Episode 2 - Willie Moreno

In this episode of We Are United, Richard sits down with longtime sales manager Willie Moreno to talk about his 20+ year journey in the car business and the deep roots he’s built in the Imperial Valley. Willie shares how he went from answering a newspaper ad in 2000 to becoming a trusted leader known for honesty, community spirit, and helping families make smart decisions.

They dive into the reputation of car sales, the importance of matching customers’ needs over wants, and how United Toyota continues to invest in the local community—from lifetime warranties to back-to-school backpack giveaways. Willie also reflects on his family legacy in Calexico, his grandfather’s role as mayor, and why being part of this community means treating every customer like family.

This episode is about more than cars—it’s about trust, service, and what it really means to be united.

Transcript

00:00:06:05 - 00:00:28:17
Richard
Welcome back everybody. This is the second episode of the podcast. We are united. I'm your host. Once again, this is Richard and I am pleased to announce somebody that was here when I started. All right, Mr. Chairman. All right. Sales manager, aka Willie.

00:00:28:19 - 00:00:29:07
Willie
That's right.

00:00:29:08 - 00:00:32:05
Richard
All right. Welcome, Willie. How's it going today, man? It's going.

00:00:32:05 - 00:00:32:20
Willie
Great. Thank you.

00:00:33:01 - 00:00:48:10
Richard
Good, good good good. Now, I asked the same question that I ask everyone on this podcast that I will be asking everyone on this podcast, because everybody has a unique story, right? How did you get into the car business?

00:00:48:12 - 00:00:59:03
Willie
Well, you know, it's there's a saying in the car business that, you know, you don't really grow up thinking you're going to be in the car business. You're going to be a salesperson.

00:00:59:04 - 00:01:00:03
Richard
Right, right, right.

00:01:00:03 - 00:01:18:19
Willie
So, and I was one of those persons because I didn't have anybody in my family who actually sold cars at work that, you know, at a dealership. Right. And, and one day, I was just, you know, about 24, 25 years ago, I was looking for for a job. And I was sitting in a car and back then, and no podcast, no nothing.

00:01:18:19 - 00:01:37:13
Willie
Right? Right. Good old newspaper. Hey, you know, newspaper, crazy cell phones. There's no crazy cell phones, you know, and it was an opportunity in the paper that pretty much just said, hey, you know what? If you're, like, self motivated and you're right, you know, if you have people skills and self-starter, things like that, I was like, why? I think I can, you know, get a little retail, you know?

00:01:37:15 - 00:01:54:09
Willie
And so I said, well, I'll give it a shot. So I applied and actually it was for Nissan at that, at that at that time. Okay, okay. But but the position was really for the, for, for our store, which is, you know, right now United Toyota okay. And so and they gave me an opportunity and and here I am.

00:01:54:09 - 00:01:55:15
Willie
So you start any we're.

00:01:55:15 - 00:01:58:04
Richard
Talking about later. You're talking about what 19.

00:01:58:04 - 00:02:00:02
Willie
Would 2000 2002 that.

00:02:00:02 - 00:02:02:08
Richard
Took it back I was like 19.

00:02:02:10 - 00:02:05:01
Willie
Oh oh actually 2000.

00:02:05:04 - 00:02:21:13
Richard
2000. So you started off 2000. That was that's the Cash Money Records was taken over with nine nine and 2000. But all right. So you started out that so you were looking in the paper. Yeah. No cell phones back then. And you saw like an actual ad in the paper said, hey, you know what? Yeah, you need a personality.

00:02:21:13 - 00:02:29:21
Richard
You got this, you got that. This is the job for you, right? All right, so your first month in the car business as a car salesman, I well, I.

00:02:29:21 - 00:02:38:08
Willie
Started as a sales person, and I've progressively worked, as a, as a, as a clothes or the, the floor manager.

00:02:38:09 - 00:02:39:02
Richard
Right, right, right.

00:02:39:02 - 00:02:44:17
Willie
And, you know, for the last 15 years, I've been, sales, sales manager, sales manager.

