This Black History Month, we’d like to introduce you to one of NADA’s newest Board members, William “Bill” Perkins, president of Taylor Chevrolet in Taylor, Mich., about 20 miles southwest of Detroit. Perkins was born and raised in Louisville, Ky., in a working class family, where he learned to set goals and continuously strive to achieve them.
Q: How did you get started in automotive retail?
A: After graduating from Western Kentucky University in 1972, I was recruited by General Motors and entered their Salary Employee in Training Program in Detroit to become a district manager in their field sales division.
My first district was in Birmingham, Ala., calling on dealers. I was promoted to metro district manager in Los Angeles, then promoted to department head manager. I spent the next 14 years working for GM. I left GM in 1986 to pursue my dream of becoming a GM dealer and purchased my first dealership in 1988 in Kansas City, Mo. During my retail career, I have owned five dealerships.
Q: What is your definition of success?
A: Success is the accomplishment of goals and the satisfaction of ambition to make something of yourself in life. I came from a working-class family and learned from my parents what you could gain from working toward the things you want.
You must be willing to change, for everything changes. Show me a person that can handle change, and I will show you a successful person!
Q: As a Black man in the industry, what barriers have you faced and how did you overcome them?
A: Being a minority in a white world is not easy. In fact, it is downright hard. However, you cannot allow obstacles to stand in your way. You must think of a path around or through things that get in your way. Your ambitions and determinations must be strong, you must be smart and flexible, and able to adjust and think fast on your feet. Most important, that solution should be in a way that helps you, not hurt you, which you learn from experience. Experience will teach you a lot in life. Use it to your advantage and not waste it on anger and revenge, which can hurt you in your ambitions for success.
Q: What advice would you give to someone wanting to get into the industry?
A: This is a wonderful industry. Take a job and learn more about what this industry has to offer rather than trying to start at the top. Be willing to work your way toward what you want. Standing by waiting for something to happen or for someone to give you something doesn’t work in this industry. Most people had to work to get where they are.
Q: What are some industry issues that keep you up at night?
A: Business is not easy. There are a lot of moving parts all the time. Finding the right people, having the inventory to meet your goals, ways to generate more revenue and satisfying customers are some issues I think about all the time.
However, political issues are also becoming more important. Tariffs, economic conditions, as well as the OEMs and their actions all affect our retail operations and ability to make money and sell cars. The OEM wants to tell us how to run our business rather than help us do more business.
I have a son who is now in the business. The next generation needs to gain experience to handle the changes coming to our business and it’s up to us to prepare them. I accept the responsibility to do that for my son and others, which is why I give so much of myself to this business.
Q: What industry issues are you optimistic about in the future?
A: I am optimistic about the future of the retail car business. People need the flexibility to move from point A to point B. We provide that flexibility. So, as long as there is such demand there will be a business case. Our business will continue, and dealers will continue to exist. I like to be part of a team that works toward the betterment of our industry. I still believe in loyalty and practice it every day in this industry.
Q: What would you be doing if you were not in the car business?
A: I can’t think of anything I would rather do and that’s why I am still in the car business. It’s the only thing I have ever done!
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