Many entrepreneurs embark on their journey because they identify a problem and believe they possess the solution. Yet, merely spotting a gap is just the beginning. True success lies in continuous evolution and innovation to stay competitive. In a recent episode of the Moxie Creative podcast, “From Industry Insider to Innovator: Andrew Guthmiller on Building Car Concierge,” we had the privilege of speaking with Andrew Guthmiller, founder and CEO of Car Concierge. Andrew not only recognized a significant need in the automotive industry eight years ago but has consistently innovated to stay ahead, transforming the often-dreaded car-buying process into a seamless, customer-centric experience.
This isn’t just a story about buying cars; it’s a compelling narrative of entrepreneurial foresight, resilience, and the power of a brand built on trust and convenience. For small business owners and aspiring innovators, Andrew’s journey offers invaluable lessons in problem-solving, strategic growth, and the importance of adapting to an ever-changing market. As a creative agency dedicated to helping brands define their purpose and reach their full potential, Moxie Creative found Andrew’s insights particularly inspiring, echoing our core philosophy of bold moves and thoughtful execution.
The Problem: A Dirty Secret in Dealerships
Andrew’s unique vantage point came from within the industry itself. Before founding Car Concierge, he spent a decade working in various roles at a car dealership, climbing the ranks from sales to finance, new car manager, and finally, general sales manager. This insider perspective offered him a firsthand look at the struggles consumers faced. “It’s not something that you do daily or monthly, it’s every few years at most,” Andrew explains, highlighting how this infrequency leaves buyers vulnerable to a complex, often overwhelming, process. The long hours, the draining negotiations, and the feeling of being out of control resonated with Andrew. He knew there “has to be a better way.”
He vividly recalled a specific moment that ignited his entrepreneurial spark: a customer came in to buy a car, and Andrew, knowing exactly what they needed for their trade-in to feel comfortable, realized the dealership could give them significantly less than its true value. “We completely took advantage of them,” he admits, “and it made me feel really dirty.” This ethical dilemma solidified his conviction that the process needed to be improved for the consumer. Instead of trying to change the entire industry, Andrew realized the solution was to step in on the consumer’s behalf, to “take care of it for you and let us do all the work.”
The Leap of Faith: Starting Car Concierge
The idea for Car Concierge had been simmering for years, but the catalyst for Andrew to take the leap was an unexpected turn of events at his dealership. When new leadership decided to take a path he didn’t align with, Andrew found himself quitting his job on a Saturday morning, without a concrete plan beyond his long-held idea. This moment of uncertainty ultimately led to a period of careful consideration.
“One day I woke up and I said, no, this is what I need to do. I have to try this, but I believe it’s going to work.” This bold decision, driven by conviction and a fortunate personal position to take a calculated risk, set Car Concierge in motion.
Andrew acknowledges that the concept of paying someone to help buy a car is “very unique” and often met with skepticism. “Why would I pay somebody to help me buy a car? I can do that on my own,” is a common reaction. However, Andrew draws a parallel to other professional services: “I’m capable of roofing my house. I’m not going to ’cause somebody can do it much better and much quicker than I’m going to be able to do it.” Just as one would hire a realtor to navigate the complexities of a home purchase, Car Concierge provides expert guidance in a world of ever-changing market trends and product knowledge.
The Evolution: Challenges and Resilience
The initial days of Car Concierge were not without their hurdles. “Visibility was the first thing,” Andrew recalls. Despite similar concepts existing, many consumers simply weren’t aware that a car-buying broker service was even an option. Early attempts at advertising were “literally just wasted money” because they didn’t understand the market or how to reach their niche audience effectively.
Their breakthrough came from an unwavering focus on the customer experience. By providing an exceptional service, they relied heavily on “repeats and referral clients” to build momentum. This word-of-mouth growth was the foundation that allowed them to reach a point where they could strategically invest in professional branding and marketing, recognizing the need to “finally articulate what it is that we’re doing.”
