Live from NAMAD 2025 in Las Vegas, the Car Guy Coffee Podcast features Perry Watson IV discussing the event's record attendance and the vibrant community atmosphere. Perry highlights the importance of networking and training within the automotive industry, particularly for minority dealers. The episode dives into the Next Gen program aimed at preparing future dealership leaders, emphasizing collaboration and mentorship. With a focus on community growth and inclusivity, the conversation showcases the positive impact of events like NAMAD on the automotive landscape.
Car Guy Coffee Podcast Live from NAMAD 2025: Vegas. Special Guest Perry Watson IV
Welcome to the Car Guy Coffee Podcast. Kickstart your day the right way and join us as we tap into the brightest minds and most passionate voices across the automotive world to bring you the education, motivation, and inspiration you need to thrive. From the showroom floor to the service lane, prepare to Upshift and Uplift your perspective.
In this next episode of our Mini Series “NAMAD 2025 Recap”, Lou Ramirez and Fred Leonard are excited to welcome Perry Watson IV, President of NAMAD as we discuss the importance of training, networking, and diversity in the automotive industry.
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"...ut out to the food. Great job, Wynn. Shout out to Serena and Bobby. Great job. Heck yeah. Absolutely. And..."
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"we have started something powered by Honda. And we are looking forward to other OEMs joining in."
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Let's brew! What's going on, Car Guys and Car Gals? We are at an AMAD with El Presidente,
the one, the only, Perry Watson, the fourth. Okay, what's going on, Perry? What's going on,
brother? Excited that you're here? One thing that Perry said as soon as we saw each other out here was
we did it, we made it, we made it happen. Perry, we've been trying to get out to this event for
years now and we finally made it happen. Brother, we're so thankful for it and it's even more than
you've cracked it up to be and everybody else has. You definitely told us something and you delivered
way more and that's something very special. So I gotta tell you, this event is something else,
it's next level, it's the community here and the way that make people make you feel when you're here,
the moment you walk in, it smiles. I go to a lot of these events and people are turning their badges
over so you don't know if they're a dealer or not, avoiding conversations. This is my name,
this is where I'm from, what do you need? Cool, even if it's just for a moment, they're curious
about what you're doing. I've had so many dealers stop by here just to ask us, hey, what's going on
with this coffee, what's going on with this? Just because they want to know. Right, because they
see and they feel what's happening in this place and they're excited to be here. I've never seen
rooms packed so big. You guys are having early morning breakfast and that room is filled up.
You don't see that in other events, especially on the last day, people are creeping in.
They're leaned in there. People are interested in the nights here every day. Today I put my jacket on,
I was like, I messed up, I should have had my jacket on. I thought last day you're gonna be more
relaxed and people showed up even nicer today. It's a beautiful thing, so congrats to you. Amen,
shout out to my team. They're doing an amazing job. There's six of us all together. Those five,
man, definitely shout out to Pam Walks, the heart of the show. Big shout out to Pam. Got to jam with
Pam. Our producer, our script writers, Rita and Robert, just the whole team, man. They did an
amazing job. They did an amazing job. And I understand this is a little historical as well
for the entire organization. We have record numbers that are here. Break us down on some of what's
going on and at those numbers. So we have our highest attendance ever. We actually had our highest
attendance ever. Last year, we broke that record in pre-registration all the way down to Las Vegas.
Wow. So we, I think we've registered almost 200 people on site. What? So the beautiful thing about
that is, is that we're probably gonna end up with 1300. And last year we ended at about 11. Wow.
And the other cool thing is that we have more newcomers to the conference than ever before.
Just like us. And we've interviewed quite a few first-time attendees to the event that all say
something similar that this is the easiest it's been for them to assimilate into the crowd and feel
more like this is their kind of people. And that's something that, that one, we love because we're
people people. We love to meet everybody, high-five everybody, get coffee with everybody. But it is
different. Fred was saying it's different when people are against that or trying to maybe not
even be social, which to us is unfathomable. For one, we're in the car business. We should naturally
be social. It's just part of who it is that we are. But on the other side, when you show up to a big
event like this or any event and not want to communicate, meet and talk to people. But when
you impress the wives, now you know you got something. When our wives walked into that reception
yesterday, they were like, whoa, like they were very surprised at one, how communal everybody was,
how good all the food was. Because a lot of times you have convention stuff that's like,
shout out to the food. Great job, Wynn. Shout out to Serena and Bobby. Great job.
