"Sold 300+ Used Cars" - This ford store cracked the used car game | Rob Ruth, President - Bob Ruth Ford
How do you sell 300+ used cars a month in a town of 2,900 people, and buy 240 vehicles off the street without relying on auctions?
In this episode, Rob Ruth the President / Owner of Bob Ruth Ford, Dillsburg PA breaks down the real playbook behind scaling a pre-owned-first dealership inside a franchise system — and why a startup mindset, disciplined acquisition, and a culture built on partnership can outperform “bigger market” excuses.
Rob shares exactly how they pivoted during COVID when inventory vanished, how they built a team-based buying machine (starting with Facebook Marketplace outreach), and why used cars drive the whole store: service, parts, profitability, and growth.
What you’ll learn:
Why used cars are the real growth lever (40M used vs ~16M new) and how to differentiate
The acquisition-first framework: buying center, street buys, and scaling a sourcing team
How to sell 8 used for every 1 new while keeping the OEM satisfied
What’s working now: $25K-and-under sweet spot, pricing discipline, and recon strategy
Leadership and culture: treating employees like partners, creating career paths, and recruiting in a small market
The recession-proof logic of building a pre-owned engine when markets shift
If you’re a dealer, operator, or leader who feels boxed in by OEM pressure, market size, or “the way it’s always been done,” this episode will challenge you to rethink what’s possible and remind you why you got into this business in the first place.
Timestamps
00:00 Introduction to the Used Car Mindset
00:36 The Story Behind Bob Ruth Ford
01:02 Key Elements of a Successful Pre-Owned Operation
01:13 Flex Dealer and the Dealer Playbook
02:35 Rob Ruth's Journey and Mindset
03:46 Challenges and Strategies in the Used Car Market
06:05 The Startup Mentality in a Family Business
15:20 Acquisition and Inventory Management
26:20 Community Impact and Leadership
33:29 Conclusion and How to Connect
Episode Brought To You By FlexDealer
Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.
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Episode Transcript
(Preview Intro)
0:00
Introduction to the Used Car Mindset
And the first thing that I want to get into that I think a lot of people are curious about is what does your mindset have to be to think used cars?
It almost seems like you made the decision, no, we're going all in here.
What led to that?
How does it look in on the day-to-day?
0:15
*Rob Ruth*
I think it's common sense honestly.
Used Car markets in the US is 40 + 1,000,000, and the new car market is 16,000,000.
0:23
*Michael Cirillo*
You're in a small suburb.
Talk to me about positioning yourselves to do what you're doing volume wise in a small market with, you know, I guess these kind of other quote, UN quote excuses that many would use.
0:36
The Story Behind Bob Ruth Ford
Well, I think you're right.
Those are excuses and I think for us, that's part of our story.
So I think it's great that we operate the way we do.
It tells a story.
You don't have to have the Taj Mahal and you don't have to be in a metro area.
You know, we sold 300 plus used cars this month in Dillsburg, PA with 2900 people.
0:54
So you can do it if you believe you can, and you put the right processes and the right people together.
0:58
*Michael Cirillo*
Maybe they're catching on Rob and they're like well where do I even start?
1:02
Key Elements of a Successful Pre-Owned Operation
What are some key things you have learned need to be in place to have a successful pre owned operation?
1:09
*Rob Ruth*
Well, to me it's a simple game…..
(Intro)
1:13
Flex Dealer and the Dealer Playbook
One of the things that I enjoy most about producing the Dealer Playbook is hearing from you the messages that I get of people who are getting so much value out of the podcast, applying it to their day-to-day workflows and finding a thriving career right here in the retail auto industry.
It means the world to me.
1:29
And you know, one of the ways that we make doing this possible is through my agency, Flexdealer.
And of course, in the spirit of providing value, I think this is a perfect time to head over to triplew.flexdealer.com to show even further support for you, my beloved DPP gang.
