How New Leadership Steered Bobby Murray Toyota Towards Profitability and Rebranded as a Modern Dealership.
The automotive industry is fiercely competitive, and for Bobby Murray Toyota, the road had become increasingly challenging. Located in Rocky Mount, North Carolina, this dealership, now known as Rocky Mount Toyota, faced a confluence of difficulties that threatened its very existence. Underperforming and losing money, Bobby Murray Toyota was in dire need of a new direction. The store suffered from a lack of clear vision and effective leadership, operating within a modest, lower-income market. Adding to the pressure, a major renovation loomed, promising over a year of operations from temporary and outdated facilities. However, this narrative of struggle took a dramatic turn when Brent Mattingly stepped in as general manager. What followed was not just a reversal of fortune, but a complete revitalization, transforming the struggling Bobby Murray Toyota into a thriving, profitable enterprise under its new banner, Rocky Mount Toyota.
From Struggle to Success: The Bobby Murray Toyota Transformation
When Hudson Auto Group acquired Bobby Murray Toyota in August 2016, marking it as their 13th store, they inherited a dealership that was, in many ways, stuck in the past. Brent Mattingly, arriving from a successful GM role in Southern Indiana, immediately recognized the depth of the challenge. Bobby Murray Toyota was not just underperforming; it was fundamentally out of sync with contemporary dealership practices. Mattingly likened the situation to “being a dealership brand in 1983,” highlighting the urgent need for modernization. The core issues were clear: a lack of strong leadership, outdated processes, and insufficient investment in staff training. Instead of replacing personnel, the new management team, understanding the potential within, focused on empowering the existing team. The strategy was built on three pillars: revitalizing leadership, overhauling processes, and prioritizing comprehensive training. The belief was that the staff wasn’t the problem; the environment and direction provided to them were. This marked the beginning of the Bobby Murray Toyota transformation, setting the stage for its resurgence as Rocky Mount Toyota.
Modernizing Operations: Processes and People at Former Bobby Murray Toyota
The first critical step in the Bobby Murray Toyota turnaround, now Rocky Mount Toyota, was establishing standardized operational processes. As Mattingly explained, prior to the change in management, the dealership operated with a fragmented approach. “When we first took over the store, there were 50 employees, and there were 50 different processes. Everybody just kind of did what they saw fit and what they felt best suited them.” This lack of uniformity hindered efficiency and accountability. The new management team implemented streamlined, dealership-wide processes, ensuring everyone operated from the same playbook. This immediately brought structure and clarity to daily operations. Complementing process reform was a significant investment in employee training. Recognizing the previous ownership’s underinvestment in their team, Mattingly prioritized skill development. “We did a lot of in-house training,” he stated, emphasizing “daily, every-situation training.” This intensive, ongoing training covered every aspect of customer interaction, from sales deals to service interactions. The team’s buy-in was swift as they experienced firsthand how these changes simplified their jobs, increased their effectiveness, and made their work more rewarding. The results were immediate and impactful. By providing clear direction, efficient processes, and the necessary skills, the team at the former Bobby Murray Toyota rapidly increased sales volume and overall revenue, demonstrating the power of investing in people and processes.
Reaching the Market: Marketing Refresh for Rocky Mount Toyota (Formerly Bobby Murray Toyota)
While internal improvements were crucial, the leadership at Rocky Mount Toyota, formerly Bobby Murray Toyota, understood the vital role of effective marketing in communicating their revitalized brand to the community. Despite Bobby Murray Toyota’s long-standing presence in the area, its marketing efforts had become stagnant. To truly announce the dealership’s transformation and attract customers, a fresh and impactful marketing strategy was essential. Rocky Mount Toyota partnered with Team Velocity, entrusting them to create a comprehensive branding and advertising platform. This partnership focused on building a strong digital presence through search engine optimization, social media marketing, email campaigns, and direct mail, all unified under a consistent message. A key element of this strategy was the vehicle exchange program, which became a central theme across all marketing channels. As Mattingly noted, “With Team Velocity, we’re doing our vehicle exchange program through them, along with direct mail, email blasts, social media marketing, search engine optimization, and other work to build a heavy digital presence.” This integrated approach ensured that customers encountered the same message whether online, in their mailbox, or at the dealership itself. Even the phone reception was aligned, with receptionists trained to ask, “Are you calling about the vehicle exchange program?” This cohesive marketing strategy not only amplified the dealership’s message but also allowed the sales and service teams to focus on customer engagement, knowing a unified and effective marketing engine was supporting their efforts. In a challenging market like Rocky Mount, with its specific economic demographics, this targeted and consistent marketing proved essential for attracting and retaining customers.
Service Excellence During Renovation at Rocky Mount Toyota (Previously Bobby Murray Toyota)
The service department is the backbone of any successful dealership, fostering customer loyalty and driving repeat business. For Rocky Mount Toyota, transitioning from Bobby Murray Toyota, maintaining and enhancing service operations during a major facility renovation presented a significant challenge. Constructing a state-of-the-art facility on the existing site meant the service department had to operate under incredibly disruptive conditions. “Service probably has one of the messiest situations in the dealership right now,” Mattingly admitted, describing the temporary relocation of the service write-up area to the showroom and the need to shuttle vehicles to a separate building for servicing. Despite these logistical hurdles, Rocky Mount Toyota’s service department not only persevered but actually grew. This resilience is attributed in part to the robust marketing efforts that continued to drive customer traffic, even amidst construction. Team Velocity’s targeted campaigns played a crucial role in retaining the customer base and attracting new service clients. Marketing efforts were strategically segmented, offering more compelling incentives to win back lapsed customers while nurturing the loyalty of regular clients. Internally, the standardized processes implemented across the dealership extended to the service department, ensuring a consistent and high-quality customer experience. A key practice was having a service manager “T.O. every customer,” presenting service menus and options to ensure transparency and upselling opportunities. Furthermore, integrating the vehicle exchange program into the service process provided an additional avenue for customer engagement and potential sales. Even amidst the chaos of construction, the service department at Rocky Mount Toyota, formerly Bobby Murray Toyota, exemplified adaptability and customer-centricity, proving to be a vital profit center and customer retention engine during a challenging period.
Looking Ahead: The Future is Bright for Rocky Mount Toyota (Evolved from Bobby Murray Toyota)
The transformation of Bobby Murray Toyota into Rocky Mount Toyota is a testament to strategic leadership, operational modernization, and a commitment to both employees and customers. While operating through a disruptive renovation period, the dealership not only sustained its business but achieved significant growth and profitability. The impending completion of the new, state-of-the-art facility promises to further solidify Rocky Mount Toyota’s position in the market. “Moving into a state-of-the-art facility will simplify a lot of things,” Mattingly anticipates. This upgrade is expected to enhance operational efficiency, improve customer experience, and attract even more business. Having already demonstrated remarkable growth during construction, Rocky Mount Toyota is poised to flourish in its modernized environment. The success story of Rocky Mount Toyota, born from the revitalization of Bobby Murray Toyota, serves as an inspiring example of how strategic vision, investment in people, and customer-focused strategies can turn around a struggling business and pave the way for a prosperous future. The dealership’s commitment to serving its customers and maintaining its growth trajectory positions Rocky Mount Toyota for continued success and reinforces its evolution from its Bobby Murray Toyota roots into a leading dealership in the region.
