Now, Lamborghini is redeveloping and re-launching itself with the Aventador, one of the most uncompromising exotic sports cars in its class.
Mahatma Ghandi said, “Be the change you wish to see in the world.” Prestige Imports is doing just that for the luxury automobile industry.
My father, Irv David, was at the helm of Prestige Imports for years, a company that has been in business for more than three decades with four franchises in North Miami including Prestige Audi, Lotus Miami, Lamborghini Miami and Prestige Imports. When he passed in 2007, I was given a letter from him labeled “Be the Change.” A slogan my father lived by for years, I was unfamiliar with it, but I immediately realized that I had to play it in my day-to-day business. When I took over as CEO after my father passed, a lot of people expected me to fail. Instead, I used Ghandi’s words to take the company to the next level.
The changes started from within. I’m 24, and when I started I was just 19. I’ve been a salesman, a porter and a parts man prior to becoming CEO. I still remember being inside the dealership and hearing the customers’ complaints and thoughts on what the dealership was about and what our intentions were. Using their feedback I was able to jump into the driver’s seat and manipulate everything from what our customers thought of us to what our employees thought of us. Today, Prestige Imports is a youthful, exciting company because we surround ourselves with incredible people and focus on our core personnel.
Once there is a positive morale inside the store, customers take notice, and that’s honestly one of the big differences that separates Prestige Imports from the rest. Lamborghini Miami isn’t the gaudy, stuffy type of store that almost makes you uncomfortable—it’s the opposite. When you walk in the door, you’re immediately enveloped in the smell of fresh leather. You’re standing in a showroom, surrounded by 18 Lamborghinis in different colors. A young enthusiastic salesman walks up to you to offer some knowledge, not just looking to sell. In that practice, we are as much automotive enthusiasts as we are salesmen. And organically, when a customer feels comfortable, it makes them want to give the dealership the business.
The evolution of Prestige Imports goes beyond the internal changes. We fostered a new philosophy of branding to our customers. We’ve abandoned price-based marketing strategies and moved on to youthful, image-driven campaigns where the vehicle is placed in real life situations.
Now, Lamborghini is redeveloping and re-launching itself with the Aventador, one of the most uncompromising exotic sports cars in its class. To me, the Aventador is a true piece of performing art; it’s a vehicle that can be driven on a day-to-day basis. Yet the concept of the sports car intimidates some people. I try to break that barrier by getting the consumer behind the wheel to imagine themselves driving it in a realistic scenario.
The Prestige Imports team gets the customer in the driver’s seat and lets him or her make a true emotional assessment instead of making a decision based solely off pricing. That’s what our strategy is: for the customer to realize the car is drivable, enjoyable and fun—it isn’t a workout to drive a sports car, that’s an outdated concept from years past.
Of course, we couldn’t be the dealership we are today without the brands to back us. We feature new Lamborghini, Lotus, Pagani and Audi and pre-owned exotic vehicles from different brands including Aston Martin, Bugatti, Bentley, Ferrari, Maserati, Maybach and more. Today, Prestige Audi is the top-selling Audi dealership in America, and Lamborghini Miami is the largest Lamborghini dealer in the country.
For our team, it’s not just about selling cars and becoming the greatest. At Prestige Imports, we focus on becoming the change in the automotive industry, one customer at a time.
Prestige Imports, Lotus Miami, Lamborghini Miami
14800 Biscayne Boulevard
North Miami Beach, FL 33181
(305) 947-1000
Prestige Audi
14780 Biscayne Boulevard
North Miami Beach, FL 33181
(888) 514-1995
Cover Story
October 31, 2011FEATURE WELL: ROBINS’ HOOD
