"Copy the Best!" Rick Hendrick's #1 Business Decision in 50 Years (And Why Zeigler Just Copied It) | Industry Spotlight
About this episode
Ziegler Auto Group shifts warranty administration from CNA to Hendrick’s Nations Guard and builds its own dealer-owned company, Ziegler Guard—framed as “lifting the whole industry.” The hosts connect the move to Rick Hendrick’s origin story: warranty battles with GE led him to create Auto Guard. They also explain how owning F&I supports customer retention, dealership risk management, and resilience during downturns, while NASCAR branding drives leads and brand recognition.
Ziegler auto group
"A few weeks ago, I sat down with three people [21.1s] Aaron Ziegler, president Ziegler auto group, whom I work for, Johnny McKellar, president [25.8s] of Nations Guard and Rick Hendrick himself, chairman of Hendrick automotive group."
This is the dealership company the host works for. They’re talking about a business move involving warranties—basically how the dealership handles coverage for customers.
Ziegler Auto Group is the dealership group led by Aaron Ziegler in the episode. The hosts discuss how it changed warranty-platform providers and launched its own dealer-owned warranty company.
Hendrick automotive group
"Aaron Ziegler, president Ziegler auto group, whom I work for, Johnny McKellar, president [25.8s] of Nations Guard and Rick Hendrick himself, chairman of Hendrick automotive group. The [31.9s] reason was simple..."
This is a big dealership company. In this episode, it’s connected to a warranty program and a platform that other dealers can use.
Hendrick Automotive Group is the dealership company chaired by Rick Hendrick in this segment. The episode frames it as building a warranty platform (“Nations Guard”) and then enabling other dealer groups to participate.
Rick Hendrick
"Johnny McKellar, president [25.8s] of Nations Guard and Rick Hendrick himself, chairman of Hendrick automotive group. The [31.9s] reason was simple and it was entirely internal."
Rick Hendrick is the leader behind a major dealership group. The hosts say he rarely does interviews, and they’re quoting him about why the warranty strategy matters.
Rick Hendrick is the chairman of Hendrick Automotive Group and is positioned as a rare, high-profile dealer who agreed to be quoted on the record. The segment highlights his framing of the warranty strategy as “the secret sauce” for controlling the customer relationship.
Nations Guard
"Johnny McKellar, president [25.8s] of Nations Guard and Rick Hendrick himself, chairman of Hendrick automotive group. The [31.9s] reason was simple and it was entirely internal."
Nations Guard is presented as a warranty platform associated with Hendrick Automotive Group. The hosts say Ziegler moved onto it and then used it as the basis to stand up its own dealer-owned warranty company.
CNA
"Effective June 1st, Ziegler moved off CNA and [38.5s] on to Hendrick's Nations Guard platform and stood up our own dealer owned warranty company, [44.3s] Ziegler Guard."
CNA is mentioned as the previous warranty provider the dealership switched away from. The key point is that the dealership changed who it uses for warranty coverage.
CNA is referenced as the warranty provider/platform Ziegler moved off of. In this context, it’s part of a business decision about who administers warranty coverage.
Ziegler Guard
"Effective June 1st, Ziegler moved off CNA and [38.5s] on to Hendrick's Nations Guard platform and stood up our own dealer owned warranty company, [44.3s] Ziegler Guard."
Ziegler Guard is the warranty company the dealership group created for its own customers. It’s basically about the dealership controlling how warranty coverage is handled.
Ziegler Guard is the dealer-owned warranty company Ziegler Auto Group stood up after moving platforms. The segment treats it as a strategic move to control the warranty relationship and keep more of the customer experience in-house.
dealer owned warranty company
"Effective June 1st, Ziegler moved off CNA and [38.5s] on to Hendrick's Nations Guard platform and stood up our own dealer owned warranty company, [44.3s] Ziegler Guard."
This means the dealership group runs its own warranty program instead of relying entirely on a third party. The advantage is the dealership can control the customer experience around repairs and coverage.
A dealer-owned warranty company is a warranty provider that’s owned/controlled by the dealership group rather than being purely an external insurer’s program. In this segment, it’s treated as a way to “own your own customer” by controlling how coverage and service are managed.
lifting the whole industry
"In this business, competitors don't usually help [65.6s] each other. As you know, they guard the edge. But every now and then, somebody decides the bigger [71.0s] win is lifting the whole industry."