00:02:44:18 - 00:02:55:03
Richard
There you go. Yes. So, okay, quick question. Before we get to the sales manager part, your first month as a car salesman. Yes. How many cars did you sell?

00:02:55:05 - 00:02:59:13
Willie
If I'm not mistaken, I sold six cars.

00:02:59:16 - 00:03:01:01
Richard
Six cars?

00:03:01:01 - 00:03:20:09
Willie
Yes. So for me, it wasn't like, It. Right. It wasn't right away was something that I actually did have to work at. You know, I actually. Yes. And I actually, I really enjoyed it. I, you know, my first sale was like I knew this was like, okay, like this, this I like.

00:03:20:10 - 00:03:25:22
Richard
Your first sale. Once you got that sale, you were like, you were striping your deal. You were like, you. Yes. This is.

00:03:25:22 - 00:03:53:06
Willie
It. Yeah. Working in everything made this make the sale. I was very happy. I was just very satisfying. I was just like, you know what? I can do this. Right? Right. And and but I was a person who actually, you know, put a lot of effort into it, actually, you know, kind of went by the book, you know, I actually studied and I remember, you know, getting, before I even sold the first car, I had to go over, like eight videos, and I had to fill out a workbook and, you know, and I.

00:03:53:08 - 00:03:54:07
Richard
Had a workbook.

00:03:54:07 - 00:04:14:17
Willie
Workbook, you know, and actually learn and everything about, you know, asking open ended questions, closing the questions. You know, our fact finding, you know, people's wants and needs and and, you know, just being figuring out how to make that, you know, putting people through the sales process basically, and what people go through the buying experience as well, the buying process.

00:04:14:19 - 00:04:26:19
Willie
And, it helped me a lot, you know, and it was just all about learning and the craft and getting better at it. And, and eventually, you know, I did I did well, I did very well.

00:04:26:21 - 00:04:45:03
Richard
There's a legend going around the car in the, in the valley here when it comes to cars. That really was one of the best, if not the best. And back in the day, when you were actually selling cars as a sales person. Yeah. And you do that and like you said, you did that through the actually want to actually do it.

00:04:45:03 - 00:04:53:11
Richard
You studied and so on and so forth. Something you said, which is, I think, really important, is finding out the wants and the needs of the customer.

00:04:53:12 - 00:04:54:16
Willie
Yes, absolutely.

00:04:54:16 - 00:04:58:16
Richard
How important do you think that is when it comes to the sales process?

00:04:58:17 - 00:05:29:11
Willie
It it makes a huge difference because a lot of, people sometimes, they want certain things, right? Right. And sometimes, once you start, you know, fact finding and you people start realizing that maybe, you know, they their needs are more important than their than their wants. Right? And and that's what it what it's about, it's, it's a, it's I think it's a huge piece of helping customers make the best decision right for them and their families.

00:05:29:11 - 00:05:49:03
Willie
Okay. Right. That's that's that's huge. Because you know, hey, sometimes we come in and we want all these things, but sometimes, you know what? Hey, do you really need these those things, right. And and and and it makes it it makes people happy. Makes people happy when they actually help them make a good, educated decision. Right.

00:05:49:05 - 00:05:51:23
Richard
Do you find that those people actually come back after that?

00:05:52:01 - 00:05:53:12
Willie
Oh, absolutely. Yeah.

00:05:53:16 - 00:05:59:07
Richard
Once you find the car that fits their actual needs instead of their wants, do they come back?

00:05:59:09 - 00:06:03:00
Willie
Actually, do they come back in.

00:06:03:02 - 00:06:05:12
Richard
Or do they come back in like, hey, you know what? I want another.

00:06:05:12 - 00:06:15:08
Willie
Car. Oh yeah. Of course. Yeah. Because, you know, when you help people make a good decision, you give them a good experience. Like, you know, they're going to be they're going to come back, you know.

