Over the next few weeks, TPS will share in-depth conversations with this year's seven nominees, detailing how they found their way to the truck dealer business, how they've navigated the industry, their efforts to lead their businesses and more. These conversations will lead up to the announcement of the 2024 ATD Truck Dealer of the Year Award, which will be announced Friday, Feb. 2, 2024, at the ATD Show in Las Vegas by Procede Software CEO Larry Kettler and TPS Editor Lucas Deal.
The second dealer to be featured is K.C. Heidler, president and CEO at Tom's Truck Center in Santa Ana, Calif.
K.C. Heidler, Tom's Truck Centers; ATD Truck Dealer of the Year nominee
How did you get into the truck dealer industry?
My journey into the truck dealership business is rooted in my father's entrepreneurial spirit. He built an impressive array of small businesses from the ground up, which included gas stations, a towing company, a junkyard and a truck repair facility.
His reputation as a successful entrepreneur caught the attention of Iveco, a European truck manufacturer. They were expanding into the U.S. market but faced challenges in finding dealers for distribution and service. Approaching my father, they asked if he could represent their brand. Confident in his abilities, he agreed, saying, "I can sell anything. I'll become your dealer."
After completing my studies at the University of Arizona, I initially joined the Hertz construction equipment division, where I gained experience in renting and selling trucks and equipment. However, my father saw an opportunity for me to play a significant role in the family business. He persuaded me to join him, emphasizing the importance of my contribution to our new venture, the truck dealership. This marked the beginning of my career in the truck dealer industry.
[RELATED: Tom's Truck Center is a finalist for the 2023 Successful Dealer Award]
How have you risen in the industry and your company to reach where you are today?
Throughout my career, I've embraced a bold and innovative approach, which has been instrumental in my rise within the industry and my people.
A very early and pivotal moment in my journey was the strategic expansion of our parts inventory. This move, undertaken discretely and without my father's immediate knowledge, involved a significant investment in parts procurement. It was a gamble that bordered on financial peril, as it completely depleted our cash in the process! However, this daring decision paid off. By ensuring unparalleled parts availability with our manufacturers in California and across the United States, we transformed our dealership into the premier go-to source for parts! In the addition to a robust national parts marketing program followed by early Internet marketing these tactics created robust profits! Which then enabled us to expand our dealership in diverse and dynamic ways in other departments and businesses.
Our business ethos is deeply rooted in the principle of embracing change and daring to venture into uncharted territories.
This forward-thinking approach has been the cornerstone of our success, particularly in the rapidly evolving field of zero-emission commercial vehicles. Being situated in California, a state at the forefront of environmental regulations, we were quick to identify and capitalize on the emerging opportunities in electric and hydrogen commercial truck distribution. Our willingness to invest early in these technologies, at a time when others were and still are weighing their options, set us apart. This strategic foresight not only positioned us as industry leaders but also established us as trendsetters in sustainable transportation solutions.
What do you like most about being a truck dealer?
What I find most rewarding about being a truck dealer is the wealth of relationships and connections it has brought into my life! I deeply value the friendships I've formed with fellow truck dealers across the country. These connections enrich my professional and personal life in countless ways. Moreover, the strong bonds I've developed with OEMs are particularly fulfilling. The truck industry is filled with remarkable individuals, and collaborating with them is always an enlightening experience.
Additionally, the relationships I've developed with our diverse customer base are deeply meaningful to me! Engaging with various sectors such as distribution, logistics, construction, contractors, landscapers, the list is endless. Each with their unique requirements, is incredibly fulfilling. The truck industry is diverse, covering numerous fields, each fascinating in its own right. The greatest joy, however, comes from assisting these different sectors in customizing trucks that perfectly suit their specific needs.
Describe your leadership style. How do you pilot your business?
I’m a person who has lots of ideas, is a huge strategic thinker, always sees the big picture, has a pulse on your industry, connects the dots and researches and develops new products and services.
At the core of my business philosophy is empowerment. I believe in harnessing the talent, experience and loyalty of our team. By entrusting them with decision-making responsibilities within the framework of our strategic plans, goals and objectives, I foster a culture of ownership and accountability. I'm committed to challenging our team to excel and providing them with opportunities for growth through training and collaborative efforts.