1:46
Right now, if you go to my website, flexdealer.com, you can get a full free PDF of my #1 best selling book, Don't Wait, Dominate.
And the reason I think it's so special is that a lot of the topics that are discussed in this book are even more relevant today than ever with this surgeon, popularized AI and people wondering, well, what can I do next?
2:08
How can I have a competitive advantage?
Well, that's all here in this book.
And so I'd love to be able to offer you a free copy of this if you go to flexsdealer.com.
It would mean the world to me because that is how we continue to produce this show for you.
(Episode Begins)
2:35
Rob Ruth's Journey and Mindset
Rob Ruth is a seasoned car dealer who turned a crisis into opportunity by scaling his pre owned vehicle business while many competitors retrenched.
As president of Bob Ruth Ford, he drove the dealership to profitability even when new vehicle sales stalled, proving that resilience and strategic focus can outpace volume when market shift.
2:55
We're going to get into all of it.
The mindset, the operational shifts everything.
Rob Man, thanks so much for joining me on The Dealer Playbook.
3:03
*Rob Ruth*
Thanks for having me, Michael.
Appreciate it.
3:06
*Michael Cirillo*
I want to get into all of it because I've heard you, you say some things, you know, whether it's on other things, you, you've been on other interviews, articles.
And the first thing that I want to get into that I think a lot of people are curious about is what, what, what does your mindset have to be to to think used cars when so many people get into franchises with all of the impositions of the OEM saying you got to sell this many new vehicles, you got to do all these sorts of things.
3:37
It it almost seems like you, you made the decision, no, we're going all in here.
What led to that?
How does it?
How does it look in on the day-to-day?
3:46
Challenges and Strategies in the Used Car Market
I think it's common sense, honestly.
Used car markets in the in the US is 40 + 1,000,000 and the new car market is 16,000,000.
We're one brand of that 16,000,000.
And if it's a 10% market share, it's 1.6 million versus 40 million.
4:03
And then we're competing on the same product with so many people, so many other dealerships on that, you know, in that same market.
So for us, I mean, the used cars was where we could differentiate ourselves.
We have more control as an operator, We can be an entrepreneur and kind of do things the way we want to do it.
4:23
And, and obviously used cars profitability it, it, it, it goes through the whole company.
The more used cars you sell, the more cars you service, the more parts you're selling.
It didn't take me long to figure out, you know, we got to we got to really continue ramping up this used car department.
4:40
And it's fun.
Honestly, I like these cars.
I don't like being told what to do.
4:47
*Michael Cirillo*
I was going to ask that.
I'm like, how do you navigate that when there are a lot of, you know, franchise new car, you know, implications of of having a Ford store and.
5:01
*Rob Ruth*
I don't want to say we don't sell new cars because we actually do really well in new cars in our market.
We we outsell our market every year, but it's just, it's just so small.
If we wanted to stay small, we would just be a new car dealer.
But we wanted to grow.
5:16
That's our, you know, we want to grow and provide opportunities for for everybody that's involved with their company and use the product way to do it.
5:23
*Michael Cirillo*
I mean, there's some environmental things here that I think a lot of people use as an excuse, right?
You, I've, I've heard you talk about, you know, our building is in one of these new modern, you know, with the coffee shop thing that they're building into these new signature Ford stores.
5:40
You're in a small suburb.
Talk to me about positioning yourselves to do what you're doing volume wise in a small market with, you know, I guess these kind of other quote, UN quote excuses that many would use.
5:55
*Rob Ruth*
Well, I think you're right.
Those are excuses and I think for us that's part of our story.
You know, we're a, we're a 4043 year old company, but we act as a startup and my father and I were partners for 17 years.
6:10
The Startup Mentality in a Family Business
He, he passed away, unfortunately, almost eight years ago.
I bought my company from, from my family.
So we're, we're technically a startup.
And after he passed away, there was about a two year transition there and that was tough.
And then right after that and I finally got through with the purchase that coming, then COVID happened and we got shut down.