00:06:15:08 - 00:06:16:01
Richard
Right. Right.

00:06:16:02 - 00:06:36:11
Willie
You know, one of the things when I started, you know, selling cars, I remember that before I even sold my first car. And when I was actually going through these workbooks and going through, these videos. Right. I remember sitting there and I was just thinking, the salespeople have a bad rep. We do. Salespeople have a bad rep.

00:06:36:11 - 00:06:48:03
Richard
Let me tell you the reasoning for this podcast. Number one is to dispel those those those preconceived notions about car salesmen.

00:06:48:07 - 00:06:48:22
Willie
Exactly.

00:06:48:22 - 00:07:04:16
Richard
We want to get rid of that. And we want to show people that we're not here to harm you. We're here to help you. Yeah. Right. Exactly. And in certain ways, I think we get a bad rep because sometimes we do have people that are here just to make a check.

00:07:04:18 - 00:07:25:09
Willie
Right? Maybe. Yes. Without a doubt. But I knew that when when I made the decision. And the commitment is. Okay, I want to give this a try right? I want to go all in and I'm going to be different. I want to bring I want to change that perception. Right? I want people to understand that when, you know, they come in, they see us here, that we're not what they really think.

00:07:25:09 - 00:07:33:20
Willie
You know, then we're not bad people. We're right. We're just we're, we're we have we're fathers, you know, we're we're your husbands. We're you know, we're bringing.

00:07:33:20 - 00:07:34:16
Richard
A job for us. Yeah.

00:07:34:16 - 00:07:42:13
Willie
We're brothers, we're friends. We're part of, you know, the community and and and and we're at the end of the day, we're here to provide a service. Right? Right.

00:07:42:13 - 00:08:05:18
Richard
And I have a story and you were here the other day, Willie, when, speaking of that, I had a I had a, a guy come in with his mom. And you remember this? And he wanted a certain car. I was like, brother, I don't think that's the car for you. I think you need to get something along these lines, which is a little bit better because it's your first job and so on and so forth.

00:08:05:18 - 00:08:23:15
Richard
Right. And he's like, well, I'm gonna get my mom to cosign for me. I go, I still you should probably just start here, you know. And we walked by the office there and you came out and you said, hey. And she looked at you and her eyes lit up because you sold her her first car a long time ago.

00:08:23:16 - 00:08:42:13
Richard
Yes. You remember her? Yes. And now she was walking with a cane. And you said something to me. You said, you know what. That's crazy because I feel a little bit like it hurts me a little bit because I sold her cars and she was walking upright to see her walking with the cane. Yes. It kind of hurts my heart.

00:08:42:13 - 00:09:03:10
Richard
And you told me. Yeah. You said Richard treat her right. Yes. Right. Right from right there. That's a part of what we're trying to build here with this podcast, is to show people that that's what we're here to do. That's what we're here to do. You know, when it comes to that, so when going on from that, what talking about, what is community mean to you?

00:09:03:12 - 00:09:06:04
Richard
Because you've been here for you grew up here.

00:09:06:05 - 00:09:10:01
Willie
Yes. Well, you know, I was born in McAllen.

00:09:10:03 - 00:09:11:01
Richard
And.

00:09:11:03 - 00:09:25:17
Willie
When the school, and when we moved to Calexico, okay, when I was about nine years old and I didn't know a lick of English back then. Oh, and I started, you know, learning English and but I was I was very blessed. Community to me is, is a very important word.

00:09:25:22 - 00:09:26:04
Richard
Right.

00:09:26:04 - 00:09:50:04
Willie
And and that's what I love. You know, one of the things about our name United. Because it's like it's, it's, it's it's community. Right, right, right. Community. It's united. It's being, it's that sense of togetherness. Correct. To me it's homeliness and and it's just and solidarity. Solidarity. Yeah. Right. And and that's what I, that's what we're about.

