Dave Moore, a finance leader at Johnny Londoff Chevrolet, says dealerships can unlock significant growth in subprime financing by focusing on relationships, disciplined processes, and long-term customer development rather than short-term transactions on today’s episode of Training Camp.
Moore is a third-generation dealership in St. Louis with more than 85 years of history. The store’s longevity, he said, comes from strong community involvement, charitable giving, and a family-oriented culture. He noted that repeat and referral business accounted for more than half of the dealership’s sales, which underscores the value of cultivating loyal customers.
Initially contemplating a career as a stockbroker, Moore entered auto sales through a friend’s recommendation and soon discovered his calling. “I sold 21 cars my first month,” Moore remembers. He hinted that early mentorship was crucial in developing his customer-focused approach, which later became his signature style.
After returning to St. Louis, Moore focused on subprime financing, working with customers often overlooked by other dealerships. He built a reputation for guiding clients through complex credit situations, helping them improve financial outcomes and eventually qualify for prime lending. His competitive drive turned early skepticism about his career path into a clear advantage.
Success in subprime, Moore said, depends on deep knowledge of lender programs, deliberate deal structuring, and strong relationships with banks. “If you don’t know what profile goes to what bank, what are you doing? You need to build relationships with your subprime finance managers,” he said. Dealers must match customers to the right financial institutions with intent rather than “shotgunning” applications.
Moore emphasizes treating customers like family and creating clear paths to financial improvement. Subprime buyers are guided toward becoming future prime customers through structured plans that include credit education and the development of responsible payment habits. “You don’t sell a car,” Moore said. “You sell clarity, and you sell leadership.”
The approach also has a measurable impact on the dealership’s business. Customers who feel supported and understood generate strong referral networks. Moore said his goal is to raise repeat and referral business to 70%–80% of total sales, lowering acquisition costs while increasing close rates on high-quality leads.
Looking ahead, Moore plans to expand subprime operations across the St. Louis market while maintaining focus on community impact. He also seeks to refine internal processes to scale success efficiently. “You have to take every customer and treat them like family,” he said. “If you do that, nothing but good things will happen.”
By combining disciplined processes, strong lender relationships, and a customer-first philosophy, Moore said, dealerships can turn subprime financing into a reliable growth engine, even in competitive or challenging markets.
