In 2005 it had been a decade since Erik Habberstad took over leadership at Habberstad BMW after his father’s retirement, a great time to refocus around the core principles that would take us to the next level. Erik and I decided that this family-owned company needed a slogan that captures the essence of why our clients choose Habberstad BMW again and again over other Long Island dealers. That slogan also needed to explain to new employees what we love about Habberstad, and what is expected of them.
We thought first about what gets us excited to go to work every day. BMW’s are amazing. They are beautifully-designed engineering marvels, but more than anything BMW’s are absolutely thrilling to drive. There is a reason why they are known as The Ultimate Driving Machines: they perform. There are other luxury makes that offer value, aesthetic design, and little perks and amenities of all types, but none that perform on the open road like a BMW.
The people who come to Habberstad BMW each day love the idea of getting the most out of their cars, their time, their lives. We have a passion for performing at the same elite level as a BMW, which means going the extra mile to provide the ultimate experience in service and sales. Passion is always at the heart of greatness; sparking ideas, driving execution, and demanding accountability.
Having been a client, a consultant, and now a Vice President with Habberstad BMW, I have a unique perspective on the Habberstad approach to business and what makes it special. Both Howie and Erik always had an inherent understanding that people are the difference between mediocrity and greatness. They put together a team of talented and dedicated people who would uphold the values they cherish. At Habberstad BMW we appreciate one another, we push each other, and we lend a helping hand. We know that it just wouldn’t be the same at a discount mega store or a “churn and burn” used car lot; no client should feel like a number or a dollar sign. Habberstad BMW gives us the opportunity to build a lasting relationship with our clientele.
It didn’t take long to decide that three simple words encompass everything that Habberstad stands for. As I speak them I am instantly reminded of what we love, why we work so hard, and who makes it all worthwhile. “People. Performance. Passion.” It conveys a set of guiding principles to our employees, while setting the bar for our leadership to inspire trust and respect. This slogan became the cornerstone of the marketing and branding campaign that earned us a number of accolades: Habberstad BMW would be voted Best Automobile Dealer on Long Island by the readers of Long Island Business News, receive the same honor from the readers of The Long Island Press, and become one of the Top 40 BMW Centers in the country. As we reach for even greater heights, these three words will show us the way.
