New perspective: Woman-owned dealership makes strides

Photos by Mike Bartoszek

It is Women’s Wednesday at Toyota of Killeen.

Dealer Principal Paula Lohse came up with the idea last year to give her female customers a place they can call their own while waiting for their cars to be serviced. From 11 a.m. to 2 p.m. each Wednesday women gather around tables covered with pink tablecloths munching on a light lunch or getting a free manicure. On another table goodie bags wait to be handed out to the ladies who attend this weekly event specifically designed for women.

Once a month, Lohse brings in a guest speaker who talks about topics like healthy cooking, scarf tying techniques, jewelry, wealth management and make-up. She said women dealers should do something different when it comes to doing business, so she created Women’s Wednesdays.

One time she hosted a class to teach women how to take care of their cars. “We thought 50 people would be a great success,” she said. “Two hundred and fifty people came. It was so crowded, so good.”

Women learned how to check their oil, change their tires, and other basic necessities for maintaining their vehicle.

“Women don’t grow up learning about cars. We need people to talk to women to learn about their vehicles. This establishes a relationship with them and they are more likely to tell me if they have a problem,” she said. “Dad always said, ‘Paula, the simple truth is people do business with people they like.’ I want people to come in and feel comfortable, be comfortable. I don’t offer them anything that doesn’t have value.”

Natural progression

Paula became a board member with the dealership in 1990 when her parents entered into an owner-partnership with another local family. At the time she was working in real estate management. She joined the dealership in 2002 and applied for the position of dealer principal through Toyota Corporate and was approved.

“Toyota has 1,400 dealerships nationwide and less than 30 are female owned,” she said.

Despite not having a professional automotive background Toyota recognized her ability for leadership and experience in business and community. She served, and serves, on several business, educational and civic organization boards, including the First National Bank of Texas; Texas A&M University Central Texas Foundation; TAMUCT School of Business Advisory Board; Texas A&M Chancellor’s Century Council; Metroplex Operating Board. She also earned a Certificate of Leadership Development from the National Security and Strategy Session at the U.S. Army War College in Carlyle, Pennsylvania.

Paula attended the NADA National Association of Dealer Academy in McLean, Virginia. The one-year process included working in every area of the dealership to learn that department. She worked in sales, finance, service and all other areas of the dealership in six-week intervals, which were followed by a one-week intensive training session at the academy.

“It was a tight, daily schedule that ran from 7:30 a.m. to 9 p.m.,” she said. “We were taking the whole week off from work so they had to compact it. It was a good business experience and it gave me a good understanding of the business; how it works; how parts fit. It involved a lot of research and a lot of homework to turn it.”

A good start to the week

Paula, a devout Christian, always finds time for work, family and prayer.

Tuesday through Friday her work day usually starts at 9 a.m. But on Mondays, she rises at 4 a.m. to attend a 5:30 a.m. non-denominational Bible study at the First United Methodist Church. That early morning wake-up helps her to get an early start at dealership.

By 7:30 a.m. she is in her office. She grabs a cup of coffee and by 9 a.m. she meets with the general manager to go over any issues or plans for the week.

“Mondays are a busy service day,” she said.

When she’s not at work or sitting on one of her community boards, she spends time with her four grandchildren, Ren, Charlie, Birdie and Penney Bell.

“I find time for everything. I am grateful to God for giving me good health and opportunity. I hope I am using it in the right way to help my community and family and customers. Everything I do represents them. As a Christian, I represent God.”

Killeen roots

Paula was one of two children born to Lea and Paul Goode in Killeen and attended KISD through high school. She said it was simpler times back then, when kids could take off on their bikes or ride their horses to a destination, or just for pleasure.

During high school Paula was a member of the Killeen Riding and Roping Club. She rode barrels in the Killeen rodeo and was named Rodeo Queen in 1965. She never had a second thought when saddling her horse for the ride to the Conder Park Rodeo Arena to practice her barrels. She often rode home by herself at dusk, arriving just before dark.

“We had freedom and friends. There was no worry about people hurting you. We rode horses a lot as kids,” she said. “We had a posse of kids on bikes. Several kids had horses they tied up in their backyard.”

In high school her focus was music. She was a drum major, played flute and sang in the choir. “I was really a singer but I couldn’t do band and choir.” She also played guitar.

Paula grew up in a traditional family. Her dad was a real estate developer and her mom stayed home to raise the children. When her brother, John, graduated high school he knew what he wanted to do and chose to study finance at college.

“With me, my mom asked ‘what would you like to do? What do you enjoy?’” she said. “I always loved music.”

Paula attended Central Texas College and the University of Mary Hardin-Baylor. She studied music at Baylor University and attended a semester at the prestigious AIM Institute of Musical Studies in Graz, Austria. She earned her bachelor degree in music from Baylor in 1975, but a career in music wasn’t in her plans.

“I wanted to get married and have a family,” she said.

She married while still a student and opened a voice studio after graduation. Soon the babies started to arrive. “I didn’t work while the kids were little,” she said. “I wanted family and to be involved with community.”

A growing trend

More and more women are becoming auto dealership owners. Some may inherit the business from family while others go directly to the source to begin a career in the auto industry. Paula said women have a different perspective toward business.

“We have, perhaps, a more inclusive attitude that brings all parts of a team together to utilize everyone’s strengths,” she said. “It’s a great business to interact with people all day long. Some come to purchase, others to look. It’s a fun day for people when they are buying a new car. It’s a people business. I like that.”