3 min read February 2024 — In an interview with Invest:, Rita Case, President & CEO of Rick Case Automotive, shared insights into the company’s significant impact, history and evolving partnerships in Broward County. She discussed how the increasing population affects their business and offered her perspective on the region’s growth, addressing challenges and opportunities in housing and transportation.
What would you say have been the company’s overall contributions over its long history?
We founded the organization in Ohio and moved to Fort Lauderdale in 1985 to open the first Acura and Hyundai dealerships in the United States as these brands were entering the market. That’s how we established ourselves in Broward County. We’ve always been passionate about being car dealers. We see transportation as a form of freedom in America. When people ask what I do, I don’t just say I sell cars; I say I sell freedom. In America, a car symbolizes our ability to go wherever we want and do whenever we please.
Raised in California, I’ve been in the car business my entire life, following in the footsteps of my father, who started with Honda motorcycles when they came to the United States in 1959 and later became the first Honda car dealer in America in 1968. I met my husband at a Honda car convention, and we got married in 1980. Since then, we’ve pioneered every new car brand that has come to the U.S., including Isuzu, Daewoo, Hyundai, Kia, Mitsubishi, SmartCar, Acura and the return of Fiat. We opened dealerships for them all and in most cases became the largest volume dealer in America.
What is your opinion on the evolution of Hyundai during that time frame?
As the founding dealer for Hyundai in Fort Lauderdale (and in Atlanta on the same day), we’ve witnessed their journey since their introduction in February 1986. Hyundai experienced rapid growth in the first four years but faced a downturn from 1991 to 1996. They sold basically one model in volume, Excel, and the U.S. market craves variety, reliability, and innovation. The Korean philosophy at the time did not recognize the need for frequent model updates, and they had a reputation for lacking quality. A recall in 1991 of 900,000 Excel models for drivability issues was clearly the turning point.
In 1996, 10 years after their peak when Hyundai’s sales had dropped from 300,000 cars a year to just 80,000, we introduced the 10-year, 100,000-mile warranty. We started this in Fort Lauderdale and once we proved it was effective, Hyundai Motor America adopted it. This warranty rebuilt customer confidence in Hyundai vehicles and also became a standard warranty for numerous manufacturers, revolutionizing the industry’s approach to customer satisfaction and product reliability. Then in 1998, Hyundai introduced an all-new Sonata, starting an upward trend for the brand with modern styling.
Today, Hyundai is recognized as a strong brand with a variety of models, as well as starting their upscale brand, Genesis, introduced about five years ago. The turnaround can be attributed to the adoption of the extended warranty and a broader, more appealing range of vehicles.
What are some of the partnerships or charities that Rick Case Automotive Group is involved in Broward County?
We’re extensively involved in various aspects of community support in Broward County, spanning health, education, housing and safety. Our partnerships include vocational and college scholarship for Boys and Girls Club members, Habitat for Humanity, all major Broward hospitals and health initiatives, Humane Society, and many more. Beyond partnerships, we’ve initiated programs such as “4EveryKid,” providing athletic shoes to homeless children in the Broward County Public School system, enhancing their self-esteem and participation in sports. We also are providing CPR training to middle and high school students throughout the county.
We actively seek collaborations that make a meaningful difference in the community and have successfully encouraged our manufacturers to invest locally. Recently, we convinced Kia to allocate funds from car sales in South Florida to Feeding South Florida, ensuring the money stays within our community.
What impact has the influx of new residents in Broward County had on Rick Case Automotive Group, given your long-standing presence in the area?
Having been here for 38 years, I’ve witnessed non-stop growth, especially in the last five years and post-pandemic, with a significant influx of people moving to South Florida. This development excites us as we see expansions in roadways and property refurbishments to accommodate the growth. We’re situated in a vibrant area where businesses can thrive, benefiting from the technology that allows for remote operations. The growth brings in technology companies and has even led to talks of South Florida becoming a second Wall Street. With no state or local income taxes, the region is attractive for relocation, fostering continuous growth in various sectors. Our Florida moto is Play in the Sun and Work in the Cloud.
How does the integration of new transportation services like Brightline complement the overall transportation system?
The introduction of new transportation modes such as Brightline has been a significant enhancement to our transportation system. This multimodal approach complements existing options, providing more choices and connectivity for the community from Miami to Orlando.
How do you perceive challenges like housing and transportation might affect the region’s growth over the next five years?
Healthcare in Broward County is robust, with numerous expanding major hospitals. However, the most pressing challenge is housing, particularly for healthcare and service workers. Addressing this requires community collaboration to develop affordable housing solutions, such as apartments and condos, within reasonable commuting distances.
Despite the need for urgent solutions, the community must proactively address these issues to avoid negatively impacting competitiveness and cost of services. One potential solution I’ve proposed involves developing affordable housing communities connected by rail to Broward County, leveraging existing rail lines to support the workforce and alleviate housing stress.
What makes Broward County an attractive place to live and invest?
I am a huge supporter of Broward County and love it here. We are strategically located between West Palm Beach and Miami, placing us right in the sweet spot with room to grow. Our impressive seaport facilitates economic global trade, ensuring easy access to materials from around the world.
We boast top-notch schools, both public and private, and we are home to the Broward Center for the Performing Arts, which attracts Broadway shows. Significant industries, including the world headquarters for American Express, provide ample career opportunities and contribute to a prosperous lifestyle.
I wholeheartedly endorse Broward County as the perfect place to settle down, raise a family and enjoy a safe and reasonable cost of living. The county offers a rich arts scene, beautiful beaches and virtually everything you could need, except snow. Broward County is an ideal investment location. Statistics from the last 25 years consistently show that investments here yield higher returns than anywhere else in the United States.
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