Morehead Honda
Newburgh, NY 

Car People Marketing's June edition of Dealer of the Month is presenting Morehead Honda located in Newburgh, New York.  I was able to catch up with Kevin Higgins, the General Manager at Morehead Honda. 

Marc Andre: "How did you start your career in the automotive industry, and what was your first job in the car business?"
Kevin: "Really, it's by accident. A good friend of mine from high school, his dad recommended it for me. I started in the car business by selling cars for Powell Chevrolet in 1978." 

"What are some of your responsibilities as the General Manager?"  
"I really oversee all the day-to-day operations for the Morehead family; from the simplest thing from emptying a trash can, and today I am negotiating on a piece of land for a new facility for our dealership. So it really ranges from entry level to big business decisions."

"What separates Morehead Honda from the competition?"
The fact that this company is family-owned and operated, and it's been in the community for about 70 years. It's also true that a family member hands out checks each week and says 'Thank You'. They won't open on Sundays, they won't open on holidays - and we've had second generation employees here at the dealership." 

"Why is a rewards program  an important part of your dealerships culture?"
"I realized that my biggest competitor in the world today is not a Honda dealer, it's a Jiffy Lube outlet. We have to be better at Jiffy Lube than Jiffy Lube is. They've had an incredible head start by doing it for so many years. We're just trying to be as aggressive as possible to address customer's needs.  Whose got time today? Everyone works, everyone commutes, and we want to make sure that if everybody is working that hard and time is limited, we have to be respectful of their money. So we've done an extensive price breakdown, and I have all of my competitor's prices on a spreadsheet, and we put all of our prices in line. And we thought, let's get people some additional rewards and show them how much we appreciate their business." 
"If you could give anyone one piece of advice on who is trying to make a career in the automotive industry, what would it be?"

"Just be honest, this can be a very difficult business, but you don't have to be dishonest with customers. Just be honest with them, and you will do very well. I still have customers that reach out to me from 30 years ago, and they don't always buy what I sell, but they always ask me for my opinion and advice."
On behalf of Car People Marketing, I would like to thank Kevin for taking the time out of his busy schedule to speak with me for this edition of Dealer of the Month. Kevin had some great answers to my questions and he is very knowledgeable about the automotive industry. I want to wish him and his team at Morehead Honda all the best.

This wraps up this month’s edition of Car People Marketing’s Dealer of the Month. Check back with us next month for our July edition, and tell us why your dealership should be featured as our Dealer of the Month.

Contact us and put the spotlight on your dealership.

  Marc-Andre Lavoie
  Marketing Manager
  tel: 866-227-7337


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