Alexandria, Louisiana, might be considered a smaller city, but for Walker Mercedes Alexandria, it represents a significant hub of opportunity. Strategically positioned in the heart of Louisiana, this dealership thrives as part of the larger Walker Automotive group, drawing customers from a wide surrounding area. For those seeking a premier Mercedes-Benz experience, Walker Mercedes Alexandria stands out as a beacon of quality and service in the Pelican State.
The strategic advantage of Alexandria’s location becomes clear when considering Walker Mercedes Alexandria’s reach. While the city itself has a population around 70,000, the dealership effectively serves a market closer to 300,000. Lawrence Searcy Jr., Operations Manager and General Counsel for the Walker Automotive group, explains, “We benefit significantly from residents of surrounding towns who come to Alexandria for healthcare and shopping opportunities not available in smaller communities.” This regional draw is a cornerstone of the dealership’s sustained success.
Walker Automotive’s roots in Alexandria stretch back to 1919 when W. Foster Walker, Sr., a World War I veteran, established Alexandria Auto Co., initially selling Durant and REO vehicles. The enduring relationship with General Motors began in 1929 with an Oldsmobile franchise. The name evolved to Walker Oldsmobile in 1966 and continued until GM discontinued the Oldsmobile brand in 2004. However, this evolution didn’t halt Walker’s growth. In 1974, the group expanded into the luxury market, acquiring a Mercedes-Benz franchise, a pivotal moment that led to the establishment of Walker Mercedes Alexandria as a key player in the luxury automotive sector in the region. Over the years, the group further diversified, adding Buick-GMC, Mitsubishi, Kia, Honda, Toyota, Scion, and BMW franchises to their portfolio. Strategic acquisitions, such as the 2014 purchase of Toyota and Chrysler/Dodge/Jeep/Ram franchises from All Star Automotive, solidified their market presence. Though some franchises like Daewoo, Pontiac, and Saturn have been discontinued over time, the overarching strategy of multi-franchising has proven remarkably successful.
Foster Walker III, grandson of the founder and current President and CEO, recognized the power of diversification early on. Searcy, his son-in-law, notes, “Foster Walker III realized early on that the more points you have, the better the opportunity to maximize your efficiencies and build your market share.” This vision has guided the group’s expansion and solidified Walker Mercedes Alexandria’s position within a robust automotive network. While many dealership groups pursue geographical expansion, Walker Automotive has consciously chosen to remain rooted in Alexandria. “We want to remain here in our local market,” Searcy states. “We’ve looked at other opportunities and decided this is the market we know. It’s where we want to be. The best opportunity for growth and success is hands-on management. We wouldn’t have that opportunity if we went somewhere far away from here.” This commitment to local focus allows for dedicated management and a deep understanding of the Alexandria market and its customer base, directly benefiting Walker Mercedes Alexandria.
Alexandria’s stable economic environment further contributes to Walker Mercedes Alexandria’s success. Forbes recognized Alexandria as a top retirement destination in 2013, citing a low unemployment rate and affordable housing. Predictions indicate strong job growth in the city. “Our economy remains in a pattern of slow but steady growth,” Searcy explains. “While other areas experienced tremendous downturns in 2009 and 2010, we saw some slowdown but not to the extent that most people saw nationally. On the other hand, we haven’t seen the spike in growth that everybody else has seen. Our sales and grosses have gone up year over year following our regional trend. Slow and steady wins the race.” This consistent, if not explosive, growth pattern provides a stable foundation for businesses like Walker Mercedes Alexandria. In 2014, Walker Automotive’s sales reached 5,100 new and used vehicles, generating $180.7 million in revenue, positioning them at No. 41 on the WardsAuto Dealer 500, a testament to their strong performance.
