Welcome to another edition of the Car Dealership Guy Podcast Recap newsletter—the key lessons from top operators, founders, and execs shaping the future of auto retail.
Today's guest is Whitney Yates Woods, Dealer Principal/GM at Yates Buick GMC and Mitsubishi.
We explore her remarkable journey to dealership ownership after her father's unexpected passing, how she doubled new car sales by switching from profit to volume focus, and why organic social content creates stronger customer connections than traditional advertising.
You don't have to be ready to succeed—you just have to want it.
Whitney took over two dealerships with zero automotive management experience and turned them into high-performing operations through sheer determination.
"I think the most eye opening about this experience is that I really feel like anybody could do anything if you want to. You don't have to be ready. You don't have to be ready to have kids. You don't have to be ready to get married. You don't have to be ready to do all these things in life. But if you want them and you jump in, you're going to be ready."
Her rapid success proves that drive and willingness to learn often matter more than traditional qualifications.
Switching from gross to volume can transform underperforming stores.
Inheriting an underperforming dealership meant immediately changing the sales strategy to prioritize units over profit per deal.
"Getting people to switch mindsets from max gross on every deal to let's lose six grand on the front to sell a car is very hard to do."
This volume-first approach helped her double new car sales and gain manufacturer approval for dealer principal status.
Real-life experiences make the best content ideas.
The most engaging social media content comes from actual dealership situations rather than scripted scenarios.
"Like, we made hot dogs once in the showroom and that whole skit came because, one of the holiday weekends, I was looking on the cameras in the BDC and they were making hot dogs in a hot dog machine. I was like, wait, what are they doing? That'd be so funny if we made that into a skit."
This approach creates authentic content that resonates with customers because it reflects genuine dealership experiences rather than manufactured marketing messages.
Building a brand requires consistent creative content across all platforms.
The decision to build Yates as a recognizable brand throughout the Phoenix market used social media and PR strategically.
"Day one, I decided that we were gonna create a brand. We're gonna build Yates as a brand, not just in our area in Goodyear, but all over the Valley of the Sun."
Her creative approach has generated viral content with hundreds of thousands of views while building genuine customer connections.
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Hiring the right people matters more than their background.
Success came from focusing on character and potential rather than just industry experience when building the team, including hiring a service manager from a competitor.
"He was terminated from somewhere else. I don't think he'll care that I say that. He was very honest about it, but I didn't care to know the story. Like you didn't steal, that's fine. I don't need to know what happened."
This service manager, hired despite being terminated elsewhere, became instrumental in turning around the department's profitability.
Direct communication bypasses bureaucracy and gets results.
Breakthrough moments happened by reaching out directly to decision-makers rather than going through traditional channels. This included contacting GM CEO Mary Barra directly.
"I wrote her when my dad died, I wrote her an email and she responded within like two minutes and it was really her. And she was like, ‘Wow, I'm so sorry for your loss. You sound like you're gonna do great and I have no doubt that you could do it.’"
Mary Barra's personal response provided crucial encouragement during the transition to dealer principal.
20 groups provide essential guidance for new dealers.
Joining a NADA 20 group provided access to experienced dealers who helped identify and fix operational problems.
"I joined a 20 group and they saved my life. And they were like, what are you doing with your service department?"
The peer learning environment accelerated understanding of dealership operations far beyond what could have been learned alone.
Succession planning is critical for family dealerships.
The family had no succession plan when her father passed unexpectedly, creating unnecessary complications during an already difficult time.
"We had nothing. And I know it's stupid, we should have. He was still working. He loved this business."
This experience highlights the importance of having clear succession plans in place, regardless of the owner's age or health.
Authentic leadership creates lasting employee loyalty.
A strong culture developed through being genuine with the team and creating an environment where everyone contributes creatively, especially with her marketing manager Rusty.
"Rusty, he's cool. This is how simple it is. It's an iPhone note and one of my friends is on it because she's creative and funny. I'm on it and a couple employees from the dealership are on it. And we write down stuff like, ‘This would be a funny idea for a skit.’"
This collaborative approach to content creation reflects a broader philosophy of inclusive leadership that drives team engagement.
Legacy motivation drives business decisions beyond profit.
The desire to continue her father's work and create opportunities for future generations influences every strategic choice.
"I have two children and I want them to look at me and say, ‘My mom did that and I'm really proud of her.’ And whether or not they want to do it too, I want them to have the option. And I want the legacy to continue that my dad worked so hard for."
This personal motivation helps explain the aggressive expansion strategy and long-term thinking that prioritizes building sustainable value over short-term gains.Retry