6:31
So it was a, you know, I'd love to say, hey, let's go build this, you know, this Taj Mahal, but we just haven't been in that position.
We're getting there, but I didn't have that, that the capital to just go out and do that at that point in time.
6:47
So I think it's great that we operate the way we do.
It's, it tells the story.
You don't have to have the Taj Mahal and you don't have to be in a metro area.
You know, we sold 300 plus used cars last month in Dillsburg, PA with 2900 people.
So you know you can do it if you believe you can, and you put the right processes and the right people together.
7:07
*Michael Cirillo*
That's I mean, that's awesome and I love what you're saying about startup because that brings into view a different mindset where I feel like and I don't want to single anybody out.
But but also I kind of do.
It's the Italian in me and I'm like, hey, so many people hide behind the layer of but I'm a franchise store and that means big corporate this and that.
7:33
But there's something very real that happens in a startup mindset.
Maybe talk to me about the the mindset shift for you thinking like a startup and its implications on your operation.
7:43
*Rob Ruth*
Well, I was AI was a general manager for 15 years.
And you know, I was a minority partner.
I was, I and I had AI had stock in the company, but at once that point came and I had to really go all in, put everything on the line to buy the company.
8:00
It's a completely different mindset.
I didn't really know what fear of failure was, I think until that point.
And I have so much more respect for business owners that have to go through these things.
Even my father, you know, I love them.
8:15
He was a we are great partners, but I just have so much more respect for him now than even then at that point in time.
8:23
*Michael Cirillo*
What are some lessons you learned from your dad that you carry into the way you lead today?
8:29
*Rob Ruth*
Well, he, he was always just great with people.
He loved his customers, he loved his employees.
He's a hard working guy.
You know you would, you would mentioned you're from a family business.
So him and I, my parents were split up at a very young age.
8:46
I lived with my father.
He bought the store in 1983.
Him and I lived at the dealership for six years at the store.
So I mean, I grew up with him, man.
We painted, we, you know, I cleaned.
I, I mean, I've had a job there since at a very young age.
9:01
And one thing he always made me appreciate it because he made me work for things.
It was never, there was never any handouts.
I was never given a position because of who I was.
It was kind of, you know, you're going to earn it and you're going to learn this and you're going to learn that you're going to you'll keep moving forward if you if you do the work.
9:21
*Michael Cirillo*
I got to ask you this because you're you're strumming a chord in me right now.
And it's it you guys go with me here.
It's a car business thing, but it's also kind of not at the same time.
It's a life thing.
And I mean, this is the dealer playbook all about creating a thriving life while working in the car business.
9:41
A couple of the things you said here, you know, your dad making you work for things that deepens your appreciation.
I think about my dad in a very similar way.
What, you know, not too long ago, Rob, I was on an airplane and I don't know why.
9:56
I just opened my little like journal app, like notes app on my phone.
And I've got a kind of like a living document now.
And it was just like things my dad taught me.
And it's just like a bullet point.
It's nothing fancy.
And I don't know why I felt inspired to, to write that in that moment.
10:15
And then this is the thought that came to me.
And here's, here's the punchline.
And I'm curious your thoughts.
I feel so deeply grateful to my parents, my, my mom and my dad for the, the sacrifices they made, the lessons they taught, the way they, they live their lives to set me and my siblings up for a better life.
10:35
And, but I would I but there was struggle there.
Like they, we saw them struggle and, and thrive like we saw the seasons.
And they were not shy about that.
Like I know what it's like to eat, you know, Re re what do you call it, Pete?
10:55
Like what are they, when campers, they, they hydrated, rehydrated like pea soup and and like just, you know, we knew like we were just digging into food storage at times.
I think of what that did for me to create a level of, dare I say, for the sake of potentially being judged here, a level of affluence that was not handed to me that I worked for and I built.
11:21
And then I look at my kids.
Here's where I'm going with this.
Who I I feel like I almost have to fabricate hardship for them, which feels almost like insincere and inauthentic in one way.
