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FAMILY COMMITMENT
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A firm commitment to the customer and the dedication to service that comes
with it, keeps Gerry Lane Enterprises at the top of the car dealership
business in Baton Rouge. Despite entering this market 19 years ago in the
face of poor economic conditions, Lane's business thrived, success Lane
attributes to "treating the customer the way I'd like to be treated."
The service-first attitude, an improved product line and an innovative sales
and marketing approach contribute to Gerry Lane's consistent success, even
on the inevitable downside of the business cycle. "You have to do whatever
it takes to be successful when times are tough. Then, when times turn
around, you are in a position to reap the harvest," Lane says. |
Part of Lane's "whatever it takes" creed includes spending considerable
money on improving their facilities and their image, including the $1.5
million-plus the dealership will spend in advertising and marketing. Much of
that money will be spent in the community with over 400 charities reaping
the benefits of the Lane family generosity. Ads, promotion, public
relations, and media placement are handled by Lane's daughter, Saundra.
Saundra's input has not only helped Gerry Lane Enterprises stay near the top
of the state's auto dealers in sales but also has helped build name recognition that is higher than some of the oldest businesses in Baton
Rouge. "when people think of buying a car, we want them to think of us
first," she says. |
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Lane's son Eric, a former catcher for the San Francisco Giants, is the
Vice-President of Gerry Lane Enterprises. He wears many hats for the family
business and the entire family thrives on the healthy competition between
the Chevy, Saturn and Buick-Pontiac-GMC stores. Eric's customers range from
his Tulane baseball fans and friends to San Francisco Giants coaches and
players. Eric is active in a number of organizations and holds daily
meetings at each of the dealerships to keep things in check.
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Gerry's wife, Faye Rogan Lane, the first and former Louisiana Oil Queen and
family cheerleader, encourages her busy family to continue their strong work
ethics and remember to keep their faith first. She has ridden through the
rough times and is now enjoying the successes of her family's hard work
for over 50 years.
The Lane family's "what goes around, comes around" philosophy of life has
been a proven formula by which to run a successful business. "It's our way
of life and that's how we do business," Lane says. |
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