Optimize is the next company Core Value in our STRONG acronym, building on Self, Team, and Respect. Derived from the Latin ‘optimus,’ meaning ‘best,’ Optimize means making the most effective use of any situation, opportunity, or resource. This principle is deeply embedded in our culture and daily operations.

Our Culture Club’s Core Values booklet captures this ethos perfectly: ‘We’re builders and fixers. We challenge the status quo, simplify complexity, and constantly find ways to improve how we work and what we deliver.’ This spirit of innovation and collaboration is evident in every corner of our organization.

The Optimize page outlines key practices that guide our approach:

– Question outdated methods and seek better alternatives

– Present data, ideas, and solutions—not just problems

– Identify ways to save time, money, and reduce frustration

– Embrace experimentation, even when it leads to failure

– Adopt best practices that enhance our performance

One powerful reminder is highlighted: ‘Use each day as a chance to make our product better!’

We don’t settle for one-time success. Every service, product, and process we create reflects our relentless pursuit of excellence. Optimize is not just a value—it’s a mindset that drives us to continuously elevate our standards and outcomes.

What We Do…for the company, for clients…Do Best!

College Football kicks off this weekend—and it’s not just another season. “Not so fast, my friends!” This one marks the end of an era.

On ESPN’s “College GameDay,” the legendary Lee Corso will make his final mascot pick. At 90 years old, Corso’s last headgear moment will be a tribute to a man who helped shape the soul of Saturday football. My bet? He’ll go with the Buckeyes over the Longhorns.

Corso’s legacy goes beyond his 67% pick rate. He brought energy, humor, and heart to the set for over 30 years. One of the best behind-the-scenes stories comes from his first audition, when he told Tim Brando, “Sweetheart, I am here for the duration.” And he was.

In my own career, I’ve seen people freeze in front of a camera. Corso never did. He leaned into the moment, made us watch, and made us care. That’s what tradition looks like.

As fans, we’re more than spectators—we’re part of the culture. The word “fan” comes from “fanatic,” and this season, let’s channel that passion with respect. Remember Roosevelt’s famous quote: “The credit belongs to the man in the arena… who, at the worst, if he fails, at least he fails while daring greatly.”

So whether you’re cheering for the Tide, the Tigers, the Buckeyes, the Longhorns or your favorite school—respect the game, the players, and the tradition.
I’m ready for football.

Respect is a value that transcends titles and roles. One day, I plan to write a book entirely dedicated to this principle. Each chapter will highlight individuals who have earned respect through their character and leadership. These are people whose actions speak louder than words and whose influence is felt across all levels of an organization.
At our company, Respect is a Core Value defined as ‘Honoring the Purpose.’ It’s not just about kindness—it’s about integrity, doing what’s right even when no one is watching. It’s a full-time commitment that recognizes contributions from every level of the company.
Recently, we had the honor of working with Jim Bernstein of the Milton Ruben Group in Augusta, GA, during his nomination for the TIME/Ally Dealer of the Year Award. Jim received the award from the GADA, and it was well-deserved.
As part of the nomination process, we interviewed employees for a video. Whether they had worked with Jim for decades or just joined the team, one theme was consistent: Jim’s embodiment of Respect.

Here are a few quotes from those interviews:
“Whatever your role is here in the dealership, he has a unique ability to engage with you on that level and bring you along.”
“It makes you work harder once you see the owner willing to put in the extra effort; it makes you stay in the fight.”
“Sometimes you have to remind yourself he’s the owner because he talks at a level that you talk to your best friends at.”
“Every time I talk to him, I take it as a treat because he takes that one-on-one time to look you directly in your eye, make that connection, and it makes me feel special.”

Respect is not reserved for special occasions—it’s a daily practice that touches clients, coworkers, vendors, and oneself. It’s a value that inspires and uplifts, and it’s certainly worthy of a book. If I were to title a chapter, I might borrow from Nike: Just Do It!

As the owner of this company, I’ve come to realize that Respect is more than just a value—it’s a way of life. It’s something that has grown increasingly important to me over the years, and as a company core value, Respect is essential to our success and happiness.

Respect begins with Self – our first core value. As an individual, we must understand our strengths and weaknesses and appreciate what others bring to the table. It’s about being aware of our surroundings, how we walk, how we talk, and how we interact with everyone, from our colleagues to the night cleaning crew. A simple ‘thank you’ or picking up a piece of trash as you walk into the office reflects the Respect you have for your environment and the people you share it with.

I used to think Respect was something that had to be earned. But I’ve learned that it must be given first. Only then can we expect it in return. This shift in perspective has brought clarity and a stronger foundation to my personal and professional life. It’s not always easy—especially when opinions clash—but respecting others’ viewpoints is crucial to growth and collaboration.

Keeping Respect top of mind doesn’t just improve relationships; it makes us better people. It opens doors to future opportunities and fosters a culture of kindness and understanding. Make the effort to lead with Respect, every day, in every interaction. Give it freely, and you’ll find it returned in ways that enrich your life and the lives of team members around you

In today’s automotive market, political leanings may influence consumer confidence more than we realize. Our account teams, visiting dealerships nationwide, have observed a trend: online shoppers are active but hesitant to commit—few calls, fewer submissions.

