Rita Case, CEO, Rick Case Automotive Group
In an interview with Invest:, CEO Rita Case highlighted the recent achievements and community initiatives led by the Rick Case Automotive Group. She shared how the company has navigated industry challenges, set new sales records, and expanded its philanthropic efforts to support education, health, and innovation throughout South Florida.
What have been some of the most significant milestones for Rick Case Automotive Group over the last 12 to 18 months?
The automobile business has improved significantly now that we have inventory. Since January, manufacturers have secured the supplies needed to build cars, shipping has been organized, plants are fully operational, and COVID-19 is behind us.
In 2024, we relaunched inventory on our lots, resumed advertising, and returned to volume selling. We became the only automobile dealer to have two major brands rank No. 1 in U.S. sales volume in the same year. Our Honda and Volkswagen dealerships in Broward are the highest-volume dealerships in the country, and our other franchises rank in the top five in Broward County.
For the past four years, we’ve had record fixed operations — parts and service sales and gross — because people weren’t trading in their cars; they were simply repairing them. Even after the supply chain recovered and new inventory became widely available, we were surprised to see parts and service volume continue at record levels.
Now, we’re at the end of that cycle where customers can buy new cars, but many are choosing to repair the ones they have because prices remain at least 20% higher than in 2019, which we use as a benchmark. The past four years have been disruptive, but we’re seeing improvements.
Which trends have you noticed among your customers, and how have their preferences changed?
Customers still prefer coming to the dealership to take delivery of their new car, including selecting colors, interiors, and accessories.
What has changed is our marketing strategy. We’ve shifted from print and network TV to digital platforms. Advertising in local news and sporting events remains effective, but digital marketing now plays a much larger role. However, our customer service approach has remained largely unchanged.
How are you leveraging technology to enhance customer experiences and online sales?
We’re cautiously integrating AI tools to improve the customer experience and continue to research and evaluate AI vendors. So far, we’ve fully implemented AI in the service and parts departments, but we are still considering its role in sales.
We also invest in industry associations such as the National Automobile Dealers Association and the Florida Automobile Dealers Association, which help research and determine the best direction for sales technology. Looking ahead five years, I see AI playing a key role in ensuring consistency, accuracy, and improved customer satisfaction across every aspect of the auto retail experience.
What new challenges or opportunities have arisen for Rick Case?
One of the biggest challenges is the increasing traffic congestion, even with expanded express lanes. At nearly any time of the day, it takes twice as long to reach a destination as it did just five years ago. This affects how far people are willing to travel for business. However, for businesses with a stable destination — like car dealerships and restaurants — we can continue to serve our local market effectively.
While infrastructure improvements are ongoing, progress takes time, and land is limited. Despite the introduction of new transportation options such as Brightline, people in the region remain heavily car-dependent. As Miami and West Palm Beach continue to grow, particularly in finance and condo developments, Broward County benefits from the increased population density, which also supports our business.
Are there any new collaborations or programs you’ve launched to support the community?
Since January, we have made charitable contributions as part of the South Florida Kia Dealers network, covering Miami-Dade and Broward counties, in partnership with Feeding South Florida. This national organization provides food assistance to those in need.
Additionally, through Kia sponsorships, we partnered with the Miami Dolphins and Miami Heat to secure further contributions. On Dec. 19, we presented a record-breaking $380,000 donation to Feeding South Florida — the largest auto-related donation in history.
Other initiatives we’ve supported include the Genesis Inspiration Arts Program with a $50,000 grant, as well as contributions to the Boys & Girls Clubs of Broward County and the Broward Center for the Performing Arts’ youth program, which also received a $50,000 grant.
On the Rick Case home front, we have continued expanding our CPR kit program, which equips middle and high schools with life-saving tools and training. We also partnered with Joe DiMaggio Children’s Hospital to provide specialized NICU CPR kits for new mothers.
We recently celebrated the third year of the For Every Kid program, which provides essential footwear to students identified as homeless by the Broward County School System.
One of our latest projects is a collaboration between Florida International University (FIU) and Baptist Health System to establish a biomedical, microsurgical, and orthopedic research lab. Over the past three years, we have raised more than $3 million for this initiative. The goal is to bring together FIU’s medical and engineering students with Baptist Health System’s experts in orthopedic tissue and laser welding to advance research in tissue repair and laser welding.
