Trudy Moody started a yearlong term as the 2023-2024 MADA Chair. She has been an active and engaged member of the association for years and has served in a number of leadership positions. She is also the President at Mercedes-Benz of Jackson, MS, and Mercedes-Benz of Collierville, TN.

She has been married to her husband, Ed Moody, for 32 years. When she’s not working, Trudy and her husband enjoy quail hunting with their bird dogs and raising horses. They have three children who all compete in English horse jumping competitions and are looking forward to joining the family business someday.

MADA recently sat down with Trudy and got to know more about her thoughts on the current state of the industry, what she’d like to accomplish as Chair and mentoring the next generation of dealers. We would like to thank Trudy for her time. The following are excerpts from our conversation. We hope you enjoy getting to know more about her as much as we did.

What are the biggest issues facing the auto industry?

To me, the biggest issue that dealers are facing is the need for a fair and feasible plan to transition dealerships to selling EVs. Right now, there are some pretty unreasonable demands being put on dealers, most specifically with the Ford EV charger mandate. The financial burden of updating electrical infrastructure is currently on the dealers. It is such a hardship, especially for the smaller, rural dealers.

Manufacturers, the government and independent charging station operators need to share the cost of transitioning and updating infrastructure; the responsibility shouldn’t be borne by the dealers alone. Finding a way for it to be fair, especially for the smaller dealers, needs to happen.

Another challenge dealers face is the many industry changes that are happening and staying up to date on them. One thing that we, as dealers, have always done is to adjust, change and stay extremely adaptable; this has allowed us to be very competitive in the marketplace. But there are so many things changing right now, especially with the move to electric vehicles and over-the-air updates. That’s a concern of mine. Dealers need to stay at the forefront and in the loop, especially on the accessory sales side.

Why is the franchise system still the best way to sell cars?

The franchise system creates healthy competition, which the consumer directly benefits from. I believe that if that system is not in place, the consumer will pay higher prices and receive a much lower level of customer care, which is not the message that the direct sellers put forth.

The main goal of dealers is to take care of the customer. We’re in the customer service business. Manufacturers have a mission to provide a return for their shareholders. We have a very different perspective.

I see it every day. Manufacturers will say no, and then we fight for the consumer and get things done for them. So if we weren’t in the picture, it would be a lot harder for our consumers to get what they truly want.

How do you think the industry will change in the next 3-5 years?

I think there’s going to be a lot more demand for EVs. That is something we’re all going to be dealing with, as well as updating our charging infrastructure. Internal Combustion Engine vehicles will be relevant for a long time, especially in states like Mississippi, where consumers drive long distances and the charging infrastructure isn’t robust right now. Getting the infrastructure into place will help consumer demand, along with better vehicle range.

How long have you been a MADA member, and how did you get involved in a leadership role within MADA?

I have been a member for 16 years, and I’ve been on the Board of Directors since 2016.

When I was a general manager, I was just focused on car sales, service and meeting our goals. As I progressed in my career and had a little bit more time to think about the bigger picture, I felt that I needed to learn more about government regulations. So, I became more involved with the association. I could see how critical the work they were doing was and, as issues were coming to light, how, together, we could make a big impact. I thought about all the people who have served before me — especially my father, Dennis Higginbotham; I learned from his example of service. I appreciate the work they did, and I thought it was my time: “I’ve got the bandwidth; let me serve.”

What do you see as the biggest benefit of being a member of MADA?

Networking has been a tremendous benefit to me personally. I’ve enjoyed getting to know our association President and the people within our Motor Vehicle Commission. They directly influence our business in such a positive way. Getting to know fellow dealers has been a huge benefit as well. Being around other dealers who love the business and realize what a benefit the dealer network is to the state of Mississippi is inspiring.

There was a lot of work that went into helping to pass House Bill 401 this year. During the prior two or three years leading up to the bill’s passing, I was able to be a part of that work, as were many of our dealers. This win is so rewarding and gives such a great sense of accomplishment. I think about myself as a young dealer and not really appreciating what the state association did. It makes me happy to think about some of the young dealers who might not have been involved, but as they progress in their careers, they’re going to look back and say, “Wow, that was really important; let me get involved, serve and pay it forward for the next generation.” Our efforts benefit future generations.

The MADA PAC benefits dealers. This year, our PAC has been very engaged in campaigns and supporting candidates that have been very helpful to our legislative efforts. We’re proudly working with Governor Tate Reeves and Lieutenant Governor Delbert Hoseman to get re‑elected, along with numerous State Senators and Representatives. We’ve made a huge impact by supporting those elected officials who support the franchise system and keep our businesses strong for the next generations.

What are your goals as Chair?

I want to ensure that MADA stays prepared to defend our franchise system. I also want to engage more dealers and the next generation and our association’s work. We need to preserve our dealerships for future generations. My teenage children are all interested in being car dealers; that’s why I get up in the morning and do what I do — to ensure I have a strong third generation. I’m so proud of the work the association has done to help me make that goal a reality, and I’d like that for all of our dealers.

What help do you need from members to accomplish those goals?

MADA membership is awesome. Anytime we ask them to get involved and make calls with their legislators, they always step up. So, I guess I would ask for just a little bit more support. I would like them to get their successors and the next generation involved in the association’s efforts. We have some ideas on how to make that happen this year, inviting them to spend time at the Capitol during the legislative session so they can see exactly what’s going on and the impact we can make. But we need members’ help to accomplish this goal.

What do you plan to do to help members?

I’m committed to doing the work, to doing everything that I possibly can to support our dealers and the franchise system. I’m so proud to be able to do it — I’m all in this year!

Have you had any mentors? What did you learn from them?

I would say it would be my father. He has been my mentor my whole life and always had confidence in me to come into the business and take on leadership roles. There was never a question about being a female or being young. I was a General Manager when I was 24 years old. He’s always been a big supporter and knew I could rise to the occasion.
I am blessed to be able to work alongside my father, as well as my brother, Wallis Higginbotham. I understand the value of a family-run, multi-generational dealership business.

When you mentor others, what are three pieces of advice you would share?

1. Make the right decisions for the long term, not just the short term. Any decision needs to benefit the customer first. The question I often ask myself is: Does this benefit the customer? And if that answer is yes, it’s going to help us in the long term.
2. Do everything possible to create a great working environment for your employees as well as a career path. If customers are happy and our employees have a great work environment, then everything else falls into place.
3. Support the community. Dealers do such a great job with this. Being a Mercedes dealer, I’ve competed against Tesla for years, and I really don’t see any involvement in the community from them. They’re a huge company and could do so much, but don’t. We’re just one Mercedes dealer, and I see the impact that I make and the things I do as well as my fellow dealers in the area.