Analyzing dealership performance and perceptions through a political lens reveals intriguing patterns. In North Carolina, red-leaning Charlotte and Raleigh outperform blue-leaning Chapel Hill. In red-leaning Nebraska, a dealer in Omaha, a blue stronghold, is seeing record sales, while in New York, a Bronx dealership is outpacing higher-income, red-leaning Long Island and White Plains locations.

What’s driving this? According to Josh Bradish, Strong Partner and Account Executive, in the markets mentioned, it’s about personal confidence. Red-leaning buyers tend to act decisively, while blue-leaning buyers often adopt a wait-and-see approach, even when financially capable.

This behavior isn’t new. During COVID, uncertainty gripped the nation – vaccines, masks, social distancing. Today, similar hesitation stems from political concerns—tariffs, taxes, immigration. Bradish’s advice remains consistent: stick to your process and be ready when confidence clicks.

The good news? That moment is near. Inventories are solid, July incentives were attractive, and sales are trending upward. When red and blue buyers gain confidence, dealerships see more green.

Certain phrases are music to the ears.

For football fans on Monday nights, the words “Are you ready for some football?” get the adrenaline going.

For big-time awards shows like the Oscars, the words “And the winner is…” precede the thrill of being recognized for excellence amongst your peers.

For Strong Automotive, when the words “We are excited to announce” appear in The Source, our company Share Point site, the excitement is surpassed only by the satisfaction.

That 5-word phrase is used preceding the name of every new client who has chosen us as their agency of record.  It is a high-five thrill, a sigh of relief, and a keen appreciation for every member of the team who played a role in an arduous process – never have two presentations been totally the same.

The statement our Culture Club applied to the core value TEAM says, “We operate as one team united by purpose, aligned in action, and accountable to each other.”  Translated in a get-down sense, when it is our turn to show out in front of the decision-makers, performing with confidence is a given…the work has been done, the standard is exceptional, anticipation is for the best.

While nobody wins them all, legendary Alabama Coach Bear Bryant said it best:

It is not the will to win that matters – everyone has that. 

It’s the will to prepare to win that matters. 

The price of victory is high but so are the rewards.”

The final TEAM comment for our company addresses the dichotomy of competition: “We win together and lose together.”

While there may be days like that, the past few months have been an incredible run of successful client presentations, and to paraphrase Dallas Cowboys’ coach Jimmy Johnson after winning the 1993 NFC Championship…I want to use this forum to say:

“How ‘bout that Strong Team!” 

Philip Coltart would be termed an ex-officio Strong Automotive employee. As a free-lance cinematographer, and our go-to guy for the last 5 years, Philip is familiar to many of our clients at their dealerships for his work in producing on-location footage.  The term we use for his work is ‘sizzle’, one-of-a-kind unique angles, time-lapse, and incredible drone.

But along with his cinematic skill and dignified British-accent, Philip brought something else to Strong Automotive:  his love for serving the less fortunate of the world, and bringing them hope.  Philip’s passion is his long association with Hope for Kenya, a US non-profit organization dedicated to bringing hope to the children of the Ndhiwa community through clean water – a dire need in the country – as well as education.

Since 2006, Philip has bonded with the organization’s original founder Peter Midodo. With help of volunteers who contribute money, sponsor a child, or take part in twice-a-year mission trips, Hope for Kenya has grown from humble origins in Peter’s home where he and his wife, Rachel, invited homeless kids – many orphans – in for some porridge, and lessons in reading and writing.  From a few in 1998, to hundreds attending  Joy School today, supported students are graduating high school with many going on to college or trade schools in Kenya

Since2020, Hope for Kenya has been one of the many organizations Strong Automotive lends financial support…and for 14 days this October, on-location support.  During our agency kick-off meeting this past June, Philip, who is the current US Director, gave our team an in-person presentation and extended the opportunity to participate in the mission trip to Kenya.  The response was incredible, and the passion, humility, and heart reflected in responses was truly inspiring.

After careful consideration, Strong Automotive’s first four ambassadors are Tara Kirk, Reeves Parrish, Josie Green and Amelia Bennet.  They will serve alongside the Hope for Kenya team visiting schools, engaging with local communities and experiencing firsthand the impact of the mission our team has supported for years.

There are Dream Teams, and there are teams that support the dream of a better world.  In the company-wide announcement of the trip, my final comment was “Thank you for being a company that believes in making a difference.”

Continuing to reflect on the new Core Values unveiled at our July 1 kick-off, and created as an acronym by our Culture Club [S – SELF, T – TEAM, R – RESPECT, O – OPTIMIZE, N – NURTURE,   G – GROW], I borrow a line from ESPN personality Scott Van Pelt and his nightly SportsCenter feature, “The Best Thing I Saw Today!”

SVP focuses on a performance that goes above and beyond normal standards, and in discussing TEAM as a Core Value, I want to mention the Faulkner Automotive Group in Pennsylvania. Faulkner has 31 different dealerships and carries 22 different brands.

Featured in an Automotive News article today titled “By investing in an in-house school, Faulkner fixes its chronic technician shortage with a hands-on approach,”  the article highlighted their innovative trainee program that has “not only prevented a technician shortage, but enables new service department employees to start their careers free of student loan debt and hands them a paid-for toolbox worth $12,000.”

Powerful perks for starting a career in the Service Department, and certainly valid.  The shortage of techs is a pressing  issue, especially the number of retiring techs not being replaced by new applicants.

In the employee brochure produced to present our Core Values, the umbrella statement under TEAM simply states, ‘Working Together’, and with over 150 team members, thats a lot of moving parts.

The text goes on to state the importance of operating as one team united by purpose, aligned in action, and accountable to each other.  Precepts for this include following through on commitments: ‘because the team is counting on you’; aligning priorities ‘with the team’s goals, not just your own’; and ‘share knowledge, tools, and context generously.’

I admire dealership Service Departments where the Master technicians share their expertise with the entry-level team members.  In our office, I appreciate the same attitude – it positively leads to continued success.  The final point in our brochure, “we win together and lose together.”  So proud to see our people give credit to others and celebrate group success.

So, the Second-Best Thing I Will Saw Today is when the Bruster’s Ice Cream truck showed up this afternoon to celebrate summer with cool treats for the entire team.

During our July 1st monthly kick-off celebration – when I wear a tux surrounded by cheerleaders with a live DJ, that is a celebration – we introduced a new set of Core Values to our team. After months of consideration, our Culture Team developed the foundational values using our company name: S – SELF, T – TEAM, R – RESPECT, O – OPTIMIZE, N – NURTURE, G – GROW.

We will be talking about each value in detail. Today, we begin with SELF! One Individual.

As a company, we take personal ownership of our performance, mindset, and development. The attributes include owning your work from start to finish with no dropped balls; prioritizing what matters and knowing the difference between urgent and important; showing resilience and poise under pressure.

With a clear understanding that Strong individuals are self-aware, self-motivated, and self-disciplined, problems are addressed before they escalate. Even more important with over 150 employees, it is necessary to reflect on feedback and apply it without being defensive. Key to teamwork is the confidence to ask for help when you need it, and offer help without asking. Demonstrating self-awareness of your strengths, tendencies, and impact on others is always a positive outcome. I firmly believe every day starts with self. Each one of us doing our part as we walk through the doors, committed to our team, our clients, our processes, our success.

And it is only fitting that in the company Morning Announcements e-mail for the 4th, two names were listed under the ‘Celebrating Anniversary’ section. Vice-President Stan Long joined our Perfect 10 club with his start date of July 6, 2015, and Creative Director Gene Gill celebrate his 12th year anniversary date of July 5, 2013. The performance of these two leaders over their years has contributed immeasurably to what our company is today.

Self, Stan Long, Gene Gill…four-letter words all, and the fuel to crafting dominating outcomes for the dealers we serve.

Growing up, we remember watching NASA launch space missions from Cape Canaveral. During the TV broadcasts, animations showed how the primary stage got everything started, escaping gravity and reaching a lower-level orbit before firing the secondary stage. Once that sequence was triggered, the rocket would continue on its full trajectory.

Today, July 1, marks my 21st anniversary with Strong Automotive. It’s been quite the ride. With a special nod to Mike Strong, our company launched in 2004 with a goal of reaching new heights and accomplishing hard-to-imagine goals in a very competitive arena.

But there’s another anniversary being celebrated today. Eleven years ago, I partnered with Josh Bradish, and it would be hard to find a man who has facilitated a company’s flight upward to the elevations of success we now enjoy. I think of it as that Star Trek moment when the captain calls for “warp speed,” and the stars just blur by. Today, it all seems that fast, but the boost of Josh was built on hard work and his keen insight into the automobile business, which had been his life long before 7/1/2014.

Here is the abridged Bradish story:
Growing up in the Charlotte, NC area, Josh began working at Hendrick Honda Charlotte as a Lot Porter while still in high school. He moved up through Parts, Service, and Accounting before joining the sales side in 1998 at the age of 18. In 2004, he became Senior Sales Manager.

That’s a fast track, but Josh was already well into the digital world. He became one of the founding partners in developing Xtream Service, a computer tool and software platform that was one of the first systems for prospecting and database mining in the service drive. Eventually setting up the proprietary program in over 600 dealerships coast to coast, the company was later sold to Reynolds & Reynolds.

I first crossed paths with Josh in 2012, fittingly in Florida, where we were working with Southeast Toyota clients. Our discussions became more serious as we realized the incredible potential of matching our strengths to dominate both digitally and traditionally. On July 1, 2014, Josh Bradish became my first partner.

Recently, we were upgrading company bios, and when emailing back his response to questions about his career, Josh replied, “I pretty much just work!” and included a smiley face emoji.

No doubt about that, but from my viewpoint, Partner, only the rocket blast emoji will do!