then once they get their car to have them set up so they’re not disappointed that that’s totally different than the car that they had seen initially on the dealership premises you could be the most successful car salesperson you could be making 300 thousand dollars a year but every time you make a sale in our business we call it mini deal where there is no profit being made it is the same zest joy that you get when you deliver a car when you sell a car so it hasn’t changed I don’t think it ever will change because it’s an accomplishment every time you hand somebody a customer key of an automobile that means you have succeeded they have succeeded you’ve done your job what you had been hired to do at the the end of the war automotive

companies that had been building tanks and bombers and all kinds of war machinery all of that pretty much came to a grinding halt and they had to shift their assembly lines back to cars but the only thing they had on the drawing board is what they left there in 1942 when they walked away from the card designs so they built some cars but they they were not what the public wanted the public was now demanding more guys are coming back from the war had money to buy a car the guys who worked here and didn’t go to war they work lots of hours made money so there was a market out there ready to be tapped and the automobile industry was was I’m gonna say slow to respond but they they couldn’t do anything else they did it as fast as they could and by the time the early fifties rolled around now you’re starting to see hardtops v8 engines colors all kinds of attractive convertibles and the economy was booming again we were going through another war with Korea and there were some shortages of materials but the the car industry boomed again the the culture accepted the car with drive-in restaurants drive-in movies it was the culture in America changed and the car was the perfect tool for people to get around and enjoy themselves today when somebody says Etzel teeny baby boomer everybody just sort of cringe and has a smile on their face say they they remember they were they were old enough at that time to know about the car industry and and know the story of the Etzel this is the Etzel unlike any other car you’ve ever seen Ford Motor Company created the Etzel as another intermediate car they had the Ford they had the mercury and this was going to be a more upscale unique car its own division its own dealerships people just did not like the grille that horse Collard grille didn’t didn’t set well when Ford first announced that the ELSA was coming out a lot of people who had dealerships wanted a franchise others spent big money to get a franchise but when the public did not like the Etzel at all and it didn’t sell well and they had lots of problems they had a TV special with all kinds of big-name stars promoting it they had a situation where they brought a bunch of journalists in and let them drive the cars home unfortunately a lot of the cars broke down on the way back and came back on a trailer so it was a very inauspicious event as far as bringing the cars out Ford did spend a lot of money on that car and came out in 1958 which is also a recession year not it not a good time to bring out a brand new expensive car and by 1960 they were all gone the Edsel at your abyssal d ler my name is al Valero so I’m the sales manager of the premium Ford in Brooklyn New York I have been in the auto industry since 1984 I worked only for one store in this particular store the owner of the dealership has been a tremendous individual who has fostered a lot of us and brought us along the way from you know young men who really had no direction I was not quite sure what we want to really do in life and gave us an opportunity three men for good afternoon for speaking my name is Bruce Tannenbaum I was born and raised in Brooklyn my dad had a used car business here on Flatbush Avenue starting in 1965 so I grew up in the business and he retired in 1990 after they retired I came here 1991 where I’ve been working at premia for it since that time they know Bruce for over 20 odd years and yeah I know that he came from a background where his father was in the auto industry before that they owned used car operation so he kind of grew up in this business so coming in to work for me he knew more about the business than I did when I first met him the difference between selling cars back then and selling cars now I don’t see a big difference just the technologies change the prices of obviously changing and as well as you maintain a good relationship with the customer you’ll have a following you’ll be will make your dealership proud of you and we just have a very good relationship I trust what he says to me he’s very very good with the customer he makes the customer feel at ease