[RELATED: Learn more about ATD Truck Dealer of the Year Nominee Paul Burk]
Personal life choices, like not having a spouse or children, have led me to view my employees as more than just colleagues; they are like family. Their happiness and professional development are not just organizational goals but personal ones, deeply intertwined with the fulfillment I find in my role. Their well-being and growth are paramount, and seeing them thrive is the most rewarding aspect of my leadership journey.
What do you believe is the most important skill for a truck dealer? How have you cultivated that skill?
Being a great collaborator! As exceptional collaborators in the truck industry, our primary role as truck dealers is to seamlessly bridge the gap between manufacturers and customers. We achieve this by ensuring a consistent supply of products, parts, and service support. Positioned at the heart of the business process, we function as vital distributors, facilitating smooth transactions and interactions within the industry.
Our cultivation of this skill is a testament to our commitment to fostering robust partnerships. Both my team and I diligently focus on nurturing strong, mutually beneficial relationships with our OEMs, ensuring their continued success and profitability. Parallel to this, we apply the same level of dedication and strategy in maintaining fruitful relationships with our customers, thereby ensuring a harmonious and prosperous business environment for all parties involved.
How do you differentiate your business from your competitors?
We prioritize avoiding blame towards customers or OEMs when challenges arise. Our key strategy involves a time-sensitive approach to delivering quality services. We concentrate on efficiently and accurately building trucks, ensuring rapid and effective repairs in our service department, and guaranteeing that parts reach local customers within two hours. This commitment to speed and precision underpins our standout reputation in the industry, as evidenced by the consistently positive online reviews we have received over the years.
What is the most difficult part of your job?
As the nation's top dealership specializing in zero-emission trucks, our primary focus is on supporting dealerships and advancing the truck and car industry. Our involvement is deep, as we strive to keep pace with the evolving regulatory landscape shaped by organizations like CARB and the EPA.
[RELATED: CARB approves out-of-state sales options to California dealers navigating Omnibus rule]
Additionally, we are actively engaged in facilitating the adoption of new manufacturer products by customers and leveraging government subsidies to foster this transition within dealership facilities. Being a pioneer in this field, we inevitably continue to encounter challenges and make mistakes.
However, my hope is that our experiences — both our missteps and achievements — will serve as valuable lessons for others in the industry.
How does ATD help you run your business?
When I first entered the truck and dealership industry, I had no prior knowledge or experience. Fortunately, my father discovered ATD's newly established Dealer Academy. This comprehensive program spanned over a year and a half and was conducted in various cities across the United States. I had the privilege of being part of the inaugural ATD Dealer Academy “Class #1."
This experience was transformative. It provided an invaluable opportunity to connect with 11 other young professionals in the truck industry. Among them, I formed lifelong friendships with individuals like Jeff Speno from Mission Valley Ford, Greg Nuss from Nuss Truck and Equipment, and Jeff Murphy from MHC. Over the years, we've exchanged thousands of questions and insights, fostering a supportive network.
Beyond networking, the Academy equipped me with extensive knowledge, techniques, and best practices specific to running a truck dealership. The insights gained from the 20 groups were particularly beneficial. My father welcomed the innovative ideas I brought back, which significantly contributed to our business's growth and success. In essence, ATD and its Dealer Academy were pivotal in shaping my professional journey and the prosperity of our dealership
Why do you believe you were nominated for the ATD Truck Dealer of the Year Award?
This nomination, I believe, is a testament to the esteemed reputation of Tom's Truck Center and my personal commitment to excellence. This recognition reflects not just my efforts, but the collective dedication of our employees, customers, vendors and OEMs. Our core values of loyalty, honesty, and a spirit of collaboration have been the cornerstone of our success.
My involvement in the industry extends far beyond business transactions. I have devoted thousands of hours to industry-related activities at national, state and local levels. A significant part of my focus has been on nurturing the next generation of talent, particularly as the chairman of the California State Technician Foundation. Here, we work diligently to encourage young people to pursue careers as technicians in our industry.
Furthermore, my commitment extends beyond the professional sphere. I am deeply invested in supporting the communities where we operate, believing that our success is intertwined with the well-being of those around us. In essence, being an American Truck Dealer is not just a title; it's a responsibility that I embrace with pride and dedication.
