The global automotive industry, valued at over $3.7 trillion, has seen rapid evolution in recent years, with major advancements in electric vehicles, autonomous tech, and sustainable practices. Visionary leaders have played a critical role in these transformations, embracing innovation to enhance vehicle safety, efficiency, and environmental responsibility. By integrating technologies like AI and IoT and prioritizing sustainable approaches, these leaders set new industry standards and shape a future focused on sustainability and technological progress.
Tracy Myers, Owner of Frank Myers Auto Maxx, exemplifies this forward-thinking leadership. His strategic vision and commitment to customer experience have propelled the dealership to new heights. Under his guidance, the company has expanded its offerings and built a reputation for quality and integrity. Tracy Myers’ focus on team development, community service, and unique marketing strategies has fostered a loyal customer base, helping Frank Myers Auto Maxx stand out in the ever-evolving automotive landscape.
Car Cleaning to Career Choices
Tracy Myers journey in the automotive industry began at a young age, much like others who grew up in family-owned dealerships, or as he likes to say, with a “PHD”—Papa Had a Dealership. Starting at 12, he worked after school in his father’s detail shop, cleaning cars—a job he admits he strongly disliked due to the uncomfortable conditions, from summer heat to winter cold.
In the summers, he also took on the tough job of priming tobacco, finding it exhausting but still preferable to washing cars. Eventually, with his new driver’s license, he shifted to working as a busboy in a local restaurant, vowing never to return to priming tobacco or car cleaning again. As he humorously puts it, managing to avoid one of those two jobs “ain’t bad.”
From Reluctance to Realization
Initially, Tracy Myers resisted the idea of joining the family business. Growing up, he often saw his father away from home, which fueled feelings of resentment toward the automotive industry. The aggressive nature of the business also felt like a stark contrast to his personality. Determined to chart his course, Myers enrolled in college with hopes of creating a future outside the automotive world. However, the reality of being young, broke, and alone in a new city soon set in, prompting him to seek a part-time job.
In 1989, Tracy Myers came across a job ad promising a substantial salary—“at least $65k a year selling cars, no experience necessary, with a flexible schedule.” He wasn’t interested in car sales at first, but the pay was better than other jobs, so he decided to try it. Hired on the spot after mentioning his availability, Myers quickly found success, selling a car on his first day and earning nearly $7k in commission by the end of the month. This success led him to leave college and fully commit to a career in automotive sales. By age 21, he was promoted to sales manager, and soon after, he returned to North Carolina to join his father’s dealership.
Power of Teamwork
Tracy Myers attributes his success to the exceptional team that surrounds him, acknowledging that any accolades he receives are a direct reflection of their hard work and talent. He humbly admits that his team elevates abilities, making him appear more capable than he feels at times. Among the many prestigious awards his dealership has earned, the National Quality Dealer of the Year Award from NIADA stands out. Being the youngest recipient of this prestigious honor is a milestone Myers holds in high regard.
His dealership has also garnered several significant recognitions, including being named North Carolina’s #1 Small Business by the Business Journal, a remarkable achievement as the only used car dealership on the list. In addition, Tracy’s business has received the Better Business Bureau’s Torch Award for Ethics and the Family Business Award, recognizing four generations of commitment to community service. For five consecutive years, INC Magazine has named his dealership one of the fastest-growing privately-owned businesses in the nation. These accomplishments are a testament to the dedication and excellence of Tracy’s team, who continually drive the company’s success.
Distinctive Marketing
In an industry where most dealerships offer similar vehicles from the same suppliers at comparable prices, what truly sets Frank Myers Auto Maxx apart is its people. From the moment customers walk in, the team creates a memorable experience that goes beyond the usual car-buying routine. While the team excels in person, the dealership’s marketing strategy takes a distinctive turn, employing the “Rule of Thirds” approach to further differentiate the brand in the marketplace.
This strategy draws from the idea that “trying to please everyone often pleases no one.” The dealership’s marketing is bold, colorful, and includes clear calls to action and deadlines. This memorable style has become almost nostalgic, with customers in their 30s sharing stories about growing up with the dealership’s iconic infomercials. This legacy reinforces the power of a recognizable, authentic brand that leaves a lasting impression.
- One-third should love the marketing
- One-third should dislike it
- And one-third should feel indifferent
Time-Tested Strategies
The term “Best Practices” can sometimes be misleading, as it has been used to convey poor business advice in some instances. However, here are some practical, time-tested strategies that have proven effective over the years and were passed down within the family.
