On the latest episode of Inside Automotive, we’re joined by seasoned retail leaders who share insights into the changing landscape of car sales and operations at the ground level. Chris Roberts, owner of Johnny Roberts Motor, and Tustin Ulrich, the general manager of Roger Kia in Joplin, Missouri, joined us in studio to discuss market conditions, electric vehicle policy updates, staffing strategies, and what’s working in their respective showrooms.
According to Ulrich, business has been strong. He credits Kia’s long-term commitment to internal combustion engines (ICE) vehicles even amid past EV mandate pressures. “Kia came out and said, ‘We’re standing behind ICE engines,’ and that was really reassuring for a dealer like me in middle Missouri where EVs just aren’t big yet,” said Ulrich. He added that Kia’s return to pre-COVID inventory levels helped fuel a significant rebound in new car sales, with pre-owned volume also remaining high.
Roberts expressed optimism about the future of Stellantis brands. His dealership has seen momentum from promotional employee pricing and the rollout of new models, including a 10-year, 100,000-mile powertrain warranty on the 2026 Ram.
“It’s a ramp-up, but I think we’ve got a great future." Chris Roberts
Both dealers praised the recent federal rollback of EV mandates and the proposed removal of the $7,500 EV tax credit. “In my town, it’s not that much [of an impact],” said Roberts, whose Salinas, California, market is distant from major metro areas. Ulrich agreed, adding, “Anytime the government can take a step back and not try to force the consumer on a certain decision, I think it’s a good thing for everyone.”
Affordability remains a concern. Ulrich emphasized the need for entry-level vehicles priced under $25,000, a segment many manufacturers have abandoned. “Kia is still meeting that demand with models like the K4, which helps us keep volume up,” he said. Roberts pointed to Jeep’s Compass and the upcoming Cherokee as affordable options for his market.
In service operations, Roberts said fixed operations revenue has grown 20% year over year. Neither dealer currently offers mobile service due to their smaller market size and close customer proximity; however, Ulrich noted that Ford dealers have seen success with mobile units.
Technician recruitment challenges are being addressed through local partnerships and strong dealership culture. Roberts works closely with a local automotive school, training young technicians. “My best tech started that way 10 years ago,” he said. Meanwhile, Ulrich credited his low technician turnover to consistent communication and competitive pay.
Sales staffing has undergone strategic changes at Ulrich’s dealership. He reduced the sales staff from 21 to 12 while increasing the average sales per person from nine to over 15 vehicles per month. New hires must align with the dealership’s culture and attend daily training sessions, regardless of their level of experience.
“Accountability is key." Tustin Ulrich
Both dealers have embraced social media to attract customers. Ulrich’s team produces daily content with sales associates, including viral videos such as a March Madness sticky-note jump challenge that garnered over 1 million views. Roberts encourages his younger salespeople to actively promote themselves on social platforms. “It’s no longer just marketing, it’s a game of attention,” he said.
Looking ahead, both dealers are optimistic about the rest of 2025. Ulrich expects significant sales growth, noting that many customers are improving their credit and can secure better financing rates. Roberts highlighted the importance of sourcing used vehicles through trade-ins and service lanes to reduce auction risk.
