When Garber Ford Bay City underwent a major rebuild last year, Sales Manager Vaughn Roten played a pivotal role in achieving nearly 200% year-over-year growth. This accomplishment marks the latest milestone in a career that began unexpectedly when he transitioned from construction to automotive retail. Today, Roten’s leadership on the sales floor and his dedication to youth sports in his community have earned him a spot on CBT News’ 40 Under 40 list.
One of Roten’s proudest achievements is securing the business of a local company that now purchases approximately 15 vehicles a year through him. He attributes this success to his persistence and accountability, which transformed a single outreach into a long-term partnership. He also emphasizes that this same mindset shapes his leadership style, noting that his recent experience on the sales floor allows him to empathize with the challenges his team faces, from missing paperwork to complex deal handoffs.
Despite broader market uncertainties, including higher transaction prices and consumer concerns about tariffs imposed by the president, Roten reports that affordability issues have not been as significant as anticipated in their smaller market. Customers are often better informed and more prepared for pricing discussions, which he believes simplifies the sales process.
Roten acknowledges that moving into management brought its own challenges, including increased administrative responsibilities and the pressure of handling complex negotiations. However, he enjoys the variety of the role and the constant interaction with customers, which have become some of his favorite aspects of the job.
“I’m in the auto industry for life... if you love something, you'll find a way to make it work."
Outside the dealership, Roten serves as president of a youth football nonprofit and coaches one of its teams. He schedules all league activities after work hours and credits his wife for making the demanding balance possible.
As for what comes next, Roten keeps his focus less on titles and more on fulfillment. He hopes that five years from now, he will still be happy, still motivated, and still doing work he enjoys within the industry he now considers home.
