Richard Bustillo for Dealer Marketing Magazine.

2. Rick Case Honda of Davie
has been a forward-thinking
and record-setting dealership
for many years. They are
the #1 Honda dealership in
the Southeast, the #1 Honda
dealership in the country
for gross profit and now,
thanks in part to their “One
Dealership” marketing and
branding strategy, they are
generating multiple new
revenue streams and selling
hundreds of cars every month
out of their service lane.
When it comes to customer relationships,
few dealerships can match the “opportunity
is everywhere” atmosphere that keeps so
many Rick Case Honda customers lining up
to visit the dealership multiple times each
month.
Want a haircut? Need gas? How about a free
car wash? If so, all of these things as well
as the usual dealership offerings are waiting
for you on the Rick Case Honda campus.
However, as you pass through the simple
gates that line the entrance to this dealership
you will immediately understand why Rick
Case Honda has been so successful. This is
because everywhere you look, from the light
poles to the windows and from the service
lane to the hang-tags tastefully displayed
in every car on the lot, there are beautiful,
OEM quality pieces reminding you of
one consistent message – that Rick Case
Honda is where you come for the “Vehicle
Exchange Program.”
Richard Bustillo
General Manager
Rick Case Honda

3. “Once Rick Case Honda in Davie
gets a hold of a conquest Honda SELLING CARS IN SERVICE
owner the chances of that
customer becoming a customer
for life is extremely high,”
Budd Blackburn, owner of
www.TeamVelocityMarketing.com, money. Take “Selling cars in service” for
So, what does any of this have to do example. The concept of coming in for an oil
the integrated marketing company
with selling cars in service? Everything! Rick Case Honda in Davie uses. change and leaving with a new car is exciting
According to Richard Bustillo, General for our customers but it is also unfamiliar.
Manager of Rick Case Honda in Davie, Capturing the opportunity requires marketing,
one of the keys to selling hundreds of cars print, Point-Of-Sale materials, software and
a month out of the service lane is making processes to all work together smoothly.
it perfectly clear that upgrading to a newer Consistency is key because breakdowns in
vehicle is everybody’s opportunity. “It’s process can easily break down the customer’s
not just for new car shoppers or used car competition has to pay at the auction. This
confidence. We chose the company we use
customers”, Bustillo says enthusiastically. “ allows us to make more money on every unit
because they “get it” when it comes to our
It’s for everyone. This is a message we clearly even though our pricing is very competitive.”
vision, they know how to execute and they
communicate in our marketing and this is are here with us on a regular basis helping us
part of the culture we strive to demonstrate As with anything worth achieving, Rick
make things happen.”
when a customer visits our campus.” Case Honda’s success is not without effort.
However, Richard is quick to point out that Spend more than 5 minutes with Richard
Based on his finding the right business partner – one that Bustillo and his team and you will see that
results, it’s easy can strategically collaborate to develop a plan there are a lot of things happening at Rick
to see why he as well as tactically manage the mechanics of Case Honda of Davie. Yes, they have
60%
is so excited. multiple complex programs so they function great facilities and yes, they have a lot of
Since starting ales as a single integrated solution – is vital. inventory. However, take a look around
nS
their program last Increa Se se i rvice and you will see that what pulls all these
m When asked why he gives so much credit customers to the dealership and what pulls
November, Rick fro
Case Honda has to his strategic marketing partner (www. all these great programs together is not
increased sales TeamVelocityMarketing.com), Richard just a building and product. It is a winning
from service over 60% and although they responded, “Team Velocity takes our ideas strategy, created with a proven marketing
average 105 vehicle sales per month out of from the whiteboard to the real world. That’s partner and executed by a talented and
their service lane, it is not uncommon to for important because that’s where we make our committed team.
them to deliver over 125, like they did most
recently in March.
“Everyone focuses on the new car sales
numbers” says Bustillo, “but they are only
part of the story. The real beauty of this
program is that it generates revenue for all
three of our major profit centers. It increases
our new car volume. It increases our service
revenue because of the reconditioning
required to turn a trade-in into a retail
unit, and it has a huge impact on our used
car business because it allows us to take in
hard-to-find used cars for less than what our
Here’s an example of how this
works based on Richard’s current
gross profit averages.
1. New Car Profit:
$2,500
From the sale of the new vehicle
2. Service RO:
JOE CASTLE, CHAIRMAN AND CEO
From the reconditioning of
SOCIALDEALER
a low-mileage trade-in vehicle $1,450
3.Used Car Profit:
From the sale of a
certified pre-owned vehicle $3,900
Example Gross Profit
From Vehicle Sold In Service: $7,250