The hosts are saying the best move isn’t always just beating other dealers—it can be helping the whole industry work better. In this case, it’s about improving how warranty/service problems get handled.
This phrase describes a strategic mindset where competitors collaborate to improve industry-wide processes rather than only maximizing their own advantage. The hosts use it to frame why a warranty-platform move and vendor collaboration mattered beyond a single dealership group.
Brown and Brown dealer services
"And through Brown and Brown dealer services, David Putz, Mike Neal, [87.2s] they all worked together to create and stand up Ziegler Guard, everyone pulling in the same [92.9s] direction."
This is a company that helped the dealership groups coordinate the warranty setup. Think of it as support that helped them get the new warranty company launched.
Brown and Brown Dealer Services is described as the intermediary/vendor that helped coordinate the warranty-company setup. The hosts credit it with enabling multiple parties to work together toward creating Ziegler Guard.
David Putz
"And through Brown and Brown dealer services, David Putz, Mike Neal, [87.2s] they all worked together to create and stand up Ziegler Guard, everyone pulling in the same [92.9s] direction."
David Putz is one of the individuals credited with helping set up the new warranty company. The episode uses his role to illustrate teamwork across competing businesses.
David Putz is named as one of the people involved in coordinating the creation of Ziegler Guard. In this segment, he’s part of the collaboration that the hosts say competitors don’t usually do.
Mike Neal
"And through Brown and Brown dealer services, David Putz, Mike Neal, [87.2s] they all worked together to create and stand up Ziegler Guard, everyone pulling in the same [92.9s] direction."
Mike Neal is another person mentioned as helping build the new warranty company. The point is that multiple groups collaborated instead of competing.
Mike Neal is named as a collaborator in the process of creating Ziegler Guard. The hosts use his involvement to support the theme of rivals working together to solve warranty/service problems.
trade in problem
"who'd normally compete into the same room to crack the trade in problem in the service [108.2s] bay. Deal a different problem. Same rare idea."
A “trade in problem” is what can go wrong when a customer brings in their old car to apply toward a new one. It’s usually about pricing and getting the deal to work smoothly.
“Trade in problem” refers to the business challenge around valuing and processing a customer’s current vehicle when they buy another. In dealership operations, it often ties into pricing, reconditioning, and how the dealership manages the customer journey.
service bay
"who'd normally compete into the same room to crack the trade in problem in the service [108.2s] bay. Deal a different problem. Same rare idea."
A service bay is the space in a repair shop where cars are worked on. The episode is connecting the warranty/business decision to what happens during service.
A service bay is the garage bay area where vehicles are brought in for inspection and repairs. Here, it’s used to describe the “trade in problem” being addressed in the service workflow, not just sales.
dealers that love cars and love the business, love people versus someone that looks at as a commodity
"And, you know, I think that's such a difference when you look at dealers that love cars and love the business, love people versus someone that looks at as a commodity. And they don't, they don't really care about anything but profit."
The host is making a mindset argument: some dealers treat customers like real people, while others treat them like just a source of money. He says the “people-first” approach helps dealers keep customers and stick around.
This is a dealership philosophy contrast: treating customers as people versus treating them as a “commodity” to extract profit from. The host argues that dealers who genuinely care about cars and relationships tend to retain customers and last longer than purely profit-driven operators.
Hendrick Auto Guard
"Take us, Mr. Hendrick, you built Hendrick Auto Guard in the mid 90s. That's close to 20 years in the business. Why did you do that then?"
Hendrick Auto Guard is a business Hendrick created to manage warranty coverage. The goal was to make warranty claims go more smoothly so customers don’t get denied and get upset.
Hendrick Auto Guard is described as a company Hendrick started in the mid-1990s to handle warranty-related work. In this context, it’s positioned as a way to reduce disputes and improve how claims get paid, so customers aren’t refused when they’re due coverage.
GE
"Well, what happened back in those days? We were doing, we had a warranty, well, we were doing warranties with GE and it was a constant battle getting paid, turning down claims, customers upset."
“GE” is the company they were dealing with for warranty coverage. The host says it was frustrating because claims were often denied or hard to get paid.
“GE” is mentioned as the warranty partner the dealer group was working with at the time. The key point is that the host describes GE warranty administration as a source of ongoing disputes over payment and claim approvals.
Ziggler Auto Group
"why is now the moment for the Ziggler Auto Group? Not five years ago, not five [360.1s] years from now."
Ziggler Auto Group is the dealership company being talked about. They’re saying this is the right time to make a big business move.
