The Doug Horner Show

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The Doug Horner Show Hosted by Doug Horner, General Sales Manager at Mercedes-B

Welcome to The Doug Horner Show, an original series spotlighting timely, relevant dialogue across customer experience, agent performance, dealership culture, and innovation in retail automotive.

10/16/2026

What is the best payplan for car salespeople? And is there a plan that would be best for the salesperson AND best for car shoppers? I discuss with Russell Richardson now that he's been too many dealerships selling his social media training. The answer may surprise you.

10/14/2026

Alex Lawrence from EV Auto Alex talked about his unique dealership culture of no pressure and no games.. it costs him money in the short term, but he's doing business the right way and he's building something incredible. Check out the full interview from Doug Horner

10/13/2026

Negotiation in the auto industry: is it essential, or a barrier to trust? I argue that a car shopper can rarely feel good at the end of a negotation, where with best price up front, everyone knows where they stand off the bat.

10/09/2026

Alex Lawrence realized buying a used Tesla was overly complicated.. so he started his own dealership with zero car sales experience and fixed the problem.. They now sell over 3,000 cars per year! Check out the full interview on Doug Horner

10/07/2026

It may seem like George Saliba always negotiates, but that often is what is most entertaining to watch and not the full reality. When he has the right car and it's priced right, he argues he'll hold the line. Catch the full interview on Doug Horner

10/06/2026

Customers gladly pay $1,000 to hand over the stress and time commitment of buying a car to Tomi and his team. Car dealerships.. shouldn't this be a wake up call? If we were providing a better experience, why would ANYONE want to pay someone else to work around us? Catch out the full interview at Doug Horner

10/05/2026

Tomi Mikula of Tomislav Mikula argues that dealerships often get away with bad practices because buying a car is emotional, and salespeople are highly skilled. Consumers often give up or accept poor deals. Without competition like direct-to-consumer models, this behavior persists. Catch the full interview on YouTube or streaming, and make sure to subscribe to Doug Horner

10/03/2026

Tomi Mikula of Tomislav Mikula says he would pay everyone a salary if he opened a car dealership, arguing he'd have happier employees and car shoppers would get a better experience. What do you think of this approach? Full interview available on YouTube or streaming!

10/02/2026

Car dealers need to demand higher standards. Carvana, Tesla, and Amazon Autos have proven that experience can win. Dealers have better resources, so if they choose high standards, they can be massively successful. Full conversation LIVE on The Doug Horner Show podcast.

09/30/2026

Dealerships are losing customers to online rivals like Carvana and Amazon Autos. Will that finally be enough to force dealership experiences to improve? For years, customers kept going back to dealers even when they gave bad experiences and service. That may finally be changing. Full episode LIVE on YouTube and Streaming!

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