Driving the Competition

Putting it in high gear with initiatives that fuel growth through 2025

The automotive industry has seen its share of ups and downs as we have put the pandemic firmly behind us and turn the mirror to what is to come. Although supply chain woes rippled through the industry and inventory levels felt the squeeze just a few years ago, it is now yesterday’s news. This is especially true for dealerships and auto companies that started ahead of the curve, took a proactive approach, and adapted to challenges, ending up firmly on top of the auto pack.

For Audi Manhattan, driving ahead of the competition and weathering the COVID-19 storm enabled the company to steer toward further growth and success.

Established in 2006 by Rod Ryan and Michael Morais, Audi Manhattan, based in the heart of Manhattan, is much more than a car dealership. It is better described as a luxurious experience that is second to none for its valued customer base. Audi Manhattan is the flagship store of the Open Road Auto Group.

“We are right there in the heart of midtown on the west side,” Tim Comparato, Vice President of Audi Manhattan, begins. “It’s a very dynamic environment. We have every walk of life coming through the door every day. You never know who you are going to meet.”

With a reputation that has solidified its place as one of the leading Audi dealerships in New York City, Audi Manhattan is spreading the news and feeling very good about its prospects as we hit the midway point of the first quarter of 2025.

“We deliver the Audi Manhattan experience and this definitely sets us apart and positions us ahead of the competition,” Comparato states.

A Team is driven by commitment.

Alongside its first-in-class client experience, Audi Manhattan also boasts a team environment and management approach that has solidified its enviable position in the automotive industry.

“Our team is a very diverse group,” Comparato begins. “The team comes from all different backgrounds and all different cultures.”

The pandemic was a challenge for many. With a few years to switch gears and focus on new directions and approaches tested through the pandemic, as well as the ability to implement these advances moving forward, continue to drive company success for Audi Manhattan, “This industry, as you know, has been changing extremely rapidly, especially post-COVID. One thing that sets us apart from everyone else is our ability to adapt and change and accommodate the different needs of all our customers.

“Those needs vary greatly from customer to customer, so the way we accommodate them is what puts us ahead of the game,” Comparato reflects.

Team building is also key. It is the culture of Open Road Auto Group to implement progressive training and bring out the talent in its staff. This remains paramount when steering company success.

“The way I build a team, and the way I have trained all my managers to build their teams is to focus on attitude when hiring new candidates.”

Following the basic fundamentals of ORAG, “We value willingness to learn and work hard almost more than experience. If we can find the right personality, the right person, who has the ambition and drive to succeed, that is who we want more than someone who has been doing it for 10, 20 or 30 years,” Comparato explains.

“This is the only way to cultivate an extremely healthy culture in your dealership; you have to have the right team.”

“I want to surround myself with people that want to win as much as I do. If you do that you will find success from your sales team service advisors, your technicians, your customer service reps, and receptionists,” Comparato details.

Driving with adaptability and the ability to predict what’s needed

Beyond the keys to success that Comparato is convinced are a winning route for Audi Manhattan, he also recognizes the ongoing need to adapt.

“You need to learn what makes each employee tick and what motivates them. Some people are motivated by money and others are not. Some are motivated by time and [they] value doing something with their family above a monetary bonus,” Comparato notes.

What is their driving force, he questions. What is getting Audi Manhattan team members up in the morning and keeping them coming to work?

By encouraging his upper management team to understand what motivates each employee, the best in each Audi Manhattan team member is bound to shine, leading to a happier and ultimately A more productive team. With a productive staff in place, navigating a successful road forward is seamless, Comparato argues.

“We also always need to be looking two and three steps ahead, which is the only way to be able to adapt in real-time to changes in the environment and changes in our business. We have to be prepared.”

When it came to the pandemic, with the foresight of Michael Morais, President of ORAG Audi Manhattan put these well-oiled predictions to best use and ensured that the inventory levels would be able to survive the pitfalls of ensuing supply chain issues.

“We constantly look at inventory and our pipeline, so we had a pretty good idea about two months before inventory became tight and we were going to run into that storm.”

“We changed our marketing strategy and our business model a little bit. Although we are typically a very high volume store and are one of the top volume stores in the country, we had to change direction and pull back on value.”

Foreseeing inventory shortfalls and holding back to provide for some degree of inventory even at the height of the pandemic proved to be very fruitful for Audi Manhattan and led in part to the growth numbers that it enjoys now.

Driving ahead with the numbers behind them

With a stamp of recognition from the Magna Society for 2024, Audi Manhattan’s company model and route to success have been solidified further.

“Magna Society is something that Audi has and they recognize the best of the best of their dealers in the country. There are scorecard metrics that they do and they have certain key performance indicators that you must hit to achieve. The minimum, I believe, is 95 points”

Although making the cut in 2016, this is the first time in close to a decade that Audi Manhattan has been given entry into the elite category. Comparato shares that he is very proud of this distinction.

“It is a very competitive dealer group that Audi has, especially in the Northeast and to be able to set ourselves apart and achieve that is a massive accomplishment that I am extremely proud of,” Comparato relays.

This is not all that Audi Manhattan has to be proud of.

Numbers are up near pre-COVID levels and are expected to increase, Comparato forecasts.

“We have been consistently number two in our area and top five in the Eastern Region out of 77 dealers and 20th in the nation for the last six years straight.

“I do not foresee us slipping back whatsoever.”

Driving growth along the road ahead

Although rankings are important, Comparato acknowledges the one aspect that matters even more when it comes to future success remains growth.

“We are very focused on just growing our business and that is done through customer service and referrals. We would love to grow and do more.”

Comparato refers specifically to organic growth that delivers the Audi experience and puts the customers firmly in the driving seat in the automotive journey.

While other dealerships may be more transactionally oriented, Comparato draws attention to his focus on the customer, and especially on what walking through the doors of Audi Manhattan feels like for the discerning customer.

This relationship model has worked extremely well for Comparato in both the interactions he has with his customers and his employees. This model is true to the success of ORAG.

“I have been fortunate to develop strong relationships with some employees. I like taking someone new to the car business and who puts in the time, effort, and hard work and being able to watch them succeed and grow to upper management level.”

“The automotive industry is one of those things where you get out of it what you put into it, and if you put 110%, you will get 110% out of it.”

As to the future, Comparato highlights the need to focus on being at the forefront of technology and connecting with its customers.

AT A GLANCE

Who: Audi Manhattan
What: The leading Audi Dealership in New York City offering the full Audi Experience and putting its customers and employees first
Where: Midtown Manhattan, NY
Website: www.audimanhattan.com