Ziggler Auto Group is the dealership group the speaker is discussing as the organization making a strategic move. In this segment, it’s tied to partnering and copying “the best” practices from another organization.
defining moments
"If you look in business, every business has certain moments [368.0s] that take it to a whole other level. I call them defining moments."
The speaker means there are certain times when a business decision can really change the company’s future. They’re saying this partnership is one of those moments for them.
“Defining moments” is used as a business concept for the specific timing when a company makes a move that changes its trajectory. In this segment, it’s applied to why the Ziggler Auto Group partnership is happening now.
Hendrick organization
"Partnering with the Hendrick organization, we've learned a lot [383.2s] from them. And we take the best of what they're doing and the best of what we're doing."
They’re talking about the Hendrick dealership group as an example of how to run things well. The idea is to learn from them and apply those lessons.
The Hendrick organization is referenced as a benchmark for “wonderful people” and “great processes.” The speaker’s point is that Ziggler will adopt the best practices from Hendrick while keeping its own approach.
underperforming stores
"You bought under [422.3s] performing stores. You grew those underperforming stores by growing people, by growing culture."
They’re talking about dealership locations that aren’t doing as well as they should. The plan is to improve them by building better teams and culture.
“Underperforming stores” refers to dealership locations that aren’t meeting expectations, typically in sales, profitability, or execution. The speaker’s strategy is to improve them by growing people and culture rather than only changing products.
Ziggler Guard
"How does owning your own F&I company Ziggler Guard and Hendrick Guard fit that same playbook [435.2s] of developing and growing people?"
Ziggler Guard is the branded finance-and-insurance business they’re talking about. They’re saying customers should feel there’s a real person/company behind it.
Ziggler Guard is described as the speaker’s F&I company, positioned as a branded operation that stands behind its offerings. The segment emphasizes that the “Ziggler name” signals accountability to customers.
Hendrick Guard
"How does owning your own F&I company Ziggler Guard and Hendrick Guard fit that same playbook [435.2s] of developing and growing people?"
Hendrick Guard is another branded F&I business name mentioned in the same context. The takeaway is that the brand is meant to reassure customers there’s real backing behind the products.
Hendrick Guard is referenced alongside Ziggler Guard as part of the finance-and-insurance ownership discussion. The speaker uses it to reinforce the idea of brand-backed responsibility and customer trust.
F&I
"about the auto business, they think of F&I as a profit center first. How do you think about balancing profit and serving the customer?"
F&I means the dealership’s finance-and-insurance desk. They help arrange the loan and may sell extra protection plans that can add money to the deal.
In car dealerships, F&I stands for finance and insurance. It’s the department that sells financing and add-ons like extended coverage, and it’s often where a dealership makes significant profit beyond the car sale.
retention piece
"Aaron, what are your thoughts as you think about that retention piece balancing profit and serving the customer within the Ziggler Auto Group?"
“Retention” here means getting customers to keep coming back. Instead of just selling a car once, the dealership tries to stay involved through service and future purchases.
“Retention” in dealerships means keeping customers coming back after the initial purchase. The idea is that repeat service visits and ongoing relationships are more profitable and more customer-friendly than treating each sale as a one-time transaction.
risk management
"eliminate and help our customers as well. And so we take care of risk management. We have the way of doing that is three different ways."
Risk management means putting processes in place to prevent problems from costing the dealership money. In this segment, it’s mainly about handling customer claims the right way.
Risk management here refers to dealership-level processes to reduce financial and operational exposure, especially around customer claims. The host ties it to how claims are handled and inspected so losses are controlled.
claims
"We make sure that the claims are being managed properly at the dealership level. We make sure that the cards are being inspected properly."
“Claims” in dealership operations usually means customer requests for reimbursement or coverage under a protection plan. The segment emphasizes managing claims properly at the dealership level and inspecting the relevant vehicles.
incentive plans
"Looking at claims and looking at vehicles you should maybe stay away from, incentive plans that we use to reward our people for using our products in the dealership."
Incentive plans are reward systems that encourage employees to do certain things. Here, they’re used to motivate dealership staff to use the program’s products, while still keeping decisions aligned with what works.
Incentive plans are structured rewards meant to influence dealership behavior—here, rewarding people for using the company’s products. The segment also contrasts these incentives with the need to avoid mistakes learned through trial and error.
profit sharing
"It's a profit sharing deal in the dealerships too. You want them to benefit from the program also, but I think once Johnny perfected this..."
