Under the leadership of President and CEO Aaron Zeigler, the Zeigler Auto Group has grown into one of the largest privately owned dealership groups in the country, with 41 locations and 88 franchises across four states. The group is renowned for its world-class culture, low employee turnover and its remarkable dedication to investing in both its people and community.
In today’s episode of Executive Profile, Jim Fitzpatrick traveled to the iconic Lake Forest Ferrari to sit down with Zeigler to discuss his strategic approach to growth, building a world-class dealership culture and the future of retail automotive.
The Zeigler Auto Group recently acquired Lake Forest Ferrari, the largest and top-performing Ferrari dealership in the United States, from the Mancuso family in May. With a sprawling 70,000 square feet of space, the dealership resembles a museum, showcasing an exquisite collection of vehicles. A legendary deal and extraordinary addition to the group’s portfolio, it stands as a testament to Zeigler’s leadership.
Zeigler’s journey to retail automotive
Zeigler’s journey into the retail automotive industry began at the dealership. He worked in every department—parts, service and sales—before becoming a general manager at just 26. Two years later, at 28, he was appointed president of Zeigler Auto Group.
“When I went to school, I had no inclination of coming in and taking over and didn’t know what I wanted to do. But, I graduated high school on a Friday and sold my first car on a Monday. It was an adrenaline rush, and I knew that’s what I wanted to do the rest of my life.”
His father, Harold Zeigler, founded the company in the 1970s, having purchased a Ford dealership out of bankruptcy after working his way up from sweeping floors to selling cars. Zeigler’s early exposure to the business laid the groundwork for a smooth transition into leadership and a deep understanding of every role within the dealership.
Taking the helm
Since taking the helm, Zeigler has strategically expanded the group’s footprint across Michigan, Indiana, Illinois and Wisconsin. He’s bullish in his strategy, always pushing ahead. During the Great Financial Crisis in 2008, when many dealers were selling their dealerships, Zeigler charged forward, purchasing stores at a bargain, which eventually yielded significant returns.
When considering new acquisitions, he focuses on growing in markets where the group already has a presence. This approach builds synergy and creates additional opportunities for internal talent to advance. While expansion to other states is possible, it must be the right deal.
Building a world-class culture
The Zeigler Auto Group stands out for its exceptionally low turnover rates. The key, Zeigler says, is building a world-class culture. That starts with compensating employees well, investing in their development and creating clear paths for advancement.
New hires go through the “keys to success” training program, which clearly outlines the company’s expectations and teaches the often-overlooked details of delivering a truly exceptional customer experience.
While the group occasionally hires externally, the majority of promotions are internal. This commitment to advancement has fostered deep employee loyalty and buy-in.
The group also created its own in-house school, modeled after the NADA Academy, to develop future dealership leaders through mentorship, coaching and leadership training.
On the technician front, Zeigler has also established two training schools, one in Michigan and one in Illinois, which graduate roughly 40 technicians annually at no cost. Upon graduation, the company gifts them tools and places graduates into full-time positions, helping to solve both affordability and recruitment challenges.
The intersection of technology and the customer experience
Zeigler embraces artificial intelligence (AI) as a tool to enhance, not replace, the customer experience. While it can improve efficiency, he insists that human relationships remain central to automotive retail. He encourages dealers to explore AI’s potential thoughtfully, emphasizing that while it may reduce the need for some human capital, its overall impact will be minimal in a business rooted in personal interaction.
Whether in the showroom or online, Zeigler is dedicated to making the car-buying and ownership process seamless. If customers prefer a 100% online, no-contact purchase process, Zeigler dealerships will accommodate. However, he notes that few customers take this route for such a significant investment. Most still want human interaction to ask questions and gain reassurance.
Out-of-state buyers, especially those purchasing exotic vehicles, benefit from a 100% guarantee policy. If the delivered vehicle doesn’t meet expectations, customers can return it, no questions asked.
The group has also seen success with mobile service. With over 14 service vans operating at full capacity, Zeigler is meeting customers where they are. While he doesn’t see mobile service as the future of fixed ops, he views it as a vital part of enhancing convenience and satisfaction.
Giving back
Philanthropy runs deep in the Zeigler family. Aaron Zeigler’s father instilled in him the importance of giving back, leading to the creation of the Drive for Life foundation, which raises more than $1 million annually. Another initiative, Ride for Life, is a charity snowmobile ride that takes place across Michigan’s Upper Peninsula. While the company doesn’t heavily publicize these efforts, they remain a core part of the internal culture. For Zeigler, philanthropy is about genuine impact—not PR.
Passing the torch
Aaron Zeigler’s succession into leadership was the result of a long-term transition plan developed with his father, who now serves as chairman. Today, he is preparing the next generation. All four of his children have worked in the dealerships, and his eldest son is currently at one of the group’s Mercedes-Benz stores in Chicago. However, Aaron is clear: the door is open, but the choice is theirs.
During his free time, Zeigler enjoys racing cars and spends a lot of his weekends on the track. He currently races in the Radial Series and will be in the Ferrari Challenge series next year.