Staying local also fosters strong employee retention, a key factor in the consistent high-quality service at Walker Mercedes Alexandria. Foster Walker III’s hands-on approach sets an example for the entire organization. “Mr. Walker visits every store every day, not just as one of those owners that make a pass through,” Searcy emphasizes. “He’s still opening every bit of mail and is the leader of the group.” This active leadership is respected by managers and employees alike. Long-tenured staff, like general sales and used car managers with 25 years of service, are common. This stability translates to experienced and knowledgeable staff serving Walker Mercedes Alexandria customers. The dealership group’s reputation attracts individuals seeking long-term careers with growth potential and good earnings. In 2014, salespeople’s average income exceeded $70,000, with many earning over $100,000, showcasing the financial opportunities available within Walker Mercedes Alexandria and the wider group. “Employees are comfortable their jobs are going to be perpetuated through the next generation,” Searcy says. “They’re not worried if the store’s going to be sold or if the owner is going to be gone.” This sense of security and long-term vision benefits both employees and customers of Walker Mercedes Alexandria.
Walker Automotive’s commitment to ethical business practices and exceptional standards is further recognized by being a two-time winner of the Better Business Bureau’s International Torch Award. This commitment is embodied in “The Walker Way,” a customer-centric management philosophy applied across all dealerships, including Walker Mercedes Alexandria. Modern technology, such as the Reynolds and Reynolds docuPAD system in finance and insurance offices, enhances transparency and customer trust. “The customer has a (stylus) and they have to consent to and acknowledge every step of the process. There’s no way to have any hidden fees or charges or products,” Searcy explains. Professionalism is also emphasized through a dress code. “Everyone in our store wears a tie. We don’t allow jeans. We believe if you dress and act like a professional, customers will respond to being treated professionally.” This dedication to customer experience and ethical conduct defines the service at Walker Mercedes Alexandria.
Alexandria’s economy, supported by industries like timber and healthcare, also benefits significantly from nearby Fort Polk, the U.S. Army’s Joint Readiness Training Center. Fort Polk contributes significantly to the local economy and community. Walker Mercedes Alexandria, while not directly involved in government vehicle contracts or remote selling due to dealer association regulations, benefits from its proximity to the base. “One of our employees is a Navy veteran who has forged a very close relationship with the brass,” Searcy says. “He represents us at golf tournaments, welcome-home ceremonies and other base events. The active military at Fort Polk as well as retired service people who’ve stayed in the area are a big part of our customer base.” This community connection extends beyond the military. Walker Automotive, including Walker Mercedes Alexandria, actively participates in community events and supports local causes. They provide their facilities for community events, exemplified by supporting the Susan G. Komen Race for the Cure. “My wife and mother are breast cancer survivors, so we are very involved with the Susan G. Komen Race for the Cure,” Searcy shares. Heather Blanchard, Executive Director of the Susan G. Komen Acadiana affiliate, acknowledges Walker Automotive’s community involvement: “We are honored to have (Walker Automotive) involved with our program.” This community engagement reinforces Walker Mercedes Alexandria’s role as a local business deeply invested in the well-being of Alexandria.
While consistently successful, Walker Automotive proactively seeks continuous improvement. Recognizing a need to refine operational processes, particularly in fixed operations, the group initiated “high-performance teams” in 2013 to re-evaluate all aspects of their operations, from communication protocols to sales processes and customer service. This led to improvements in internal communication through a structured communication tree utilizing phone calls, texts, and emails based on urgency. They also revisited and updated their mission statement to emphasize customer satisfaction, honesty, integrity, quality, and growth, reinforcing the core values that drive Walker Mercedes Alexandria and the entire Walker Automotive group into the future.
Company Profile: Walker Mercedes Alexandria (Part of Walker Automotive)
Who: Part of Walker Automotive Group, led by Foster Walker III, President; Lawrence Searcy, Jr., Operations Manager.
Where: Alexandria, LA
Franchises: Mercedes-Benz (among 10 total for Walker Automotive)
WardsAuto Dealer 500 ranking (Walker Automotive): No. 41
2014 total revenue (Walker Automotive): $180.7 million