Profit sharing means the dealership gets a share of the money the program makes. The goal is to make sure the dealership has a reason to support the program too.
Profit sharing is a compensation structure where dealerships share in the program’s financial upside. The segment frames it as a way to align incentives so dealerships benefit from the program, not just the central organization.
Ziggler Group
"We only want to do it with people like the Ziggler Group that are A plus, A plus that do [976.9s] things the right way because this is not for everybody."
The Ziggler Group is a company the host says they trust to handle coverage paperwork and customer issues the “right way.” The point is that reputation matters when you’re dealing with insurance and warranty claims.
The Ziggler Group is referenced as a specific partner company the hosts trust because of its reputation and how it handles insurance-related administration. In this context, it’s being used as an example of a vendor/partner that can manage warranty/coverage processes correctly.
warranties
"Some of these companies that do warranties, [1011.3s] they're not in the automobile business. They don't sell and service cars."
“Warranties” here refers to vehicle coverage plans that decide whether repairs are paid for when something goes wrong. The host contrasts warranty companies that only judge “covered or not” with dealerships that also sell and service cars and handle customer problems in a more hands-on way.
online reputation
"it's been out of guard because our reputation, online reputation [1058.9s] for one in the country in every category"
Online reputation means what people say and rate a business on websites and social media. The host is saying their business success depends heavily on customers trusting them.
“Online reputation” is the host’s emphasis on how customers rate and talk about a business on the internet. In dealership and service contexts, it’s treated as a measurable asset that supports customer trust and repeat business.
Aaron's crap
"it's been out of guard because our reputation, online reputation [1058.9s] for one in the country in every category, probably going to get knocked out by Aaron's crap."
The host is jokingly referring to a competitor that might challenge their reputation rankings. The takeaway is that they believe their customer service and reputation are what set them apart.
“Aaron’s crap” appears to be a reference to a competing brand or company (likely a humorous or informal phrasing) that could challenge the host’s claim about top online reputation. The key point being made is that reputation and customer experience are central to their business model.
Ferrari Design Studio
"We ran into each other late last year out at the Ferrari Design Studio in New York City and Mr. H said, he goes, Hey, I heard that you wanted a ZR1X and I did."
This is a Ferrari-branded design/customer location. The hosts mention it to set the scene for how the relationship and the car deal started.
The Ferrari Design Studio is a branded facility tied to Ferrari’s design and customer experience. In the segment, it’s where the two parties met and discussed the hard-to-get ZR1X.
New York City
"We ran into each other late last year out at the Ferrari Design Studio in New York City and Mr. H said, he goes, Hey, I heard that you wanted a ZR1X and I did."
New York City is the place where they met. It’s just background for the story about how the car deal came together.
New York City is the location where the speaker says the Ferrari Design Studio meeting took place. It’s included here mainly as context for the business relationship, not a technical automotive detail.
allocation
"And he said, well, I got an allocation. I'm going to get you one. And he let me order the car. About three weeks later, it showed up."
An allocation is the manufacturer’s limited “quota” of cars a dealer can get. If a model is rare, only dealers with allocations can actually order one for you.
An allocation is a limited number of cars a dealer or seller is allowed to order or receive from the manufacturer. For scarce models, having an allocation is what makes it possible to secure a car that would otherwise be “impossible to get.”
Hendrick engine
"it might have our name on the hood, but he's, he's got a Hendrick engine pushing them. So if he, he wins, it's the Hendrick engine that's, let's help get them there."
A “Hendrick engine” here means an engine package tied to the Hendrick racing team. The point is that race success is connected to the team’s engineering and parts.
“Hendrick engine” refers to an engine associated with the Hendrick racing operation, used in the context of NASCAR competition. The speaker is emphasizing brand-linked performance—if the driver wins, it’s credited to the Hendrick engine effort.
NASCAR
"As we wrap up, just a couple of questions on one shared passion, both Mr. Hendrick, you have an Aaron Ziegler have NASCAR."
NASCAR is a popular American racing league with stock-car style race cars. The hosts are talking about what racing teaches about winning, teamwork, and customer focus.
NASCAR is a major American stock-car racing series where teams compete with purpose-built race cars based on production models. The segment frames NASCAR as a training ground for business and performance culture that the auto industry can learn from.
Talladega
"…getting polls and, you know, winning Talladega this year and hopefully making the playoffs. It's a lot of fun to be a part of that."
