Take a passenger seat inside Lewis Automotive's biggest sales event of the year – the Ultimate Challenge. What began as a $20,000 vehicle discount has now escalated to an unprecedented $25,000 off select models as the team races toward their 555-vehicle goal with just six working days remaining. They've already hit 81.6% of that target, and the energy is electric.

What makes this event truly special isn't just the price slashing – it's the comprehensive approach to creating value at every turn. Finance managers have challenged 26 lending partners to provide automatic rate reductions of up to 2.5 percentage points below their already competitive rates. Some manufacturers are offering 0% financing options, while Ford's 90-day no-payment program allows customers to pocket their March, April, and May car payments – potentially saving thousands.

The atmosphere resembles a month-long festival rather than traditional car shopping. Food trucks, bouncy houses, petting zoos, and special events create an environment where families want to spend time regardless of their vehicle needs. Sales professionals share remarkable stories of helping customers who thought they couldn't afford to trade up, finding creative solutions through manufacturer incentives, trade assistance, and customized financing packages.

Most impressive is how Lewis has transformed their approach to this high-pressure sales period. Unlike previous years where hitting ambitious goals meant working every day of the month, leadership made a conscious decision not to require anyone to work on their days off – while setting an even higher sales target. The result? A team that's energized, creative, and fully committed to the challenge.

With fresh inventory arriving daily – 240 new vehicles added in just the past week – the selection continues to evolve right through the final days. As the salespeople emphasize: don't wait until it's over; when these deals are gone, they're gone. Visit any Lewis Automotive location before the Ultimate Challenge concludes or catch their live Saturday sales meeting on Facebook to see the latest arrivals and final specials.

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Ultimate Challenge: Behind the Scenes of a Month That Transforms Car Buying in Northwest Arkansas

Every March, something special happens in Northwest Arkansas. It's not a holiday, it's not a festival—although it feels like both. It’s the Ultimate Challenge, a month-long automotive event that flips the traditional car-buying experience on its head. This isn’t just a sale. It's a movement. It’s a culture. And it’s the culmination of community, competition, and a whole lot of hustle.

At Lewis Automotive, the Ultimate Challenge isn’t about moving metal—it’s about creating moments. From massive discounts and live events to team camaraderie and customer success stories, it’s the embodiment of what car buying should feel like: exciting, transparent, and downright fun.

Let’s pull back the curtain and look at what makes the Ultimate Challenge the most electric, effective, and customer-focused event of the year.

A Culture of Growth and Accountability

The heart of Ultimate Challenge is built on personal growth and community. One of the standout voices in this month’s push is Clay “2 Chainz” Simpson, who described the last year as a journey of transformation. For Clay and many others on the Lewis team, Ultimate Challenge isn’t just about hitting sales goals—it’s about staying accountable to personal development, being real with customers, and showing up as their most authentic selves.

“I try and be as authentic of a person as I can, without upsetting people,” Clay says. “Because you know exactly who you get when you come down to Lewis Automotive and ask for Two Chains.”

That authenticity is contagious. Customers don’t just come in for deals—they come in because they feel connected. And for a team like Lewis, connection equals trust. Trust becomes repeat business. And repeat business becomes a community staple.

Deals That Actually Deliver

Let’s be real—most car sales events come with fine print, bait-and-switch gimmicks, or too-good-to-be-true doorbusters. But at the Ultimate Challenge, the team flips that narrative.

“We don’t create specials as hooks,” says one of the leaders at Lewis. “We create specials to sell cars. And we look for reasons to say yes.”

And say yes they do.

  • $25,000 off new vehicles, including high-demand models like Grand Wagoneers and Bronco Raptors.
  • 0% financing for qualifying customers and up to 2.5% automatic rate reductions negotiated directly with over two dozen lenders.
  • Up to 90 days with no payments, putting cash back into customers’ pockets—sometimes over $1,800 worth of breathing room.
  • Above-market trade values, leveraging massive buying power and recent inventory expansion (over 240 new and pre-owned vehicles in one week alone).

