Wade Rehbein is the owner and dealer principal at Rehbein Ford. He has owned the store since 2008 and is proud to carry on the Ford tradition that has been a part of the Plains, Montana, community since 1924. 

As a long-time member of MTADA, Wade served as the association’s president and has held several other positions. 

We recently had the opportunity to speak with Wade about his life, career and TIME Dealer of the Year nomination. The following are excerpts from our conversation.

How long have you been working in the industry, and what has been the most rewarding part of your career?

My background has always been in the service business. I studied diesel technology at college, and then I went into road construction. At the same time, I’ve always been into cars, from repairing them to fixing them up and selling them. It’s always been a hobby I enjoy. 

I quit working in the construction industry and took a job with the county for a year. I continued to repair cars in the evenings, at first by myself and then with a friend when it got busy. Eventually, I opened an independent used car dealership and began selling pre-owned vehicles. In 2006, the Ford garage was in need of a manager, and the then-owner was interested in selling the dealership. I shut down my independent store, and I managed the dealership until Ford approved our franchise purchase.

Having the chance to purchase a Ford store was great because, in small towns, you don’t have many opportunities like that. Where else, but in a small town, can you buy a dealership when you don’t have a background in the industry? I completed everything and had the dealership in my name by October 2008. It was both good timing and bad timing. I owned my own store, but the nation’s financial crisis hit hard in 2009, and it was the worst time to own anything, especially since we had just built a new building. Two months after we opened our doors, we couldn’t even sell one car. But looking back, I don’t know if Ford would’ve ever let me buy the store if I had waited or tried to buy it later, so it worked out. You learn a great deal when you go through really difficult times. This can be a challenging business, but it’s very rewarding as well.

Did you have any mentors along the way, and what did they teach you?

When I came to work at the dealership, an older gentleman named Clyde Terrell was working there. We already knew each other, having both grown up in Plains, Montana. When I bought the dealership, he became a mentor to me and taught me a lot about running a dealership. Coming from an independent dealership, working at a new car dealership was a whole different ball game. I had a decent handle on customer service and treating people well, but Clyde knew so much about everything else, and he helped me a lot. He worked here until he was 84 years old.

He became a very close, personal friend. In fact, while my kids were growing up, they would often visit him; he was like a bonus grandpa to them.

What have you learned during your career that you would pass on to someone you are mentoring?

One thing I’ve learned is that many people come in thinking that buying a car is going to be the worst thing in the world. They don’t want to do it, or they haven’t done it before, and they’re anticipating this awful experience. So it’s important to me to make people comfortable. After all, this is the second biggest purchase many people will make, and it should be a fun decision.

I really enjoy putting people at ease and teaching them what they don’t know, such as what the interest rates are or how payments work. Connecting with people and making sure they understand the process and have a good experience is one of the best parts of the job. If someone comes here and learns something from me that helps them make an informed purchase later, I’ve done my job. It doesn’t matter if they bought a car from me or not, though obviously it’s great if they do.

Please tell us about your community involvement and how the dealership gives back.

I visited Thompson Falls School the other day and spoke with the students about dealerships, workflows and different job opportunities available. I always try to share a little bit of wisdom, whether they listen to it or not. Talking to kids is a fun part of my job. 

I also do a lot of work with the Sanders County Fair. This year, I partnered with Studs Hardware store and sponsored free live music concerts at the fairgrounds. We paid for all the bands, and after the rodeos, we pulled semi-trailers into the arena to serve as the stage. The community was welcome to come and see the bands play for free. That was a lot of fun because it wasn’t really a fundraiser — it was just a way to get people out and show them a good time.

I also love helping out the fire department. For one of their fundraisers last spring, we cooked tacos for people and matched all the donations they made to the fire department. The fire department brought their trucks to the dealership and had their gear on display to show the kids.

What does the best day in this business look like for you? 

For me, the best days are the ones when I feel like I helped someone. I don’t look at it like I’m selling somebody a car; I look at it like I’m helping someone solve a problem. 

We sell a lot of construction-type vehicles, since that’s my background — flatbeds, service trucks and things like that — many of our customers come in with a specific need. Whether they’re going to do concrete work or they’re an electrician who needs a van configured for cabinets, it’s a good day when you can find or build just the right vehicle to make their job easier. We also do a lot of custom work, like putting flatbeds on regular trucks or outfitting trucks with toolboxes and beacons and things like that. We do it all, so our customers don’t have to shop around.

When you find a kid a great car they can afford, or you can outfit a truck with the rim and tire package they want, you can see how happy they are, and that’s what it is all about. 

What is your favorite way to spend your free time? Do you have any hobbies?

I have a granddaughter whom I love spending time with. I have three kids as well, so anytime we can get together is great. But if I had a Saturday afternoon with nothing going on, I’d be in the garage working on cars.

Restoring old cars is a big hobby of mine. I love rebuilding something and putting it back on the road. That’s my ultimate passion. There’s nothing better than dragging a car out of the weeds in a field somewhere and getting it running again. 

I try to start with something that’s in decent shape, and I don’t paint them because I prefer the older look, and painting just isn’t my thing. Then I completely rebuild them: new interior, engine, transmission, wiring, digital gauges and fuel injection. In the end, they’re modern cars, but have that great classic look. Right now, I’m working on a ’79 Bronco. 

What does earning the TIME Dealer of the Year nomination mean to you?

It’s not something you can apply for; you have to be chosen by your peers, so that’s really cool, especially since we’re a small dealership with only 14 to 15 employees. That makes it even more meaningful. When you consider how big Montana is, and how many dealerships it has, it makes me take a step back and think, “Holy cow, I got picked out of all of that.” It’s an honor.

Any last thoughts? 

This experience has been a whirlwind with all the interviews and getting ready for the Vegas event, where the winner will be announced. It’s not something I’m used to. But, I’m getting older, and while my career isn’t over yet, I’m closer to the end than the beginning, and this nomination just caps it off for me.