In the latest episode of Training Camp with Adam Marburger, CEO at Ascent Dealer Services, he sits down with John Roberts, dealer principal of Roberts Ford, for a candid conversation about legacy, leadership, and leveling up. With over 75 years of family business under his belt and a deep commitment to his local community, Roberts reveals what it takes to stand out in today’s competitive automotive landscape—and why even veteran operators can’t stop training.
Roberts Ford has been a fixture in the Alton, Illinois, community since 1949, a legacy that John proudly continues. His father entered the business in 1965, transitioning from grocery retail after being recruited by the dealership’s co-founder. Interestingly, both founders shared the same last name—Roberts—but weren’t related. John, like many second-generation leaders, began his career cleaning the lot and washing cars before stepping into sales in 1983.
Initially drawn to electronics, Roberts had an “aha” moment during a binary class in college that shifted his path back to the family business. “And the first car that I sold, I was like, ‘Oh, this is great. This is for me,” he said. Despite early skepticism from a senior partner about his potential as a manager, Roberts earned his place and later received an unexpected compliment from that same critic, who admitted he was wrong.
As general manager today, Roberts still shares the business with his father, who he jokes reminds everyone “who really owns it” whenever they disagree.
Roberts attributes much of the dealership’s longevity to its deep roots in the local River Bend community. “We live in the same neighborhoods as our dealerships are in. We live there. We shop there. We eat there. So we’re invested in the same communities that we’re doing business in,” he said, noting that integrity and transparency are non-negotiables. What customers see online is what they get in-store, with no gimmicks. “If your mom, grandmother, or daughter walked in, would you be okay with how they’re treated? That’s our standard,” he added.
Unlike competitors who rely on bait-and-switch tactics, Roberts Ford builds trust through honest pricing and community presence. “We treat everyone like family,” he emphasized.
In the spirit of continuous improvement, Roberts recently hired a professional coach—a bold move for someone at the top of their game. “We weren’t failing, but we weren’t winning. And I just decided that it was time for a change. I took a good, hard look at myself… I needed to be more involved, more connected. And once I made that decision, everything changed,” he explained. After searching extensively, he found a coach who challenged him to push beyond self-doubt and grow personally and professionally. The decision reinforced Marburger’s message that training is never finished: “It’s not something we did. It’s something we must do.”
“...I had to get more involved. I had to get closer to the people. I had to really re-engage at a different level.” – John Roberts