Heck yeah. Absolutely. And the Wynn staff, amazing job. No kidding. But there's so much that's here
and then there's so much to come. And speaking of things to come, you guys are creating this
program, the Next Gen program for everybody. Tell us a little bit about that because it's got my
ears itching a little bit. Makes me kind of want to say, maybe we might need to sign up for that.
Because when it is time for us to have our store, we're definitely going to be talking with our
network all around here to go into that direction. But tell people more about that program.
So, Name At Next Gen is for not only the sons and daughters of dealers, but it's also for
dealer candidates. So, individuals who want to be dealers. A special place in my heart for Next Gen
because I'm the former secretary, vice president, and president of Next Gen. So, being in this
position, shout out to P3. There he is. P3 is right there. So, yeah, we've started something
powered by Honda. And we are looking forward to other OEMs joining in. And our partner is an ally.
It's called the Name At Dealer Ownership Academy. And so, we have our first class that we started
in 2004 in December. And they are amazing, amazing, amazing candidates. We have individuals who are
independent dealers, general managers of dealers, sons and daughters of dealers that are service
managers, sales managers. And what they do is they come in, the program with Ally, they want a
virtual dealership. And they have to make over 300 decisions every time that they do this assessment.
And they have to make every little decision from how much do I spend on advertising, what's my
labor rate going to be in service. Do I hire more salespeople? Wow. Do I wholesale these vehicles
or keep them? So, we really get into the science of running a dealership. We take that data,
they go through an individual assessment also. We take that data and we say, okay,
when do they need to get strong? Most of the time it's fixed up because most of us come from the
front end of the store. You're right. So true. So, then we do what's called a customized learning
module where we engage all of our partners, Dynatron, Cox Automotive, NADA, NCM. And we bring
them together and we do a focus just on fixed copyright. So, we do a deep dive. We talk about
everything from labor rate, online news, service menus, hiring technicians, service efficiency
and productivity, all of these different things, right? It's so important. And then we do a final
assessment and see, hey, did we move the needle on the notch? Which is all that matters. So,
we're really trying to get them ready to go on and be dealers. And be successful dealers.
We're not in competition with the NADA Academy or NCM. I love that. They're all partners.
But it's an amazing program. I love how you honored them on stage when you were talking about that
the first morning and you were saying, listen, it's not about which one's better. It's all needed
for all of us to be successful. We all help each other take our dealerships to the next level and
educate our people on how to be able to do what they need to do. The idea is that we have successful
dealerships. And the stats show that minorities run the most successful dealerships in most of
those brands. And I love seeing that. And that's a huge number. And I love it. It's not necessarily
a chip on the shoulders because I believe we have great resources because we have people like
name that out here doing big things. So, that's awesome stuff. Yeah, man. And I think that's the
business case, right? For diversity is we sell what we sell to the general public. But then we
get into the nooks and crannies of these communities. And when people see themselves
in the ownership position in the staff, they think, wow, I belong here, right? And we see in
the numbers that translates into more market share, more cars being sold, more service absorption.
And the OEMs know that. And so, if you notice, the majority of them are here. And that's why
they're here because, you know what, it makes great businesses. And they're here in packs. I've seen
that stage this morning during the word show. Every time someone's coming up, there's 40 of them
coming up. I love that representation. You talked about on day one, too, how much those OEMs were
bringing in some big crews. And they should, at this event, this is the one, in my opinion, that
you can really make an impact with individuals. It's big, but it's not overly big. And it's
growing, though. I can't wait to see what another five years looks like. You all are going to be
having to probably hire some more people to help set up. But that's a beautiful thing. That's a
great problem to have. And I love seeing this community grow even more and more. I didn't even
know about it about three, four years ago. And I can't believe it. Being a minority and automotive
for over two decades, I can't believe I didn't know about this. And now that I do,
I want to tell everybody about it. It's an important thing. It's interesting you bring that up,
because if you remember from the town hall discussion, we really focused on five things,
right? Retention of our members' dealerships, right? Expansion of their businesses, training,
advocacy, legislation regulation, and then awareness. Because we run into a lot of people.
