On this episode of Executive Profile, CBT News traveled to Victoria, Texas, to meet with Ben Keating, a third-generation car dealer and professional race car driver who has carved out an extraordinary path in both industries. As the president of Keating Auto Group, Keating’s journey is a blend of legacy, grit, and a surprising return to a business he once resisted.
Growing up, Keating witnessed his father build a dealership business in Texas, but it wasn’t until he lost his dad and took over that he fully realized the magnitude of the responsibility. “You can’t replace someone like that overnight,” he said. Keating didn’t just inherit a store—he inherited a legacy. Today, he leads Keating Auto Group, which has grown significantly, now boasting 31 stores and over 2,700 employees across the state. His approach to growth, however, remains grounded in values.
Early in his career, Keating admitted he wasn’t well-versed in key operational areas such as advertising, finance, and pay plans. Rather than pretending to have the answers, he hired experienced professionals who could guide him. This humility and willingness to learn would become a cornerstone of his leadership style.
Keating attributes much of his company’s growth to culture and accountability. Every new manager goes through a six-month Keating Leadership Academy, and employees are regularly measured against clear KPIs. “We don’t have a culture of, ‘You work here because we like you,’” he explains. “You work here because you’re performing.” This data-driven, people-first approach has helped the group grow 30% in revenue in Service and Parts over the last year—despite operating in a competitive and evolving market.
Mentorship and legacy also play a major role in Keating’s mindset. He reflects fondly on industry mentors like Larry Van Tuyl, calling him a great friend and influence. “So much about our auto group is fashioned after what he created,” Keating says, citing Van Tuyl’s ability to exit the business with success and later re-enter it purely out of passion. Keating admires that longevity and sees himself on a similar path, joking, “I’m afraid I’m inflicted with the same disease. I love the business.”
On the other hand, Keating has raced at Le Mans 10 times and won two world championships. That discipline has translated into how he runs his dealerships—calculated, precise, and always aware of return on investment. His passion for cars and customers is evident, but so is his attention to business fundamentals. “I get a really good return on investment. I don’t think American consumers are going to go away from the automobile for a really long time,” he said. He describes his model as omnichannel, and his philosophy is simple: meet the customer wherever they are.
Recognition, like being nominated for the Time Dealer of the Year, remains influential to Keating. He remembers growing up in an era when Time magazine meant prestige and national relevance. “Even though my children’s generation wouldn’t know what Time Magazine was, I love the fact that they still partner to create Time Dealer of the Year,” he said, calling the Texas Auto Dealers Association’s nomination “a big deal.”
As he looks to the future, Keating says he wants to keep learning from those ahead of him and continue mentoring others in return. Whether selling vehicles or racing them, his commitment is the same: excellence, innovation, and honoring the path of those who came before him.
“I love that competition… it feeds my soul… You know my recreation is racing cars, but my vocation is selling cars… that is also a super competitive environment, and that feeds my soul in some way.” – Ben Keating
