Lessons From A Life In Car Sales
About this episode
Randy Press Grove shares insights from his 47-year career in car sales, discussing his book 'This Car Sucks,' which chronicles humorous and cautionary tales from the automotive industry. He highlights notable product failures, including the infamous Mazda MX-3, and emphasizes the importance of customer research before purchasing a vehicle. The conversation also touches on the evolving dealership landscape, the impact of online shopping, and the challenges dealers face with modern showroom requirements. With anecdotes and industry wisdom, Randy provides a unique insider perspective on the automotive sales world.
What if four words could save you thousands at the dealership? We sit down with veteran insider Randy Presgrove to unpack 47 years of wins, wrecks, and the unfiltered truths of car buying and selling. From boardroom bravado to showroom reality, Randy pulls back the curtain on how hits are made, how flops happen, and how regular buyers can tip the deal back in their favor.
We trace the anatomy of failure through icons like the Edsel and head‑scratchers like Mazda’s youth‑aimed MX‑3, showing how timing, design, and marketing alignment matter more than hype. Randy explains why many product misfires teach sharper business lessons than successes, and how dealers experience those lessons in real inventory pain. Then we get practical: the research that actually moves price, captive finance deals that hide in the fine print, and the single sentence that resets a negotiation when the process drags or the fees bloat.
The conversation shifts to the future of retail. Online shopping has shrunk the need for sprawling showrooms, yet manufacturers still push costly facilities while buyers increasingly compare, configure, and pre‑approve from the couch. We explore where those forces collide, what stays the same about human selling, and how service capacity becomes the quiet profit center that keeps customers loyal. Along the way, we revisit Chrysler’s Iacocca era, sky‑high interest rates, brand disappearances after 2008, and why price creep has nearly erased true loss leaders.
We wrap with fast‑hitting, high‑leverage tips: stack incentives the right way, verify every rebate on paper, know your exit, and keep control of your time. If you’ve ever felt overwhelmed under the bright lights, this conversation gives you a roadmap and the confidence to use it.
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Kia
"...I was with Chrysler the first time they went broke and have done some successive tours, mostly in sales and dealer development with Mazda, Toyota, both here in Saudi Arabia, Kia, Hyundai, Volkswagen, Audi and Porsche."
Kia is a car company from South Korea that makes cars that are usually affordable and dependable. They have been getting more popular for their stylish designs.
Kia is a South Korean automobile manufacturer known for producing affordable and reliable vehicles. In recent years, Kia has gained recognition for its stylish designs and advanced technology features.
Audi
"...I was with Chrysler the first time they went broke and have done some successive tours, mostly in sales and dealer development with Mazda, Toyota, both here in Saudi Arabia, Kia, Hyundai, Volkswagen, Audi and Porsche."
Audi is a luxury car company from Germany that makes high-performance cars. They are part of the Volkswagen Group and focus on combining luxury with sporty features.
Audi is a German luxury automobile manufacturer known for its high-performance vehicles and advanced technology. The brand is part of the Volkswagen Group and emphasizes a blend of luxury and sportiness.
Chrysler
"...I was with Chrysler the first time they went broke and have done some successive tours, mostly in sales and dealer development with Mazda, Toyota, both here in Saudi Arabia, Kia, Hyundai, Volkswagen, Audi and Porsche."
Chrysler is a car company from the United States that makes different types of vehicles, like cars and SUVs. They have been around for a long time and have changed ownership a few times.
Chrysler is an American automobile manufacturer known for producing a variety of vehicles, including sedans, SUVs, and minivans. The company has a rich history and has undergone several changes in ownership and branding over the years.
Hyundai
"...I was with Chrysler the first time they went broke and have done some successive tours, mostly in sales and dealer development with Mazda, Toyota, both here in Saudi Arabia, Kia, Hyundai, Volkswagen, Audi and Porsche."
Hyundai is another car company from South Korea that makes many different types of cars, including small cars and SUVs. They have improved a lot in quality and technology.
Hyundai is a South Korean automotive manufacturer known for producing a wide range of vehicles, from compact cars to SUVs. The brand has made significant strides in quality and technology over the years.