And also like, I want to like beat them up sometimes, like they're they're not getting the punch to the ribs like I got and I know you've or.
11:44
*Rob Ruth*
Your parents then they had it worse than we did.
And just like you, I mean, I saw my father's struggle.
I, he was uneducated, you know, he started in the car business.
He worked his way up and he, he found an opportunity and he, he, he made it, you know, he really made that.
12:01
And I felt that there was a great opportunity in front of me, in front of me.
I never wanted to feel like I was taking that easy.
Rd.
So for me, and I, I'm sure you can relate, my job was to take it to the next level.
12:16
He laid the foundation.
My job was to come in.
And at that point time, I can tell he, he was tired.
I mean, it was, it was hard, hard work to get to where he got to.
And for me it was like, all right, the foundation's laid and I, you know, I came in full time in the year 2000.
12:35
So the Internet was, dealers thought the Internet was going to take their, their franchises and they were going to no longer be.
I saw it as an opportunity that we could kind of grow with it and it was just perfect timing.
And you know, my dad never even had an e-mail address ever.
I mean, he, I don't think he ever opened a computer.
12:52
It just wasn't his thing.
He was a people Scott.
He was a, you know, hard working kind of person.
Technology was not his thing at all.
So, you know, next generation, you know, it's our obligation not to just kind of keep things the way they are if it's kind of challenge and take them to another level.
13:13
*Michael Cirillo*
Hey, does your marketing agency suck?
Listen, before we hop back into this episode, I know you know me as the host of the Dealer Playbook, but did you also know that I'm the CEO of Flexdealer, an agency that's helping dealers capture better quality leads from local SEO and hyper targeted ads that convert.
13:30
So if you want to sell more cars and finally have a partner that's in it with you that doesn't suck, visit flexdealer.com.
Let's hop back into this episode.
Yeah.
Oh, that's so good.
It, it is.
It's like it's the there's, there's the challenge of building it and laying the foundation.
13:50
There's a whole new challenge with with like bookends of pressure, the pressure of not screwing up the foundation and the pressure of the forward growth and movement.
14:01
*Rob Ruth*
Second generation, you know, the, the statistics are not good on 2nd generation, you know, business owners and I, I always use that to my advantage like that.
That was a driving force for me not to be a statistics, so to speak.
14:17
*Michael Cirillo*
There's always that that negative connotation too.
Like we often joke about the PhD, right?
Papa had a dealership, but it's like that's that that's not mutually exclusive either because yeah, maybe Papa did have a dealership, but I also earned my PhD, right.
14:34
I want to talk to you about the used car operation.
Earlier you said it's it's fun.
It's a lot of fun.
But I mean they're it it's also a different game.
Like you're, you're it's not just baseball anymore.
It's like it, it, it's a different discipline.
14:49
When you look at your used car operation, when you said, OK, we're we're going to grow this thing.
Where where do you start?
Because I think there's a lot of dealers out there who are focused, a lot of the emphasis is new.
They don't realize that they should have become a pre owned dealership a long time ago.
15:07
Maybe they're catching on Rob and they're like well where do I even start?
What are some key things you think or you not you think but you have learned need to be in place to have a successful pre owned operation?
15:20
Acquisition and Inventory Management
Well, I think it's, it starts an acquisition.
You have to have the right inventory.
You know, you got to know your market, you got to know what sells in your market.
And that's changed so much, Michael.
I mean, it, it used to be easy.
You know, he, we go to the auction and we'd pick up, you know, 20-30 cars at A, at a clip and we'd bring them back and we'd service and we'd sell them.
15:40
But you know, that that game has changed.
I mean, the, the auction is so competitive.
You're not competing locally anymore.
You're competing globally, to be honest with you.
So that's not necessarily the way you, that you can go now.
15:56
So, you know, now we, we, we created a buying center and we, we buy cars from the public.
You know, I, I like to say that's a service we provide to people selling their car.