These aren’t one-off wins. They’re daily outcomes, happening in real time for customers who often walk in thinking they can’t get approved or that they’re too upside-down in their trade.

Creating a Customer Experience That’s Actually Enjoyable

From petting zoos to food trucks, bounce houses to social media shoutouts, Ultimate Challenge is less like a dealership and more like a full-blown community event. But it’s not just the extras that make the difference. It’s the way customers are treated.

The sales team doesn’t operate on pressure—they operate on presence. They’re there to solve problems, not push cars. And that shift changes everything.

Take Derrick, a seasoned salesperson who's worked several Ultimate Challenges. He shared a story about a customer who thought they were stuck with an overpriced vehicle purchased during the pandemic. With some creative financing, a strong trade offer, and relentless follow-through, Derrick helped them walk out under budget and excited about the process.

“I’ve literally sold vehicles before they even made it out of the shop,” Derrick says. “If you’ve got one picked out, you better check it out quick.”

Inventory moves fast. With over 60 sales professionals across five locations, one vehicle could be on multiple wishlists before it even hits the lot. That’s why speed and service matter. It’s also why being able to sell from any location is a game-changer.

Teamwork That Translates Into Customer Success

The leadership at Lewis Automotive doesn’t just manage—they motivate. One of the standout philosophies during this month is pushing sales professionals not just to meet goals, but to exceed what they thought was possible.

“We’re watching for the hot hand,” says Taylor. “If a salesperson’s hitting shots, give them the ball. Let’s push them to 30 cars this month instead of 20. And let’s support them all the way.”

This approach shows up in how the team rallies around one another. Whether it’s grabbing a coffee for a teammate who's fading or doubling down on customer service during a busy stretch, the culture is alive, and it's built on shared success.

And it’s not just internal. Customers want to be a part of the journey, too.

“We’ve had people walk in and say, ‘I’m not even in the market, but I’ve got a couple cars you can buy just to help you hit your goal,’” says another team member.

Real Inventory, Real Offers, Real Urgency

One of the themes that keeps coming up? Urgency.

If a customer says, “I want to think about it,” the team at Lewis is clear about what’s at stake: the vehicle may be gone. The savings may be gone. The lender incentive may change. In a market where vehicles are sold before they even get detailed, hesitation can cost you the car.

And it’s not just urgency—it’s accuracy. Inventory on the website may not reflect the full picture. With daily trades, auction buys, and transport deliveries, the actual vehicles available often outpace the online listings.

There’s real value in showing up. Taking a test drive. Asking questions. And letting the team put together a customized deal with your needs and your budget in mind.

It’s More Than Just Sales—It’s a Statement

The Ultimate Challenge isn’t about flashy suits (though you’ll see a few), highlighter safety vests (yes, those too), or high-energy broadcasts (you bet). It’s about proving that the car-buying experience can be different—and should be different.

It’s about the 270+ employees who weren’t warned about the month’s wild pace but dove in headfirst anyway.

It’s about the customers who find out they can afford the car they want—and leave with more than they expected.

It’s about a dealership group that said, “Let’s build something no one else in our region is doing,” and meant it.

Final Days, Lasting Impact

As the Ultimate Challenge enters its final stretch, the team is closing in on its goal of 555 vehicles sold—with plans to exceed it. But the challenge isn’t just about numbers. It’s about raising the bar for what’s possible in auto retail, both for the team and the community.

If you're in Northwest Arkansas and even thinking about a vehicle—new or used, trade or cash, budget-friendly or fully loaded—there’s no better time than now to check out Lewis Automotive. Come for a car wash, stay for the tacos, and drive away with a deal that doesn’t just fit your life—it elevates it.

Because here, at Lewis, the Ultimate Challenge isn’t just an event. It’s a promise.