The energy is electric halfway through the Ultimate Challenge at Lewis Automotive Group, where the ambitious goal of 555 vehicles sold in March has already hit the 327 mark. This isn't business as usual—it's a complete transformation of how deals are approved, with the Lewis Brothers signing off on transactions that would typically be declined.

"Some of those deals they brought to my office... I don't even hardly look up at them," Matt Lewis explains, describing how they're approving deals sometimes thousands below cost to maintain momentum. This radical approach creates extraordinary buying opportunities, including $20,000 off new vehicles, up to $5,000 over Kelly Blue Book for trades, and an automatic 2.5% interest rate reduction across all financing.

The podcast reveals the fascinating inner workings of this high-octane sales event through conversations with longtime employees who help newcomers understand the unique culture. Service Director Tre Forgusen shares special promotions like $50 off oil changes every Wednesday and buy-three-get-one-free tire deals, while Finance veteran Justin describes personally calling banks to secure better terms rather than letting computers make all decisions.

Most captivating is how the dealership motivates their team beyond commission—custom socks created a "feeding frenzy" among salespeople, with six racing to close the final deal that would earn the last pair. Other incentives include Stanley cups, electronics, and kayaks, creating an atmosphere of friendly competition and celebration. The Lewis brothers emphasize that their success comes from focusing on helping employees achieve their goals rather than setting personal targets.

Ready to experience the Ultimate Challenge yourself? Follow Lewis Automotive Group on social media to catch daily specials and newly-acquired trade-ins before they appear online. With over 100 fresh pre-owned vehicles added weekly, there's something for everyone—but only if you act quickly!

More About this Episode

The Ultimate Challenge: Inside the High-Stakes, High-Energy Sales Push at Lewis Automotive

For those in the automotive world, March is more than just another month—it’s the time for the Ultimate Challenge at Lewis Automotive. This high-energy, full-throttle sales event isn’t just about moving vehicles; it’s about culture, teamwork, and pushing the limits of what’s possible.

We’re taking you behind the scenes to see exactly what makes the Ultimate Challenge a powerhouse event, how it impacts customers, and why it’s a game-changer for employees, vendors, and the entire Lewis Automotive team.

What is the Ultimate Challenge?

The Ultimate Challenge is a no-holds-barred, company-wide push to sell 555 vehicles in a single month. But here’s the kicker—it’s not just about the number. It’s about saying yes to deals we might not normally take, providing unbeatable customer value, and creating an experience that’s as fun as it is rewarding.

The energy is electric. Deals move fast. And the customers? They walk away with the best bargains of the year.

How Does It Work?

  • Aggressive Pricing – Vehicles are priced thousands below cost to hit the goal.
  • Unbeatable Financing – Lewis Automotive has negotiated an automatic 2.5% rate reduction for buyers, ensuring they get the best possible financing terms.
  • Record Inventory – With over 1,000 vehicles in stock and more arriving daily, buyers have more choices than ever.
  • Ultimate Trade-In Values – Up to $5,000 over Kelley Blue Book on trade-ins, helping customers get top dollar.
  • Employee Incentives – Sales teams are rewarded not just with commissions but with exclusive swag, contests, and bonuses.

Hitting 555: The Numbers Behind the Challenge

To put this goal in perspective, the Lewis Automotive Group, which includes locations in Fayetteville, Springdale, and Farmington, typically sells between 325 and 375 vehicles per month. That means this challenge requires a nearly 50% increase in sales volume.

Where do they stand now? As of the latest update, the team has already moved 327 retail units—well on their way to shattering expectations.

The Customer Advantage: Why March is the Best Time to Buy

The real winners in the Ultimate Challenge aren’t just the dealership and the sales team—it’s the customers. Because this event is all about volume, prices are slashed, trade-in values are boosted, and financing terms are at their absolute best.

Customers get:

  • Unbeatable pricing on new and used vehicles
  • Higher trade-in values than usual
  • Lower interest rates through special financing deals
  • More inventory to choose from

And beyond the numbers, customers get an experience unlike anything else in the car-buying world.

The Culture of Winning: Inside the Lewis Automotive Team

From veteran team members to brand-new hires, the energy is contagious. Employees who’ve been through the Ultimate Challenge before know what to expect, but for newcomers, it’s a wild ride.

One of the biggest things that makes this event different? A culture of fun and motivation.

  • Daily contests keep things competitive.
  • Taco Tuesday and Food Truck Fridays keep energy levels high.
  • PS5 giveaways, Stanley Cups, grills, and more give sales teams something extra to work toward.
  • Team-wide celebrations for hitting milestones keep spirits up.

And let’s not forget the legendary socks—branded, stylish, and suddenly the hottest prize of the month.

Justin, a longtime Lewis team member, describes it best:

“The new faces and their look of wonder when they hear what we’re doing—it’s like watching someone experience Christmas for the first time.”

Pushing the Limits in Finance: Exclusive Bank Deals

One of the most underappreciated aspects of this challenge is what happens behind the scenes in financing.

Lewis Automotive doesn’t just take what the banks offer—they fight for better deals. This means picking up the phone, calling lenders directly, and making them part of the Ultimate Challenge.

Justin from the finance team shared:

“Most dealerships just take what the computer says. We call, we push, we negotiate. We get approvals that others can’t.”

That’s why Lewis customers get rates and terms they won’t find anywhere else.

Fixed Ops Joins the Challenge: $50 Off Oil Changes and More

This year, the Ultimate Challenge isn’t just about selling cars—it’s about service, parts, and customer experience too.

Service director Tre Forgusen announced some huge savings for customers:

  • $50 off oil changes every Wednesday in March—no coupon, no appointment necessary.
  • Buy 3, Get 1 for $1 on all major tire brands (Michelin, BF Goodrich, Toyo, Cooper, and more).
  • Free vehicle alignment checks for all service customers.
  • Complimentary car washes with every visit.

Whether you’re buying a car or just maintaining your current one, March is the time to get it done.

More Than a Sales Event—A Legacy

The Ultimate Challenge isn’t just a one-month push—it’s a reflection of the Lewis Automotive legacy.

For over 50 years, this dealership has been built on customer relationships, community engagement, and industry-leading service. It’s not just about hitting a number—it’s about proving why Lewis remains the flagship dealership in Northwest Arkansas.

As we round the corner on the second half of the month, the question isn’t “Will they hit 555?”—it’s “How far past 555 can they go?”

Looking for a new or used car? There’s never been a better time to buy.

Need service? Take advantage of the oil change and tire specials before they’re gone.

Want to win prizes? Follow Lewis Ford, Lewis Chrysler Dodge Jeep Ram, and Lewis Farmington on Facebook & Instagram for exclusive giveaways.

555 must be sold. Be part of it.