he gives the customer a sense of that he’s somebody that’s going to be here not only just now for the sale but afterwards when there are issues that may arise that need to be taken care of well the customer today is much more savvy than they were 10 years ago five years ago since the internet has come out and changed the way customers are actually buying cars because today you can go on a website you can even go on Ford’s website General Motors website or Toyota’s website and you can get your numbers with a car what the car actually costs the dealership and you can start negotiating the price from there now customer base is very knowledgeable we draw customers from all over people come over the bridge to buy cars here so we have a big big following here we’re a small neighborhood store we were not a big-box store not on a major highway but yet we have survived through probably the roughest time that I’ve seen in the auto industry which was two or three years back the life of a car salesman is long hours but it’s a very rewarding business because it enables you to make a good living an honest living and buy a house put kids from college take nice vacations and actually earn money and save for the future for your retirement what Ford has learned from what I’ve seen over the last several years is that they’ve learned that it is necessarily incentives is what sells your product because they’ve gone through that cycle where they put massive incentives on products to get people to come into their showrooms their approach now is let me put quality in the product let me build a car that a customer can take and drive for good be a period of time without having any issues any concerns it’s a good business it’s an honorable business and people can make a living if they’re honest and they do the right thing and I’m proof of that a lot of our competition has gone away and we’re still here and not a great deal of advertising has been done it’s just been a community that knows that we’re the same group of people are here for a long long time the 1960s was one of the most dynamic eras for the automobile industry 1965 was the biggest year in car sales Toyota brought in their first car the Toya pet in 1960 but everybody pretty much laughed they didn’t think that well maybe there’s an interest in small cars but the Japanese are no competition for us but there there were very few government regulations the muscle car era came about in the 60s which young people the the first leading edge of the baby boomers had money they went out and bought their own cars so they were able to get out on their own order something that was very sporty this is a far reach from what you saw 20 years earlier with big engines and and dual exhaust and bucket seats and the freedom the freedom of the road the the availability of the car was so great that it totally changed the culture again drive-in restaurants booms street racing boomed and all the all the industries that supplied the auto industry the steel makers this was all an American industry there was nothing being imported that if he wanted a generator it was built here in the United States so these the car makers were having the market to themselves essentially redound a three big the big three that had the market themselves and they all built cars for this era and a lot of sporty cars great image cars they’d come out with a Super Sport model with bucket seats but you didn’t have to maybe buy the biggest engine so you could have the look of the big engine car and enjoy the cars and the quality was much better too at that time in the 1960s there was a big migration to the suburbs this made it necessary for people to have a car to get to work to go shopping and also the two-car family pretty much was indoctrinated there if you lived in the suburbs not only job one but you usually had a second car the wife may have worked the kids have a car so this again the cut as the culture change the automobile industry adapted to it and profited from it greatly over 1,000 over 1,000 cars and trucks and SUVs on sale we’ve cut the prices right down to the bone plus plus we’ll give you a $1,000 bonus for your trade Ian televisions a great medium to advertise anything and the local businesses saw that they could get a piece of this action that the big companies were getting to and drive business to their door instead of to all the doors in the neighborhood count Worthington was probably the best pitchman ever because he would have all

kinds of interesting TV commercials that just visually watching them was great he’d have monkeys and elephants and birds and and to be all kinds of stuff to watch and he being his cowboy outfit he had sort of a little twang to his voice that made you want to listen he wasn’t he didn’t feel like he was a slick pitchman he was just a guy that had a car dealership and Cal was one of the real early pitchman that that was on late-night TV he bought spots that were unpopular they’re very inexpensive spots during late time movies they were called dog spots so Cal then had his dog spot and would have spot on the hood of the car and everything was a parody Cal was a caricature and the dog was a parody everything about it was fun and creative and meant to make Towel memorable by the time my dog spot came around Cal had a couple stores and there was quite a few local TV guys one in particular was using a German Shepherd a dog it’s kind of a prop for the ads saying oh you know look at my my cute dog and you know Cal was getting ready to do an ad and and he thought it’d be funny and he was joking around with some of the TV guys that well I’m gonna go and I’ll go get a gorilla and I’m gonna tell him well my dog spot over here it’s