In the town of Tupelo, Mississippi, there is a population of 37,000 but a daily workforce of 84,000 according to the Community Development Foundation (CDF). It is also the home of Dossett Big 4 and has been constant in the community for 45 years. Rudy “Big Rudy” Dossett, and his namesake, “Little Rudy,” have taken care of the community’s transportation needs the only way they know how: by building relationships, exceeding expectations and creating a positive experience where customers become friends, and friends return with repeat business.
When asked about the dealership’s success, Rudy is quick to mention that none of this would be possible without his lovely wife, Sandra “Sandy” Elizabeth. The two purchased the store together in 1980. At the time, prime interest rates were 21%, which prompted the previous owner to sell the dealership. “Everyone wanted to commit me for buying anything at 21%,” Rudy recalled. “That is everyone except my wife. She trusted me.”
Under the new ownership of Rudy and Sandra, Dossett Big 4 opened for business on July 1, 1980. It was then that Rudy and Sandra made an agreement — Rudy would focus his time and energy on work so he could provide for the family, and Sandra would be the monarch of the house, focus her efforts on the home and take care of their two children, Little Rudy and Noel.
“Sandy is a critical part of the equation. She has freed me up so I can focus on the car business six days a week. On Sundays, I give God time while I am at church, and then, I get right back to thinking about the car business. Things have worked out very, very well for us,” Rudy said.
Dossett Big 4 was not the first time the name “Dossett” was featured at a dealership. In fact, at one point, there were 12 dealerships proudly showcasing the family name in the state of Mississippi. Rudy actually got his start in the auto business when he worked for his brother, Danny Dossett in Hattiesburg, at Dossett GMC Cadillac, who just celebrated 50 years in business.
But the family ties to the auto industry go even further back. “The first in this industry was my father, ‘Slim’ RB Dossett. He purchased a dealership in Natchez, Mississippi, with his brother, Clarence ‘CE’ Dossett,” Rudy said. “CE actually served as MADA chairman in 1982. Our family has supported MADA in various ways throughout the years.”
Rudy has served on numerous MADA committees, helping to keep the association growing strong. “I do my part where I can because I firmly believe in MADA’s mission. I would not do it otherwise because it’s a hell of a long drive from Tupelo to Jackson for the meetings,” Rudy chuckled.
If anyone knows Rudy, they know that he is the embodiment of Southern charm. His blend of kindness and wit, mixed with a strong sense of hospitality, leans perfectly into the auto business, and for decades, he has used his sunny disposition to build a steady flow of repeat customers. However, when it came to making hard decisions for the dealership, Rudy came to understand the power of saying “No.”
For years, during the months of February and March, Dossett Big 4 held its annual Rebel-Bulldog sales competition. The winning team was rewarded with hot-off-the-grill ribeye steaks. The losing team had to eat cold beans from a can. This event became nothing short of a much-anticipated, fun tradition.
Eventually, representatives from Mississippi State University (MSU) decided that the dealership would have to pay a $25,000 licensing fee to continue using the school’s name, mascot, emblems, etc. Representatives from MSU showed up at the dealership and broke the news to Rudy. They told Rudy to take three days and think it over. Without hesitation, Rudy replied, “I can tell you in three seconds. No!” The annual sale is now Maroon & White vs. Red & Blue, and there are still steaks and beans at the end.
On another occasion, a representative from the Cadillac Corporate Office showed up at the dealership. He proceeded to tell Rudy that he would change this, he would do that, and that he would spend $291,000 to electrify the shop for the onslaught of incoming EV orders. The direct and blunt dictates from the corporate representative were immediately met with a decisive and firm “No!” from Rudy. It was on that day that Dossett Big 4 and Cadillac parted ways. But, Cadillac authorized Dossett Big 4 to continue to perform Cadillac warranty work for Cadillac owners in the future.
Today, at the young age of 84, Rudy still shows up to the office every day but has taken an advisory role. His son has taken over the day-to-day operations of the dealership. “I do not take a direct role. I’m here to listen, give advice and never supersede the authority that comes from my son. He makes the calls, right, wrong or indifferent,” Rudy said. “I have had several people come to me and want to discuss business behind closed doors with just the two of us. I let them know that’s not how things work. One of these people even said, ‘Well, your name is on the sign.” And I told him that doesn’t mean a thing. He needed to talk to Little Rudy because he makes the decisions now.”
The agreement between Rudy and Sandy made all those years ago still holds strong today. Sandy continues to oversee the household, although the children are all grown up. She fostered in them a strong foundation of leadership and integrity. While Little Rudy runs Dossett Big 4, Rudy and Sandy’s daughter, Noel Russell, owns and operates a unique furniture company called Warehouse 605. It is the go-to place for locals to decorate and furnish their homes beautifully. Little Rudy and Noel are constantly supporting their community in their own ways, following in the footsteps of their father.
From day one, four main values have been promoted by the Dossett Big 4 in regard to how both employees and customers were treated at the dealership. First, always display a positive attitude; second, lead by example; third, be open-minded and fair; and last but not least, always do the right thing. And that pretty much covers everything. These four values have been posted in every place in the dealership that is public facing. As Rudy passes the mantle, he is making sure that these values are passed on as well.
Looking ahead, Rudy is optimistic, “The future is bright for the automotive industry. We’re going through a tough time right now, but tough times always pass. This is a very rewarding business, and if you’re successful, you’ll have freedom like you’ve never experienced.”
Being kind is key to continual success, “You can’t imagine the positive impact you have on a family when they buy a new or a pre-owned car, and they’re happy with it. It’s their second most major purchase, with their home being first,” he said. “You can’t last in this business for 45 years by dumping on people. Making sure the customers are happy comes down to being kind. Kindness creates friendships and keeps the repeat business coming back. After all, we’re not just selling cars, we’re building relationships.”
