By Virginia Automobile Dealers Association
How did you become a car dealer? Did you always aspire to be part of the automotive industry?
It all started when my father, Bruce Farrell, began working at Berglund Chevrolet in 1975, and ultimately became the dealer.
I began working in the parts department of the Chevrolet store in Roanoke at the age of 14 and spent every school break working and learning. I sold my first car at age 17 and knew at that moment that I wanted to spend my career in a dealership.
I gained experience by attending a Chrysler dealer academy in 1988 and working at a Ford store in Atlanta, as well as at Pat Ryan & Associates in Chicago as an F&I (Finance & Insurance) specialist.
Armed with a deeper knowledge of the industry, I rejoined the family dealership in 1992 and worked in F&I and in the service and parts department, rising to vice president. In 2002, I bought my first dealership in Spartanburg, South Carolina, then after seeing success with the Kia and Chevrolet store, I returned to Roanoke in 2006 to run and grow Berglund Automotive.
Do you have family members in the auto industry?
I do. I come from a family auto dealership, so the business is in my blood. Working with family is a joy for me.
Describe your education background. What did you study?
I graduated from Salem High School in Salem in 1984, and attended Radford University in Radford, Virginia. But I always knew I wanted to follow in the footsteps of my father, Bruce Farrell, and become an auto dealer.
Are there any specific individuals that had a major impact on your career?
My father, Bruce, of course, is my best and first mentor. I’ve always been very fortunate to have my father in my life to show me the way.
But along the way I’ve had other mentors and friends who have made a big difference in my life — peer mentors, automotive dealers who are owners of multiple dealerships across the country that I’ve tried to get to know and align myself with. There are always organizations in your chosen industry that you can join to make those kinds of connections, so you can see the highs and lows of all aspects of your business.
The 20Groups have been particularly helpful. It’s a great system for learning from each other and finding peer mentors.
But mentors can also be other community business owners, people you just aspire to be more like. Believe it or not, people like that are always glad to take that call and talk to you. Truly successful people are successful because they also want to give back by sharing those stories, because they want to make a difference for the future.
What is the most rewarding part of your career?
When I realize that there are more than 600 families we touch directly through employment at our dealerships, I think that is probably the most rewarding and truly humbling part. The gratification is seeing employees and their families fulfill their dreams.
What do you think will be some of the dominant trends within the auto industry in the next 5-10 years?
Electrification of cars, ride-sharing, and of course, autonomous vehicles. There are and will continue to be a lot of disruptors in our business. We all hear it. I think it will be a while before we as dealers feel the full impact, but we’re going to have to embrace technology and innovation to be successful.
What is the biggest impact of being a VADA member? What makes it beneficial?
There are so many benefits. VADA is a dominant player in our state, as well as across the country. We’re a force to be reckoned with. We have solid programs like our workers’ comp, insurance, safety monitoring, and training. It’s all about helping us be better at what we do, and making it easier to do it.
However, for me personally, I think it’s the legislation advocacy that Don and his staff have embraced over the years. I have been involved in many legislation efforts over the years with VADA, and many dealers have benefited from those efforts.
Are you involved in any civic or charitable organizations?
We have given to many great causes over the years, and we try to give to causes that will affect the greatest number of people.
An initiative that I had the opportunity to be involved with was the building a larger pool of trained auto service and technical recruits through our partnership with Virginia Western Community College in Roanoke, where I am currently treasurer of the board of directors for the college’s educational foundation.
We made a 5,000 square-foot service department classroom available to the school in a company building complete with equipment, diagnostic tools, vehicles and volunteer faculty comprising Berglund employees donating their time and expertise to assist the instructors. And Berglund Automotive will be hiring outstanding students as apprentices, encouraging them to stay on this career path.
I am incredibly proud our dealership was awarded naming rights for its financial contribution to the Roanoke Civic Center, which is now the Berglund Center. The facility features a coliseum, exhibit hall, performing arts theatre and special events center and hosts world-class entertainment, trade shows, conventions and sporting events. We have donated more than $2 million into the operating budget so both visitors and locals can continue to enjoy the many offerings of this popular Roanoke attraction.
Other organizations that we support include the United Way of the Roanoke Valley; MDA Car Show (an annual Roanoke event that supports Muscular Dystrophy Association); Boy Scouts of America; Junior Achievement of Southwest Virginia; Lynchburg Humane Society; Susan G. Komen; Blue Ridge Area Food Bank; Center in the Square (an arts and cultural center in Roanoke); Miller Home For Girls (a residential group home in Lynchburg) and many more.
Berglund Automotive continues to grow as a business but also as a community partner because of our strong desire to support the communities that have supported us.
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?
I’d ask them first to tell me what they love, what do they really want to do. People will always be around to tell you what you should love to do, but really be honest with yourself and start with what you are passionate about doing. To be the happiest in the long run, take that and connect it to a way to make a living, and you’ll start making a life.
Talk with all the people you can that have that kind of role or career or passion, and then find a mentor to help you along the way. Don’t get distracted. Life is full of daily distractions, but as you go, keep your focus on where you want to be until your passion changes. One thing leads to another.
This is a wonderful business. We employ a lot of people with well-paying jobs.
What are some professional moments that make you the proudest?
Well, certainly this nomination. My father was the Time Dealer of the Year Award winner for Virginia in 2009, so this nomination is particularly meaningful.
Over the years our auto group has expanded and today we have 12 Virginia locations in Roanoke, Lynchburg, Salem, Bedford and Rocky Mount, representing 26 brands and growing from 150 employees to more than 600. Our growth makes me very proud, especially as I have been able to accomplish this with my father, as partner and mentor.
Was there an “aha” moment in your career that defined you?
That’s a tough question. It’s really about what drives any of us. As dealers, we take a lot of chances. We take on a lot of risks, that may not just affect us, but our families. For me, when a challenge was overcome, that was an “aha” moment. Likewise, failure was a learning “aha” moment.
The truth is, I think life is a series of “aha” moments if you allow yourself to learn from your experiences.
Describe your all-time favorite vehicle (it can be one you’ve owned or something on your wish list). What are you driving today?
I am not a car buff. We all drive only what we sell, and I personally drive what’s practical at the time. Right now, I am driving a Jeep Grand Cherokee.
My all-time favorite car, however, is whatever late model car I can put a family member or friend into that meets their needs and their budget and saves them money.
What is your favorite way to spend your free time? Any unusual hobbies?
The auto business keeps me busy most of the time, but I spend as much time with my family as I can. I enjoy boating and traveling.
Tell us about your family.
My wife, Trista, and I have two adult children, a son and a daughter.
This story appears in the 2019 Issue 4 of the Virginia Auto Dealer Magazine.
