Main Street Business

On a weekday morning Lann Rubin, the founder of the North East Ford Dealership, explained his 33-year automotive career, from working as a night time manager while still in high school to owning, operating, and building the Ford dealership in the Town of North East on Route 44. All of his customers have his cell phone number in case they need to talk to him, and our conversation was frequently interrupted by negotiations and instructions.

How did you get started in this business?

When I was in high school, I worked as the night manager of a diner in Roscoe, NY in the Catskills. A waitress had a brother with a used car lot, and she introduced us, as I needed help buying a car. He took me to an auto auction, and in addition to the car I needed, I saw a Dodge Omni for $400 and knew kids would love it. I sold it for a profit in Roscoe two days later. The owner of the used car lot suggested that I do this full time, and I went to work for Country Chevrolet driving to Warwick every day selling cars and also becoming a part time finance manager. Eventually I landed in Dutchess County working for Poughkeepsie Ford in finance and became the longest running manager for a tough boss. He taught me a lot about the kind of questions to ask customers, how to talk to people, and quite frankly, often, what not to do. Next, I went to Miracle Ford, a big group, which had just bought the Ford Dealer in Pleasant Valley. I progressed to general manager. I next became general manager of Rhinebeck Ford, where I turned their business around in three months and made it profitable. Dave McLean, the owner of McLean Ford in Millerton and Pine Plains, had been after me for years to purchase the Millerton location and in January 2018, after 25 years in the car business, I became the new owner with a good friend and partner, Stephen Hoare, and renamed it North East Ford.

When you acquired the dealership what changes did you make?

The business had only two technicians and a part-time helper when we arrived. It was failing. Now we have 43 employees, making us one of the largest employers in the town after the school district and Harney & Sons Tea. The Town of North East and the Town Planning Board were very supportive of our plans to expand. They approved blowing out the back of the building so we could service heavy trucks. We built this very large garage and had to get special permission from Ford for the exterior appearance. It’s the only one in the country designed to look quite a bit like a horse barn with cupolas on top and specially made Ford weather vanes. Now we have 13 heavy truck bays where we can service large vehicles from truck fleets to motor homes in addition to 10 standard service bays.

What else is different about North East Ford? Everyone on the floor was so welcoming and helpful when I came in.

We don’t have salesmen. We refer to anyone who comes through the door as a guest, not as a customer. In 2015 when I went into an Apple store, I noticed that the staff in blue shirts were helping customers, and the leaders in black shirts were actually closing the sale, explaining warranty coverage, and collecting payments. Every survey suggests people do not like the sales process, but they do want to be helped. Here we don’t pay commissions; we pay employees to interact with our guests, to start conversations, and to answer questions. Staff on the floor receive a salary and a grid of bonuses. Then the sale is consummated personally by myself or a manager who has been with me for many years.

Another unusual distinction is our pick-up and delivery option for car servicing. If you want your vehicle serviced, you can give us a call, and we’ll schedule a pick-up at your home or business and then bring it back to you when the work is completed at no additional charge. People call from Albany County, the Berkshires, Connecticut, and all the way down to Orange County. On an average day we have at least six drivers on the road. A few times a month, I even go myself.

I’ve learned that customers care about communication and service more than anything. We strive to be better than most. We fail less than others. We thank the customers for their patience.

Would you pick up my Honda in Millerton for servicing, new tires, or NYS inspections?

Sure, we can handle all makes of vehicles.

How important is your service compared to selling vehicles?

That’s an interesting question. Today the products we sell is diagnostics – which includes the valet service and the club-like membership – and you happen to get a beautiful vehicle with it. The two are interconnected, and all of our team is involved in both in some way. 

What’s the most popular vehicle you sell?

Everybody, young and old, buys Ford 150 pick-ups. Ford shifted away from hatchbacks and sedans and no longer makes standard passenger cars like the Taurus or the Lincoln Continental, which was discontinued in 2020 as Ford shifted to focus on SUVs and crossovers. Second most popular is the fun Bronco, built on a Ford Ranger frame, which feels like a truck. And then there’s the electric Mustang Mach E and the Escape, a compact SUV, which was available as a hybrid or gas engine, but this is the last year for Escape. The Ford Explorer, used by families and police departments, replaced the minivan. We also sell the heavy-duty Ford trucks like the 250 to 450 and F550 commercial vehicles.

