Two top Florida dealers talk about the challenges and opportunities shaping their businesses. In today’s episode of Inside Automotive, Judy Lynn Farcus Serra, the COO and CFO of Headquarter Automotive and board memeber of Women in Automotive (WIA), and Ed Roberts, COO of Bozard Ford Lincoln, join host Jim Fitzpatrick to discuss how they’re navigating inventory shifts, AI adoption and recruiting the next generation of auto leaders.
Current state of the market
Headquarter Automotive’s stores are currently trending slightly down compared to last year. The group operates several different brands, including Toyota, Hyundai, Genesis, Honda and Mazda. Serra notes that inventory constraints, especially with Toyota, have been difficult to navigate, while Honda and Mazda inventories are much stronger. Despite these challenges, her dealerships remain on track to deliver a solid performance for the year.
Bozard Ford and Bozard Lincoln are experiencing notable growth. Roberts says the last three months have outperformed even their strongest COVID-era numbers. While he attributes much of the store’s success to a strong, committed team, he also credits Ford’s employee pricing campaign for giving sales an extra push.
Although concerns around President Trump’s proposed auto tariffs have quieted somewhat, Roberts says the topic is still top-of-mind for many in the industry. The tariffs have driven up used-car prices and made sourcing quality pre-owned inventory even more difficult—a challenge that already existed prior to the policy shift.
Electric vehicles
Bozard’s Ford and Lincoln customers want electric vehicles. However, supply remains limited. To improve product knowledge, Roberts encourages his team to drive the EVs themselves and experience the technology firsthand.
Serra, meanwhile, supports Toyota’s measured approach to electrification. She says the Japanese automaker took a slower, more calculated route than many of its competitors, which turned out to be the right move given current consumer behavior. At her Toyota store, an all-electric Toyota bZ sat on the lot for six months before finally selling. Shortly after, the customer returned the vehicle, frustrated by the charging limitations and overall ownership experience. The car is now used as a company vehicle. While hybrid adoption in South Florida started off slow, Serra says consumer interest is increasing and that hybrids are currently a better match for most customer needs than fully electric models.
Mobile service
"Customers have told us for decades that they don't want to come to our stores. We kind of force them to come to our stores... Now, we can go meet them on their terms and it's what they expect in today's world." — Ed Roberts
Bozard Ford and Lincoln launched mobile service as early as 2015, well before Ford formally embraced it in 2019. Today, Roberts owns 46 mobile service trucks and regularly keeps at least 40 active on the road. He allows technicians to take the trucks home, which expands the dealership’s service area and boosts visibility. The result is what Roberts jokingly calls “park-eting”—turning each parked truck into a rolling billboard for the dealership.
Roberts believes the most significant resistance to mobile service comes from dealers who assume they need to send their top technicians out on the road. But he pushes back on that mindset. The best person for mobile service doesn’t have to be the most technically skilled, he says, they need to be great communicators.
He’s also invested in tow trucks to support mobile service. If a vehicle needs shop-level attention, the team can quickly and easily bring it in.
Headquarter Automotive is also embracing mobile service to meet its customers where they are. While Toyota doesn’t offer a program like Ford to support dealers with, Serra and her team are actively looking into ways to expand their mobile service offerings.
Artificial intelligence
Both Serra and Roberts see AI-driven solutions becoming increasingly integrated into dealership operations.
"If that's what the consumer wants, we want to meet them where they want to be met." — Judy Lynn Farcus Serra
At Headquarter Automotive, Serra says her teams have tested several AI tools, though they’ve recently pulled back to evaluate the best long-term options. Currently, the stores use an AI-powered digital phone system that can identify keywords in conversations and surface relevant scripts to help customer service agents respond more effectively.
Roberts cautions dealers against locking themselves into long-term AI contracts too early. With the technology evolving rapidly, flexibility is key. He also emphasizes that AI should not replace people. Instead, it should enhance their abilities and improve the overall customer experience.
Still, Roberts acknowledges there’s fear among employees when it comes to AI. Like in many industries, some staff worry the technology could eventually replace their jobs. He believes the best way to overcome that fear is to clearly explain the “why” behind the tech and show team members where they fit into the dealership’s long-term vision.
Looking ahead to the second half of 2025
Serra predicts 2025 will finish as a solid, consistent year—likely landing slightly below 2024 in the single digits, but still stronger than 2019.
Roberts agrees. In the face of tariffs and other economic headwinds, he and his team are leaning into training and development to stay ahead and keep employees motivated.
