Maximum Overdrive - Page 2 of 5

Maximum Overdrive

being named BE Auto Dealer of the Year.

In these days of sluggish sales and excessive inventories, Boyland’s cost controls are a never-ending process. He bides by the book, a financial analysis generated monthly that is reviewed by all store managers. This information sharing allows every general manager and sales manager to critique one another, exchange ideas, and establish goals and guidelines.

Volume is very important to dealers because manufacturers expect them to achieve a certain level of market penetration. But as Boyland sees it, “You can be No.1 in terms of volume, but if you are constantly losing that manufacturer money, you’ll be taken out of business.”

That seems unlikely to happen to Boyland. All Star Ford grossed $69.1 million in sales and a 5% net profit in 2002. And Boyland Honda exceeded first-year expectations. “He had a 300% increase in profits,” says Marc Burt, manager of minority business development at American Honda Motor Co. “He has been very successful in duplicating some of the processes he’s used in his other stores.”

It helps that Boyland is not only a respected car salesman, but also great at accounting, says Roger Cole, general manager of All Star Ford. “I have been with Dorian for the past four years. I have learned more from him during that time about how to run the store on a business basis, where it’s all about percentages.”

Boyland Honda outpaced competitors in its respective market. In fact, as a group, “We were up 15%, in terms of units sold, mostly due to his dealership, which had an increase in 2002 of 74%,” says Burt.

A self-described “nice guy,” Boyland is laid back in his demeanor, although he says people often find his 6-foot-4-inch frame intimidating on first encounter. But ask Boyland’s employees, and they’ll tell you nothing could be further from the truth. Many of them call him by his nickname, “Doe.” That casual attitude is reflected throughout the office. You will never find Boyland wearing a suit and tie; he’s a cashmere sweater and slacks type of guy. He starts every morning with a workout at the gym, and when he has time, frequents the golf course — not to make deals but to have fun.

Boyland attributes his business savvy to his mother and role model, Alice Boyland, who died three years ago from lung cancer. Thanks to his mother’s encouragement, Boyland earned a bachelor’s degree in business administration and computer science, all while making a name for himself in baseball. He became a college All-American and a University of Wisconsin Hall of Fame inductee.

After graduation, Boyland put business on hold when he was selected as a second-round draft pick for the Pittsburgh Pirates. He played with the team in 1979 when it won the World Series and a year later moved to Oregon to play with the Portland Beavers in the minor leagues. He retired after almost eight years in the sport.

Shortly after, Boyland secured a job with semiconductor giant Intel Corp.