gonna beat up your dog and not only that I’ll get you a better deal in a better car just took off everybody loved it and from their spot of course is any kind of animal except for a dog it’s a childhood memory for anybody the west coast from Seattle to Southern California up to Alaska fond childhood memories for people and a little little entertainment for folks sitting at home but mainly Cal invented a character that was that became an icon whether you liked him or not he was iconic he became a part of the subculture of Southern California he was on every late-night movie you ever watched Ed growing up as a kid the importance of the commercials for bringing people to the store can’t be underestimated every car dealer is selling the same kind of cars they they’re all buying them basically the same they’re all selling them basically the same the difference is that he was able to provide a little entertainment to people and by doing that gaining notoriety separating yourself from the herd maybe a huge huge impact for his business if you need a car truck if you want to save a buck if you want to change your lovely busy calendar my name’s Robert Scott Brown I’m the theater principal of Robert Chevrolet here in Hicksville New York yeah I’m Bobby Brown I’m a second generation my dad got the dealership in 1957 I started at the bottom I wanted to sell cars right away but my dad said no you’re gonna start in the parts room and that’s what I what’s my first job in the parts room I would go fetch parts I would go drive to other dealers and get parts but I swept the floors and I wound up working the counter and I became a service writer after I guess I worked about a year in the parts and then I was in the service department then I was in the general office and eventually I got to do what I wanted to do and that was so used cause and learned to buy cars we were part of the growth and we would we sold all those cars because of that growth I mean Levittown had been built after World War two and then we got in the Korean War and after I had a lot of GIS coming back and they needed wanted cause they wanted cause and Chevrolet was really king of the road then when you think back at some of the Dinah Shore commercials see the USA in your Chevrolet those days were really rocking and rolling for us and it was a lot of fun drive your chevrolet through the you the Long Island market is incredibly competitive it’s dominated by the foreign cars we’ve been on a on a pretty severe downward trend for ten years but thank God since General Motors got restructured and they’ve come out with the incredible product that we have to sell now it weighted my lifetime to a product like this General Motors has really done this right of all the cars they’ve ever built the Volt is probably the most technologically advanced vehicle any place anywhere I would have ever thought we’d be driving a car like this today with no noise probably a hundred and fifty miles to the gallon if you have if you have to use the

exhilarated it’s a technological wonder I think it’s rated at 93 miles to the gallon if you do less than 30 miles a day on your commute you’ll never use a drop of gas we’ll get people coming in they want to drive the vote they want to look at fortunately I don’t have any right now to sell I’ve sold more which is a good thing I’ve got someone in order just having them come in and having them look at that car we’ll take a ride into which we encourage anybody don’t care if they want to buy it or not we hope they do but if they don’t we don’t care we won’t they see our other product and they say holy mackerel that’s a Chevrolet over there I didn’t realize how great it is till I took it home I took it to my daughter’s first grade school for the day and what a thrill it was to see the kids cheering for GM and sharing for the Volt it gets you emotional almost it’s it’s taken a long time it’s 2-1 to get to this point where we could get back get back to having the younger generation get excited about General Motors again and getting excited about cars and that’s what we lost and we’re getting it back again and I couldn’t be more thrilled I think we’d be selling a lot more if that car was priced ten thousand dollars less I think that’s where we have to come we have they have to find the technology to build those batteries at a much less course and have still have the quality and longevity out of them and now we have the product to compete to show how great America is and we are gonna change that we are changing the perceptions of the people and it gets changed by each vault that you put on the road those people go home and they tell their neighbors and their friends and you can see how great the American cars aren’t I think it’s only gonna get better and better it’s we’re all going to be leaner the dealerships now are gonna be bigger dealerships instead of selling 500 cars a year you’re gonna sell a thousand so you can now make more money compete against the Japanese have a bigger facility hire the best help and treat the customers even better as the 70s came in we saw the end of the muscle car era in insurance rates skyrocketed gasoline prices were high and overnight it died and people reexamined what they needed in a car also the government regulations