I've been coming to Namath for almost 20 years. And so it breaks my heart when I run into people
in the industry that don't know we exist and that they have a whole community that can mentor,
they can network with, to help them in their journey, no matter what their journey is in
automotive. And we can be a major resource. Absolutely. From somebody in the department,
somebody who just got in the automotive industry, they need to be here. If you feel like this is
your family, come here, I promise you, you'll feel like you have even more for you. You'll
realize that what's possible is beyond what you can imagine, because you're around others that
act like you, sound like you, smell like you, feel like you, even listen to the same music,
and they did it. Which is important. They're at that next level, so they can show you and they
want to show you, because of great people like Perry and so many of his team members. But yet,
it's the members of Namath that are doing it too. If it wasn't for the memberships,
the growth wouldn't happen. And that's what it's about. The members here are amazing. And I don't
think I've met a member here that I wouldn't go and do something for just because they're just
amazing. Absolutely. So there are a couple of those pillars that are critical for us. One of them,
of course, is the training. I love that. It's a huge reason that we're even irrelevant in the
industry is because of what we do for dealership development. And having some of these conversations
with these owners and these general managers here, there is still this, I don't know, I don't know
how to necessarily describe it in a way that it's almost like this barrier that they have in being
able to allow themselves to be trained differently, allow their people to be trained differently,
especially if they're decades into doing this. And they know how to sell a car
in a different time. And right now, the time has evolved into where the customer is different.
All of the people that work in your store, these generations are different. All of the colors
that are coming into the store are all different. And there's more of them coming. Like we said
earlier, Mark was on here, the black, Asian, Hispanic community is going to be the majority
in not too long. But all of these things together, training is critical and consistent. We're prior
service. So it's just a way of life. We always had to be training, always had to be preparing
ourselves. But why do you think it's so important? And speaking to those that are going to hear inside
of the name ad organization and all those members out there, speak to them about training and why
it's important that they do lean in. So the reality is, right, when I came into the business,
not long ago, but long enough ago, think about it, we stood on the aisle at the auction, flipped
through a book, and hopefully didn't buy the wrong vehicle. Yeah, I hope that was the right
trim in the right way. I hope that's the right. And you go back to the store, but you're going to
see this girl like this. And like, how much you buy it for? We're like, great, we're going to have
that for six months. I mean, that's reality. But the fact of the matter is, think about the
technology that's changed in terms of the efficiency of buying just your own cars. Now, Jonathan
Slope, major economist for industry, got on the stage and told us that the inventory shortage
of both new is going to be around for a while. So think about training, right? There's going to
be a fight to figure out who can acquire those cars with the best operational costs. I'm just
talking about the first technology to make sure that I'm more efficient and productive than doing
that. That is the difference between making a profit and not making a profit. And that comes from
training. That's one example. The other thing is less acknowledged the fact that COVID brought us
10 years of hanging in terms of technology. Yes. One of the things I could say, I'm so
thankful that happened. Yeah, but it forces dealers to understand that you need to be the master
of a few things and maybe not the master of, you know, everything. Right. And what I mean by that
is do what you do from a specialty. If managing people is what you do, then do that great. Yep.
But make sure your team are specialists at what they do. So when you think about it,
just from a customer perspective, customers now are more adapt to embracing technology
in the sales process. But if you look at the data, they still want to interact with great people.
Yes. Yes. So we have to do what we have to do in order to train up our people to run
a successful business. So training is huge. And so keeping that, we can talk on training all day
long. But so there's training in succession too. And you said it greatly, you're going to master
a few things, but you don't have to master all of them. So we recently came in contact with a
dealership group. We won't name any names out there. And we found out and we understood
that in this 34 car group, the owner, amongst other things that he does has to be the one that
puts a number on every car. Wow. Has to be the one that appraises every single car that comes in.
If you appraise a car, I'll look at it no matter what it is that I know or don't know. I got to
forward it over to that owner. He's in his helicopter. He's all over the place. But I got to
wait on him to give us a number before I can work a deal, essentially, if I'm inside of that store.
Unpacking that, that is, you are stuck in advancing your entire dealership culture if you
don't allow other people to come up and learn what it is. And what I love here is that it is more
family-based where we're really trying to say, son, daughter, brother, sister, walk it out with us.
And let's try to help you out with this. And eventually, you're going to have to teach this
to somebody else. He hollered earlier, you heard him say, P3, we're talking about
Perry Watson, the third walk-by. And so with that, though, it's generational. He's out here
walking his thing while his son's over here on the microphone promoting and advancing these
things. And speaking of promoting, the other pillar is awareness, which is the primary cause
that we actually showed up here for, was to let you all know what's brewing out here. Because
we don't want you to be like us, be here inside of this industry and not know that there's people
that look, talk, and feel, even smell just like you inside of this industry for you to connect to
and learn from. But inside of that awareness, what is it about? And we're just asking on us,
why did you want Cargai Coffee to be part of what's actually caffeinating your culture?