- Take your time when hiring, but act decisively when necessary to make personnel changes.
- Emphasize daily training and continuous learning.
- Keep an open mind toward adopting new solutions and innovations.
- Surround yourself with people who are more skilled and talented than you are.
- Avoid a team that only agrees with you; diversity of thought is essential.
- Regularly use A/B testing not just in marketing but across various processes to find the most effective methods.
- Maintain focus on the core “3 P’s”: People, Processes, and Products.
These principles create a foundation for sustainable growth and a productive, adaptable work environment.
Turning Challenges into Opportunities
As a steadfast optimist, Tracy Myers embodies the spirit of Winston Churchill’s famous words: “A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.” Myers consistently demonstrates this perspective by transforming challenges faced by dealerships into strategic opportunities. When inventory shortages arose, rather than seeing it as a setback, he viewed it as a chance to innovate and adapt. Similarly, in the face of workforce shortages, Myers took proactive steps to address the root causes of high turnover in the industry, leading to meaningful changes within his organization. For him, action is paramount—thoughts without follow-through only lead to procrastination, whereas decisive steps forward unlock growth, resilience, and success.
A Strategic Response to Changing Consumer Needs
The company’s early adoption and testing of a home delivery program, initiated several years before COVID-19, allowed it to refine this service just in time for the pandemic. Now, the focus is on expanding this program to enter new markets beyond the current ones—a top priority. Additionally, with an inventory turnover exceeding 4x on average for more than three years, maintaining this level remains a key goal moving forward.
Clear Communication and Continuous Support
Effective communication is essential. Every customer receives a call or text from a customer care agent within one business day of their purchase. This outreach ensures that customers are satisfied with their purchase, have no unanswered questions, and understand their warranty (if applicable). Additionally, they are welcomed to the service department, with an option to schedule their first service appointment. Most importantly, customers are informed about what to expect in the next steps. This approach, though simple, brings a personal touch often overlooked in today’s marketplace.
Balancing Innovation and Tradition
Each industry faces a mix of positive and negative trends. Focusing on beneficial trends helps the team learn, grow, and improve efficiency while discussing negative trends allows them to remain aware of pitfalls to avoid. Recently, discussions centered on the rise of electric vehicles and how an independent dealership can best prepare to sell and service these models. Conversations also explored ways to enhance the customer experience by offering more efficient at-home test drives and delivery options.
Commitment to Giving Back
The dealership has long been dedicated to giving back to the community, often doing so quietly and without seeking recognition. Their initiatives are fueled by a genuine desire to help others, with some events holding a special place in their hearts. One such event is the Community Appreciation Picnic, held twice a year. Initially started 25 years ago as a way to give back, it has blossomed into a beloved tradition, particularly for families in need. With food, rides, clowns, giveaways, and live music, the picnic creates an atmosphere of joy. This past fall, the event saw the distribution of over 5,000 hamburgers, hot dogs, drinks, and ice cream cones, bringing smiles to countless faces.
Another standout event on the dealership’s calendar is the Trunk or Treat event, offering families a safe and fun space to celebrate Halloween, free of charge. This event highlights the dealership’s strong commitment to building a sense of community. In addition, the dealership takes great pride in hosting its annual three-day Salvation Army fundraiser.
Over the years, this initiative has raised substantial funds, including an impressive $30,000 last year alone. These events exemplify the dealership’s core values, aligning with the words of Jim George: “The more you manifest a servant’s heart in all you do, the more impact you’ll have on people’s lives.” At the heart of the approach, there is the belief that giving back is a shared responsibility—a philosophy that strengthens bonds within the community and fosters a spirit of unity and support.
Family, Legacy, and Leadership
Tracy Myers thrives on the dynamic nature of the automotive industry, where each day presents new challenges and opportunities. He values the fast-paced environment that keeps him constantly engaged and adaptable. The industry’s foundation in personal connections is also a source of fulfillment for him, as he enjoys fostering relationships with customers and employees alike. His passion for innovation is matched by an appreciation for the human element that has been central to the business for generations.
With over a century of family tradition behind him, Tracy Myers understands the deep legacy associated with his name on the dealership sign. Now, with his 22-year-old son joining the business, it’s clear that the dealership is more than just a car sales operation—it has become a symbol of his family’s enduring entrepreneurial spirit. The continuation of this legacy ensures that the dealership remains a testament to the values that have driven its success across multiple generations.
