Starting a car dealership from scratch isn’t for the faint of heart. It takes more than just a love for cars—you need grit, vision, patience, and the ability to wear multiple hats all at once. I’ve been in this game long enough to know that success doesn’t happen overnight. But with the right mindset and a clear strategy, it’s absolutely possible to build something lasting.

When I founded Amari Motors, I was driven by my passion for exotic and high-end cars. But passion alone doesn’t pay the bills or keep the lights on. I had to learn how to turn that passion into a real business. If you’re thinking about launching your own dealership, whether it’s for daily drivers, collector cars, or customs, here’s what I’ve learned along the way.

Start with a Clear Vision

Before you sign any paperwork or look for your first lot, you need to be crystal clear about what kind of dealership you want to build. Are you focused on used cars, exotics, classics, or a mix? Will you offer financing? Do you want to run a small boutique shop or scale into a bigger operation?

For me, I knew from day one that I wanted to specialize in unique, high-performance vehicles. That helped guide every decision I made—from branding and inventory to customer service and marketing. Your vision should shape your business model, not the other way around.

Know Your Market

Understanding your local market is key. Who are your customers? What kind of vehicles are in demand? What price points do people respond to? Do the research. Talk to other dealers. Study what’s selling and what’s sitting.

In Salt Lake City, I saw there was an appetite for well-maintained, one-of-a-kind cars—especially among car enthusiasts who value performance and appearance. I leaned into that and made sure Amari Motors stocked vehicles that fit that mold.

Secure the Right Location

Location can make or break your dealership. It needs to be accessible, visible, and have enough space to display your inventory. But don’t go broke trying to get the biggest lot in town. Start with what you can afford, and grow from there.

In the early days, I worked with a modest space, focused on online visibility, and reinvested into the business as we grew. Today, we’ve expanded, but we still keep that same sharp eye on overhead costs and customer traffic flow.

Build a Reputation—One Deal at a Time

Trust is everything in this business. Whether you’re selling a $5,000 sedan or a $250,000 supercar, people want to know they’re dealing with someone honest and transparent. I built Amari Motors by treating every customer with respect and delivering what I promised.

That means showing accurate vehicle reports, being upfront about pricing, and standing by the quality of your cars. A few good reviews can go a long way—but a bad reputation is hard to shake.

Master Inventory Management

Buying inventory is both an art and a science. You have to find the right cars at the right prices and make sure your lot reflects your brand. Buying too much too fast can eat up your cash flow. Buying too little means you miss sales opportunities.

I built strong relationships with wholesalers, auctions, and private sellers to keep our inventory fresh. And we don’t just buy any car—we buy the right cars that fit what our clients want.

Invest in the Right Team

You can’t do it all yourself—at least not forever. From sales reps and service techs to office staff and detailers, the people you hire will make a big impact on your dealership’s success. Hire people who care, who hustle, and who understand your vision.

At Amari Motors, we value work ethic, knowledge, and customer service. We train our staff to be experts—not just in the cars we sell, but in how we treat people.

Embrace Digital Marketing

We live in a digital world. That means your online presence matters just as much—if not more—than your physical showroom. I’ve seen dealers with amazing lots struggle because they didn’t invest in good photos, a user-friendly website, or social media.

At Amari, we post high-quality content on Instagram, respond quickly to online leads, and treat our website like our second showroom. Most buyers start their search online, so make that first impression count.

Adapt and Keep Learning

The auto industry is always changing. New technologies, shifting market trends, customer expectations—it never stops. If you want to survive, you have to stay sharp and be willing to pivot.

There were times I had to adjust my business model, explore new revenue streams like car customization, or tighten up operations when things got tough. You have to keep learning, stay humble, and never assume you’ve “made it.”

Final Thoughts

Launching a car dealership from the ground up is challenging, no doubt about it. But it’s also incredibly rewarding. You get to turn your love for cars into something tangible. You get to meet amazing people. You get to create a business that reflects who you are and what you value.

If you’re ready to put in the work, stay focused, and play the long game, there’s room for you in this industry. Just remember: it’s not about selling cars—it’s about building relationships, providing value, and creating a brand people trust.

That’s what’s driven me from the beginning—and it’s what continues to fuel me every day.