AutoNation Ford gives the customer what no one else will

Posted by Insignia Group on Aug 14, 2018 4:13:00 PM

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With AutoNation Ford’s service directors gathered around the table, a new venture of customizing vehicles with aftermarket accessories was introduced. Within weeks, Insignia Group created customization for AutoNation’s aftermarket focus, AutoGear. Employees were trained, pricing was determined, and a carefully laid process was ready for action. The dealer’s service and parts director, David Bartalis, was ready for anything--but not everyone was on board.

“The initial response was a mixed bag,” David remembers. “Some associates were excited, some were concerned. Many were programmed to believe if you work at a dealer, you should only put factory parts into the vehicle we service and sell. When we launched the program, some employees were worried about not using factory parts--but we knew from day one we were going to make this successful.”

Bartalis is known for this type of confidence and resolve. An AutoNation veteran for over 6 years, he’s been in the automotive industry in some capacity his entire adult life. “From the first day I started, my career goal has always been to lead an automotive service department,” David explains. He reached that goal the same way he accomplishes everything he does--he works hard, he works diligently, and he is resolved in his own mind.AN Ford st. petersburg

Starting as an oil change tech out of high school, David worked his way up to service manager. Once he met that goal, he started over. He became an apprentice technician at a dealership, working his way up to Master Certified tech for Hyundai and Suzuki as a Shop Foreman. And then? He started over again. David became a service advisor, and worked his way up to his current position, meeting his career goal of managing the service department.

“Many people have asked me why I started over twice, and my answer is always the same. I believe to be the best leader you should have walked in the shoes of those you are responsible for.”

David took this approach into the aftermarket accessory game. He’d been in the aftermarket business and customized plenty of vehicles so he knew what he was talking about. He had big ideas, and the fortune of working with a General Manager with prior success in this realm.

On a corporate level, AutoNation is on track to become the largest restyler in the country.  The organization has worked hard to build a brand that is widely recognized as a place to buy and service vehicles. 

“Now we’re going to extend our brand to be the place you personalize your vehicle, too” David says. “This is going to mean more brand recognition across the board.”

Starting with a strategy of popular aftermarket products like oil filters, wiper blades and batteries, AutoNation as a whole built a firm foundation--and then took off. Lift kits and wheel and tire upgrades dominate the demand at Tampa’s local Autonation Ford. In his diligence and dedication, David started taking a look at what other dealers in the area were doing to customize--and found the same cookie cutter approach over and over again.

“We decided if we were really going to embrace the AutoGear program, we were going to use it to create something people are asking for, but no one is doing.” David explains that in all his years at Ford, people have been asking about bringing back the Ford Lightning.AN Ford st pete lane

“As far as we know, Ford isn’t bringing the Lightning back--so we set our goals on building a tasteful Lightning Tribute Truck”.  Starting with listening to his customers, and moving into a ton of trial and error, David says the team ended up with exactly what they were going for.

“We did a side by side comparison of the 1998 original Lightning compared to the 2018 tribute version and it really does look like an updated version of the old truck.” By the time this hands on project was complete, it’s safe to say David had rallied the whole store’s support with the new aftermarket program. When the custom vehicle was said and done, the dealership grossed over $10,000 between parts and service.

“We sold a customer an original vehicle that no one else in Pinellas County has” David says. “We think that’s what it’s all about.”

From this point of view, we’re just excited to be a part of AutoNation’s ride--and pretty curious about what Bartalis and his crew might roll out next.