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Dealer Bob Rohrman: ‘Never give up’

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  1. General Motors6:21
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Fri, 7 Dec 2012|

The 'Dealer Speaks' With Bob Rohrman


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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Once loaded O'Keefe hops in the truck in transports service cars back to their owners. He also that's your experience he rides that he'd oil changes in other maintenance. It's all part of megs of ballet program for highlighting driver. They. Tried to keep these cars beautiful life they are. So that's what we strive to do for them to keep things nice as you can see you mid western auto group uses covered car hauling trailers. And there are few good reasons why. You know gets no rain bird dropping acid rain. Stone chips. Anything hazardous dropping off of other semis. And open carrier court sure. Open to any of those road hazard. Begged general manager Barry Lester says the group charges a 250. Dollar fee for each round trip. That's on top of normal service does it costs. Since debuting in the valley program in Dublin in 2009. The number of monthly pick ups and drop offs has doubled to nearly sixty. And meg recently added a second carrier they have driver to handle the increase in business. The program is now offered in more than five states. It's word of mouth pretty much most of these people talk to each other. And you know it's been well well I communicated up amongst the high line customer. Fixed operations boss Bob crow shores is the service program. Is luring new car shoppers from other regions. Maybe wouldn't buy a car from us. Because it too far away. Now we have transport services easy for them to do business that makes a big difference and the ability to sell cars that are maybe in Cleveland or Indianapolis or even removal because it's easier for them to do service office. Bags sold 3900. Knew it used vehicles last year. A 15%. Jump from 2013. In the service department is hopping. Filled with porches must erotic Bentley Ferrari in Lambert. Mean since the inception of this or service department has game in the last four years. Periodically by your about 13% per year so. If you put that in a four years they were up about. 52%. Over the last four years in service gross and parts so a good job. Lester says recruiting and retaining service staffers is a top priority. We have 225. Employees here at this facility now. In. 65%. Of those or after sales technician parts and service so about three years ago. Bag develop a service apprenticeship program. We have kids coming here from high school. Around between one to a clocked at working before 5 o'clock in the evening. After you're done with their classes soul and more pain and means there's so you're earning a paycheck in. Some tenure here high school senior Johnson Cuevas. You learn so much more hands on me do actually have school. Pulled out dollar. On this day John C is working alongside certified portion attack and mentor Nicholas abundant ball. It's very important to feel pass on the knowledge to younger. Not that get passed on every Angela dial off there'll be. History anymore so far seven apprentices have been hired as tax. Back to the man who helps keep the base busy most of my customers. Well first name basis Tom OK you've had some amusing wrote stories. One was entered customers' card back and got cornered in a car for about a half hour by three of his dogs. And they didn't quite like me being on the property whole or you're able to resolve it. The current client got his daughter on the phone we've but the phone on speaker he talked to the dogs they went McGraw played down I was able to walk out of the driveway. Good hail in the Tom is proud to say he's never had a payroll deduction due to a scratched or dented car. He's not looking forward of one. Thanks so much for watching everyone will see you soon.