Volkswagen
"...I was with Chrysler the first time they went broke and have done some successive tours, mostly in sales and dealer development with Mazda, Toyota, both here in Saudi Arabia, Kia, Hyundai, Volkswagen, Audi and Porsche."
Volkswagen is a car company from Germany that is famous for making popular cars like the Beetle and the Golf. They are known for their quality engineering.
Volkswagen is a German automaker known for producing iconic models like the Volkswagen Beetle and the Golf. The brand focuses on quality engineering and has a diverse lineup of vehicles.
Mazda
"...I was with Chrysler the first time they went broke and have done some successive tours, mostly in sales and dealer development with Mazda, Toyota, both here in Saudi Arabia, Kia, Hyundai, Volkswagen, Audi and Porsche."
Mazda is a car company from Japan that makes cars known for being fun to drive. One of their popular models is the MX-5 Miata, which is a small sports car.
Mazda is a Japanese automaker known for its innovative engineering and sporty vehicles, such as the Mazda MX-5 Miata. The brand emphasizes driving enjoyment and has a reputation for reliability.
Porsche
"...I was with Chrysler the first time they went broke and have done some successive tours, mostly in sales and dealer development with Mazda, Toyota, both here in Saudi Arabia, Kia, Hyundai, Volkswagen, Audi and Porsche."
Porsche is a famous car company from Germany that is known for making high-performance sports cars like the 911. They are associated with luxury and speed.
Porsche is a German automaker renowned for its high-performance sports cars, such as the Porsche 911. The brand is synonymous with luxury, speed, and engineering excellence.
Toyota
"...I was with Chrysler the first time they went broke and have done some successive tours, mostly in sales and dealer development with Mazda, Toyota, both here in Saudi Arabia, Kia, Hyundai, Volkswagen, Audi and Porsche."
Toyota is a very big car company from Japan that makes cars known for being reliable and good on gas. They created the Prius, which is a popular hybrid car.
Toyota is one of the largest automobile manufacturers in the world, known for producing reliable and fuel-efficient vehicles. The brand is also recognized for its pioneering work in hybrid technology with models like the Toyota Prius.
Mazda X3
"...obviously, you've had lots of cars that sucked for many reasons. And do you have a favorite? I think with the, if you want to term it this way, one of the suckiest was in the early 1990s when Mazda came out with what they call the quintessential youth market sport coupe called the Mazda X3."
The Mazda X3 is a car that Mazda created in the early 1990s, targeting young people who wanted a sporty coupe. It was part of their strategy to appeal to the youth market.
The Mazda X3 is a model that was aimed at the youth market in the early 1990s, designed as a sport coupe. It reflects Mazda's efforts to attract younger buyers during that era.
Mazda MX-3
"...in the case of the MX-3 exactly what they were thinking, but obviously it didn't work. But you know, there have been several others over the years..."
The Mazda MX-3 is a small car that was made in the early 1990s. It was designed to be sporty and fun, but many people didn't like its looks or colors, which made it hard to sell.
The Mazda MX-3 was a compact car produced by Mazda in the early 1990s, known for its sporty design and small size. It was aimed at younger buyers but struggled to find its market due to various factors, including its unique styling and color options.
Chevy Chevette
"...the Chevy Chevette, although I did like the commercials back in the day, they all teach better business lessons than they do successes."
The Chevy Chevette was a small, inexpensive car made by Chevrolet in the late 1970s and early 1980s. It was popular for being cheap, but many people didn't think it was a great car.
The Chevrolet Chevette was a subcompact car produced by Chevrolet from the late 1970s to the early 1980s. It was known for its affordability but is often remembered as a less desirable vehicle in the automotive market.
Ford
"...the car was actually well designed, just had the unfortunate circumstance of being introduced in the middle of one of the worst post war recessions..."
Ford is a car company that makes many different types of vehicles. It was started by Henry Ford a long time ago and is famous for how it built cars on assembly lines.