We make it simple for them, but that's been a huge part of what we do.
And then once you acquire them, you have to, you have to be able to, you got to merchandise your inventory and then you've got to be able to recondition it and you got to, I think your price is relevant.
16:21
You've got to stay on top of pricing.
There's a lot of discipline that goes along with being good in the used car business for sure.
But I think acquisition, you said where do you start?
You start an acquisition having the right stuff.
You know, if you go to the auction and if that's all you're doing is going back to the auction and you're you're paying well, you're competing against everybody, then you're paying high auction fees and you're paying transportation fees.
16:48
By the time you get it to the store, there's no margin there and you're just hoping for a trade in and you're hoping for finance income.
That only works for so long.
You've got to be creative and figure out other ways to get more inventory.
17:01
*Michael Cirillo*
Can you bring me inside of your acquisition process a little bit further?
Because I'm my mind's already thinking, well, there's some tools I probably need.
There's a person or people that know cars inside and out what to look for.
There's probably some sort of consult from technicians or or something like what?
17:19
What does that look like for you guys to to mitigate the risk of maybe getting a crappy car?
17:25
*Rob Ruth*
Well, it started for us that and that was our business model.
Go to the auction, buy a lot of cars, bring them back, merchandise them, sell them.
COVID happens and all of a sudden we have, we don't have any new car inventory.
And now used cars are absolutely through the roof and they're, they're going up in value wholesale faster than retail is.
17:45
So we had just gotten through COVID where we we had to lay off half of our staff or more than that.
At first we brought people back and then all of a sudden now we don't have inventory and we're built on volume.
So it was you figured out now or you're going to have to go through the same pain you just got through that you never wanted to go through yet.
18:07
So honestly, it started with me in a desperate mode.
I, I just started going on marketplace people that had their car for sale.
I started reaching out to them.
I started communication and I started making people offers on their vehicles and sight unseen.
18:23
And I think the first day I bought 5 or 6 cars.
The second day I bought another 5 or 6 cars.
And then it didn't take me too long to realize, Rob, you're not going to be able to do this forever.
You need to scale this.
And that's where you know, we, we have that, you know, we have a team now.
18:38
We have a team of five or six people.
All they do every day is they're out looking for inventory.
There are people who are trying to sell and then we have a whole process behind that.
We bought we bought 240 cars off the street last month as a franchise dealer in Dillsburg, PA.
18:55
*Michael Cirillo*
Holy cow, we.
18:56
*Rob Ruth*
Want to scale that, that that's where it starts.
I mean, that's where we have to continue to grow and able to sell more.
19:04
*Michael Cirillo*
Wow.
What kind of training?
What what are you looking for in the individuals who are out searching the market and making those offers?
19:13
*Rob Ruth*
Service minded, customer focused people.
We're we're providing a service, we're trying to take that pain away from them of selling their car.
And would you rather sell to me where, you know, we have 40 some years experience, our money's good.
Or would you rather take your chances with, you know, John Smith and we don't know what his finances are like.
19:33
You're going to have to go to the DMV.
We take care of all that for you and we do a very seamlessly every day.
19:40
*Michael Cirillo*
What's the reaction from your market?
Because you're you're in a suburb, you know the the outskirts if you all small town.
19:50
*Rob Ruth*
People, people love it.
Like I said, we're providing a great service to people and our feedback is fantastic.
I mean, I'd say 75% of the time we actually go to them.
We, we do business in their driveway with a check.
We show up, we've gotten the information from them.
20:05
You know, we'll do a quick inspection.
And again, we just try to make it easy and take that friction away.
Whether you're, whether you're, we're buying from you or you're buying from us.
It's not rocket science.
You know, I think that's where people are looking for everything we do outside of the car business is pretty simple.
20:24
And then we go to the car business and it's just like, God, I don't want to go to the car dealership.
I don't want to even contact them.
I the last thing I want to do is deal with a car dealer and we're just trying to change that.
