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Dealer Bob Rohrman: ‘Never give up’

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Fri, 7 Dec 2012|

The 'Dealer Speaks' With Bob Rohrman

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Automatically Generated Transcript (may not be 100% accurate)

Welcome to the latest installment of our series the dealer speaks. I'm Tom Moore back. He's employees describe him as hands on a mentor and above all a salesman. We're talking about Bob orbit. President and owner of the Bob warm and auto group. This operation is big -- to number eighteen in the latest Automotive News top 125. Dealership groups list. In 2011. Warm and sold 191635. In new retail units. In group revenue came in at more than 905. Million dollars. The company portfolio currently includes a 24 new car dealerships covering fifteen brands in two states plus. For use car superstores. In as we learned doing our recent visit to Chicago land those numbers are growing. The charge being led by warming himself. Whose first boss was a cigar chomping Ford dealer in Lafayette Indiana. In 1955. These. Obviously. You think maybe you've been so harsh I said yes sir again. Where you'll start I said right now he said OK your hired. And he was often running. In 1963. Warm and opened his first used car lot. In in 1969. He started selling -- Toyota's. Relatively unknown mark in some parts of the country. As Lafayette it and how to pronounce Tonioli Khaled. Priority after adding a steady stream of brands in his hometown including Honda. Warm and looked north to the booming town of Schaumburg Illinois. Where friend was selling 200 -- a month. And I -- who I should -- the dealer here there was at one. So warm and built it in 1984. His first store in the Chicago area. -- who himself isn't one to -- it actually my office probably is my car. That's him in the red Lexus. Likes to move franchises around like pieces on the chess board. The car business for me -- just been. A game. Woman's Honda store will soon move to the site of his nearby -- dealership. Use condoms will be sold in the key to show room in -- 140000. Square foot addition will house new Honda's next door. As for the -- distort well that's moving into the existing Honda dealership. And warm and it is moving his suburban Chicago Lexus store less than a mile down the road. Into a two story 200000. Square foot building in his business park which even has its own traffic -- I concentrated on the -- been so much that. We do well with and so we can. We can build buildings like the -- storm it doesn't hurt that warm and owns 51%. Of a construction company. In virtually his entire operation. Except new vehicle inventory is paid for all self funded. Never give up. Has been my model he could have went one store was three million bucks in the whole ice that with us stuck with -- me to three million dollar back. And I -- -- about 800000. Today. And that is just one of the many lessons he's passed along to his children and grandchildren who -- in the family business. Grandson Ryan is the GM at Schaumburg Honda. He takes presidents David teaching me how to sell cars and as like -- lose you know what do you mean by that is -- -- -- the very first day we emphasize it and you. And I just -- told me he said you got to love the customers and they'll let you back. Customer satisfaction is so important to warm -- that he established his own university. For new and existing employees. Where. He's he -- people. The car business. Not only in sales for news service. How we wanted to take care of the customer. How we won't be noble want the serious side. Son JER well and Arlington Nissan. As is always told us you know you could inspect what to expect. Not many dealers are routinely signed autographs but Orban does. After starring in countless TV ads over the years often in -- He says the goofy spots drive business. I have people tell me and the source. I just had coming in. Because really advertising. And they say. You're crazy. But I love it. New ads were suggested by employee looting Garcia. Who realized mormons advertising. Wasn't targeting a key audience. The area's growing Hispanic population. The two now star in this spot spoken in Spanish. -- I take all of biases. From employees good or bad sometimes as I was Lugo was this game is Maria Orman is also bullish on the Internet. He predicts 40% of its sales will soon come through that media that doesn't mean. When he now walks in the door how'd you hear of us. You should Washington and that's not -- fail. He had access. Contacted. By the end. And then we really can't say that there's an and -- sale. Meantime warm and is building a -- store in Wisconsin. And negotiating. For a General Motors franchise. His grandson chase who runs a Ford store -- growth is a motivate -- He's still going after everything facility got -- mentally -- wants to grow. I hope when you know -- Not only not only isn't healthy but this fun. Warm and employees 14100 people do stores throughout Indiana into Illinois. And like many dealers he is charitable. During our visit he presented the Red Cross a check for 100000. Dollars to the super storm sandy relief but. Next week we'll hear from -- Monday and asked co owner of the Monday advanced automotive family will see that.

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This this building is 80000 square feet we use every inch of it today. Are we gonna need it one way and cars don't break. And and when. You know or is it in a scenario where where maybe it's except to boldly carry an inventory of ninety days or cars did the business model election. So maybe they'll be smaller. But they'll be some more and when it comes to business one thing's for certain. You that your life. Every day and we look at opportunities to grow we have to be real careful that we have to grow the team to run the place this would bar. But there's a whole bunch of people in the boomer era that are getting tired. And would rather play golf and Tucson or Phoenix serve her time teacher or pro area. And so we look for those opportunities that we look at those opportunities here was. And birth some sense that that's a big plus for a local residents. That's because as part of its corporate philosophy. 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