Dealers vs. Change: The Truth About VW, Scout, and the EV Road Ahead — From an Insider | Fred Emich IV, Partner at Emich Automotive

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Nov 11, 2025

Fred Emich IV, a Partner at Emich Automotive and chairman of Volkswagen's National Dealer Council, brings a wealth of experience from leading high-volume EV sales. He shares insights on becoming Kia's top EV retailer, navigating challenges with VW's product quality, and the dealer landscape amidst the rise of direct-to-consumer brands like Scout. Fred discusses simplifying the EV sales process, the importance of service and community initiatives, and his vision for the future of his family-run business.

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ANECDOTE

Dealer Turned Racer

Fred raced a Volkswagen-based car using contingency programs and built a competitive chassis from a white VW shell.
He still does occasional endurance races and runs biannual track days with friends and staff.

ANECDOTE

Family Return To Retail

Fred is fourth-generation in the car business but re-entered after his father sold to AutoNation and later partnered with him.
He now runs VW, Kia and Chevy stores with family partners and a cousin managing Kia.

ANECDOTE

Winning Kia After A Lawsuit

Emich pursued a Kia franchise after relocating VW and fought litigation delaying the store through COVID until a 2022 federal win.
Kia funded the federal lawsuit and the group ran used cars on the site while awaiting the decision.

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