Automotive News - October 16, 2017 - Supplement - S11

OCTOBER 16, 2017 | 11
D O N C H A L M E R S F O R D, R I O R A N C H O, N . M .

SELECT COMPANY

Don Chalmers Ford just
2nd dealership to win
U.S. quality award
Printed in Automotive News Jan. 30, 2017

Dana Robinson

autonews@crain.com

ersistence paid off for Don Chalmers
Ford in the dealership's long journey from mere applicant for the
Malcolm Baldrige National Quality
Award to the winner's circle.
The dealership opened in 1996 and made
its first bid for the award in 1998 at the state
level. Its first national attempt came in 2007.
Nearly 10 years would pass before the organization would be declared
the winner in 2016 in the
small business category.
Chalmers has the honor of
being the first domestic-brand auto dealership
to win in the award's
30-year history. Park Place
Lexus in Plano, Texas, won
Chalmers:
in 2005, making Chalmers
Pursued award
one of only two dealerships
that ever have won the
Baldrige honor.
In 2016, the Rio Rancho, N.M., dealership
sold just under 1,800 new and 1,400 used vehicles. In 2015, it was among Automotive
News' 100 Best Dealerships To Work For.

'Win it for Don'
Don Chalmers was adamant about pursuing the Baldrige award. Chalmers died in 2014
of a rare form of lymphoma at age 65, but the
company continued to work toward his
dream of bringing the trophy to New Mexico.
"I think we all wanted to win it for Don," said
dealership President Gary Housley.
To win the award, or even be a serious contender, a business must function at the highest levels of organizational structure and customer satisfaction. It's named after the secretary of commerce under President Ronald
Reagan and was established by Congress in
1987 to honor companies that excel in seven
areas: leadership; strategic planning; customer and market focus; information and
analysis; human resource focus; process
management; and business results.
Winners are declared in six categories:

The Don Chalmers team in Rio Rancho, N.M., won the Malcolm Baldrige National Quality Award.

team is reviewed each month to see how it
manufacturing, service, small business, eduhas performed against goals put forth in an
cation, health care and nonprofit.
annual forecast. The review consists of the
The application process alone is a testaDriving Forward Report, which tells employment to hard work, dedication and a high
ees how well they've been scored in customlevel of patience.
er satisfaction, employee satisfaction, proIt all begins with a 50-page application. Poductivity, community involvement, learning
tential contenders then receive a site visit from
and continuous improvement.
seven or eight quality management professionals who spend about three days
on-site.
Mulally's idea
Winning
All applicants receive feedback
The Chalmers dealership borthe national quality
reports from the Baldrige Board
rowed
the idea from Alan Muaward requires the
of Examiners, which highlights
lally,
former
CEO of Ford Motor
highest levels
organization-specific strengths
Co., who used it to examine
of organization
as well as areas where the busimetrics on a weekly basis.
and customer
ness can improve. The feedback
These efforts have resulted in insatisfaction.
that Chalmers received after its
creased employee engagement
2008 bid revealed there was a disconand satisfaction levels.
nect between the employees and the
Employees get even more of an oppordealership's goals, mission statement and vitunity to contribute to the organization with
sion - as well as how the employees saw themthe "back page" of the Driving Forward Reselves fitting in with the organization as a
port. Managers meet with their teams every
whole.
month to discuss the company's business.
To combat the problem, the dealership beEmployees are asked about concerns or ideas
gan using the "How I Connect" document,
they have about the organization. Any items
which is filled out by all new employees.
mentioned are documented on the back
It's designed to help them understand how
page and reviewed with the senior leaderthey connect to the dealership by allowing
ship team. To date, the dealership has implethem to describe how they feel they can supmented nearly 700 improvements derived
port their team and their community as well
from employee ideas over the last few years.
as make improvements to the company.
Commerce Secretary Penny Pritzker called
As a result, the retention rate of sales consulHousley in November to inform him that the
tants at Don Chalmers Ford has increased to 71
dealership had won the Baldrige award. "It
percent in 2015 from 56 percent in 2011. Gross
was a fist-pumping, jumping-in-the-air exprofits have risen 13 percent from 2012 to 2015.
perience for me," said Housley.
Don Chalmers Ford's Business Perfor"There's no question that Don is very proud of
mance Review contributed to its winning the
what we have accomplished," said Housley.
award. The review was put into effect in 2011
"It's not the recognition or the trophy that
after executives saw a need to improve the
means so much to the organization. It's a valibusiness in a few areas. Each department or
dation of the business model that we use." a

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