New VP at O'Brien says dealership is poised to grow

EVAN WILLIAMS / FLORIDA WEEKLY Gary Matern, vice president and general manager of O'Brien Hyundai Mitsubishi Subara. The O'Brien Hyundai/Mitsubishi/Subaru dealership moved from Fowler Street to the larger lot on Colonial Boulevard nearly three years ago as auto dealers moved south with the county's growth.

Then the economy slowed and so did business. But it's a busy corridor in a prominent location in South Fort Myers, and the store will ultimately benefit, said Gary Matern, vice president and general manager.

"We feel we're poised, when we come out of this, to take care of more customers in the future," he said.

Loans are still available to most customers, in spite of fears that a credit crunch will prevent some people from getting them.

"We're still able to help every customer like we've always been able to help them," Mr. Matern said. "We're still able to say yes to most loans — we just might have to work a little harder. It's our job not to take the first 'no,' or condition, from our lenders."

The dealership also offers competitive leasing programs on its three brands.

Each is made by a different manufacturer, and different members of the sales team specialize in promoting Hyundai, Mitsubishi and Subaru. However, Mr. Matern said competition is minimal among salesmen of opposing brands, because each one has its own loyal customer base. There is little "cross shopping."

And all three are popular with customers across many demographics.

"All three brands appeal to the masses," he said.

Younger buyers though, tend to move more for Mitsubishis, and older buyers for Subaru. Hyundai is the most popular of the three.

Hyundai is made in the United States and Korea, and competes for the attention of customers who might otherwise spring for foreign cars like Toyota or Honda; it is designed to have a similar look, feel and features.

It's also less expensive, and for that reason some might assume — of lower quality. Mr. Matern disputes that, saying the quality of Hyundai has "greatly improved in the last 10 years."

"We feel that we compete head to head in quality, and are a better value for our customers," he said.

The cars also come with a 10-year, 100,000- mile warranty.

The company is now also competing with luxury brands such as BMW and Lexus, with a new Hyundai Genesis that is billed as having more horsepower than some of its competitors.

The best-selling model is the Hyundai Sonata, a mid-size sedan, followed by the Elantra, which gets about 38 miles per gallon on the highway.

Among the other brands, Subaru's most popular model is the Forester, which has been given a new body style, more powerful engine and all-wheel drive.

Mitsubishi sales have lagged behind the rest, Mr. Matern said. The best-sellers —typical of the company's fun, sporty sedans — are the Lancer and the Eclipse, which is built in Illinois.

Mr. Matern got his start in the business at an Oldsmobile dealership in Decatur, Ill., when he was about 18 years old.

"After a short period of time, it was clear to me that I thoroughly enjoyed (the automotive business)," he said. "It was a business that really had no boundaries. It wasn't what you knew, or who you know, but if you worked hard and took care of customers. It was a business that rewarded you for that…

"Once it kinda gets in your blood, it is almost impossible to walk away from."

His parents still live where he grew up, in Winona, Ill., which has a population of about 1,100.

"The whole county has one stoplight," he said.

His parents haven't yet paid a visit to him in Florida. Mr. Matern thinks the area wouldn't suit them.

"The warm weather, they'd like," he said. "The hustle and congestion, they'd hate."

Mr. Matern stayed in the automotive business, and over a 24-year career, sold many brands, including Chevrolet, in Tulsa, Okla. He moved back to Illinois in 2000, so he and his wife could be near their families, and worked for O'Brien's Dodge and Kia dealership in Springfield, Ill.

Each move brought about career advancement: salesman, sales manager, general sales manager. In 2006, he moved to Florida to be a partner at O'Brien, and take over daily operations of the Fort Myers O'Brien dealership.

Having a fresh perspective as a Southwest Florida resident, he appreciated the warm winter days even more. He has a 15-year-old daughter who lives with him in Fort Myers, and an 18-year-old daughter who is a freshman at the University of Illinois, where she is studying to be a veterinarian.

"We had visited Florida many times and loved the climate and were amazed by the growth going on down here," Mr. Matern said.

He's looking forward to seeing that growth come back. Meanwhile, he oversees 120 employees in the sales and service departments, and is working on building Internet business — selling more cars online, as well as placing more advertisements on the Web.

Right now, Mr. Matern will be found at the dealership six, sometimes seven days a week. He doesn't seem to mind the long hours, but said he does occasionally relax with a round of golf when he gets some time off.