Ep. 26 - Ultimate Challenge: Not Just An Idea

Crossroad Conversations with the Lewis Brothers

Step inside the energetic world of Lewis Automotive's Ultimate Challenge, where the excitement and culture on the showroom floor directly impact the customer experience. Broadcasting live from the Bronco showroom, the Lewis Brothers—Matt, Shelby, and Taylor—are giving listeners a behind-the-scenes look at what makes their annual March sales event so special.
The numbers tell part of the story: by Day 11, they've already moved 179 vehicles toward their goal of 555. But the real magic lies in how this momentum transforms both the dealership atmosphere and the deals customers can access. Multiple team members share how the Ultimate Challenge leverages the sheer volume of business to secure better financing terms from banks and credit unions—advantages simply unavailable during normal months.
"In 2020, with the pandemic and limited vehicle availability, many people got into situations they didn't want to be in," explains Anthony Rowers, one sales professional. "This undoes most of that." With discounts up to $20,000, interest rates as low as 0%, and no payments for 90 days, the event creates opportunities for customers to escape unfavorable financial situations while upgrading to newer vehicles.
The Lewis team's willingness to think outside the box appears in their "crazy trades" approach—accepting everything from farm animals to household items to make deals happen. As Taylor puts it, "It's old school horse trading," finding solutions rather than roadblocks when negotiating comes to an impasse.
Beyond the deals, the atmosphere itself becomes a celebration with taco trucks, coffee bars, race car simulators, and even axe throwing in the parking lot. The professionals who've been through multiple Ultimate Challenges—some dating back to 1999—describe how the infectious energy creates a different kind of car buying experience where customers genuinely enjoy the process.
Whether you're in the market for a new vehicle or simply curious about what makes Lewis Automotive's culture unique, stop by any of their locations in Fayetteville, Springdale, or Farmington to experience the Ultimate Challenge firsthand. As we say at Lewis: "555 must be sold, no matter what it takes."

Feel the dynamic energy of the Lewis Brothers as they deliver real stories and lessons that keep local businesses on their toes, and share how experiences in the community inspire them to keep on driving.

Check out all our great episodes at CrossroadConversationsPodcast.com!

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1. Culture Creates Customer Experience (00:00:00)

2. Ultimate Challenge Week 2 Update (00:00:27)

3. Interview with Freddie: The Energy of Ultimate Challenge (00:02:16)

4. Financing Leverage and Customer Benefits (00:08:42)

5. Wednesday Oil Change Special (00:10:49)

6. Steve Aldama on Ultimate Challenge History (00:12:49)

7. Customer Experience and Bank Partnerships (00:17:26)

8. Crazy Trades: Ducks, Goats, and Horses (00:19:47)

9. The Preacher on Dealership Atmosphere (00:23:14)

10. Celebrating Success and Building Momentum (00:30:01)

11. Three Essential Car Buying Tips (00:36:38)