For over a decade, Gary Rome, president of the Gary Rome Auto Group and 2023 TIME Dealer of the Year, has awarded a car to outstanding students, showcasing the positive impact that dealers can have on their local communities. In today’s episode of Inside Automotive, he joins us to discuss how dealers can instill a culture of generosity within their dealerships.
The Gary Rome Auto Group launched the High School Car Giveaway in 2010 in partnership with Holyoke Public Schools as a way to encourage students in the community to strive for excellence. By maintaining good grades, staying out of trouble, and remaining punctual, students have the opportunity to win a brand-new vehicle at the end of their senior year.
The school’s guidance counselors narrow down the list of qualifying students to a select group of 20. From there, the students and their families visit the Gary Rome showroom to participate in a contest, where a winner is randomly selected after selecting a set of keys from a bowl. If their key unlocks the car, then it is theirs to keep. Rome shares touching stories of previous contest winners, and looking toward the future, he hopes to bring back previous alums to see what’s going on in their lives.
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Consistently giving back builds a positive reputation and leaves a lasting impression on the local community. It can help erode some of the negative perceptions that customers may have towards auto dealers, and that benefit is undeniably good for business. Additionally, it allows a dealership to stand out from the crowd. Rome notes that at least 50% of the customers who walk through his doors express they chose his dealership over competitors because of what his company does for the community.
In addition to giving back locally, Rome consistently supports larger initiatives that have a global impact. He serves on the board for Hyundai Hope On Wheels, which will donate a total of $27 million to help find a cure for pediatric cancer this year. For every vehicle sold, dealers will donate $22, which Hyundai will match.
"It brings awareness and lets people know that we're more than just a car dealer. We're more than just a manufacturer. It's our goal and our privilege to give back to our community."
He also encourages his customers to get involved in the giving as well. At his dealership, it’s standard practice to include a transparent and optional $10 donation to Hyundai Hope On Wheels when customers are presented with the option. Rome emphasizes that this is the perfect way to spark conversation, raise awareness and get more people involved.
Rome believes it’s essential to create a culture of giving within the dealership. He finds fun ways to keep his team engaged, including “Dress-Down Fridays,” where employees contribute $2.50 to participate and choose a charity to donate the collected funds. In addition to keeping his team engaged, he has appointed a Corporate Culture Officer (CCO) whose responsibility is to help build and maintain a positive culture within the dealership.
By creating a positive reputation with the local community, Rome’s dealerships have also experienced a positive impact on their hiring funnel, with candidates expressing their appreciation and desire to be a part of what their organization does.
Switching gears, Fitzpatrick and Rome discuss his dealership’s performance. Rome notes that March and April were strong, with purchases being pulled forward due to the threat of tariffs. While they’re currently ahead of last year’s performance, demand has softened. Regardless, Rome remains positive, expressing his commitment to maintaining the competitiveness of his dealerships, noting that “nothing happens until we sell a car.”
