The Dealer Playbook

Do dealership buildings actually sell cars, or do they quietly kill the experience?In this episode of The Dealer Playbook, we sit down with Josh Keough, Licensed Architect and Studio Director at Gensler, to unpack how dealership architecture, layout, and environment design directly impact sales efficiency, fixed ops performance, employee retention, and guest experience.With more than 25 years of experience and 1,600+ sales and service locations designed worldwide, Josh shares how future-ready dealerships are being built to support:Digital buying behaviorEV infrastructure and service realitiesFaster yet more human customer journeysTechnician attraction and retentionBrand trust beyond logos and signageThis conversation challenges the idea that “buildings don’t sell cars” and reframes the dealership as a strategic tool, one that shapes behavior, emotion, workflow, and long-term profitability.You’ll learn:The difference between a customer experience vs. a guest experienceWhy lighting, furniture, sound, and even smell influence buying decisionsHow dealership layout impacts RO time, technician productivity, and retentionWhy EV readiness is more about infrastructure and workflow than showroomsPractical design upgrades dealers can make without tearing down their storeHow to balance OEM brand standards with your dealership’s unique identityWhy great design must support people first, not just vehiclesIf you’re thinking about your next renovation, EV transition, or how to stand out in a digital-first world, this episode will change how you view your building.Who this episode is for:Dealer Principals & OwnersGeneral Managers & Fixed Ops LeadersAutomotive Architects & DesignersOEM Leadership TeamsAnyone responsible for dealership experience, culture, or long-term growthTimestamps0:00–2:37 Hook & why dealership design matters2:37–5:10 Josh Keo’s background at Gensler & global automotive work5:10–8:05 Customer experience vs. guest experience in dealerships8:05–11:20 The three stakeholders every dealership building must serve11:20–14:40 Why brand identity is more than logos & signage14:40–18:10 Designing layouts to support different sales processes18:10–21:30 Talent attraction, technician retention & back-of-house design21:30–25:00 Fixed ops efficiency, RO time & service flow25:00–28:40 EV infrastructure planning dealers can’t ignore28:40–31:50 Why less inventory on the floor improves experience31:50–35:10 Lighting, furniture, scent & subconscious buying signals35:10–37:51 Faster vs. better experiences & final takeaways

What if the reason things didn’t click in 2025 has less to do with your tools and more to do with your willingness to change?In this solo year in review episode, I’m slowing things down to reflect on what 2025 actually taught us. Not the highlight reel. The real stuff. The hard conversations, the uncomfortable growth, the moments where leadership, culture, and discipline mattered more than any shiny new strategy.This year reminded me of something I’ve believed for a long time. Sustainable success isn’t about finding the missing tactic. It’s about becoming the kind of leader and organization that can actually handle success when it shows up.In this episode, I break down:Why change—not technology—is the real competitive advantageHow AI is accelerating opportunity (without replacing human judgment)The leadership, culture, and discipline gap separating top performers from the restWhy most dealerships ask the wrong questions about successHow critical thinking will become one of the most valuable skills in 2026What it actually means to “go all in” on your definition of successWe explore AI without hype or fear, marketing without shortcuts, and leadership without excuses, connecting the dots between human connection, culture, and long-term profitability in retail autoIf you’re heading into 2026 feeling pressure, uncertainty, or opportunity, this episode will help you recalibrate your focus and attack the year with clarity and conviction.Free Gift:Get a FREE PDF copy of Michael’s bestselling book Don’t Wait. Dominate.👉 Visit FlexDealer.comWho this episode is for:Dealership Owners & OperatorsGeneral Managers & GSMsMarketing Directors & CMOsFixed Ops & Service LeadersAutomotive Professionals serious about growth in 2026Timestamps00:00 Introduction02:20 Year-End Reflections and Gratitude07:18 AI in the Auto Industry: Opportunities and Challenges14:52 Marketing and Human Connection20:04 Leadership, Culture, and Sustainable Growth26:20 Looking Ahead to 2026: Relentless Pursuit of Success27:53 Conclusion and Call to Action