00:09:50:04 - 00:10:23:20
Willie
And I and I grew up in that because my grandfather, William Marino, when I was a young kid, he was actually mayor of Calexico. He was in the city council was crazy. And he would gather, you know, his friends, politicians and, and then other kids and us as the young ones. We'd go out and we'd walk around and we'd hand out, like, you know, fliers that would say, you know, William Ryan or, you know, integrity, honesty, and those are words to kind of, you know, that are part of my childhood, you know.

00:10:23:23 - 00:10:42:04
Willie
Right. And going out and being part of the community. And he, you know, bringing people together and, for, for positivity. Right, right. Always for positivity, for good change for the, for everybody. So here United you know it's just that's that's what we're trying to that's we're trying to that's what we're. Yeah.

00:10:42:04 - 00:11:04:10
Richard
You know one of the things that we that we're trying to accomplish here, like he said, is we're trying to bring the community, a little bit closer. We're trying to be closer as one with the community. We're trying to basically encompass buying an actual new vehicle for your family, everything encompassing, you know, community. And that's one of the reasons for this podcast.

00:11:04:12 - 00:11:23:00
Richard
This podcast will be going out. We're going to be involved in the community as well. You know, I hope I, you know, we're able to go out with you exactly one day because your name does ring bells when it comes to this community. There are people that go to school, right? Yeah. They went to school at your grandfather's school, and now their kids go to that school as well?

00:11:23:01 - 00:11:38:16
Richard
Yes. Right. And to find out, they're willing Moreno works there. They're like, wait, what? Like he does the right. Like, yeah, that's the guy that's actually doing your numbers, right? Yes. They're like, oh, that's crazy. I went to that school. I don't know if you remember that. A couple months ago I had oh yeah, I went to his like, you know.

00:11:38:18 - 00:11:54:11
Richard
So that's cool that you're it's such a pillar in the community. You're that whole name. Willie Moreno is like a huge feeling. Now we know exactly why when it comes to that. So, do you feel like a sense of obligation to give people the best deal possible because of that?

00:11:54:12 - 00:12:14:15
Willie
Yes. And it's just, you know, it's it's about treating people. Right. Right. It's about treating people right. Every. You know, when I was a salesperson, one of the things I really enjoyed was, filling out the credit application. Right. Because, on the application, you have to ask for references. And it was like, this is Imperial Valley, right?

00:12:14:16 - 00:12:29:11
Willie
Everybody, for example, you know, you you get a reference, you get a name. Maybe I didn't know the people that I, that I was actually that I met him, you know, fell into the car on a car too. But you know, they would mention a name like, hey, I know that, I know that person that rings a bell.

00:12:29:11 - 00:12:38:07
Willie
You know, they work here. Yeah, they do. And and it would break the ice because everybody here, you know, we have, what, 100 employees pretty much almost in our store. Everybody knows.

00:12:38:10 - 00:12:39:08
Richard
Somebody who. Yeah.

00:12:39:08 - 00:13:04:12
Willie
Everybody. You know. Right. And just going back to the to my time here, you know, I've had the opportunity since I was a salesperson to to sell people, you know, people's grandparents. Right. You know, so some people you know, they, they passed, you know, and some people I was older their parents cars, Jews and some of them, them and some of them their kids.

00:13:04:12 - 00:13:13:02
Willie
And I've seen how you know, and not only that, I've seen a lot of people who have seen my life, you know, who met me when I wasn't, when I didn't have any kids.

00:13:13:04 - 00:13:13:22
Richard
Right.

00:13:14:00 - 00:13:28:16
Willie
And and have a kid and then not here now. Yes. Two kids. And he's the boss. Three kids. And, you know. And you have. And it's just. That's what it's about. Yeah, yeah. You know, people, people see us, you know, and hey, growing up and we're the end of the day, that's that's what it's about. I had also an opportunity.

00:13:28:16 - 00:13:46:04
Willie
I'm sorry, but, you know, because talking about community and George Clooney, our general manager, he's big on, on on helping others. Yeah. You know, making a difference. He wants to engage, you know, and and with the community. So I had the opportunity to go to this meeting at the Chamber of Commerce.

00:13:46:06 - 00:13:46:15
Richard
Okay.

00:13:46:15 - 00:13:56:12
Willie
And and that was that was nice. I've never been. And that was the first time I met a lot of people there who, who are other, you know, community leaders.

00:13:56:13 - 00:13:57:03
Richard
Right, right.

00:13:57:04 - 00:14:11:19
Willie
Want to make a difference, you know, and and in those faces, I saw a lot of people that I sold cars to, people I went to school with, you know, and and it was good. So that. That's awesome. Yeah. You know, it is it's awesome. And that's, you know, and we're planning on doing more things.

00:14:11:19 - 00:14:13:05
Richard
Like networking with them. Yeah.

00:14:13:05 - 00:14:21:19
Willie
Right now, for example, you know we have a Tacoma, right? Right. Right in the showroom floor. It's filled with backpacks and school supplies.

00:14:21:19 - 00:14:22:14
Richard
Right, right, right.

00:14:22:15 - 00:14:29:20
Willie
Free. They're free for kids, you know, inviting everybody. Hey, come on, you know, come on and get your backpack.

00:14:30:00 - 00:14:34:14
Richard
Awesome. So that's. Wow. So we have a truck filled with backpacks. Yeah. For free.

00:14:34:17 - 00:14:35:08
Willie
Or free?

00:14:35:08 - 00:14:36:15
Richard
Back to school.

00:14:36:17 - 00:14:38:13
Willie
With school supplies.

00:14:38:13 - 00:14:39:18
Richard
Shout out to George Clooney.

00:14:39:19 - 00:14:40:10
Willie
Yes, our.

00:14:40:11 - 00:15:03:21
Richard
GM and all for for for saying, hey, you know what? We're going to go out into the Camino. We're going to reach out a little bit more. I mean, we have people almost everyone here is homegrown except for me. Hey, look at that, guys. But, but that's awesome. Now we have a GM that's saying, hey, let's touch the community, let's go out and let's, let's, you know, make sure the community know that we're here and we're not just here just because we want to sell you a car.

00:15:03:21 - 00:15:11:11
Richard
We're here to because we want to we want to mean something to the community again. Right? Absolutely right. So once again, there's a it's free. Correct.

00:15:11:15 - 00:15:13:23
Willie
It is free and it is free.

00:15:14:01 - 00:15:15:23
Richard
All right. So you just come on by, you just.

00:15:15:23 - 00:15:21:05
Willie
Swing by and just pick a favorite color. Backpack and kids, please.

00:15:21:05 - 00:15:29:02
Richard
Only kids. All right? I mean, grown up. Come on, bring your kids. Have them pick out a backpack. Right? Yes. One per kid.

00:15:29:04 - 00:15:29:22
Willie
One per kid.

00:15:30:03 - 00:15:43:04
Richard
For a child, people, you know, if you have multiple, that's fine. But just one per child. Yes. All right. So when it comes to that, let me ask you a question. Why do you feel that people should buy from United Toyota?

00:15:43:06 - 00:16:08:09
Willie
Well, that's it's the same goes right along the same lines, you know, because again, we are somehow some way here and then probably know each other, right. Somehow, someway we need to be supportive of each other, right? I mean, and that's what that's what people should do. That's what this is. Do imagine if, you know, you went and take your business somewhere else, right?

00:16:08:09 - 00:16:13:00
Willie
It wouldn't make sense, right? You wouldn't be supporting your own people, your own families. Right? Right.

00:16:13:00 - 00:16:17:17
Richard
So your own infrastructure, your own road buildings and stuff like everything.

00:16:17:17 - 00:16:36:08
Willie
Right? So it's there's no reason why you go anywheres, but where we're going to where your home, you know, where are we going to take you. Yeah. Take care of you. Right. And and so yeah. And and that's one of the things that I, for example, the owner. Right. Or new owner. Right. Because when I started, it used to be Rogers and Rogers.

