Ashlee, thank you for joining me today! Let's start with the basics – can you tell me where you work and what role you play at your company?
I'm the General Manager at Volkswagen of Marion in Illinois, which is part of the Ike Family of Dealerships. Volkswagen of Marion opened as a new open point dealership in 2014, and I had the unique opportunity to be employee number one at my store. It's been an incredible journey witnessing the growth of the store and building a team within it.
That's impressive, how many stores do you have now?
We currently operate two stores – Ike Honda & Volkswagen of Marion.
That's quite a responsibility. What led you to start your career in the automotive industry, and what made you stick with it?
My journey in the automotive industry began in 2001. I started as a service cashier, doing various tasks like filing hard copies of service repair orders and answering the phones. I never planned to make a career in the car business. But, as many in the industry will tell you, it's hard to leave once you’re in. I took a break to teach at McKendree University but eventually returned to the dealership. When we decided to pursue the Volkswagen franchise, it was an opportunity to build something from the ground up and that really excited me. We actively pursued VW for about two years before they decided to open a new point in our market. Convincing VW to establish a franchise in our rural market was an uphill battle, but we succeeded!
Can you give me an idea of what your typical day looks like as a General Manager, and how do you manage your team?
I often joke that my job title should be "professional pivoter" because every day is different in the car business. I never know which department will need my attention, so I have to be ready for anything. It's a bit like that Whack-A-Gator arcade game where you hit the alligators as they come out but you never know which one is coming next! This job requires being adaptable and tackling various challenges. Personally, I'm really passionate about changing the stereotype of the car business and making it an appealing career choice for both women and men. We aim to have a team that mirrors our diverse client base, which is why we have a significant percentage of female team members throughout the dealership and women in leadership roles.
That's an inspiring approach, and creating an inclusive and welcoming environment in the industry is crucial. On that note, how do you address the challenges that women face in this industry, and what steps are you taking to support them?
The challenges women face in the automotive industry go beyond just the hours. Studies have shown that the main reason women do not consider a career in our industry is the unattractive work environment. We're committed to fostering an environment where people want to work, whether they're women or men. It includes the culture, the way people interact, and the way clients are treated. I'm a strong advocate for supporting women in automotive and breaking stereotypes. While our sales floor is 50% female, we also prioritize creating a team that reflects our diverse clientele. It's essential to make everyone feel comfortable and valued in our dealership.
Changing the perception of the automotive industry is crucial for attracting diverse talent, and it's clear that you're making strides in that direction.
Shifting gears a bit, you may already know we have a saying here at ASOTU: Love people more than cars. Can you share any experiences that exemplify that saying for you?
Even though I work in the car industry, my true passion isn't about the cars themselves; it's about the people. What truly fulfills me is delivering an exceptional customer experience, that's what drives me. A five-star Google review that highlights our team's incredible service and the positive impact we've had on a customer's life means more to me than a high-profit deal. Our culture revolves around genuinely caring for our clients and team members, and that's where our success lies.
Well, it's evident that you really care about your team and your customers, and that care is paying off. Are there difficulties you face in the industry?
One significant challenge I see is the industry's short-term focus on monthly financial statements. We need to shift from managing month to month and embrace a longer-term perspective. Flexibility is also crucial; we should offer outcomes-based flexibility to our team members. Not everyone needs the same solutions; understanding each employee's unique needs and finding ways to engage each team member is essential.
Another challenge lies in how we compensate our teams. The current compensation structures in our industry often prioritize gross profit above all else, but we should rethink whether these structures truly incentivize the right behavior. Instead, we should reward behaviors that align with our long-term goals of delivering an exceptional experience and customer retention. When we create clients for life, they become advocates for our dealership within our community. We also need to focus on offering flexibility and work-life balance which is becoming increasingly important for everyone in the industry.
Lastly, do you have advice for a newbie coming into the industry? Or, any words of wisdom for a long-timer looking for some inspiration?
Number one, this industry is full of opportunity. The most important thing though is that you're at a dealership that's in alignment with your core values. Not all dealerships are created equal, and as we like to say here at Volkswagen of Marion, we're #NotLikeTheOtherGuys.
Thank you for sharing all your insights and experiences with me, Ashlee!