University VW strives to make car buying fun

For some time, Randy Price was reluctant to follow in his father’s footsteps as a car dealer, even though he grew up at University Volkswagen/Mazda.

He enjoyed carving his own path as a snowboarder, roaming across the country and even the world.

	University Volkswagen What you don’t know: The dealership: University Volkswagen first started in what is now the parking lot of the Heart Hospital. Favorite car: VW Beetle, says Randy Price Upcoming promotion: Beetles, Jettas, Tiguans and Passats all can be leased for under $200.

“But about 15 years ago I realized that all the other (professional) snowboarders were 18,” Price said.

So he asked his father, Jack, if he could get back in.

“And to my surprise, I really like it,” Price said. “I learned a lot in the resort business that translates to the car-sales business.”

The business, he said, is changing. The days of the intense, hard-core salesman is going away.

“No one likes the hard sell,” Price said. “It shouldn’t be that way. It should be fun. You want to make the customer feel important. You’re the customer and you’re appreciated. We’re working for you. We need to listen to you and what you want.”

Although he spent a good chunk of time away from the business, Price said he started young, working as lot cleaner in his early teens before graduating to general go-fer.

But the lure of deep powder was too powerful and he took off for the mountains.

Upon his return and gradual assumption of full management duties, Price said has come to appreciate the business.

“My dad was nothing but supportive,” he said. “He encouraged me to make decisions. It was my show and he let me make my own mistakes. And I made some good ones.”

But he learned along the way and now he takes pride in providing a quality product at a competitive price.

“You can get a really nice car that’s going to last for about $17,000,” Price said. “But if you’re going to spend $17,000 for a car, you should also get a cool car that’s going to be fun to drive.”

And the new VW Beetles, in particular, are fun cars, he said.

“Everybody loves a Beetle,” Price said. “You see one on the road and you just feel like waving to it.”