were there on bumpers and fuel economy and emissions and this hurt our the American car industry a lot but it gave a big opening to the Japanese they came in with low-priced cars he had good mileage the small cars that the American companies were making were not accepted as well because of the quality of the Japanese cars and the price so the price point the fuel crisis emission laws all had a big change on the culture at that time I said listen I may be willing to go ahead you only came up $200 let me start over my name is Jason cool I’m a sales guide for Land Rover Glen Cove I started in this business in 2002 at first I didn’t want to be in this business I just thought that it was what everyone said it was a sort of a sleazy business you miss it maybe six months from now it’ll be cheaper from a sales standpoint there are some ups and downs you know when you have a bad day you feel it you have a good day you feel it we usually work on a month-to-month basis so you look for what you did last month and how you can improve from that month what deal did I lose that I could have got and what deals that I made and what did I do how can I do that again we both like it to work out with I’m sure you want to buy it you wouldn’t be here and I’m and I want to know so get me wrong I want to sell it any other guys see all the desks around eight other guys that will sell that car for more money than this but I want to sell the car right now so they can you definitely do get a satisfaction and a thrill for making a sale especially when it’s an amicable agreement with the customer you know the customers happy well you know you gave them a good deal but they’re gonna tell their friends about it that they’re gonna be happy with the vehicle cuz you argue it at this point over two hundred dollars you say three I say five I said a thousand but I came down five right away maybe that was my mistake maybe somebody buys a Land Rover it’s a destination for them they’ve come on a journey in their life to a point where they can afford it to a point where they feel they’ve reached their potential and they’ve reached a point where their level of achievement in life they’re rewarding themselves the vehicle is an emotional purchase you’re not just

buying a box in four wheels otherwise there’d be one brand of car and everyone having the same thing a Land Rover or any other luxury brand is going to excite you I would love to because I get a car on the board that’s what I would love to do and it took me a little while to get past that stigma but you know when I realized after a while that I’ve been doing this successfully and that the clientele that I have been working with I’ve established a long relationship with it’s certainly worth it it’s a great industry to be in if you can get past the first couple years because you do need to establish those relationships and once you do it’s very rewarding the reality is 1980s a lot happened in the automotive industry the Japanese had a strong foothold now they hate for producing good cars good mileage they had a good reputation Ford Iacocca got fired big dispute with Henry Ford but Chrysler was going in the dumper and I coca went over there accepted a dollar a year salary to resurrect them got a government loan which nobody wanted to give them but he paid it back early and the reason he paid it back early because he brought out the the kei car nice front-wheel drive car and for that same platform he also built a minivan he essentially invented the minivan which took off like crazy everybody had to come out with a minivan they were so far ahead of all the other automakers because they had it had – it was a gamble when you’re down on your luck you’ve got to push all your chips in and go for the best you can which was essentially the kei car and the minivan another big change had happened in the 80s was – getting away from carburetors the electronic industry boomed we were able to put solid-state controls in the cars electronic ignitions electronic fuel injection which improved mileage improved emissions greatly this was a big boon to the auto industry and for the consumer as well they had really reliable cars that could get great mileage hi my name is kami Mizrahi I work at the Fiat USA of Westbury studio in Westbury New York we are a new franchise delivering Fiat back to the US and we have been open since April first I have been in the car business for the past four years in selling capacity selling Jeeps Chrysler’s dodges and also has financial support hi I’m Joel sporran I’m president of West Bridget Chrysler Dodge and now Fiat as well the Fiat salon of Westbury we just opened up and the challenge we had was was the time frame getting an open day they gave us a very aggressive timetable to get the store renovated and and open we actually took step that we had from from our Westbury Jeep Chrysler Dodge store and brought them over so we knew already we had the people that could that could present properly had the integrity of the honesty to represent us when Fiat left this country 27 years ago there were some you know rumors and jokes made about Fiat and rusting and parts which I think they’ve you know well accommodated with the new line definitely couldn’t ask for a better time to be