Are electric vehicles in demand? What happened to the Ford 150 Lightning?

The electric Ford Lightning 150 had a long waiting list and now Ford has retreated. In my view the introduction was premature because of the truck’s limited range and particularly poor range when towing. It was a real shame. The hybrids however are going strong, which is the bright spot now. They come with an on-board gasoline engine that generates the electricity that will continuously charge the battery, extending the range and increasing the towing limits.

Who are your customers?

The closest Ford dealership in any direction is over 45 minutes away. About a third of our clients are from Connecticut and Massachusetts and the rest from Dutchess and Ulster counties in New York. We rely heavily on truck sales and service, so it’s not surprising that the majority of our customers are in the trades. Over 1,500 contractors have my personal cell number and can reach me 24/7.

What sort of marketing do you do?

Our advertising is primarily videos on Facebook, YouTube, and some cable. We have billboards but do very little traditional advertising except for our local print media. Charitable sponsorships that support our community, especially children, put us front and center and build our image. We do non-profit hole-in-one golf tournaments where we give away a chance to win a Ford. We try to do something for everyone that asks. This year in conjunction with the 175th Year celebration in Millerton, we ran info ads on six cable providers that ran over 3,000 commercials.

I believe that a town has to do a big event every quarter to be a destination. It’s good for business when outsiders visit and spend more time here. We’re coming along with more development on the boulevard and Irondale districts. 

What about your silent partner?

I’ve known Stephen for 26 years. He represents us in the wholesale vehicle world by buying used vehicles for us to sell, which is a massive undertaking. He’s very happy letting me be the face of the dealership. He brings clients to the dealership as he has deep roots in the communities we service. I have known and/or worked for other partnerships, and truly I say to you, I have never seen a partnership as good as ours.

Are used cars important?

We sell more used cars than new. When we opened there were eight used cars on the lot. Today we have 42. It’s getting more and more difficult to procure saleable used cars. Auction prices are often similar or more than retail. Our guests need better pricing and payments; so we scour the web and social media. Stephen is on the road every day; we buy cars the old-fashioned way, face to face. “Buying off the street” is better as the sellers get more, and since we aren’t paying wild auction fees and transportation, our guests buy them for a more competitive price. It takes a little extra work, but your repeat guests give great Google reviews and are loyal, very loyal, long term. 

What is the trade cycle these days? What about leasing?

I say you buy service and get a car with it. Typically, another trade will happen in 26 to 48 months. Today we only do leases on certain new vehicles.

Have tariffs and the uncertain international situation affected you?

Everything is getting more expensive, that’s for sure. I can’t really determine how much of this is due to tariffs. I don’t understand the math or the impact, but they definitely hurt for a while. The car and truck business is a global one. No one country makes everything for a truck. For example, Ukraine has traditionally made electrical wiring harnesses, not just for the automotive industry, but also for washing machines and other electrical appliances. Only two companies make airbags. Another example is coconut, which is used to make some trunk bases. We can’t grow coconuts, we have to import them – the same is true for many components and materials found in vehicle parts.

What about the high price of cars and trucks?

New car prices are high. An entry level Bronco is in the 30s and the average truck in the mid 60s. Thus, the certified and pre-owned trucks are top sellers. We sell just about every make and model in our pre-owned lineup. Next to Chevrolet and Dodge, the most popular pre-owned brand we sell is Subaru – with all-wheel drive at a reasonable price. Subarus, like pickups, hold their value because the manufacturer didn’t over expand and has maintained quality.

What about recalls?

Recalls are a problem for everyone, especially given the advance notice to consumers, often months before a fix is established. Communication and transparency are crucial. Informing the consumer that there’s a problem protects the manufacturer, but receiving the parts to fix it is another issue and often takes a long time. We seem to be making inroads and timelines have improved some. I am optimistic that this trend will continue, and turnaround time will continue to improve.

Is there anything you regret about your automotive career?

I wish I had learned more about the mechanics of vehicles rather than starting in sales and finance. Our two youngest sons are 17 and 20, and they are both starting in the business as technicians. Not sure where their passions will land, but the service side is the best place to start.

What do you do when you’re not working or answering the phone?

I love carpentry and construction projects, the outdoors, spending time with my family, and being active in my congregation. •

To learn more about North East Ford, visit them at 182 US-44, Millerton, NY, or call (518) 789-4477. You can also visit them online at northeastfordmillerton.com.