00:16:36:08 - 00:16:57:15
Willie
Right. And they've always been and they were like always involved. Right. And that's what this family, this new, wonderful family do. They want to be involved? Right. Right back. Right. They might not be like you. They might not be local. But you know what they bring with them, right? There are people who are all about the business, right?

00:16:57:16 - 00:17:00:22
Willie
Right. They're all about knowing and giving back to the community.

00:17:00:22 - 00:17:01:15
Richard
That is true.

00:17:01:15 - 00:17:02:13
Willie
You know, and that's I.

00:17:02:13 - 00:17:27:00
Richard
Have to say, one thing that I was surprised about, this is a huge company. Like we have a huge company. Yeah, right. Another huge companies you don't really see, your CEO. Yeah, we see them. Yeah. Right. Another thing, when I say that they he they help the community, right. They're giving a lifetime warranty. Right. You want to spend a little bit about that.

00:17:27:00 - 00:17:27:15
Richard
That lifetime.

00:17:27:15 - 00:17:50:13
Willie
Warranty. Yeah. It's on the it's the powertrain. It's a it's a limited lifetime warranty on every new vehicle. Right. And which is offered by, by the owner. Right. Because he, he believes he believes in his products, you know, and he and which is great. I mean, I've, I've had I don't know, and I want I don't want to exaggerate, but let's say 15 Toyota's at least you know.

00:17:50:13 - 00:17:51:00
Richard
Right.

00:17:51:02 - 00:18:09:08
Willie
And and and a not only buy them and drive them because you know it I believe in the product right, right right right. But this man has you know that's that's real conviction right. You know that's conviction. That's that's backing up your, you know, that's saying, hey, you know what? I believe in this. I believe in this. And I'm different.

00:18:09:08 - 00:18:09:14
Willie
Right.

00:18:09:14 - 00:18:11:12
Richard
And if anything happens to this thing and.

00:18:11:12 - 00:18:16:22
Willie
Because just because of that, we've had people come from San Diego or other places, New.

00:18:16:22 - 00:18:17:08
Richard
York.

00:18:17:14 - 00:18:24:04
Willie
To buy a cars here because we offer that we're like very it's very exclusive. I really don't know of any other dealer.

00:18:24:04 - 00:18:38:11
Richard
I do not know. A lot of people say, oh, you know what, I heard that and give them a call. Make sure, you know, and I oh they don't right. Yeah. So here it that limited powertrain warranty is for life. Unlimited miles. Unlimited you know.

00:18:38:13 - 00:18:39:06
Willie
Long as years.

00:18:39:06 - 00:18:56:05
Richard
As long as you own it. It is, it is. You bring it back here. Yeah. You do your service, sir. You gotta do you have to do your services. Yes. You can't go to the dunes for eight months and go and go ham out there on the on the dirt and then bring it back and never had an oil change, if you like.

00:18:56:05 - 00:19:16:20
Richard
Hey. Yeah, yeah. You know right there are, there are some kind of limits to it, you know. But what you said was which is very important that the owner because of the community only here. Right. Or are you going to be able to get a lifetime warranty on your Toyota powertrain. That's right. Right. He bought that here. Right.

00:19:16:22 - 00:19:19:02
Willie
So that here shout out.

00:19:19:02 - 00:19:38:21
Richard
Yeah. So Mr. Don Foreman for doing that bringing that and bringing things like the, the the backpacks. We also when the wildfires were going on, we had water, we shipped those out and crates that's out there to where the wildfires up in L.A. and stuff like that. Once again, joining the community at the Chamber of Commerce.

00:19:38:23 - 00:19:57:02
Richard
Now, United Toyota is a part of the Chamber of Commerce right now that's trying to better the community as well. And who not better to do that than William Moreno, who was a fixture in the in the community as well. You know, because you've been here forever almost. Right? Right. You've been here forever. You were here when I crazy story.