Ford is an American automotive manufacturer founded by Henry Ford in 1903. It is known for producing a wide range of vehicles, including cars, trucks, and SUVs, and for its innovations in assembly line production.
Edsel
"...the car was actually named after Henry Ford's father. It was quickly scrapped by the Ford finance staff to colossal $250 million or Hickey..."
The Edsel was a car made by Ford that didn't sell well and is often remembered as a failure. It was named after Henry Ford's son, Edsel Ford.
The Edsel was a car brand introduced by Ford in the late 1950s, named after Edsel Ford, the son of Henry Ford. It is often cited as a commercial failure due to its poor timing and design choices, leading to its discontinuation after just a few years.
Buick
"...this is just a plan, but it's across that particular car make, Chevrolet or the Buick, it's all redone and the dealerships get upgraded."
Buick is a car brand that makes more upscale vehicles, often considered a step up from regular cars.
Buick is another American automobile brand under General Motors, known for its premium vehicles that often blend luxury and performance.
lost leader
"...Are there still lost leaders? Yes, there are."
A lost leader is when a store sells something for less than it costs to get people to come in and buy other things that are priced normally.
A lost leader is a pricing strategy where a product is sold at a loss to attract customers, with the expectation that they will purchase additional items at regular prices.
average price
"...at the average price of about 50,000 per car, like Don was talking about several minutes ago..."
The average price is what most cars cost when you look at all the cars sold together. It helps you understand how much you might need to spend.
The average price refers to the mean cost of vehicles sold, which can give consumers an idea of what to expect when shopping for a car.
Chrysler Newport
"In 1979, first new car I sold was actually a 77 Chrysler Newport, and I think I sold it for $5,800. The average price of a car these days is about 10 times that."
The Chrysler Newport is a large car that was made a long time ago. It was popular for being comfortable and spacious, and people often remember it fondly.
The Chrysler Newport was a full-size car produced by Chrysler from 1961 to 1981. It was known for its spacious interior and was popular during its production years, especially in the 1970s.
Chevrolet truck
"I had a joy, just an absolute joy when you flashed up that Biscayne and that three-quarter ton Chevrolet truck. Those are the things that really light my candle and that of a lot of other people as well."
Chevrolet trucks are strong vehicles made for carrying heavy loads. They are often used for work and are known for being reliable.
Chevrolet trucks are a line of pickup trucks produced by Chevrolet, known for their durability and versatility. They have been popular in both commercial and personal use.
Chevrolet Biscayne
"Let me tell you, the allure of programs like yours is to see these cars when you flash them up. I had a joy, just an absolute joy when you flashed up that Biscayne and that three-quarter ton Chevrolet truck."
The Chevrolet Biscayne is an older model car that was made for many years. It was a practical choice for families and was often used by businesses.
The Chevrolet Biscayne was a full-size car produced by Chevrolet from 1958 to 1972. It was known for its affordability and was often used as a fleet vehicle or for families.
Plymouth Gtx
"One of the neatest commercials I remember for a series on the Belvedere, the Plymouth GTX was,"
The Plymouth GTX is a classic American muscle car that was made in the late 1960s and early 1970s. It was known for being fast and having a cool design, which made it a favorite among car lovers.
The Plymouth GTX is a high-performance muscle car that was produced by Plymouth from 1967 to 1971. It was known for its powerful engines and sporty design, making it a popular choice among car enthusiasts.
muscle cars
"There were pretty cool cars and that was just before the onset of the Plymouth and Dodge muscle cars of the late 60s and early 70s."
Muscle cars are powerful cars that are built for speed and performance, mostly made in America during the 1960s and 1970s. They are known for their strong engines and sporty designs.
Muscle cars are high-performance vehicles, typically American-made, known for their powerful engines and aggressive styling. They became popular in the 1960s and 1970s, often associated with speed and performance.
Oldsmobile
"Interestingly enough, five years before Oldsmobile disappeared, Oldsmobile was still selling a million cars a year in the United States. It just shows you how much the business has changed in the great recession of 2008, for example."
Oldsmobile was a very old car brand in America that made cars for over a century but stopped making them in 2004 due to low sales.
