Baker Automotive Group acquired a Mitsubishi franchise in Bonita Springs, Florida in June, part of the Group’s growing footprint in The Sunshine State. The brand does well in Florida, according to Brandon Baker, president of Baker Automotive Group. Getting to Go! talked with Baker to hear more about the acquisition.

Mitsubishi models are affordable, he says, and have a good warranty and value proposition. “It’s a good alternative to a used car, too.”

Baker said he was able to acquire the store at a low price compared to the Florida market, and the facility is image compliant. An added bonus is its close proximity to his house.

He shared how he replaced most of the Mitsubishi store’s staff, including the entire fixed operations department. As for marketing, “the first thing we did is improve the digital marketing and website,” Baker says. “Every month and every day we are getting more leads.”

Next, according to Baker, he will start ramping up more traditional marketing such as television in October. He is still adding staff, and September is the slowest month in Florida anyway. “Here is very seasonal,” Baker says.

Baker will lean heavily into marketing to Spanish-speaking consumers in Florida and he has Spanish-speaking staff. “That’s really important here because a good portion of our clients are Spanish speaking,” he says.

From New Jersey to Florida

The Mitsubishi franchise is Baker’s second acquisition in Florida. In March of 2021 he acquired Desoto Auto Mall in Arcadia, Florida. The mall includes Ford, Chrysler, Dodge, Jeep and Ram franchises at the same address.

Willie Beck, a managing director with Bel Air Partners, handled both of Baker’s Florida transactions. Indeed, Bel Air Partners has handled all of Baker’s acquisitions.

Beck was friends with the previous owner of the Desoto franchises and recommended it to Baker. They grew on him.

“I kept driving by the stores (and) the more I saw the stores and the business, the more I liked it,” Baker says.

The franchises were on an almost 18-acre lot and had a good fixed operations business, Baker says. “I took a leap and bought those stores.”

Besides the two Florida locations, the Baker Automotive Group includes Victory Subaru and Victory Lotus in New Jersey.

Baker was a partner in the family-owned Chrysler Jeep Dodge Ram store in New Jersey that was sold in December of 2021.

He is looking to continue to grow in the Southeast rather than New Jersey, Baker says.

Baker wants to bring his two sons, age 15 and 19, up in the retail auto business.

His 15-year old is already washing cars in the Mitsubishi store, and his 19-year old works in the business development center there. Baker is not sure they will want to continue in the car business, he admits. His oldest son wants to be a lawyer and his youngest is “a really good guitarist.”

Meanwhile, however, the son of his platform manager is working at the Desoto stores, Baker says. “So you know, we can have him in the business, which helps a lot,” he says.

The platform manager, who has been with Baker for 30 years, became part owner of the Desoto stores a few years ago, Baker says. The manager is living in both New Jersey and Florida so “he’s definitely earned it,” Baker says.

And having someone that he has worked with for three decades involved in the business is “invaluable,” he adds.

The allure of German brands

Baker is looking to acquire more stores. He’s somewhat opportunistic in his acquisition strategy, he says. But the brand has to be right for the market.

“Certain brands work in certain areas,” he says. “Mitsubishi might not work everywhere as well, but I think it works well in this market for sure.”

Baker is interested in expanding his luxury brand holdings to complement his Lotus franchise.

“I like pretty cool cars,” he says. “Like an Audi store, or a Mercedes. Or a BMW (store).”

This article was written for Getting to Go, a buy/sell newsletter from Scali Rasmussen.