The Drive for Success

By Katie Ford Hall

Cincinnati Woman Magazine

Women have become a huge economic force in the automotive industry. Consider these statistics from Road and Travel Magazine (www.roadandtravel.com): Women purchase more than 50% of all new vehicles, 48% of all used vehicles, influence 80% of all sales, comprise 40% of all business travelers, influence 80% of all luxury and family travel, [and] own 38% of all US businesses, contributing $1.6 trillion to the national economy.

Lisa Bernstein, General Manager of Lexus RiverCenter, believes women should be included in the buying process. She wants to create a full experience for everyone. That's why she brings in a chef, a masseuse and stocks a boutique full of unique items like luxury soaps from around the world. "We want to achieve the elite of luxury," she says.

Singular Success Lisa is one of only three female General Managers at Lexus dealerships in the United States. Some may see her as a remarkable example of conquering a male-dominated industry, but Lisa remains humble about her trailblazing. “I didn’t get where I am because I’m a woman,” Lisa states. “I never thought about being a female. I never had a gender twist and never thought it was a challenge. I did it because I knew I would be good at it.” Lisa began her career in the car business at age 14, washing cars at a dealership close to home. Every day her school bus let off at the dealership. From car washer she moved up to the Service Department. Eventually she became Controller and CFO of twelve franchises in Greenwich, CT; then General Manager of all of the dealerships. She has done virtually every job at the dealership, with the exception of “turning a wrench. I learned the business by doing the business.”

Eventually, the owner of her group in Greenwich sold it to a public company and Lisa did not like the homogeneity that brought. In fact, in her early years she had considered pursuing a career at a large corporation, but she strongly believed that she “didn’t want to be number. I wanted to be part of something. Everything I could put my hands on at the dealership I could change.” Lisa said that it would be very difficult to ever change careers. “Once the Automotive industry gets in your blood, it’s a done deal.” Since General Manager opportunities are scarce along the East Coast, especially in the luxury car field, Lisa decided to widen the scope of her job search. She responded to the opening at Lexus RiverCenter, was hired and began working in her current position in October, 2004.

Building on a Vision When Lisa began her new position, the dealership was already built. “I’d like to take credit for this beautiful dealership, but I can’t,” she says with a laugh. That vision and honor belongs to the owner, Mike Dever. However, she is committed to creating a home-like environment at her dealership. The location features a boutique, where you can find a unique assortment of products unlike those found in most automobile dealerships. Clients can shop for Channel Robes, Tea Forte, organic robes, soaps from around the world, many children’s items including clothing and, as of very recently, real honey. This eclectic and upscale variety of merchandise stands in sharp contrast to the normal car dealership offerings of mud flaps and license plate covers, although they do keep those in stock in the parts department.

Lisa wants “women to feel comfortable.” Her staff understands women. Fifteen of her staff members are women, including a finance manager, sales associates and four assistant service managers. Lisa takes great personal satisfaction in the development of her staff. “I love watching people grow - everything from seeing their look become more professional to hearing about them being able to take family vacations. It’s very satisfying.”

Often women complain that they are taken advantage of when buying a car. Lisa and her staff understand that women want to be respected and treated fairly. They acknowledge the value of women’s time and know that today's woman is an expert at multi-tasking. They offer convenient hours and a helpful and knowledgeable staff to help guide women in their decisions, rather than to talk down to them.

A Unique Experience Another service that sets Lexus RiverCenter far apart is its Event Lounge. On Wednesdays, a chef is there making food for clients. On Fridays a masseuse provides complimentary massages. On Mother’s Day, they hold special programs such as brunch and a manicure. On Father’s Day last year, there was a golf pro on hand to analyze golf swings. For full details, visit their website, www.lexusrivercenter.com and click on “About Us” to find their Events Calendar. Complimentary Starbucks coffee is always available, the dealership is full of fresh flowers and sensory immersions, and there is a special room designed to keep kids entertained. Wireless internet access with private desks is available to professionals wanting to keep pace with their work schedule. When most people think of waiting for car service, they think of dirty waiting rooms and hard plastic chairs. Lexus RiverCenter is aiming to shatter that image, providing amenities formerly reserved for five star resorts.