The Cox Automotive Solutions Lab at Northwood University in Midland, Mich. officially opened with a ribbon-cutting ceremony on August 29.
The Cox Automotive Solutions Lab provides hands-on, experiential learning opportunities that are a cornerstone of Northwood University. As part of the newly-renovated Robert W. Plaster Free Enterprise Center, the lab supports the university’s 225-plus automotive marketing and management students.
This is not simply a new, branded classroom; this investment reflects Cox Automotive’s commitment to the future of the automotive industry. Cox leaders recognize that we have a responsibility to help prepare the next generation of dealership owners and managers for what will be a fast-changing, ever-more complex retail environment in the years ahead.
“The auto industry continues to change at the speed of technological innovation,” said Janet Barnard, chief people officer of Cox Automotive. “In this environment, education is more important than ever. This new lab and curriculum that will be taught here will truly make a difference for the great young people that attend this wonderful university.”
The lab is a proving ground that gives students the opportunity to put theory—like Velocity Method of Management principles—into practice. In the lab, students will sharpen their understanding of what it takes to run a dealership, and make money, in today’s margin-compressed market. They will gain important skills, like how to use technology and tools to mine insights about the market and their businesses to maximize efficiencies and profitability.
“Cox Automotive has many important partnerships, but the Northwood University connection is unique,” said Sandy Schwartz, president of Cox Automotive. “I’m excited to see our partnership evolve, with the new lab and, more importantly, with our best people helping develop new curriculum. By supporting Northwood University, we know we are supporting the future of the auto industry.”
To complement the lab, Cox Automotive is partnering with Northwood on new curriculum for the 2018-2019 academic year. This curriculum is being developed by Elgie Bright, automotive marketing and management department chair at Northwood University, in partnership with Dale Pollak, executive vice president at Cox Automotive and founder of vAuto, and Jim Roche, associate vice president, marketing and managed services at Xtime. Books written by Pollak and Roche are being used as textbooks this year. Additionally, Roche and Patrick Janes, performance manager at vAuto, will be guest lecturers. Roche’s first lectures are on September 24 and 25. He will be lecturing the students about the concepts in his book Fast Lane. Topics will include why a technology-enhanced experience is important to today’s vehicle owners; the differences between loyalty and retention; how the customer is changing; and he’ll also bust some myths about vehicle service.