introduced into the US with the gas prices climbing everyday the main challenge is just getting people to come in and see the car I think as a woman in the business you know sometimes you’ll get the people that say oh you know hands up it’s a woman but if that challenge you to know the product even better and Fiat is really the car sell as is there’s no negotiating so from the moment people walk in it’s very relaxed they’re at ease there’s no point of negotiation they know the cars are sold as is or most people do and it takes a lot of pressure off us as a sales team I think I bring a softness I’m not aggressive I’m not pushy so I think my personality as far as being personable and pleasant and warm a lot of my customers now are calling me back that their leases are due and they’re saying I like the way that you handled it Fiat itself hasn’t been in the country for many years people my age knew about Fiat years ago but today most people don’t so we’re introducing a brand new brand the vehicle is very well-known in Europe specifically Italy it’s been Car of the Year the 500 that we offer what what should happen over time is Alfa Romeo will come in and that will grow into a Fiat Alfa Romeo brand will have a love about eight products we were excited about representing them it’s a very fun product and in a very high miles per gallon which obviously we need today Mike Goldberg here at Westbury Jeep been

selling cars not for eighteen years and it was an interesting journey of how I got into the business friend of mine was I was doing dispatch work I was working in the fuel oil business and it was it was a good job it was it was a fairly secure job but it was never very profitable I kind of topped out at a particular level so a friend of mine was working actually at Westbury Jeep many many years ago and he was always driving a new car and seemed to be fairly successful and frankly making more income than I was and I thought hey I think this is something that I could do it’s a family dealership and it was started even before I was born it was started in 1957 by my mom and my dad they owned the gas station and then it started selling Nash’s out of the gas station and then moved into a three car showroom and I used to come in on Saturdays actually as a kid watching my dad sell cars that was a lot of fun I watched him he had a staff of five or six salespeople and he said just watch them how they would talk to customers and and selling cars and back then Rambler was even AMC was the underdog so everybody wanted a Chevrolet they want a Cadillac and you had to really sell the car you had to sell all the all the points of the vehicle and they worked very hard in doing that and it built a successful dealership back then I’m in business with my brother my brother Randy today we we own this store together and it’s it’s become the largest Jeep dealer in the United States what actually inspired me was reading a book called customers for life by bike also he’s a dealership in Texas and it was then that I realized that in order to be to sell in volume you have to make your customers your advocate and the way you do that is you attach a service to the commodity commodities can be discounted but when you attach something that a customer wants and has great value to them it gives you the right to have a customer shop you for that for that for that product so today that’s what we have the VIP program that’s attached to every vehicle this VIP program is something that we provide free of charge to our customers that separates us from the pack it includes oil and filter changes free for the life of the car with every maintenance it includes a guaranteed loaner car every time you comfort any maintenance or service renew extent inspections for life our service department is open past midnight what week-long and Saturdays a full day imagine you know you’re able to after work go home have dinner relax a little bit and at 9:30 come in and service your car it doesn’t get us any more profit because we’re we have to be competitive our price but it gets the customer to want to shop us and want to buy from us so it makes it very difficult for competitor to actually compete against against or our vehicle in our store with using our brand but it is rated at 60 miles per gallon well you know really one of the greatest things about being in the business is something that I personally enjoy is the art of the deal you know and and and working working that aspect of it I enjoy very much helping the customer find the right car find the car that’s going to work for them and their family and and a situation overall that’s best for them and frankly I even after all these years I still I still get a little bit of a jumble in the stomach you know when it’s going good I get a little tingle like I can see this is working out real good for the customer and it’s working out good for me I still enjoy that my particular way of selling I’m very soft so I’ve spoke and I I have my own way that settles the customer of course we’re selling the car you’re selling yourself as well and that’s something that I think really changes the customers out thank you for calling Westbury Jeep your five-star dealer this is Michael the hours can be very long in the car business and