In this episode, we’re breaking down the myths around car dealerships and spotlighting the leaders who are changing the game from the inside out. If you’ve ever walked into a dealership feeling like you’re on guard, this conversation will flip the script.
We’re joined by Todd Mullen, Vice President of Operations and Managing Partner at Montrose Auto Group. He gives us a candid look at dealership life—from putting out daily fires to pushing culture shifts in an industry often resistant to change. If you’re in the auto space, you’ll want to hear how Montrose is making leadership, transparency, and social media work for them.
Rewriting the Reputation: Inside the Modern Car Dealership Culture
The automotive industry has long battled a dated image: pushy salespeople, hidden fees, and opaque negotiations. But that narrative is changing. In this episode of the Everyone Hates Car Salesmen podcast, co-hosts Ina Coveney and Shawn Payne, co-founders of GOATFORREAL Media, sit down with Todd Mullen, Vice President of Operations and managing partner at Montrose Auto Group, to talk about the evolution of modern car dealership culture. From leadership practices to social media transformation, the conversation reveals why today’s top dealerships are doubling down on transparency, professionalism, and community connection.
Modern car dealership culture isn’t just a trend—it’s a necessity. As Todd puts it, “If we work through the process together and we communicate well and we stay open and transparent, we’ll figure it out. It doesn’t have to be a grind.” This post explores the pivotal insights from their discussion.
Leadership That Drives Culture
Todd Mullen’s day doesn’t start and end with his title. As Vice President of Operations for Montrose Auto Group, his leadership philosophy is hands-on. “My day consists of going into whichever store I want to start at and diving in to see exactly where they’re at financially,” Mullen explains. But beyond financials, he emphasizes the importance of helping wherever needed—even if that means washing a car himself.
This culture of shared responsibility stems from the top. “Mike [Thompson Sr.], our founder, is amazing. He’s a visionary and he’s still crafting deals in his seventies,” said Mullen. Mike’s involvement is not symbolic; he checks in multiple times a day across stores and values hiring veterans and first responders, further anchoring the business in trust and service.
Shawn Payne, former dealership owner and podcast co-host, emphasized, “Being a car dealer isn’t about starting a software company and exiting—it’s a job, every single day. Mike shows up for that job.” That ethos sets the tone for the entire operation.
Building Trust Through Transparency
Changing the public perception of car dealerships starts with redefining the customer experience. Mullen reflects on the stigma many customers carry: “You see a guy walk in and you think, ‘He’s trying to rip me off.’” That expectation, he explains, is a holdover from decades past—an era the Montrose team is determined to move beyond.
“The customer obviously wants as much as they can for their trade and to pay the least for the car,” Mullen said. “But the key is communication.” He believes that when both parties are transparent, the process becomes a conversation, not a battle.
Ina Coveney, podcast host and social media strategist, pointed out that many consumers don’t realize the operational costs behind a used car sale. “We can’t resell a trade-in without inspecting and detailing it,” Mullen added. “If I gave it to you at cost, this wouldn’t be a business.”
Creating Community Inside the Dealership
For Todd Mullen, culture isn’t just an HR initiative—it’s a daily reality. Whether he’s meeting with sales managers, handling service issues, or literally stepping in to detail a car, Mullen shows what it means to lead by example. He explained, “It doesn’t matter what your title is. You just pitch in and help out to take care of every single customer.”
This all-hands-on-deck approach has created an internal culture where collaboration matters more than hierarchy. Montrose isn’t just about volume; it’s about people. That human-centered approach echoes in how the team interacts, supports veterans, and mentors new staff.
Social Media as a Tool for Humanizing the Industry
The conversation turned toward a major shift in dealership marketing: social media. As Mullen put it, “We don’t do the outside-the-box stuff well yet.” But Montrose is changing that. Thanks to training from GOATFORREAL Media, the group saw instant traction—one video created during a team workshop hit 2 million views overnight and nearly 5 million by the end of the week.
“This generation isn’t afraid to post,” said Mullen. “I watched a young woman take selfies in a coffee shop surrounded by people without a care in the world. That’s our audience.” As Payne emphasized, “Social media is free, and yet most dealerships don’t use it effectively.” Dealers fear losing control of the message. But in today’s landscape, authenticity drives engagement.
Montrose took a risk, and it paid off. Now, 15 salespeople regularly produce content that resonates with audiences—and drives traffic to their stores.
Why Customers Need to Rethink the Buying Experience
Many consumers still approach a dealership braced for battle. Mullen believes that mindset is outdated. “If you have good conversation from the beginning… customers are pretty cool,” he said. He wishes more customers understood that dealers aren’t making $10,000 on a single sale. “I’d have my own island if that were true,” he joked.
“There’s a belief that profit is bad,” Ina pointed out. Mullen agreed but offered perspective: “Businesses need to make money to survive. It’s not the customer’s job to care, but it is their job to be informed.”
Shawn Payne summed it up best: “Today, if you get ripped off at a dealership, that’s your fault.” With the internet, social reviews, and transparent content available, customers can easily find the right place to buy.
Leading the Way With Digital Engagement
Montrose didn’t become a leader in social media by accident. It took humility, experimentation, and an intentional shift in leadership attitude. “Mike, our founder, is 70+ years old,” said Mullen. “And in a recent meeting, he said, ‘Social media has to be a big part of what we do moving forward.’” That willingness to adapt is rare—and powerful.
Shawn Payne noted the risk: “When a dealership lets employees post freely, it loses control of the narrative. That’s scary for owners.” But the payoff is authenticity, reach, and—ultimately—customer trust.
“Step one is just do it,” said Mullen. “Step two is get help. You guys [GOATFORREAL Media] coming in made the difference. Without your support, we wouldn’t be where we are.”
Final Thoughts
Today’s top dealerships are rewriting the rules of engagement. Leadership like Todd Mullen’s proves that modern car dealership culture is rooted in community, transparency, and trust. Montrose Auto Group is embracing a new era—one where social media isn’t optional, customers are educated, and car buying doesn’t have to be a grind.
For dealerships unsure of where to begin, the message is simple: start now. Hire help. Train your team. And above all, show the world the real people behind the business.
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