Dealership Success Stories

Insignia Group announced the Power User Competition in Q1 of 2022. Salespeople from across the country were invited to sign up and participate—competing to be the top accessory salesperson of the year. Out of all the competitors across the nation, Tom Dunford won every quarter and the overall grand prize. 

Tom Dunford is a car sales veteran of 34 years and has spent his entire career at Rochester Chevrolet in Rochester, Minnesota.

On average, Dunford does $20-25k in accessory sales each month and says he’s sold as much as $50k in a month.

“My process is to sell accessories throughout the whole sale,” Dunford says. “People are spending all this money on a vehicle, and accessories are a simple way to dress it up. They’re excited about it, and they want you to show them how to do it.”

Something special is in the air in the Twin Cities, and it’s more than just the snow. Although the hub of winter sports, the home to Winter Carnival, and the famous State of Hockey, to Insignia this snow capped metropolis is known for something else. The Twin Cities offers a concentrated population of dealerships who have embraced the Insignia system, strapped it to their snowmobile, and sped across the frozen tundra.

*Updated on 2/8/2021 to include

Since 2019, Fred Anderson Toyota has had Sean Mehaffey take the helm as the new General Manager. Congratulations, Sean!

Despite COVID-19 causing many dealerships to lose sales this year, Fred Anderson Toyota only had a minimal difference in accessory sales year-over-year, we congratulate you for maintaining your accessory sales in a rollercoaster year!

In sunny North Carolina, nestled amongst ancient oak trees, sits one of the fastest growing cities in the United States. Fred Anderson Toyota has its roots in the city of Raleigh, NC and matches the capital's rapid expansion with ease. Raleigh’s famous Toyota dealer is home to Toyota Jeff, a monstrous service department, and a team selling accessories with the same enthusiasm as they sell cars. Sit down on the porch with us and have some sweet tea—this southern dealer’s tale is worth the read.

**While this success story is from 2019, it has been updated at the bottom with numbers for 2021!

The Twin Cities Carlson Toyota is kicking accessory sales into high gear with a strategy focusing on best practice tips. Carlson Toyota has been on Insignia Group’s Everything Plan accessory sales program since 2016. The program joins dealer and local Vehicle Personalization Expert in the quest for a sustainable, profitable personalization process that unfolds over a period of months, and is continually nurtured by our skilled consultants.

Long ago when the Mayflower landed, weary pilgrims climbed out of the boat and onto Cape Cod. It is rumored that this location is where famous explorer John Smith prophesied that Massachusetts would be the home of a wise ruler who would lead his people to automotive greatness with diligence and commitment.

This prophecy was (obviously) fulfilled in Bryan Scarpellini, General Manager, at Hyannis Toyota in Hyannis, Massachusetts. (Disclaimer: There is potential that a portion of this history lesson was fabricated.)

Working together with Insignia Vehicle Personalization Expert, Jason Ludwig, Hyannis Toyota quickly absorbed the passion for pizzazz and all things personalization were born.

Could creating a highly profitable accessory program in your store be as simple as following best practice tips?

Well, yes.

Hurlbert Toyota is the epitome of success in the making. This won’t be the last you hear of this store. In fact, this is only the beginning. Maybe you’re the type of person who likes bullet points or a handout; someone who thrives on a plan. This story is for you. Take your copy of Insignia’s best practice tips, and follow along step by step as the magic unfolds.

In the smallish town of Newark, Delaware, there is a seasoned salesmen relaxing on his day off, feet up, smile on his face, surrounded by grandiose feelings of success and stacks of crisp bills fastened with rubber bands.

Though the likelihood of fabrication in that description is high, Newark Toyota World’s Ken Steen is news you don’t want to miss. Ken is leading his dealership in total gross per unit already this year, which is really no surprise at all.

Images from www.newarktoyotaworld.com

At Minnesota’s Rudy Luther family of dealerships you’ll find a family...really an actual family. Peppered across Luther’s two Toyota stores and a Chrysler store are stepfather, mother, and two sisters - all working in different facets with a common allegiance to the Luther brand.

That’s right--Luther Automotive presently employs the entire Cline family; a driven, passionate, [auto] enthusiastic group that any company would be fortunate to have. Toyota salesmen, Mark works alongside his wife and delivery coordinator Jennifer in Brookdale; while daughter Niki sells Chrysler's next door. Sister Amanda is just a skip away in Golden Valley personalizing Toyotas in the showroom.

“This is absolutely a team effort,” says General Manager Bill Niemann, surrounded by his showroom staff and accessories team

Mark Miller Toyota of Salt Lake City, Utah, reached a milestone in 2016. For the first time in the duration of their accessory program, the dealership clocked over one million in accessory sales in the showroom. Reaching this level requires diligence, and as per norm, we were interested to find out the driving force in this store. As the entire sales team gathered for the presentation of the Insignia challenge coin, the inspiring support within this store proved itself evident as the foundation for success.