00:19:57:08 - 00:20:17:05
Richard
I actually, I was working for a different place. I was doing advertisement. Right. And I would come by. That's right. And I would go into Willie's office to be like, hey, you know, like, go check this out, you know, that it, like, and he's like, what's up? I never knew what your job was here, right? Can you explain to the people what you actually do here?

00:20:17:07 - 00:20:43:00
Willie
Well, as a sales manager, my job is to assist, basically and facilitate, you know, the salespeople help, you know, basically another instrument in helping in the sales process. Right? My job is to make sure that, people are taking care of, you know, that, you know, there were, again, going back to educating our customers, helping them and making sure they're making the best decision.

00:20:43:01 - 00:21:06:13
Willie
Right? You know, and, in, in that also, I assist, you know, our finance managers in getting deals approved and, and whatever needs to be taken care of as far as, you know, making sure we're up to date, we're getting certified. Right, right. The were, were actually yeah. With, with, product knowledge. Right. You know, so that we can basically just inform our customers, right.

00:21:06:13 - 00:21:13:10
Willie
Give them the correct information right. At all times. And that's those are some of the things I was a sales manager.

00:21:13:10 - 00:21:33:12
Richard
I think that I think that that's something really important for the actual salesperson itself to understand and the product that you're selling. Right? Yeah. Basically as much from top to bottom. Toyota does a really good job of that, of putting you through training, and so does United point Blank. Right. They send you out. They send the salespeople out to different conferences.

00:21:33:12 - 00:21:55:07
Richard
Like this is the new thing that's coming out. Go out there, learn about it so you can bring it back. And you know exactly what's going on. Right? So, yeah, I think that's a really good thing that when it comes, when it, when it comes to the United brand in itself. Right. Can you tell me why if you could tell somebody or if somebody asked, why should I choose Toyota, what would you say?

00:21:55:09 - 00:22:00:01
Richard
Why would I why would I choose a Toyota as my next purchase?

00:22:00:03 - 00:22:24:06
Willie
Well, for the most part, the product is is the reliability of the product. Is there, the quality of the product is there. And when I mean quality, you know, one of the things that distinguishes Toyota, I remember I went to, when I was a salesperson, I became the truck champion, and I was actually lucky to go to, they flew me to Evansville, Indiana.

00:22:24:07 - 00:22:43:21
Willie
Okay. And, when they launched the new tundra, and we got an opportunity to drive it in tow. And off road, it was it was quite got got went to a factory actually being built. Saw it being awesome. Everything from like roll of sheet of metal to this beautiful car. Right, right, right, right. And everything. So it was, it was nice.

00:22:43:21 - 00:23:05:15
Willie
But one thing that really, pointed out to, that I remember that stood out was this one gentleman who made a come and he says, you know what makes Toyota different from, you know, a lot of other brands. It's not that there's these like, you know, these smart Japanese men in a little room, you know, engineers that are just know it was it it's not like that.

00:23:05:15 - 00:23:24:13
Willie
He goes. It's that they're willing to step up and step in and pay the money for the newer technology, for the better product for that quality. Right, right, right. And that's what makes a difference, you know. And so they're always willing. They're always investing, always putting money, you know, into it to make the better product.

00:23:24:13 - 00:23:35:06
Richard
So they're very conscientious. On when it comes to dependability of their product without like their product is it has to be dependable because that's what they hang their Toyota name on. Right. Is that dependability.

00:23:35:06 - 00:23:59:18
Willie
Exact. Right. And and with that comes the loyalty right. People come into it. Hold the resale value on a Toyota has amazing resale value on this. It's just wonderful you know. Right. They really hold the value excellently. And that helps customers you know. So it's almost like an investment even though it's a depreciating asset right. When it holds its value better, you're going to get more of that return on your.

00:23:59:18 - 00:24:00:22
Richard
Investment right when you're investing.

00:24:00:22 - 00:24:16:10
Willie
Right. And then you come in and it brings people back all the time. You know, it's just like they know people that own this product. They just, you know, and what what better than, you know United, you know, to sell that. Yeah. Sell it to sell the best. Right. Yeah. Then sell it to sell the best product, you know.

