Third generation GM salesman tackling the down market with service, hard work

EVAN WILLIAMS/FLORIDA WEEKLY To keep moving cars, Robert Adkins is running a sales campaign that offers customers the same discount the employees get. Robert Adkins, 39, is a thirdgeneration owner and operator of Dixie Buick GMC Pontiac of Fort Myers.

The dealership was started in the downtown River District near the corner of Bay Street and the old U.S. 41 bridge by his grandfather in 1934. Now it sits in South Fort Myers on U.S. 41 and is waiting for better times.

"It's just tough right now," Adkins said. "It's not as busy as we're used to… there's still some traffic. People still need transportation, they've still gotta get around."

To keep moving cars, he's running a sales campaign that offers customers the same discount the employees get. That adds up to 5 percent off the total cost of the vehicle, Adkins said.

He's also trying to stretch his advertising dollars between television, newspapers and billboards, but found it difficult to maintain all three.

"It's not easy anymore because things are so expensive," he said.

Meanwhile, in a stop-gap measure to save profits, General Motors has cut employee benefits, laid off workers, closed some plants and stopped producing as many SUVs and trucks — big gas guzzlers that are less attractive now to consumers.

"I think GM is gonna push to move cars," Adkins said. "They've gotta move cars, so they've taken some pretty significant steps. They've restructured…

"We all kind of have to do that at times — take a look back to see what you can do better, cut some expenses."

Adkins attributes the slowdown in sales at his dealership to high fuel costs and the housing market bust. He said the last few years have been the slowest sales have been since Adkins started working at the dealership full time in 1992.

That was just after he graduated from Florida State University and his father, who was running the dealership, offered him a job. One year later, Dixie Buick moved to its current location, to keep pace with the direction of Fort Myers' development.

"We've seen a lot of change — a lot of growth," Adkins said. "We've slowly moved out of town."

He started detailing cars and working in the Dixie Buick parts department in the 1980s, while attending Fort Myers High School. His first job was to mow the lawn of the dealership on Fowler Street, after school.

Even if the car sales business has hit hard times, Adkins is pleased by the city's growth.

"It's good now," he said. "There's a lot more going on and I think it's grown in a positive way - although it gets to be crowded at times.

"It's a cyclical business. I think it'll come back. Hopefully in the next six months we'll see some positive changes."

But at least for a while longer, the dog days will keep business at a crawl. The summer season at Dixie Buick, like at many businesses in Fort Myers, is slow as molasses.

That doesn't mean Adkins isn't keeping busy. He works with 65 employees, including his father, who still sells cars part-time and spends half the year in North Carolina.

"Every day is different in the car business," Adkins said. "There's plenty to keep you busy between the service department and sales…

"It's just the meet and greet, talking to people; getting them to drive the car and seeing if it's affordable; and just listening to them, making sure you take care of their needs."

When he isn't selling cars, Adkins likes to take his boat off Pine Island, Sanibel and Captiva, looking for some of his favorite fish: snook and redfish. He's also been hunting for hogs, alligators, deer and turkey. And he's looking forward to bow season, which began this month.

But Adkins said there will be more time spent at the dealership and less play, at least until business starts to pick up again.