Most dealers fight for the next sale, but this operator is playing the long game:
Recently, I spoke with Lonny Soza from Post Oak Motor Cars, aka?the “luxury dealership whisperer,” who explains how he built a multi-million dollar powerhouse by leveraging “Bentley-level” customer service.
Top Lessons Learned from Lonny:
1. Culture is the foundation of a high-performing dealership.
– Sales skills can be taught, but personality and cultural fit are non-negotiable.
– Every hire goes through a multi-step process, with a second interview focused only on cultural fit.
– When he took over Post Oak Motors (owned by Fertitta), he replaced 90% of the staff to reset the dealership’s approach.
2. Training should eliminate guesswork.
– New hires don’t just watch—they assist top performers with every step of a sale.
– A salary plus bonus model ensures stability while they develop their skills.
– If someone isn’t ready to sell, they don’t go on the floor, no exceptions.
3. Ultra-luxury sales aren’t about volume—they’re about relationships.
– The dealership runs almost entirely on reputation and referrals, not traditional marketing.
– Post Oak will service a car like it was bought there—even if the buyer went elsewhere for a discount.
– Buyers expect white-glove treatment, which is why they send covered transport for service—even across state lines.
4. A luxury dealership’s strongest ally is the OEM.
– Deep factory relationships secure better allocations, giving them a steady pipeline of inventory.
– Every pre-order is real, not a placeholder—over 80% of their pre-sold cars go to the original buyer.
– Being a reliable partner means working with manufacturers to take inventory when they need help moving units.
5. Recession-proofing means thinking beyond luxury.
– Adding a Chevrolet store balances out market shifts and provides a new growth channel.
– Diversification ensures that if one segment slows, another can pick up the slack.
– Finance penetration surged from 20% to 70% in recent years, but rising interest rates pushed more buyers back to cash.
The full episode is live! Stream it now -
YouTube: https://lnkd.in/exkdPYdD
Apple: https://lnkd.in/eJW_tu4S
Spotify: https://lnkd.in/e4Mcuj9F