And that's, that's our mission really is to to change that perception.
20:41
*Michael Cirillo*
Are you guys rolling in with maybe this is a dumb question, but it's where my my brain went.
Are you rolling in with like a an OBD reader or like a diagnostic like a quick little check in the driveway to make sure that?
20:53
*Rob Ruth*
It depends on the car.
I mean, if the older the car, the more mileage on the car, we're going to do a deeper inspection.
But you'd be surprised.
I'd say 90 to 95% of the time we're getting accurate descriptions from people.
21:06
*Michael Cirillo*
Yeah, because at the end of the day, they don't want an issue either, right?
They don't want you coming back now you know where they live.
21:12
*Rob Ruth*
There's really no, there's no going back once you know the deal is done.
But yeah, there's no warranty when you buy from the public.
21:21
*Michael Cirillo*
Right.
But the flip side of this is what what did you say the ratio is?
It's 88 to 1.
21:27
*Rob Ruth*
8:00 to 1:00.
21:28
*Michael Cirillo*
So you're selling 8 cars for every new car?
21:31
*Rob Ruth*
8 used to new to 1 new.
21:32
*Michael Cirillo*
Sorry yeah 8 used to everyone new and now that that seems I mean at that volume that's created a reputation in and of itself that's that must be traveling like word of mouth traveling now like you want to sell your car like don't even bother with Facebook marketplace like.
21:53
*Rob Ruth*
We have a lot repeat business, you know, and there's still opportunities for us.
I think that we we don't even really market for it at this point in time.
It's just a, it's an outbound approach, but yeah, word does get out but it and we're going to keep growing.
22:07
*Michael Cirillo*
That now all of that said, how do you satisfy the OEM when they're they get into their breathe down your neck mode?
22:16
*Rob Ruth*
Well, to me, it's a simple game.
They look at your, your sales expectancy.
I mean, here's your, here's your market.
It, it's on a map and 10% of that, you know, this is the vehicle sold.
They look at how many of your brand were sold in that market and how, how many you sold in that market.
22:36
And if we outsell our market, they're pretty happy.
If your, if your customer satisfaction numbers are good, which ours are great, they're pretty happy.
So there's a game to play to kind of keep them off your back, and we've gotten pretty good at it.
22:53
*Michael Cirillo*
That's awesome.
The the next place my mind goes is what vehicles, because you mentioned it's about there's a mix of things that need to be right on used vehicles.
And I think a lot of people that are, are thinking about, hey, we got to be more intentional about our pre owned operation, are concerned about the risks associated with it, right?
23:15
Like, especially during the pandemic, which, you know, thankfully is starting to feel like a distant thing, they're like, OK, but there's risk because at one point, used cars were pretty much the same price as new cars, and sometimes they were even more expensive.
23:31
What do you see happening in the market now?
Are there any pivots or adjustments that you're thinking about in the next 6 months that that will scale your operation further?
23:42
*Rob Ruth*
You know, it's, it's, it's crazy because it was the first time in history that vehicles went up in value so fast and, you know, during the pandemic and then the flip side on the backside of it, they were going down so fast too.
So, you know, that was you had to play a different game for each of those scenarios.
24:01
I think it's stabilized more now.
I think, you know, now interest rates are coming down.
I'm, I'm hoping we see a little bit more demand here in the next 6 months.
But I, I mean, I'm, I'm very, I'm optimistic about the market going forward.
I mean, there's always risks.
But again, if you know your market and I think right now you know there there's a, there's a sweet spot in used cars in that $25,000 and under range.
24:25
I mean, we're not trying to sell new cars, we're trying to sell used cars.
And I think price is very relevant and I I think you need to have inventory in the right price ranges to satisfy that market.
24:36
*Michael Cirillo*
Let's create some enemies.
Are there vehicles you just will never touch?
24:40
*Rob Ruth*
Not necessarily, I mean we buy anything and we may end up wholesaling it, but you know, we we're trying to really brand that out there that you know, we'll buy any car.
