OFFICIAL PUBLICATION OF THE MONTANA AUTOMOBILE DEALERS ASSOCIATION

Pub. 3 2023 Issue 2

Chuck Notbohm

Chuck Notbohm: TIME Dealer of the Year Nominee

This story appears in the
Montana Auto Dealer Pub. 3 2023 Issue 2

TIME and Ally Financial have honored Charles (Chuck) Notbohm as MTADA’s nominee for the 2024 TIME Dealer of the Year. This award recognizes new-car dealers in America who exhibit exceptional performance in their dealerships as well as distinguished community service. 

Recently, MTADA had a chance to talk with Chuck about this recognition. We would like to thank him for his time and hope you enjoy getting to know more about him as much as we did. The following are excerpts from our conversation.

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

It is very humbling to be chosen for this honor by my peers. It’s something that I didn’t expect and something that is greatly appreciated.

How did you become a car dealer? Did you always aspire to be part of the automotive industry?

I began my automotive career after 14 years in public school education at a small rural farming community in north central North Dakota with a population of 1,000 people. We began our dealership with seven employees, selling about 15 vehicles a month. The teaching experience was a great start as it taught me how to guide, motivate and encourage individuals to obtain goals and ambitions they did not realize they could do. This did not change within the automotive industry. The location in North Dakota was a single Chevrolet franchise. Two years later, I purchased the Oldsmobile dealership, moving the operation to the Chevrolet store. In the early 1990s, I began looking for more opportunities for growth. Visiting with my zone manager, he mentioned several options in the Midwest, one being Miles City, Montana. In 1995, I purchased the General Motors store in Miles City and moved Chevrolet to that point, which offered Buick, Pontiac and GMC. We began with 11 full-time employees. The facility was aged and did not provide enough space to grow the business. In 1998, I started building a new facility in a higher-traffic area in Miles City. Construction was completed in 1999, allowing for a better display area for new and used vehicles and a larger service department to address the sales, service and parts needs of our customers.

Three years later, we realized growing pains in the service department and added six more service bays. As we continued to grow, Chevrolet’s stand-alone Quick Lube model seemed to be a good solution. In 2003, we forged ahead with building a two-bay Quick Lube, which helped the flow within the service department and showed extensive growth in our customer base.

During this time, personalization of vehicles with accessories was in demand. In 2008, we further expanded by building a state-of-the-art accessories store selling and installing the full range of accessories such as grill guards, running boards, stereos, light packages, remote starters, window tinting and more. The facility included a Rhino lining spray booth and a down draft paint booth. Then, in 2014, we tore down the old and built a new six-bay Quick Lube with a full basement to better address the needs of our service customers. Finally, in 2022, we acquired the Ford store in Miles City, giving us the opportunity for further growth in our sales and service operations. Between all locations, we now total over 70 employees and retail about 80 units a month. After all of that, to answer your question, no, I did not also aspire to be in the automotive industry; however, business was the direction I thought I would pursue.

Are there any specific individuals who had a major impact on your career?

My parents, Carl and Ardella, have had a major impact on my life, including my career. The example they set instilled in me the importance of having strong moral values, a hard work ethic and compassion for others and how they should be treated. That heritage has defined who I am today.

What is the most rewarding part of your career?

I feel the most rewarding part of my job as a dealer principal is watching my employees grow in their careers as a salesperson, technician, office personnel and even management-level positions. Seeing growth in each employee and the difference that has taken place in their lives when they are able to be a part of decision-making and daily activities. Also, when they let you know that they love their job and working for you, it feels like being part of the family. Another reward in this business is when you are contacted by a customer expressing their appreciation for what have done for them, taking care of their automotive needs and giving them the best service possible.

As I reflect and look back at my career, I see God’s hand and His plan for my life. He has guided me through many changes, from education to the retail car business. I am very blessed. The values that my parents instilled in me have served me well, and I am so grateful. My life and my career are rewarding.

What do you think will be some of the dominant trends within the auto industry in the next 5-10 years?

I think alternative fuel sources, whether it be electric or something else, are going to be the biggest change. It’s a big shift because, especially in Montana, the infrastructure isn’t ready to go full electric. There are too many miles between charging stations, and the grids aren’t quite ready.

I think there are going to be many good things that are happening with the quality of the vehicles that are being produced. There is a lot to look forward to.

Are you involved in any civic or charitable organizations?

In the area of community service, we have supported organizations that directly impact the youth in our area, including 4-H; youth hockey, soccer, and baseball; local rodeos; the CABA (Continental Amateur Baseball Association) World Series; Miles City ROCKS (Raising Our Community Kids Safely), an after school program; Special Olympics Montana; and Erin’s Hope Project, which arranges outdoor adventures for children with life-threatening illnesses.

One year, our team selected a different youth organization each month to bring awareness to and to support through donations that were determined by the number of sales the store produced that month. It was a good thing for the staff to think of how they could be a part of helping others.

We have also partnered with Holy Rosary Hospital Foundation on fundraising events, such as a car raffle, which resulted in upgrades to the hospital and the Outlaw Baseball Club raffle of a Camaro to assist with program expenses.

I have also contributed time to the board of directors of Holy Rosary Healthcare and SCL Health, which is now Intermountain Healthcare, where I am on the board and executive committee and chairing the Community Benefit Committee of the hospital.

Other community involvement would include the Helping Hands Charity Event, help those in need with car repair at no cost to the individual, the 4-H livestock auction, where we purchase animals, process the meat and give it to our employees, and our annual car show, where we have the community and area show-off their classic cars and trucks and we give out prizes and have a meal for those in attendance.

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

  1. Listen more than you talk.
  2. Surround yourself with good people.
  3. Be charitable and treat others as you like to be treated.

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

The best day would be to see your employees happy and excited with their part in the dealership operation and come to tell you how much they enjoy their job and working for us. A close second is experiencing completely satisfied customers, whether it is in the purchase of a different vehicle for them and receiving excellent service from our service department. Those are the things that make a big difference to me and make my day.

Describe your all-time favorite vehicle. What are you driving today?

Although I like classic cars, the new mid-engine Corvette is my favorite. Yes, I have one, a 70th Anniversary Edition and love it.

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

I love to be outside, doing all kinds of things like working in my yard or just enjoying the fresh air. Then, of course, camping has been a part of my family life since I first got married. We have many fond memories of taking our family on those camping adventures. And, of course, traveling in our motorhome and seeing the many wonders of our great country is a great thing for me.

Please tell us about your family.

I have been married to my wife, Mary, for 53 years. She has been by my side, helping and encouraging me all the way. She has been a part of the dealership operation, mainly working in the office, although when we first arrived in Miles City, I was short a service advisor, so she dug right in and took that position until we found someone. She has since retired and loves the time she can do what she wants and grab a cup of coffee with her friends or submerge herself in her quilting activities. We joke that she has retired twice, but not sure if there will be a third time.

We have two sons. Our oldest, Chad, is the General Manager here in Miles City. He is married to Janelle, who does the marketing for the dealerships. They have three children: Jace, Natalie and Brynn. Our second son, Brady, is a Structural Engineer in Tempe, Arizona. He and his wife, Amy, have two children: Paige and Blake.