What if your success today could quietly sabotage your future, unless you build a plan beyond the next car deal?In this episode of The Dealer Playbook, I sit down with Tustin Ulrich, General Manager of Roper Kia (one of the most dominant Kia stores in Missouri) and founder of The 1% Effect, a real estate investor concierge designed specifically for high-earning operators who don’t want to lose focus on today while building freedom for tomorrow.This is not a conversation about selling cars.This is a conversation about long-term thinking, generational wealth, tax strategy, leverage, and protecting your family’s future, without sacrificing performance in the present.Tustin shares his deeply personal story, from childhood adversity and financial struggle to building a record-breaking dealership and acquiring over $10M in real estate while paying less than 1% in taxes. He breaks down exactly how high achievers in automotive can use real estate as a strategic tool, not a distraction, to create optionality, time freedom, and legacy.In This Episode, You’ll Learn:Why most high earners stay trapped in a short-term income mindsetHow car dealers and operators can invest in real estate without losing focus on the storeWhat the 1% Effect really means, and how the top 1% preserve wealth for generationsWhy 401ks and Roth IRAs alone won’t create true financial freedomHow leverage, 1031 exchanges, and tax strategy work in plain EnglishThe difference between good debt vs. bad debtWhy real estate favors operators, even during recessionsHow to think in multiplication, not cash flowWhy automotive is one of the only industries that enables this pathTimestamps00:00 Hook Intro — Building wealth without losing today02:00 Tustin’s story: from struggle to GM06:30 Why high achievers need a future plan10:45 The 1% Effect explained15:30 Real estate, taxes, and leverage (simple breakdown)22:30 Recession myths vs reality28:00 Single-family vs multifamily investing33:30 Living on debt & generational wealth38:00 How to get started + final takeawayWho This Episode Is ForDealer Principals & General ManagersHigh-earning sales professionalsAutomotive operators thinking beyond the next 30 daysAnyone serious about generational wealth, tax efficiency, and long-term control

What happens when precision from aviation meets creativity in automotive marketing?In this episode, Ashley Brockhurst, Director of Marketing and Health & Safety at Charlesglen Toyota in Calgary, Alberta — “Alberta’s Celebration Destination” — shares how her dealership’s community-first philosophy is redefining what automotive retail can look like.From aviation safety to dealership marketing leadership, Ashley’s story proves how curiosity, culture, and compassion fuel innovation. She opens up about her journey from receptionist to director, the strategy behind hosting 27+ community events a year, and how authentic philanthropy (not just PR) builds real customer loyalty.You’ll learn how Charlesglen Toyota turned community connection into a competitive advantage, and how your dealership can do the same.In This Episode:How Ashley went from aviation safety to automotive marketingThe mindset shift that helped her climb from receptionist to directorWhy authentic community giving outperforms transactional marketingHow Charlesglen Toyota became Alberta’s Celebration DestinationTurning charity and local events into a powerful brand advantageWhy women are leading Canada’s charitable sector, and how dealerships can connectThe ROI of relationships: how community focus drives dealership growthHow to measure unmeasurable marketing (and prove impact beyond KPIs)Why “look after your city and they’ll look after you” still works in 2025Timestamps00:00 Intro — From Aviation to Automotive04:12 How a receptionist became a marketing director09:05 The secret behind Charlesglen Toyota’s “Celebration Destination” brand14:20 Culture that empowers people to take chances18:55 How to build authentic community events that connect24:10 Why women drive community impact (and dealership loyalty)32:00 Measuring ROI when you can’t “track” community relationships37:30 Building team buy-in for charity and local eventsWho This Episode Is ForDealership marketing teamsGeneral Managers & Dealer PrincipalsCommunity relations & event coordinatorsWomen in automotive leadershipAnyone who believes marketing can build more than sales — it can build connection.Connect with Ashley Brockhurst🔗 LinkedIn: Ashley Brockhurst🌐 Charlesglen Toyota: charlesglentoyota.com

What happens when a dealer group bets big on hospitality, culture, and process, instead of pressure, price, and tradition?Today, multi-store operator JB Burnett joins me to unpack the launch of his brand new Ford Signature 2.0 store, the first of its kind in the world, and why the guest experience is now his most powerful competitive advantage.We dive into how he moved an entire dealership eight miles in four days, opened to record-setting sales weeks, and rebuilt the buying journey around hospitality, not haggling. JB also shares his response plan to recession chatter, how he keeps teams aligned under heavy pressure, and why he believes contagious optimism is a non-negotiable leadership skill.If you’re a dealer principal, GM, GSM, or fixed ops leader looking for a real-world blueprint on culture, execution, and modern retailing, this episode is required listening.In This Episode You’ll Learn:What a Ford Signature 2.0 store actually is and why the experience is radically differentHow JB’s team moved 300 units + full service + parts in less than a weekWhy hospitality-first retail is out-performing traditional sales tacticsThe subtle vocabulary shifts (“guest,” not “customer”… “reservations,” not “appointments”) that change everythingHow JB builds buy-in for elevated dress codes & elevated expectationsWhy international markets are beating the U.S. on dealership hospitality—and what we can learnJB’s mindset framework for leading calmly through chaosTimestamps00:00 Intro02:10 Inside the world’s first Ford Signature 2.0 store07:45 Moving 300 units + full operations in four days11:12 The mindset required to lead through chaos18:55 Hospitality vs. legacy retailing: why the guest experience wins24:20 Why other countries are beating the U.S. in dealership decorum29:02 Dress code, culture, and team buy-in36:15 Preparing for a potential recession42:40 Contagious optimism vs. toxic positivity45:05 JB’s framework for hard conversations49:15 How to connect with JBWho This Episode Is ForDealer Principals, General Managers & GSMs, Fixed Ops Leaders, and Retail Auto OperatorsAnyone responsible for culture, customer experience, or profitability in automotive.