The Jeff Wyler Automotive Family recently announced a partnership with the University of Cincinnati that goes far beyond putting a dealership name on a jersey. CEO David Wyler sees the relationship as an extension of the dealership group’s culture, community ties and team-oriented approach to business.
Wyler joins us on the latest CBT Live segment to discuss the partnership, the group’s recent acquisition activity and how the organization is using its athletic-inspired culture to build its next phase of growth.
The partnership with the University of Cincinnati reflects a broader marketing approach that Wyler said focuses on long-term brand building rather than immediate return on investment. The Jeff Wyler Automotive Family has embraced sports marketing across several professional and collegiate organizations, but the Cincinnati partnership is particularly significant because of the group’s community roots. Wyler said the company will look beyond traditional branding by activating its employees around the university’s athletic programs and creating opportunities for the university and dealership group to interact.
Wyler also highlighted the importance of culture as the group grows through acquisitions. Following the acquisition of Midwest Auto Group, now known as TWC, the Wyler Collection has taken a deliberate approach to integrating the two organizations. Rather than immediately replacing existing processes, Wyler said the group is looking for the best attributes of both organizations and gradually bringing the cultures together. That approach appears to be producing results, with TWC selling nearly 500 retail vehicles in August, about 40% above its previous best month.
During today’s segment, Wyler’s comments also point to the role culture can play in developing dealership teams. According to Wyler, the group has replaced the traditional “manager title” with coaching-oriented roles, including sales, service, and finance coaches. General managers serve as head coaches, with responsibility for recruiting, retaining and developing talent. Wyler said the organization holds daily practices and views facilities as another tool for attracting the right people and customers. The University of Cincinnati partnership gives the group another way to reinforce those principles internally while strengthening its connection to the local community.