00:24:16:10 - 00:24:21:21
Richard
So what do you think people should know about United Toyota here in Imperial Valley?

00:24:21:23 - 00:24:30:04
Willie
The you know, the people think that like you mentioned before that. Oh, you know, I might not be local, but you are a local, you know, and and you.

00:24:30:10 - 00:24:31:17
Richard
Because I live in the community, because you.

00:24:31:17 - 00:24:46:06
Willie
Live in the community. Absolutely. And you bring a lot to the to the community. Right. And so does his family. And, you know, did Don for and his family, you know, they they've come here and with it they've brought a lot of opportunity.

00:24:46:08 - 00:24:46:18
Richard
Right.

00:24:46:18 - 00:24:50:01
Willie
Well the for the for the community. Right. For the for the people.

00:24:50:01 - 00:24:52:02
Richard
You're talking about job opportunity.

00:24:52:02 - 00:24:58:02
Willie
That's what I mean. You know and and they're looking to to expand more you know. And what's that mean.

00:24:58:02 - 00:24:59:13
Richard
Those job opportunities.

00:24:59:16 - 00:25:12:06
Willie
Create more opportunities for people in the valley. Right. So and that's one of the things I like also about this, about United is that we're always willing to, interview, you know, there's you. Right.

00:25:12:11 - 00:25:13:07
Richard
You know, I do notice.

00:25:13:07 - 00:25:32:17
Willie
That, you know, we're always willing to interview there's people out there that are looking for jobs, right. And sometimes people don't even know that they could be great at this. Right. You know? So yeah. There you, me for sure. So, you know, right. We always encourage and invite people to come out and and apply and, you know, see if maybe give themselves a note.

00:25:32:17 - 00:25:53:16
Richard
We had a kid yesterday. He didn't even have a sales license. Never sold a car before ever. And we helped him jump online. And and it is his, his sales license you know. So we're definitely in the community trying to build up the community once again. And make sure people understand that we are here for that purpose.

00:25:53:16 - 00:26:09:12
Richard
Right, right. We understand how it works, the ebbs and flows of the economy. But we're going to steadfast here in the community. We're going to be in the community, especially with the new management that's come in, and we're going to make sure that we are a part of the community. Yes. All right. And, man, thank you. That was awesome, Willie.

00:26:09:12 - 00:26:25:01
Richard
Man. It was cool, man. It was that was it was good to have you on the podcast. And I hope to have you more. Right. And we're going to be going out to the community. I hope you're able to, to talk a little bit more and stuff like that. Let me ask you a quick question. Can people come in and ask for you if they're looking for a car?

00:26:25:01 - 00:26:29:05
Willie
Absolutely. Any time they can come in and ask for me, William Moreno.

00:26:29:05 - 00:26:30:03
Richard
And there you go.

00:26:30:05 - 00:26:31:02
Willie
You know, always.

00:26:31:04 - 00:26:45:13
Richard
Yeah. You can always ask for your boy, Richard. I'm pretty sure you're going to ask for me anyway, because, you know. Or just ask for the handsome guy. It's it's always going to come back to me anyway, man. So make sure you follow us on on our social. All our social media is going to be put up here.

00:26:45:14 - 00:27:01:12
Richard
Our phone number is going to put down here. You can call, ask any questions about any cars. A lot of times you might even talk straight to you as well. Right. Phone calls come in to them. Come in to me and and, man, it was really good having you, brother. Now, I know a little bit more about you, man.

00:27:01:14 - 00:27:03:07
Richard
Some things that I didn't know. Now I know.

00:27:03:08 - 00:27:04:06
Willie
Thank you for having me.

00:27:04:06 - 00:27:18:01
Richard
Appreciate. Awesome, man. Thank you. Hey, that was another episode. Here we go, man. We're all about. It's it's all about. We're all united, man. United as a community. United as a company. United as a dealership. We're out here.