As Liberty County continues to attract new residents and new development, Friendly Chrysler Dodge Jeep Ram is positioning itself for the future.
Leading that effort is General Manager Humberto Escamilla, a 37-year automotive industry veteran who says the dealership’s investment in the area reflects its confidence in the community’s long-term growth.
“The Friendly family has pinpointed Liberty County,” Escamilla said. “They see Liberty County as the place to be and the growth that’s coming to Liberty County.”
Escamilla joined the dealership following its acquisition last November by the Salinas family, owners of Friendly Ford in Crosby. The dealership, formerly known as Crossroads Chrysler Dodge Jeep Ram, entered a new chapter under the Friendly name, bringing with it plans for expansion and a renewed focus on customer service.
Although new to Liberty County, Escamilla was already familiar with the ownership group.
“I’ve actually worked for the Friendly family,” Escamilla said. “I worked for Austin and Blake Salinas’ father, Fred Salinas.”
A Houston native, Escamilla said his automotive career began almost by accident. A friend working at a Chevrolet dealership asked him to help wash cars and make deliveries. What started as a temporary job soon turned into a profession that would span nearly four decades.
“I had no idea the potential in this business,” he said. “I enjoy working with people, talking with people, and that is what helped me actually launch my career.”
Over the years, Escamilla worked his way through nearly every facet of dealership operations, from make-ready and aftermarket services to used car sales, new car sales, finance management and dealership leadership. Along the way, he worked with several major brands, including Chevrolet, Nissan and Chrysler, Dodge, Jeep and Ram dealerships.
His experience has allowed him to witness dramatic changes in the automotive industry, from the days before computers were commonplace to today’s digital marketplace.
“When I first got in, we didn’t even have computers back then,” Escamilla said. “With the new technology and everything, it’s making things a lot easier to get out to customers.”
He credits social media and online reviews with helping dealerships connect with customers in ways that simply weren’t possible decades ago.
Since arriving in Liberty, one of Escamilla’s primary goals has been rebuilding inventory and restoring customer confidence. One of the dealership’s first challenges under new ownership was restocking the lot.
Today, the dealership offers more than 150 new vehicles and approximately 78 used vehicles. Escamilla said that inventory has helped attract customers from across Southeast Texas and beyond.
According to Escamilla, customers regularly travel from Beaumont, Louisiana and other Texas cities to purchase vehicles in Liberty, Texas.
“We have to be competitive,” he said. “In order for us to stay in business, we have to be very competitive.”
Truck sales are particularly strong for the dealership, something Escamilla attributes in part to the area’s rural roots.
“Liberty County is definitely a truck county all the way,” he said.
While inventory matters, Escamilla believes customer service ultimately determines whether customers return. He said creating a welcoming environment has been one of his top priorities.
“We want everybody in Liberty to feel that we want to be part of the family,” he said. “If you have any questions or anything, please come on in, sit down, have a talk with us.”
That philosophy extends to the vehicle-buying process itself. Escamilla said many customers purchase vehicles only every several years and often find the process intimidating.
Rather than steering customers toward something they don’t want, he encourages his staff to listen carefully and focus on the buyer’s needs.
“We want to sell what you’re actually wanting to buy,” he said. “What are your needs? What are your wants? We’re going to do everything possible to make it happen for you.”
He also hopes to make the process more efficient.
“We would love to get you in and out within no more than an hour and a half, two hours, be done and have you going home very happy in your new car,” he said.
Escamilla believes local dealerships offer advantages that larger metropolitan dealerships often cannot match. In addition to supporting local schools, youth sports and community organizations, local dealerships can provide a level of service that extends beyond the sale.
Community involvement is another priority. Escamilla said he hopes the dealership will become increasingly involved with local schools, youth sports programs, rodeos and community organizations.
“We definitely want to get involved in the community,” he said. “We want to support all the schools, baseball teams and stuff like that.”
Perhaps the most visible sign of the dealership’s commitment to Liberty County is still to come.
Escamilla confirmed that plans are underway for a new state-of-the-art Friendly Chrysler Dodge Jeep Ram dealership in the Dayton area along U.S. Highway 90. The proposed two-story facility is expected to occupy approximately 14 acres and feature expanded showroom space, a larger service department and room for additional inventory.
The new facility could become one of the largest Chrysler, Dodge, Jeep and Ram dealerships between Houston and Beaumont.
“It is a big investment for the Friendly family,” Escamilla said. “They see Liberty County as the place to be.”
As Friendly Chrysler Dodge Jeep Ram continues to grow alongside the community, Escamilla hopes customers leave with more than a new vehicle. He wants them to leave with confidence that they have found a dealership committed to serving them long after the sale is complete.
“We want them to take the greatest experience they’ve ever had in buying a car,” he said.
To hear his full interview for the Bluebonnet News Headlines and Heartlines podcast, click the link below: