From leading the #1 Chevy store to rescuing a broken dealership

Welcome to another episode of the Car Dealership Guy Podcast.

Recently, I spoke with Dorian Jimenez, owner and dealer operator at Classic Chevrolet OKC, to discuss dominating the fleet market, why manufacturers are seeking out more minority dealers, and more secrets to his success.

You can stream the full episode now on YouTube, Spotify, or Apple.

1. Dorian’s diverse background.

Dorian is a successful Chevrolet dealer principal in Oklahoma. His multicultural background — Mexican-Korean heritage, married to a Vietnamese refugee—has given him a unique perspective and the ability to connect with the diverse communities in his market. Minority dealers are especially sought after today, as manufacturers look for ways to engage with wider demographics.

2. Entry into the car business.

Dorian’s transition into the car business began unexpectedly. Starting out as a pre-med graduate on the path to becoming an oral surgeon, he left school to support his father as he underwent cancer treatment. A chance encounter at a Honda dealership led him to a sales role, setting the stage for an impressive career in the automotive world. He notes that while he didn’t really see himself as a salesperson, his work ethic made him the perfect match for the auto industry.

3. Climbing the ladder.

Starting out at a Honda dealership in Texas, Dorian joined a team of salespeople, many of whom later became industry leaders. This group, nurtured by their mentor Rene Isip, fostered a competitive, growth-oriented culture that prepared them for leadership roles across the nation. Dorian notes that his strengths on the sales floor led to him being promoted to finance within six months of beginning his career.

4. Grit and resilience in the car business.

Dorian emphasizes grit as an essential element for success in the car business. From long hours to repeated setbacks, he learned to persist, adapt, and innovate. He advises that everyone hoping to be a dealer learn to embrace challenges, learn from failures, and never give up. This will prepare them for the tough yet rewarding nature of the auto industry.

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5. General Motors' Minority Dealer Program.

After getting selected for General Motors’ minority dealer development program, Dorian had to navigate a rigorous vetting process before he was able to acquire his Oklahoma dealership. He emphasizes that landing this opportunity wasn’t just due to his experience and personality—it was also because he had the right connections.

Dorian also connected with the National Association of Minority Auto Dealers (NAMAD), who he credits with helping him find the right opportunities. He adds that manufacturers are growing desperate for minority retailers. While only 8% of U.S. dealers are minorities, many automakers have markets where nearly half of their buyers are from diverse backgrounds—this makes multicultural storeowners increasingly necessary.

6. Empowering employees.

Dorian’s leadership style focuses on empowering employees. By encouraging staff to make decisions and take ownership of their roles, he fosters a culture of accountability and innovation, where employees are treated like business owners. Dorian explains that he allows his team members to make decisions to care for guests without manager approval (up to a certain dollar amount).

Despite these expenses coming out of the gross profit (and thus employee paychecks), Dorian notes that this strategy has resulted in an increase in compensation for his team while bringing in more revenue for the business, underlining the success of this non-traditional approach to customer care.

7. Creating a "fun" dealership culture.

For years, the car dealership has been seen as a stressful and untrustworthy place, but Dorian believes the entire experience should be seen as fun instead. In order to create that fun, retailers need to prioritize transparency, engagement, and accountability. Creating a welcoming environment helps customers and employees feel valued while breaking down the negative stereotypes surrounding the auto industry.

8. Navigating industry challenges.

The post-pandemic car business faces shrinking margins, an EV push from manufacturers, and evolving consumer demands. Dorian notes that in order to survive dealers will need to innovate and be resilient, going back to the tried and true ways of the pre-COVID marketplace.

9. The power of fleet-retail (fleet-tail).

At his previous dealership, Dorian pioneered a "fleet-tail" strategy, combining a mixture of fleet and retail sales. He explains that his sales team targeted small business owners, encouraging them to buy vehicles through their company rather than as a personal expense.

This allowed them to take advantage of tax benefits like Section 179 deductions, while also allowing the dealership to report these transactions as fleet sales. It also often resulted in long-term business relationships with small business owners, translating into more sales down the line. Over time, this strategy helped the storefront earn more fleet inventory allocations and gave it access to special manufacturer programs for fleet retailers.

10. Looking ahead.

Optimistic yet realistic, Dorian is focused on growth while preparing for inevitable industry challenges. Whether expanding to new stores or mentoring future leaders, he aims to leave a lasting impact. His advice to OEMs? Visit dealerships on Saturdays to truly understand their operations and challenges.

You can stream the full episode now on YouTube, Spotify, or Apple.

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