Oldsmobile was a brand of American automobiles produced by General Motors from 1897 until 2004. It was one of the oldest car brands in the U.S. but was discontinued due to declining sales and market changes.
great recession
"It just shows you how much the business has changed in the great recession of 2008, for example. General Motors has shed four or five different name plates that never to come back again."
The Great Recession was a big economic crisis that happened from 2007 to 2009, causing many businesses, including car companies, to struggle and change a lot.
The Great Recession refers to the severe worldwide economic downturn that occurred from late 2007 to mid-2009. It had significant impacts on the automotive industry, leading to major restructuring and bankruptcies among several car manufacturers.
market share
"GM has gone from a 60% market share to the point where imports dominate the market right now between the Japanese, the Koreans, and to a lesser extent some of the European brands as well."
Market share is how much of the car sales in a market belong to a specific company. For example, if GM sells 60 out of every 100 cars, it has a 60% market share.
Market share refers to the percentage of an industry's sales that a particular company or brand controls. In the automotive context, it indicates how much of the total vehicle sales are attributed to a specific manufacturer, such as GM or imports from Japan and Korea.
sale price
"The sale price will give you an extra $5,000 and discount the actual price of the truck, say for instance, by $10,000."
The sale price is how much you end up paying for a car after any discounts or deals are applied. It's the final price you agree on when buying the car.
The sale price is the final price at which a vehicle is sold after all discounts and negotiations are applied. It reflects the amount the buyer actually pays to acquire the vehicle.
Dodge Power Wagon
"...g everybody that we're going to talk about Jeff's power wagons. No, that's not what we're going to talk about."
The Dodge Power Wagon is a tough pickup truck that can handle rough roads and heavy loads. It was first made for the military, but now it's popular with people who like to go off-roading or need a strong truck for work.
The Dodge Power Wagon is a heavy-duty pickup truck that has been in production in various forms since the 1940s. Originally designed for military use, it has evolved into a popular choice for off-road enthusiasts and those needing a robust vehicle for tough tasks, making it a significant part of Dodge's truck lineup.
Ferrari
"Famous car brands, most people know Ferrari, supercars, Honda for reliability, but car companies don't always stay in their lane over the decades."
Ferrari is a famous car brand from Italy that makes fast and expensive sports cars. They're well-known for racing and have a strong reputation for quality.
Ferrari is an iconic Italian luxury sports car manufacturer known for its high-performance vehicles and success in motorsport, particularly Formula 1.
Honda Civic
"...st people still associated Honda exclusively with civics and accords. The jet features engines mounted ab..."
The Honda Civic is a small car that many people love because it's dependable and gets good gas mileage. It's been around for a long time, and lots of people choose it for everyday driving because it's easy to handle and affordable.
The Honda Civic is a compact car that has been a staple in the automotive market since its introduction in 1972. Known for its reliability, fuel efficiency, and practicality, the Civic has become one of the best-selling cars in the world and is often praised for its performance in various trims.
Honda Accord
"...till associated Honda exclusively with civics and accords. The jet features engines mounted above the wing..."
The Honda Accord is a larger car compared to the Civic, and it's great for families because it has a lot of space inside. It's known for being reliable and comfortable to drive, which is why many people like to use it for their daily commutes or road trips.
The Honda Accord is a midsize sedan that has been in production since 1976 and is known for its spacious interior, comfort, and strong reputation for reliability. It often competes with other popular sedans and is favored for its blend of performance and practicality, making it a popular choice for families and commuters alike.
Bugatti Veyron
"The furniture serves as garage art for those people that already have a Veyron in their garage. I'll take the Veyron, thank you."
The Bugatti Veyron is a very fast and expensive car. It's famous for being one of the quickest cars you can buy, and it has a powerful engine that makes it stand out among luxury vehicles.
The Bugatti Veyron is one of the fastest production cars ever made, known for its incredible speed and luxury. It features a quad-turbocharged W16 engine, producing over 1,000 horsepower, and has become a symbol of automotive excellence and engineering prowess.
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