40 Under 40

Mitchell Watts is officially the vice president of Town & Country Ford in Bessemer, Ala., but he could more accurately be called its chief creative officer.

Watts, part of a third generation of family ownership, has helped grow the store’s sales and profitability through YouTube. He started the channel in 2009 and has racked up more than 95 million views along with more than 277,000 subscribers. 

Watts, who is in most of the videos, informs viewers about new products, explains pricing decisions and shows off popular features. He said some videos can take a full day to shoot and edit, and Watts often records standups from an old IT closet he converted into a makeshift studio. 

His efforts have paid off. Shortly after Ford unveiled the Bronco in 2020, his videos about the off-roader went viral, attracting 897 reservations from 41 states. So far, the store has converted more than 300 of those reservations into Bronco sales, amassing more than $1.4 million in front-end gross profits. 

Watts said the videos help him scratch a creative itch. They also help inform the public, which he said is his biggest goal. 

“I can help people on a mass scale, whether they buy from me or not,” he said. “But there will be a certain percentage of people that appreciate it so much, they come out of their way to buy from us.” 

In addition to the public videos, Watts said he sends customers private video updates on their vehicle order status and explains the build process. It’s helped placate impatient buyers, especially amid the parts shortages in recent years. 

“Communication has been huge for us on this channel,” he said. 

Watts’ contribution to the family business extends well beyond the camera. 

In 2018, he lobbied to create a customization center, called TCCustoms, that helps buyers personalize their vehicles. Last year, that custom work led to $2.7 million in parts and labor sales. 

Watts said he hopes to open additional customization centers and continue using his YouTube channel to inform customers around the country. 

“Help as many people as you can and you’ll never have to worry about money,” he said. “If you’re not helping the people, they’re never going to come back. But if you do what you say you’re going to do, it goes a long way.” 

— Michael Martinez