Family-Owned Car Dealership to Expand Following SCORE Pitch Contest

Jimmy Greenhaw has worked in the car industry for three decades but always dreamed of owning a dealership. That chance presented itself in 2022 – in the exact building where he had worked as a Toyota salesman.

“My kids were raised here,” his wife, Denise, recalled of the Cleveland Street building where they opened their family-owned pre-owned dealership, NextGen Motors of Muscatine in May 2022. “They grew up on the showroom floor.”

Now the couple’s son, Drew, the company’s director of sales operations, is helping run the business where he got an early introduction to cars.

With an eye on expanding the nearly 3-year-old business, Denise competed in SCORE’s 60th Anniversary Pitch Competition. SCORE is a national nonprofit organization that supports small businesses through free mentoring.

More than 2,200 small businesses applied to compete in five pitch events. Contestants were pared down to 60 contenders. Participants were matched with SCORE mentors to refine their pitches, strengthen their presentations, and hone their business plans. Greenhaw, who was one of 45 finalists, teamed with SCORE Des Moines mentor Tony Gansen. Gansen served as a “new set of eyes” in reviewing several iterations of her presentation.

“The business has a pretty unique business model focusing on creating a pleasant and efficient buying experience while helping to ensure you get the vehicle you want,” Gansen said. “They have done a good job taking advantage of her husband's extensive experience in the car sales business and her corporate marketing experience.”

A self-described “constant learner,” Denise said SCORE’s website and regular email newsletters have helped guide her entrepreneurial journey.

“SCORE is really near and dear to me,” she said. “I like to understand what’s happening in the industry.”

While at the pitch competition, Denise met a U.S. Small Business Administration representative that guided her through the ins and outs of the SBA loan process. She has partnered with a local bank to begin the process.

“I would not have met her had I not gone to the pitch competition,” Denise said. “The networking piece of it is phenomenal.”

The loan will allow the family to expand its operations, add two additional bays to the service department and hire more employees this year. Although Denise acknowledges that business ownership is “much harder” than she or her husband had anticipated, the overwhelming support from the community has made the challenges worthwhile.

NextGen Motors differentiates itself from other car dealerships by going above and beyond in terms of customer service. Drew, as part of his role, created the sales/finance hybrid process of the customers’ car-buying experience.

“Customers love it because they don’t have to build a relationship with a salesperson and then talk to a finance person,” Denise said. “He’ll be our successor someday.”

In the meantime, the family strives to make customers’ wishes come true. As part of their wish list program, the dealership takes the lead in finding customers the specific vehicle and model they are seeking.

“Oftentimes a customer comes to our lot and doesn’t find exactly what they want,” Denise said. “We don’t want people to settle. If they truly want something else, we’ll get it for them.”

NextGen uses its technology to search for the vehicle at other dealerships, or auction houses.

“Customers don’t always know the questions to ask, but we’re a little more versed in that area,” she said. “We take that stress for them. We do all the hard, heavy lifting.”

The company’s NextGen guarantee lets the customer opt out of purchasing the vehicle should they not like it. The wish list program is not a new offering for Jimmy, who came up with the idea in a prior job.

“My husband was very, very good at building relationships with customers,” she said. “That’s why people would go to him.”

To learn more about SCORE, request a mentor or volunteer to be one, visit score.org.

About SCORE

Since 1964, SCORE has helped more than 17 million entrepreneurs start, grow, or successfully exit a business. SCORE's 10,000 volunteers provide free, expert mentoring, resources, and education in all 50 U.S. states and territories. Visit SCORE at score.org.