Talladega is a famous NASCAR race track where cars often run very close together at high speed. Late in the race, small moves and strategy can decide who wins.
Talladega refers to Talladega Superspeedway, a NASCAR track known for high speeds and pack racing. Because cars run close together, strategy and driver skill during late-race restarts and closing laps can swing the result quickly.
playoffs
"…winning Talladega this year and hopefully making the playoffs. It's a lot of fun to be a part of that."
“Playoffs” in NASCAR refers to the postseason format where drivers qualify based on points and/or wins, then compete for the championship. It changes how teams manage risk and strategy late in the season because advancing matters as much as individual race results.
closing laps
"As you were watching those closing laps, were you secretly a Carson-Hosevar fan of some sorts…"
“Closing laps” means the last few laps of the race. That’s when strategy and positioning matter most, and it often decides the winner.
“Closing laps” are the final laps of a race, when fuel, tire wear, and track position become critical. In NASCAR, late-race restarts and traffic can heavily influence who has the best chance to win.
motors
"I've been involved with those guys. We build the motors for them. We have a technical alliance to deal with them."
Here, “motors” means the engines used in the race cars. The speaker is saying they help build the engines for that team, which can affect how fast the car is.
In this context, “motors” refers to the race engines being built for the team. NASCAR teams often have specialized engine builders and technical partners, so “motors” is more than a generic word for an engine—it’s part of how performance is sourced and developed.
technical alliance
"We build the motors for them. We have a technical alliance to deal with them. You know, I'm a huge fan and I pull for them hard."
A technical alliance is when two racing organizations team up to work together on the technical side. That can mean sharing engineering help so the cars can go faster and be more competitive.
A technical alliance is a formal partnership where two teams share engineering know-how, development work, or technical resources. In racing, it often means collaborating on things like engine development, calibration, and performance upgrades rather than just marketing or sponsorship.
double
"…And we went through that with Larson. We had a prime, did a documentary that was aired last night about doing the double."
“The double” usually means getting two big wins or two major results back-to-back. The speaker is referencing a notable streak/achievement that was covered in a documentary.
“The double” is a racing shorthand for winning two major events or achieving two key results in a row (the exact meaning depends on the series context). Here, it’s referenced as something the speaker experienced with Larson and a documentary about it.
Ziggler Automotive
"But, you know, when he walks in and, oh, yeah, we know Ziggler Automotive. [1636.0s] We've seen him on a car."
Ziggler Automotive is the dealership name they’re talking about. The point is that getting people to recognize the brand (like seeing shirts and hats) helps bring customers in.
Ziggler Automotive is the dealership brand being discussed as a differentiator in a crowded market. The host argues that brand visibility—people recognizing the name and showing up in team gear—can translate into dealership interest.
track
"We enjoy seeing you at track. Aaron Ziggler, as you saw Carson earn his premiere win at the cup [1698.9s] and do the loop hanging out the window."
They’re talking about the race track. The idea is that racing exposure helps the dealership brand and builds a following.
The segment uses “track” as the setting where racing visibility and team identity get reinforced. It’s part of the argument that motorsport participation can support dealership branding and fan engagement.
premiere win
"We enjoy seeing you at track. Aaron Ziggler, as you saw Carson earn his premiere win at the cup [1698.9s] and do the loop hanging out the window."
“Premiere win” means a big, notable victory—like a major first win. They’re using that moment to show why the team and its branding matter.
“Premiere win” here refers to a first or standout victory in a major racing series, used to highlight a milestone moment. In motorsport marketing, those wins are often leveraged to build credibility and fan attention.
Aaron Ziggler
"We enjoy seeing you at track. Aaron Ziggler, as you saw Carson earn his premiere win at the cup [1698.9s] and do the loop hanging out the window."
Aaron Ziggler is the person being talked to in the episode. They describe him as part of the team behind the dealership and the racing connection.
Aaron Ziggler is presented as the dealership leader being interviewed, tied directly to the “team Ziggler” partnership. The discussion frames him as a local, relationship-driven figure whose involvement supports the racing/branding strategy.
visor
"He's doing his own thing. He's just his own personality. He's a lot of fun [1717.7s] to be around. And then when the visor goes down on the helmet, then he's all business and he's [1724.9s] ready to go"
A “visor” is the protective face shield on a racing helmet. When the visor goes down, it signals the driver switching from social mode to focused, safety-first driving mode.
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