So you know, we we don't do as well with, we don't do as well with like foreign cars or even like premium, premium type inventory.
25:01
We're selling to everyday Joe serve the masses so to speak versus serve the kings.
That's our market.
25:09
*Michael Cirillo*
I love that there's something so genius about this that I that I'm thinking through and This is why I love getting to be the student on calls like these.
You know, a lot of people obviously at time are recording this.
It's November 4th, 2025, lots of talk in the news from all of the pundits and economic experts saying we embrace there's maybe a recession coming, There's all these headwinds and all these different things.
25:38
What I'm seeing you so well positioned for that because what's going to happen if there's a recession and people still need to buy cars, their minds are going to go immediately back to pre owned.
25:48
*Rob Ruth*
Yeah, right.
25:52
*Michael Cirillo*
Having said that though, is it $25,000 cars and under still or does it do you look for, does it go down to 18?
26:04
*Rob Ruth*
I mean, you know, we, we try to keep some of you know that, that cheaper, cheaper inventory, but I think the majority still needs a good reliable transportation.
And I don't think it I don't think cars are going to fall below that.
I don't see cars going down in value much more than they already have.
26:20
Community Impact and Leadership
What kind of conversations do you have from from a leadership perspective and setting the tone, setting the temperature, if you will?
You know, you have a very well equipped team, you know, management and all these sorts of things who all come maybe from within the industry outside and maybe they've been there with you a while.
26:41
And it's an easier thing for those coming in, wrapping their head around, Hey, we're we are a used car operation with a Ford logo on the on the building.
Is there a mind shift that is required?
And if so, like what are you saying that to them to like help wrap their head around it and and see the vision?
27:01
*Rob Ruth*
Well, it's tough when people come from the outside, especially in the car business and they come into us.
It it's a good 90 days until I, I'd say that they can.
OK, now I understand Now I see how it's going.
They hear about us, they're intrigued, they want to come work for us.
27:17
And then it's like they get there and like, wow, what what is happening?
Yeah, we're different, but it's not a bad different.
It's just different.
And I, I think that's a good thing.
I think that, you know, we as car dealers need to change.
I think that, you know, for me, I want to be aligned with my people.
27:34
I want them done.
I want I'm transparent with just about everything with our with our team.
And when the company wins, I want our people to win, you know, and it's, it's AI.
Look at our team is partners versus employees.
27:49
Does that make sense that that has not always been the case in the car business.
You've got a head honcho, GM or dealer and he calls all the shots.
And I don't even, I've done that.
I've tried to do that and it'll wear you out and you know, it doesn't last.
28:05
So we're big on teamwork.
We're big on developing people, showing them career paths within the organization, and as we grow, there's going to be more opportunities for everybody, so it creates that culture.
28:19
*Michael Cirillo*
Yeah, we hear a lot about culture.
And I know I wish this was a more prevalent conversation because when I get to sit with leaders such as yourself who talk about implications of culture and others in the industry, it's a growing group.
28:35
But I think there is still resistance to this because it sounds too kumbaya.
Talk to me a little bit about ways in which you're seeing culture being quantified in your organization, turning into a real like tangible driver of business.
28:51
*Rob Ruth*
Well, we have, we have a lot of young people that I think we're fortunate and it's, it's, it's kind of like it's good for the future, but sometimes it's difficult when you're in the developing of young people because they don't have the experience.
But as we're growing and things are happening that we've said we're going to happen and that we've been working towards and they've been a part of it.
29:12
I think, I think that's what people are really looking for these days.
They want to be a part of something, not just, they all want to go get a job, right, Especially younger people.
They, they, they want more mentoring.
They want, you know, career paths.
For us, it was like sink or swim.
29:29
Hey, if you make it, you do.
And if you don't and sorry about your luck.
So that helps our culture significantly just having having younger group that we we are trained and develop all the time and then working them to the next level, so to speak.
29:46
*Michael Cirillo*
Yeah, this is huge for me as well.
