Sometimes you just have to be yourself.
Casey Gunther of Gunther Volkswagen in Coconut Creek, Fla., breaks almost all of Volkswagen Group of America's rules on store appearance. The rules are aimed at projecting a desired brand image for VW. But Gunther's way works. The store sells more VWs than any other dealership in the United States.
Not every auto retailer should embrace posters of Jimi Hendrix, vintage cars and totem poles. But Gunther Volkswagen's success is a reminder that when a dealer is passionate about the brand, the suits at headquarters should get out of the way.