A new member of the Beckley business community sees room for growth in the area’s automotive market.

John Howerton, an auto dealer formerly of Murfreesboro, Tenn., closed a deal to purchase the former Beckley Honda last Friday, with his wife, Shari, as partner. After a market analysis, he’s optimistic he can double sales.

“The area is starting to grow, and we hope to grow right along with it,” says Howerton.

“I’m coming from an area in Tennessee that’s about the same size as Beckley, but there’s no comparison in the opportunity and commerce.”

Though it actually has a thousand fewer residents, Howerton says Beckley feels larger than his Tennessee location because of all the retail, restaurants and commercial developments.

“There’s a lot more here for the size of the town,” he says. “Beckley services not only Beckley, but also the surrounding communities. To me, it’s very exciting.”

Howerton hopes to add to the dealership’s 15 existing employees, as well as increase inventory. Providing more selection for car shoppers, he says, will encourage growth.

Before changing hands, the Honda dealership was averaging 30 to 40 sales per month. Howerton says his goal is to sell at least 80 cars per month by the end of the summer.

The business was originally owned by the Earehart family before its purchase by Beckley Automotive Group several years ago. The former owner, Larry Lafon, still has L&S Toyota in Beckley, according to Howerton.

Ever since the majority partner in Howerton’s previous Honda dealership sold the business in 2006, he says he has been looking to purchase a Honda store. He says he’s drawn to both Honda’s business model and its product, with an emphasis on customer service and consistent quality.

“It’s just a great product, and anyone who has owned one can tell you,” he says.

Last year, a broker introduced him to Lafon and negotiations commenced.

Howerton and his broker researched the market and found it to be “a very impressive area compared to a lot of areas the same size.”

“I’m sure there’s challenges here, as there are everywhere, especially in the last few years. It just seemed like the economy in Beckley was a lot more stable than in a lot of areas.

“Every place took a turn, but some worse than others. My town in Tennessee took it hard and suffered quite a bit.”

He will maintain ownership of his Tennessee dealership, Pirtle and Howerton Automotive, but will turn management over to someone else.

Existing Beckley Honda customers can still rely on Howerton Honda for service and consultation, just as before.

“I set a high goal for customer satisfaction and want to make sure everyone’s taken care of,” says the new owner.

Howerton started out in the auto business in 1982 and worked his way up from sales to management.

He and Shari, a writer, are looking to make Beckley home.

“You hope the community supports you, so in turn you should be in the community to support it too,” he says. “That’s why I want to relocate and become a part of the community, not just in business but personally too.

“Needless to say, it’s a beautiful area, but I’ve been very impressed with the people. Everyone I’ve met has been very nice and helpful. It’s just very refreshing. I look forward to being here.”

— E-mail: cmoore@register-herald.com