SAT #36 - 🦀 Mallets Ready

TOGETHER WITH

ASOTU CON 2023 is just over a week away now, so it’s time we share some essential travel tips with you.

1. They speak mostly English in Baltimore (pack translators accordingly).

2. Airport food is expensive, but that doesn’t mean it is fancy. Keep it off the Gram.

3. Don’t touch anybody’s crab mallet without asking first.

See you in 10 days!

Keep Pushing Back
-Paul, Kyle, Chris & Kristi

INDUSTRY HIGHLIGHT

Human Humans with Nathanael Greklek

This week, we spoke to our friend Nathanael Greklek about his time in the industry and how he approaches his work as the Chief Digital Branding Leader at Mohawk Auto Group.

How did you get into the automotive industry, and what's your role?

I'm Nathanael Greklek, and I work for the Mohawk Auto Group in the Albany area of upstate New York. It's quite the vast state, you know?

Absolutely, it's got its own charm.

Definitely. I entered the automotive world in a roundabout way. I was initially working with a for-profit giving company called Twill. The concept was simple: buy a product, and they'd donate items like blankets and hats to a charity of your choice. Mohawk Honda collaborated with Twill, sponsoring a “Vehicle of Warmth” to distribute these donations.

During my time with Twill, we produced a couple of videos for Mohawk Honda. That's when John Higgins, who is now a Service Advisor at Mohawk, noticed my tech affinity. He suggested I join as a delivery specialist at Mohawk Honda, seeing their need in the digital space.

I’ve always had a knack for content creation, I would make these fun videos with my friends using my classic flip camera. It’s nostalgic. Then my girlfriend, now my wife, gifted me a GoPro Hero 3, and I started exploring even more.

When I was at the dealership, I realized the potential of digital branding. I felt the need to humanize the dealership experience. Andy Geltier, one of the key figures at Mohawk, encouraged me to carve my own niche in the field. Taking his advice, I pitched myself as the Chief Digital Branding Leader. I was inspired by Gary Vaynerchuk’s unorthodox titles. I wanted to be seen as a leader rather than just a manager.

That’s quite innovative. You essentially created your own position?

Exactly! I walked into the General Manager’s office, handed over my proposal, and he was on board. It was a surreal moment. My vision was for every dealership to consistently produce content.

For my role, I invested time learning from content creators like Casey Neistat and Peter McKinnon. My goal was and remains to humanize the brand, showcasing the real stories, and ensuring our message resonates.

That's a remarkable journey so far. Thanks for sharing that!

Read the rest of our chat with Nathaniel on ASOTU.COM! 👀

CONTENT RECAP

In Case You Missed It

EMAIL RECAP:

• The team at Hicks Family Subaru double-down on their local elementary school. 📚

• Cavender Auto Group’s commitment to two and four-legged service members. 🐶

• We grabbed some data about the divide between managers and techs. 🔧

• Kelly Blue Book shows customer preferences are changing but also staying the same. 💰

• Talking with the pros about how to keep acquisitions rolling strong. 💪

PODCAST RECAP:

Did you catch our talk with Evan Riley? Check it out and get ready for more great conversations with industry thinkers, leaders, and doers at ASOTU CON 2023!

TOGETHER WITH DEALER IMAGE PRO

Recharged and Lookin’ Good

Our friends at Dealer Image Pro are not only the top choice for improving dealership imaging and time-to-market, but they also don’t want ASOTU CON attendees to run out of juice!

We’re happy to announce they are sponsoring the ASOTU CON 2023 recharge lounge. Be sure to grab some selfie advice while you’re there, they are pros after all.

SOMETHING FUN

Honda's "Electric Suitcase"

Ever wanted to zoom in to work on what looks like an oversized AirPods case or, let's face it, an electric suitcase? Honda's got you covered with their new Motocompacto scooter!

Channeling some serious '80s vibes (an homage to Honda's Motocompo scooters), this square-shaped joyride might be the talk of the town.

Tipping the scales at 41.3 lbs, it's not your average light scooter, but imagine the fun of treating it like a suitcase on wheels! Clocking a max speed of 15mph might not win drag races, but the envious looks? Priceless.

For a cool $995, get ready to dodge those judgmental stares from teenagers – who are clearly just jealous. This November, unleash your inner rebel, embrace the quirk, and roll out on this retro-futuristic ride. 🛴👜

History

• 1620: Pilgrims set sail for Virginia from England in the Mayflower. 🦃

• 1908: The birth of General Motors. 🏭

• 1920: The first Lincoln automobile. 🎩