and they are we don’t work 40 hours of yesterday I worked nine hours on my off day and this is just something that we do why we would do this is it’s pretty simple the bottom line of course we want to help the customer we want to do what we can we’re here to make money and and as we put in these longer hours and do what we do the rewards are monetary I’m providing the service and I enjoy that and of course I enjoy my check when it comes at the end of the week so that’s why I do the 1990s saw the explosion of trucks everybody was buying a pickup truck or a sport ute and the minivans were still selling great one of the unique things that came about in the 80s and this is through General Motors was the onset of Saturn a brand-new kind of car company a brand new car the dealerships salesmen weren’t Commission salesmen they were just salary employees so you never felt the pressure going in there that you had to make this guy’s quota this week so it was a great idea unfortunately they drop drop the ball on

it later and now Saturn of course is gone today as we shift it into the 21st century the era of the muscle car came back Mustang in 2005 came out with a great looking car that was not built off another platform it was built as a Mustang which is the first time they did that it was also a retro look Chrysler sort of started the retro look with the PT Cruiser caught on really well Ford jumped right on it and recreated the Mustang and then shortly after that Chrysler saw what was happening and they thought well we should bring out a challenger so they brought out a challenger and following that of course the Camaro Kimo this is exactly what happened in the 60s 64 the Mustang came out then the Camaro and the Challenger so we’re looking at these cars just as we did back in the 60s except now they have much more power they have all the safety equipment they get great mileage they’re fun to drive and they’ve been very popular even though gas prices have been high it hasn’t stopped the fun of people buying these cars because the mileage is reasonably good but they’re they’re great cars the retro looks are just amazing they just turn heads wherever they go today in 2011 we’re seeing influx of really high-quality small cars if you look at the BMW MINI it’s it’s a great car anybody who’s driven one loves it there they’re all different you can’t you never see too many’s on the road that looked exactly the same and they’re powerful they get great mileage that this is a definite change in American thinking we always thought that small cars were junked the automotive companies local automotive companies also thought well nobody wants to pay good money for a small car well they’re finding out that that’s wrong the PT Cruiser sort of set the tone for that as an economy car that was different look good and you could get some nice options now the BMW MINI just followed in that and has a great reputation as a car and I say it’s very distinctive you you can’t miss it going down the road a new Volkswagen Beetle as well the other interesting part of the automotive industry today is the mid-size car wars the foreign fusion the Camry Hyundai they’re all bringing our cars in this market segment both hybrids and full gasoline-powered that are roomy sedans high quality great options that are very comfortable family cars mama from the time I walked out the door my house that time I get into my car I got music glass in and I’m gonna put myself in a happy frame of mind to walk into you any problems I had at home I got to leave those at home so I make sure I come in here when a proper friend of mine and I actually love this job and the high that I get in my business is not so much from the success that I’ve been able to have but the success from the people that I’ve trained the life of a car salesperson is exciting it’s challenging it takes a special kind of person to be a salesperson we work tremendous hours and a lot of us commute from very far away dealing with the with the hours all of us have families most of us need to go home to that and have that work-life balance and that sometimes can be difficult so anybody coming into the business today I would recommend that they come in expecting long hours and everything will fall into place because if you’re a doctor a lawyer whatever your field is in today’s economy everybody’s working long hours nobody’s working eight-hour shifts anymore it continues to give me a thrill when I hand keys over and know that I’ve created something important in someone’s life there’s no other business like the car business especially in America see you tomorrow Johnny back in the days of horses around 100 years before Corvettes all Porsches Henry Ford shifted gears and a couple of the visionaries high octane gasoline all hail Motor City hit love by James back in the days of horses all roads the

to roll a candy see birds analyzes the paper ball right on Ventura ragtop route 66 us watch looks and byways get your radio turn it about all the two car garages game sales and baking deal come on down check out our dodges slip in behind the wheel for a test-drive rubber chicken five boy now in these days of forces it’s clearly understood right first of four to corral the the man backseat sweets it high-rise you you