COVID-19 presented another significant challenge. The pandemic, a disruptor across all industries, particularly impacted the automotive sector with chip shortages, car shortages, and labor cuts. Andrew admits that in late 2022, he “almost quit” because their business was spending more time talking people out of buying cars due to inflated prices and limited availability. It was a test of resilience, pushing them to redefine their foundation. “I knew that we were on the right path and I knew that if I could just stick it out, everything would be okay.” This grit, coupled with an intuitive belief in their mission, allowed Car Concierge to not only survive but eventually blossom again in 2023.
The Car Concierge Process: A Seamless Customer Journey
Andrew breaks down the Car Concierge process as starting with a crucial “discovery conversation.” Unlike a simple online form, this in-depth discussion is paramount to understanding the client’s needs, lifestyle, and goals. With millions of cars available, identifying the right vehicle is a meticulous process that goes beyond just make and model.
Once the right car is identified, Andrew and his team handle everything: searching, negotiating, evaluating opportunities, and managing all the paperwork and logistics. Their promise is to make the process as simple as “just signing your name and driving your new car,” eliminating the dreaded dealership experience entirely.
The Moxie Partnership: Rebranding for the Future
The growth and evolution of Car Concierge led Andrew to recognize the need for a brand identity and web presence that could truly reflect the quality and innovation of his service. He met Taylor at a networking event and, despite not actively seeking a marketing partner at that exact moment, felt an immediate connection. “It went from important to urgent in a matter of 10 minutes,” he recalls, highlighting the instantaneous recognition of a perfect fit.
The collaboration with Moxie Creative focused on creating a brand identity “worthy of the service he’s offering.” The challenge was to create a brand that felt both approachable and luxurious, appealing to diverse clients from “soccer moms” to “high-end luxury car lovers.” The resulting rebrand, including new logos and a soon-to-be-launched website, aims to bridge this gap, reflecting Car Concierge 2.0.
Andrew was deeply involved in the branding process, providing feedback and trusting Moxie’s expertise. He was particularly impressed by the intentionality behind every detail, from the visual concepts to the chosen colors and the feel of a simple business card. He acknowledges that while the final product looks simple, “we went through a lot to get there,” a sentiment he often shares with his own clients about the seemingly simple act of buying a car.
This collaborative process, where a business owner is willing to think deeply about their purpose and trust their marketing partner, is key to developing a brand that truly resonates. As Andrew wisely noted, “There’s been multiple times that I’ve come to you with an idea… because on surface level it looks great, but you guys deep dive into it.”
Future-Proofing and Controlled Growth
Looking ahead, Andrew’s primary focus is on controlled growth and maintaining the “topnotch service” that defines Car Concierge. He deliberately chooses not to “dump a whole bunch of fuel on this fire” by growing too quickly, which would compromise quality. He aims to be “overstaffed to an extent” to ensure every client receives the exceptional experience they promise. This commitment to quality over rapid expansion is a testament to his core values.
Andrew also spoke about the critical decision to hire more staff. He admits it took a long time to “gamble on myself and my team,” overcoming the fear of financial responsibility. However, every time he’s invested in his team, the returns have been tenfold. His advice to new business owners: “Make sure you’re bringing people into your business as quickly as possible that are gonna take care of the things that you’re not good at.” This willingness to delegate and empower others is crucial for sustainable growth.
Finally, Andrew emphasized the importance of continuous learning and evolution to prepare for the future. His experience with COVID-19 taught him the hard lesson of being unprepared, driving him to “think more progressively, think through what could happen, what will happen, and be ready for all of that to be wrong and just be able to take it.” This adaptive mindset is essential for navigating the unpredictable journey of entrepreneurship.
Tune In and Get Inspired
Is your business ready to take a bold leap, innovate your industry, and build a brand that stands the test of time? Car Concierge’s journey is a powerful reminder that with foresight, resilience, and the right strategic partners, anything is possible.
What one thing can you do this week to future-proof your business? Whether it’s refining your brand, investing in expert marketing, or thinking bigger about your next steps, don’t wait until you’re forced to change. Be ahead of the curve.