Especially when you factor that into, you know, population 2900.
It can be.
Here's another excuse I hear a lot.
It's like, man, the the gene pool here is thin.
Like people don't want to live here.
They don't want to work here or that whatever here you are assuming the center and saying no, this is a place that people want to work that they're they're a part of something that that even in a population 2900, there is a real amazing opportunity right here to to be a part of something to feel to to feel connected at a deeper level.
30:25
*Rob Ruth*
And be successful at the same time, because great opportunities in in the car business, if you know, if you stick with it and you and you learn and you have experience, you know, you can make a lot of money that people that maybe didn't have that education or didn't have the opportunity that others did, they can, they can start in the car business, whether it's even a technician and technicians, they're, they're high demand and low supply.
30:47
I mean we have technicians that absolutely kill it.
So trying to recruit people into that and then and also in in sales as well.
I mean, there's same opportunities.
30:58
*Michael Cirillo*
I'm hyper focused on this, what you're talking about right now.
Recently I was in Kazakhstan and I was doing some consulting and training for their auto organization.
So they have a brand new like an NADA, it's their version of it, but it's brand new.
It's like 2-3 years old.
And we were out there doing some training and we got to meet one of the dealer group owners.
31:18
They're 30 plus dealerships and has the factories and now they're assembling vehicles in in Kazakhstan and stuff like that.
What I was inspired by resembles what I'm feeling inspired by you right now, which is he's not looking at the car business just from the angle of sell cars, profits, success, etcetera.
31:41
Like success to him is this very real idea that in a new country, 30 year old country like Kazakhstan, the auto industry provides great paying jobs.
It creates opportunities for growth that I haven't seen in any other industry.
To be able to take anybody from any walk of life and give them an opportunity.
32:01
And then this very real idea that because of the car business, we are building a nation, the downstream effect of, oh, cars.
OK, so you need steel production.
Oh, OK, So you need infrastructure to drive on, which is also steel and all sorts of other manufacturing and on and on.
32:19
Like the the ripple effect, man.
And then I'm thinking about your community.
We we know we say this all the time.
We're like dealers are like the backbone of but really like what you're saying.
Why I'm feeling so excited about it is dude, like you, Bob Ruth Ford is building this region.
32:39
How?
How many people on your team now?
32:42
*Rob Ruth*
One Seventy.
32:44
*Michael Cirillo*
What 170 people who then all go home to their families who are seeing growth and opportunity and feeling the culture, which means that's 170 people.
Let's just say the average families, three or four people, so 170 * 4 who are hearing positive things about Bob Ruth, who then those people are now becoming advocates.
33:07
It's like this pedigree of influence that builds and shapes a community and the lifestyle of people.
Dude, I'm, I'm, I'm just super inspired by it because a, like I look at the 30 people on my team and I feel that way.
I can't imagine how you must feel sitting in your seat with, with 170 people.
33:24
It's super, super amazing, man, Super amazing.
33:27
*Rob Ruth*
Thank you.
33:27
*Michael Cirillo*
As we wind down, we've covered a lot of territory.
33:31
Conclusion and How to Connect
We've talked about yours cooperation.
We've talked about how you play the game of the OEM.
We've talked about culture.
We've talked about acquisition.
As we wind down, how can those listening and watching connect with you?
33:45
*Rob Ruth*
I mean, I'm, I'm on LinkedIn, Facebook, Instagram.
I mean, those are the big three for me.
33:51
*Michael Cirillo*
I love it man.
I'm so glad we could connect.
Thank you so much for joining me on the Dealer Playbook.
33:56
*Rob Ruth*
Appreciate it.
33:57
*Michael Cirillo*
(Outro) Hey, thanks for listening to the Dealer Playbook Podcast. If you enjoyed tuning in, please subscribe, share and hit that like button. You can also join us and the DPB community on social media. Check back next week for a new Dealer Playbook episode. Thanks so much for joining.
