Ian Mathews, co-founder of AutoGrowl, traced his journey from college greeter to automotive marketing leader, emphasizing discipline, video storytelling, and leadership as keys to business success.
On today’s episode of Training Camp, Mathews walks us through his journey, beginning in automotive while studying nursing in college, taking a job as a greeter at Muncie Nissan. He was later encouraged by the dealership’s general manager to transition to sales and later moved to Cincinnati, joining the Wyler Organization. There, under e-commerce director Kevin Fry, he learned the mechanics of digital marketing and produced one of the first YouTube walk-around videos of a 2010 Nissan Altima.
His first marketing director role came at Lebanon Ford in Lebanon, Ohio. Mathews learned dealership operations across fixed operations, sales, and manufacturer relations. He helped launch Lebanon Ford Performance, a lift truck department that gained national recognition.
In 2016, Mathews co-founded Autogrow with Nick Schmidt to bring digital marketing solutions to dealerships. A signature campaign, a high-production F-150 truck spot titled “It’s Yours,” demonstrated the power of storytelling over traditional, offer-focused advertising. The spot, aired during a Thursday night NFL game, exceeded sales targets, solidifying video as a core strategy for tier-three dealerships.
Discipline is central to Mathews’ approach, as he attributes early rising and structured routines to professional success, noting that just two extra hours a day, five days a week, equate to 13 additional weeks of work annually. Mathews encourages enabling oneself to achieve goals through commitment and consistency.
Moreover, video marketing remains a priority as Mathews trains dealerships to overcome fears of on-camera appearances, emphasizing coaching, delivery, and storytelling as tools to connect with consumers. He challenges the status quo, encouraging calculated risks that drive meaningful results.
Leadership is the foundation of Mathews’ philosophy. Reflecting on 2025, he said he aims to leave complacency behind and focus on developing other leaders within organizations. “A great leader can change a business. A great leader can change a life. A great leader can change the way a consumer feels about the business or a product,” Mathews said.
“If there were more stewards of leadership, I think, today, everything else would become much more simple.”
For dealers, Ian Mathews stresses that competitive advantage is achieved through strong leadership, discipline, and calculated risk-taking. Furthermore, he emphasizes that high-quality video content is crucial for engaging consumers and fueling growth.
