What 25+ Years of Customer Loyalty Looks Like: Fred Beans on Partnering with Better Car People

Some dealership partnerships are new experiments. Others have been quietly proving their value for decades.

In the latest episode of Shop Talk, presented by The Shop powered by FordDirect, Better Car People Executive Vice President Jon Greene sits down with Julian Dragos, Director of Fixed Operations for Fred Beans Automotive Group. Together they talk about one of those long-running partnerships: a dealership-branded rewards program that has helped strengthen customer retention at Fred Beans since 1999.

Retention Built Into the Customer Experience

Julian shares what more than two decades of firsthand experience have taught him about turning a rewards program into a real driver of loyalty. Throughout the conversation, he explains how the program has helped Fred Beans:

• Differentiate the dealership beyond price
• Encourage repeat service visits
• Reinforce customer loyalty across the entire ownership lifecycle
• Reward customers with dealership-exclusive benefits
• Build stronger relationships through community partnerships and local merchant offers
• Complement FordPass Rewards to create even greater customer value
• Keep customers engaged during the gap between vehicle purchases

Why Communication Matters as Much as the Rewards Themselves

One of the most valuable takeaways from the discussion is that a rewards program is only as strong as the way it's communicated. Julian talks about the importance of proactively reminding customers of the benefits available to them and of weaving rewards into every service interaction, not just at checkout. That consistency is what turns a program into a habit, and a habit into loyalty.

A Trusted Perspective for Dealers Evaluating Retention Strategy

For dealers weighing their options on customer retention, there's no substitute for hearing directly from someone who has lived with a program for 25+ years. Julian's insight offers a grounded, practical look at how a dealership-branded rewards program can support fixed operations today while helping drive future vehicle sales down the road.

Through The Shop, Ford and Lincoln dealers can explore trusted vendors like Better Car People to help them build loyalty programs that strengthen customer relationships, boost retention, and deliver long-term value.

Ready to See What a Dealership-Branded Rewards Program Could Do for Your Store?

If a program like this could still be paying dividends for a dealer like Fred Beans after 25 years, it's worth asking what it could do for your store starting today. A dealership-branded Rewards Program will compliment your brand program, help you stand out from the competition, keep customers coming back for service, and build the kind of loyalty that pays off long after the sale. Visit the Rewards product page on The Shop to see how it works and get started.