By The California New Car Dealers Association
I’m a car guy. I love cars. I love the muscle cars of the 70s, the small sports cars. Right now, I am driving a Ram truck, which I love — so I bet my sales team will sell it any day.
How did you become a car dealer? Did you always aspire to be part of the automotive industry?
I am a fifth-generation dealer. Our store’s roots date back to 1875, and I think we’re the fifth oldest dealership in the nation. So, my path was pretty much set — I worked at the dealership pulling weeds and washing cars in the summer during school, and I sold cars through college. That being said, I have a passion for this business. Going into the family business was always a plan for me.
My great-great-grandfather, Amable Normandin, started the business two decades before the U.S. auto industry was an industry. He was a blacksmith and sleigh maker from Montreal, and he opened our store originally as a buggy-making shop. In 1906 we expanded into “horseless carriages.” In 1915, we became a franchise for Franklin.
We’ve been in San Jose since the beginning and in this location since 1969.
Do you have family members in the auto industry?
My brother, Paul, is my business partner, and my two sons work here as well. Scott is the used car manager, and Matt is our finance manager. So, we have the fifth and the sixth generations working here now.
Matt and Scott both recently graduated from the NADA dealer academy.
Describe your educational background. What did you study?
I went to St. Mary’s College, and I have a B.S. in business management.
Are there any specific individuals who had a major impact on your career?
Definitely my father, Louis Normandin. He goes by Lon. He’s a shining example of a good human being and a good business owner; his work ethic is the best I have ever seen.
His belief in treating our employees and customers well was never wavering. He taught me that if we treat our employees well, they, in turn, will treat our customers well.
During Chrysler Corp.’s financial issues during the early 1980s, my dad was among a select group of Chrysler dealers who traveled to Washington, D.C., to lobby Congress to support the automaker’s recovery plan.
Also, our customer relations manager, Clarence Rippe. He has since died, but he had a big impact on me as well. One of the best pieces of advice that he gave me was not to shy away from customer complaints; we can’t show how great we are until our customers have a big problem. When that happens, it’s our time to shine — this is when we show who we are, how good we can be, and it’s also the time we build lasting relationships. It’s true. Problems happen — it’s how you step up and deal with them that leaves a lasting impression.
What is the most rewarding part of
your career?
The opportunity to come to work every day. I work with a team of great employees. It’s rewarding to see them grow and succeed, not just here at the dealership but in their personal lives. We have some second-generation employees.
Having a small part of others’ success is a wonderful thing, and it motivates me.
What do you think will be some of the auto industry’s dominant trends in the next 5-10 years?
I think that there will be a whole host of industry disruptions; we already see some with the Carvana and Vroom. How we sell cars and what that looks like is changing to some extent and will continue to change. The landscape will change.
But here’s what I know: this is a people business, and I don’t see that changing. It’s about relationships. Next to a house, a car is probably the largest purchase most people will make in their lives, and I believe that is deserving of a relationship. Most of our customers feel the same way.
What is the greatest importance of being a CNCDA member, what makes it beneficial?
CNCDA is our watchdog at the state capitol, where they protect our business and our investment. They are a strong advocate, especially this year, which most dealers appreciate.
Then there’s the education aspect of our business. There are always new laws, and the need to stay compliant is an ever-changing and ever-growing concern. The collective knowledge of our industry that the CNCDA staff has is phenomenal. As a dealer, I appreciate their dedication to my business, and I know that other dealers feel the same way.
We are successful because of them.
Giving back to our community is important for us. We’ve been here a long time.
What inspired you to serve as a leader within the association?
I think it was a matter of it was my turn — not too many dealers were stepping up — for many reasons; they are busy, corporate group owned stores may not have the stability in leadership to get involved, or it’s easy to put off. But here’s the thing, if you want to enact change, you have to get involved.
I have been involved over the years in our local chapter, Silicon Valley Auto Dealers Association. I have seen how important getting involved at the metro level was for my dealership, so the leveling up to the state level was natural.
Are you involved in any civic or charitable organizations?
Yes, our local Chamber of Commerce, the Boy Scouts and the Boys & Girls Club, to name a few. We’re also very involved with our local schools and the library down the street.
Giving back to our community is important for us. We’ve been here a long time.
If you look back at your career and life, what would be three things that you have learned that you would pass onto a younger member within the auto industry?
The first involves change. Be adaptable to change. As a business, we’ve been here since 1875, and we’ve weathered wars, depressions and recessions. Things do eventually end, and you come out the other side. Knowing how to react to change appropriately is a big thing — not just professionally but personally too.
Next would be cultivating a relationship with people. All people. Employees, co-workers and customers. Selling cars is a people business.
And finally, never stop learning. This business is about disruption and compliance. The more you know, the better off you will be.
If you could describe the best day in this business, what would it look like?
It’s Monday morning, which means I get a “best day” once a week! I get to come to work. I love coming to work. My wife and employees think I am nuts, but I’m like, “It’s Monday, it’s Monday!” all morning. It’s like the office staff Friday afternoons, “It’s Friday, it’s Friday!”
It’s never been a chore for me to come to work. It’s great, and I love being here.
What are you doing, as a small business, to weather the pandemic storm?
We’re doing what pretty much the standard things every business is doing: social distancing, wearing masks, hand-washing and hand sanitizer.
But what we’ve also focused on is much more communication with our employees: reassuring them and reminding them to stay safe at the dealership and at home. We’re also having fewer meetings and more one-on-one time. The pandemic has been trying mentally and emotionally for everyone. We’re focusing on getting through this together.
What are you doing to support your employees?
We’re a people business; we need to be present. Techs can’t repair cars at home. We have to be here — parts, delivery, etc. Our work is done at the dealership. We reworked schedules, shortened hours, and worked with employees who needed time off for illness.
It’s been a juggling act. But so far, so good.
What effect do you think this crisis will have on the auto industry going forward?
Everyone will think twice before hugging anyone again for a long time! I think the hand sanitizer will be a permanent fixture.
Humans adapt. I think it will feel funny not wearing a mask once it’s safe to do so. I think that there will be some positive effects, too, if you will. For instance, I think no-touch write-ups will continue, and less physical paperwork will continue. I think some of the processes of selling cars and doing service work will continue to remain streamlined. There are good side effects.
I worry more about the lingering effects of isolation. People need people. I hope we can get back to socializing soon.
Describe your all-time favorite vehicle (it can be one you’ve owned or something on your wish list). What are you driving now?
I’m a car guy. I love cars. I love the muscle cars of the 70s, the small sports cars. Right now, I am driving a Ram truck, which I love — so I bet my sales team will sell it any day.
I guess you could say I love anything with a hellcat motor.
Tell us about your family.
I come from a large family; there were six of us. I have been married to a beautiful woman, Julie, for 35 years. We have three children, Matt, Scott and Nicole, and two grandbabies — twins — one of each. I am a very lucky man.
What is your favorite way to spend your free time? Any unusual hobbies?
Nothing too unusual, I would think. I am an endurance athlete, so I am into marathons and triathlons. I’m a competitive water skier in the local and regional levels — that’s why I need a truck, even though I know it will be sold any day. I also ride bikes, and I love to hike with my wife.
