Brett Morgan, chief executive officer of Morgan Auto Group, shares his thoughts on family, what it takes to be successful in the family business, and what legacy means to him.
Brett Morgan, chief executive officer at Morgan Auto Group, the largest automotive dealership in Florida, participated in an interactive panel hosted by Haig Partners: Beyond The Road: Family, Prosperity & Legacy Summit. Here’s a recap of his thoughts on working with his family in the family business, what it takes to be successful in a family business and building for the next generation.
A little history
Unlike many second-generation business owners who come into the business after the first generation, Brett joined the business at the same time as his father, Larry, when they opened their first Toyota dealership in 2004. Prior to opening the dealership, Larry led an entrepreneurial life in the tire and automotive service industry. Brett says that, as he was graduating from high school, he felt that family expectations were that he would join his dad in business. However, when his father sold his tire business, that took some of the pressure off him. He went to college and pursued a career in other areas. Only after having success on his own did he go into business with his father and together they grew the original one-location dealership into the successful enterprise it is today.
The father-son duo had success growing the operation at the rate of one rooftop a year for the first 12 years. A partnership with Greenbriar, a private equity firm, led to more rapid growth, and Brett said he and his dad got really good at acquiring car dealerships. In a five- or six-year span, they acquired more than 30 rooftops. Today, Morgan Auto Group ranks #8 on the 2024 Automotive News Top 150 Dealership Groups and is the second-largest privately held dealership group in the United States. They serve the Florida market with a variety of new car brands, including Toyota, Honda, Kia, Ford, Jeep, GMC, BMW, Lamborghini, and Land Rover from more than 70 different locations.
Being successful in the family business
While Brett says he has yet to find a silver bullet on how to handle success in a family-owned automotive dealership, he has found that there are better ways to talk about roles for each person. It starts with having a great deal of self-awareness and honesty on both sides. Honesty needs to occur around skill sets and what each person is good at as well as what they are not good at. Everyone needs to determine how they can bring value to the business.
Brett is quick to point out that the success of the Morgan Auto Group is a result of its team of employees and not just the efforts of him and his father. He says that when you have a large number of stores, as a manager, you are really an orchestrator, and success revolves around communication and understanding where you are in the business vs. where you could be.
Results are important to Brett because of the example his father set of living in the results and the reality of the data. He is quick to add that the numbers don’t lie, so they are constantly reviewing dealership performance based on the numbers.
There is also a need to balance work life and family life. Brett, who is the father of a young daughter, says that overnight, it felt like his priorities changed, adding that there are now two powerful forces in his world. He explains that he and his father have worked to accommodate the change in Brett’s life.
He believes that this has brought him and his father closer but is quick to add that they always have been close although at times — like when he worked in radio — his father may not really have understood what he did.
However, being close does not mean that they don't challenge each other or have different opinions on issues. Brett describes his father as having the ability to fly at 40,000 feet and also six inches off the ground. Larry is very involved in the business but often leaves the team to handle an issue. Brett loves that approach because it speaks to the leader’s job as orchestrating the business and the development of other people within the business.
Key takeaways for dealers
In a dealership, you have a wealth-generating asset, and dealers need to understand the opportunity they have. He advises dealers not to be afraid to let their children enjoy the opportunities available to them. He uses his own situation as an example. He explains that his father put him to work when he was about 12 years old, and that opportunity really helped shape him into the person he is today.
Commenting on the panel, Brett says it was interesting seeing all three of the patriarchs of the family businesses struggle with the conversation about when is the right time to get out of the business.
While he’s had that discussion with his father, he says if his father left, he would lose out on the continued education his father could provide him. He adds that leaving would not bring his father joy. This again is a time when having honest, open communication is necessary. Brett explains that the understanding he has with his dad is that his dad is not going anywhere until he physically or mentally can’t handle the work anymore. It is important to have this conversation early and often.
The fact that Larry had previously sold a business helped with estate planning issues, and that transferred over to the auto dealership business.
Brett’s twin sister is not in the business, but she will share in the future benefit of the business as a successor shareholder. He adds that his sister does not want to be involved in the business and that clarity is better for the dealerships than having someone involved in the business who would rather not be there.
The family has weekly conversations and to them the family business is not defined simply by the people who want to have jobs in the business. In addition, the family members have family financial meetings. Brett believes that “death taxes” have put some dealers in a position to have to sell off good assets. There are strategies that family-owned businesses can employ with estate planning to avoid that scenario.
Brett looks at his job two-fold — as an employee of the company and as the son of Larry, and as the successor in the business.
Successful businesses have values, visions and a mission and Brett says Morgan Auto Group has these written down, but more importantly they are verbalized on a daily basis. He says they talk about who they are, where they are going, what they want and why they want it.
Leaving a legacy
While Brett’s daughter is too young to be involved in the business, Brett says that having someone believe in you — as his father believes in him — is a powerful thing. He is doing all he can to make his daughter knows she is capable of doing whatever she wants — even being his successor in the family business.
Listen to the full interview with Brett Morgan and Haig Partners.
Additional Resources
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