By Craig Chastain
Siblings
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Sara Carter Wade Carter
A
Living a Legacy
After years of hard work building a business, some car dealers are able to pass on a dealership to their children. Wade Carter, father to Sara and Wade Carter, passed on a legacy. The Ballard Volkswagen/Subaru and Shoreline Subaru stores under the Carter Motors banner have grown and prospered by living a legacy of service begun by the elder Carter more than a half century ago. “Our father focused on treating people the way we would want to be treated,” says Sara. “He gave us, and the Northwest car business, an outstanding example to follow.” Indeed, from the day Wade and wife Mary opened the Ballard store in 1960, the “Carter Advantage” came to represent the best of what a dealership could be – professional, uncompromising, service-minded. More than that, the Carter team became part of the community, with Wade wearing many hats: businessman, philanthropist, family man, race car driver. “I always wanted to work side-by-side with my father,” says the younger Wade. “At fifteen, I started out doing various jobs within the dealership. During my college years, I spent my summer(s) selling Subarus. After graduating from George Fox University, I returned home and began working as a service advisor. I’ve been involved with all aspects of the company ever since.” A year in NADA’s Dealer Academy – from which both he and Sara graduated – gave them a total immersion into the business. Still, with all the training and experience, Wade and Sara feel their father was their most influential teacher.
“What makes dealerships successful are relationships,” says Sara.”Our father taught us to put people first, both our customers and our staff. That gives you the foundation, then you add great brands like Volkswagen and Subaru, and you’re ready for success to follow.” Carter Volkswagen has been a Ballard staple since 1960. An avid race car enthusiast, the elder Wade raced Porsches, which led to a connection to VW back when the “bug” and the iconic van were the heart of the brand. Subaru followed in Shoreline in 1976, and when Sara and Wade terminated their Saab franchise in 2008, they enthusiastically put Carter Subaru Ballard in its place. “They are great products for the Northwest – safe, reliable, dependable,” says Wade. “We are very fortunate to have them.” Sara and Wade’s scope of responsibility took a dramatic turn in 2001 when their father was killed in a helicopter crash. The tragic event shook the northwest dealer community and beyond as it took away an extraordinary leader, benefactor, and father. Overnight, the next generation of the Carter family was called on to lead and move forward. Fortunately there was a talented team of committed staff and a solid reputation already in place. “Our father’s approach of putting people first left us with great people – both customers and staff,” says Sara. “Many of our employees started with him – many of our customers first bought from him - and they’re still with us. Once you’re a Carter customer or a member of our team we want to keep you.” The Wade Carter legacy today extends beyond 17