So Lou and I met several years ago when I was in a previous role and we immediately hit it off.
And part of the reason we hit it off is because we both get it from the standpoint of
communities and culture in this business where people will invest in you is a rarity.
So when we find that, we want to make sure that we promote that to other people.
So the main reason that I wanted you guys to be here is because I believe there's still people
in different aspects of our industry that need to know about them.
That too, yes.
And it is really from a sincere place that I come. I don't want you to come because
we make money on it or anything of that nature, but I get to be destroyed out of is,
I'm thinking about a gentleman by the name of Aaron. Aaron came here two years ago
as a dealer candidate and he just signed his first deal.
Oh my God, that is so amazing success story.
I've got all kinds of stories like that.
Wow.
He found out about us, he came and engaged, interviewed with the OEMs.
Two years later, man, him and his family signed their first deal.
That's awesome.
That dude, that's giving me goosebumps.
And so I'm not promising that's going to be everyone's story,
but I am saying that this is really the only place where you can come
and get that kind of access to the opportunity of a lifetime if that is your dream.
So we just want to do our part and make sure that we promote.
And we want to do our part, right?
We want to do our part too.
I want to see the same things.
I want somebody to say, I watched Car Guy Cuff.
He went to name that and I became a dealer because of it.
That would bless my heart so much.
What you're doing is special and I know it's not about the money for you all.
It is about seeing our people, our friends, our family, our community
be able to gain their community even bigger.
And I love that and you guys are doing it really good in such a genuine way that
I don't think anybody here feels like this is about the money at all.
Matter of fact, I think most people here want to be able to give money to this
because it's how amazing it is.
Keep doing this and never stop doing it.
I know it's never going to stop, but we're going to keep talking about it.
We're going to keep promoting this from us and our side.
So guys, gals, if you're watching this show, if you have any questions,
reach out to me and Lou.
We're going to be here for you.
We got all the answers for you.
And if we don't, we got the one who does have the answers for you.
El Presidente, everybody.
We're so thankful, Perry, that you're taking the time to spend with us.
We're thankful that you all have taken the time to educate yourself,
to motivate yourself, and to come and find out what it is that's brewing out here at Naemat.
Next year is going to be off the chain.
We already know we're going to be a little bit more aware.
We're going to have a little bit knowing more of the people that we're here.
And we're thankful for that.
We're like happy puppies that love to just always meet new people.
And coming out here, we got to meet a whole litany of new people.
And that encourages us, that gets us excited.
And next year, we won't necessarily be the strangers.
Our goal is to high five and say hello to everybody in the building everywhere we go.
But everybody that's actually been out to this event,
thank you so much for making it great, for making us feel welcome.
But also for doing what it is that you do for automotive.
This is an incredible industry that has blessed each and every one of the people
that are in this building.
And we're so thankful for it.
But we love what Naemat's doing, how you all are leading the way.
And we encourage every other organizer of any other event,
come and attend this, see what they're doing right.
And take it, use it, like our friend Ed Roberts would say.
Take that, use it.
Take that, use it.
That's right.
And I'm going to tell you, there's other events that are here right now,
like NADA.
They're here.
They're watching.
They're seeing what's happening.
And they are inspired by too.
And I love that.
It's good when you see partnerships happen.
AIDA too.
So that's amazing.
So awesome stuff.
And we're going to learn from each other.
Thank you, Brad.
Thank you.
One thing left to do, Perry, we're about to get loud and proud in here.
We're about to forgive, focus, fly, and keep growing.
And that was said from the stage yesterday, literally,
keep growing, keep growing, keep growing.
And we were like, let's go, let's go.
But here we go, everybody.
You know the moves.
Join us on three.
One, two, three.
For kids, focus, fly, and keep growing, keep growing.
Car guys and car gals.
Thank you so much for tuning in to the Car Guy Coffee podcast here at
NAMAD, the 45th membership meeting here inside of lovely Las Vegas.
Super cool solutions with the one, the only, Perry Watson, the fourth.
P4 in the building, y'all.
We'll see you later.
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