SWANZEY, N.H. (MyKeeneNow) After helping guide Monadnock Ford through several years of growth and change, Monson now leads a business he says is focused on earning customers’ trust through transparency, community involvement and long-term relationships.

In March, Monson officially became managing partner of the Swanzey dealership, a milestone he says represents not just a leadership change, but the continuation of a transformation.

“It’s just the beginning,” Monson said. “The title doesn’t change what we’ve been doing. It just gives me a greater responsibility to continue building something that’s here for decades.”

Rebuilding From the Ground Up

Monson arrived at Monadnock Ford in 2022 after spending decades in the automotive industry, holding sales, finance and management positions across multiple states.

Rather than relying on advertising campaigns, Monson and ownership group Maverick Motor Group focused on changing the customer experience itself.

The result became what the dealership calls the “Monadnock Promise,” a philosophy built around six principles: fair pricing, selection, convenience, honest trade values, quality service and community involvement.

Those ideas, Monson says, aren’t slogans.

“They’re commitments that shape every decision we make,” he said.

No Games, No Gimmicks

Perhaps the clearest example came during one of the most unusual periods in automotive history.

As vehicle inventories shrank during the COVID-19 pandemic, dealerships across the country added thousands of dollars in market adjustments above manufacturers’ suggested retail prices.

Monadnock Ford chose another path.

Monson eliminated over-MSRP pricing for local customers, arguing that short-term profits weren’t worth sacrificing long-term relationships.

The same philosophy extends to vehicle trade-ins.

Instead of negotiating from arbitrary numbers, the dealership relies on third-party valuation tools designed to give customers transparent offers.

For Monson, consistency matters just as much as price.

Whether someone shops online or walks into the showroom, he wants the experience to match.

Community Is Part of the Business Model

While many businesses donate to local organizations, Monson believes community involvement should extend beyond writing checks.

Monadnock Ford partners with organizations including MC Squared, United Way, local Lions Clubs and numerous nonprofit groups throughout the region.

Employees are encouraged to volunteer, serve on nonprofit boards and participate in community projects.

Unlike many employers, they’re paid while doing it.

“I pay them for that time,” Monson said. “It’s not a donation. You get paid for the time you give back to the community.”

He sees those efforts as investments in the region that supports the dealership.

“Our customers aren’t just customers,” he said. “They’re our neighbors.”

Building Careers, Not Just Filling Jobs

Monson speaks just as passionately about employee development as he does customer service.

Modern vehicles have become increasingly complex, requiring years of technical education and hands-on experience.

Ford master certification typically takes six to eight years to earn, he said, with roughly a dozen years of experience needed to fully develop the skills required for advanced diagnostics and repairs.

The dealership pairs experienced technicians with newer employees to accelerate learning while reducing physical strain on veteran mechanics.

Training is paid for by the dealership and viewed as an ongoing investment rather than a one-time expense.

Monson compares the education required of today’s technicians to earning an advanced degree.

A People Business

Despite advances in technology and online shopping, Monson insists the automotive business remains fundamentally personal.

He acknowledges the public’s longstanding distrust of car dealerships but believes that perception changes through everyday interactions rather than marketing campaigns.

One example involved a single mother looking to purchase a vehicle.

Rather than stretching her budget to close a sale, Monson encouraged her to consider a different model with payments she could comfortably afford.

“Let’s get you into something that fits what you’re trying to accomplish,” he recalled telling her.

For Monson, helping customers make financially sustainable decisions creates relationships that last longer than any single transaction.

Measuring Success

Monadnock Ford’s progress isn’t measured solely by vehicle sales.

Monson closely tracks customer satisfaction scores, repeat business and what Ford calls “sales effectiveness” — a measurement comparing dealership sales within its local market.

When he arrived, the dealership was selling more vehicles outside its primary market area than within it.

Today, Monson says Monadnock Ford has reached 108 percent sales effectiveness in its zone, reflecting stronger support from local customers.

The dealership is also pursuing Ford’s prestigious President’s Award, an honor recognizing outstanding customer satisfaction and operational performance.

Putting Down Roots

Originally from Utah, Monson has lived in nine states while building his automotive career.

He says constant moves between dealership groups eventually convinced him his family needed stability.

Keene offered exactly that.

Today, one of his daughters also works at Monadnock Ford, building her own career independent of his role.

Watching employees — including his daughter — establish careers in the Monadnock Region has become one of his greatest sources of pride.

His long-term vision includes expanding services, strengthening community partnerships and continuing to grow while maintaining the values that helped reshape the dealership.

Ultimately, Monson says becoming managing partner isn’t a finish line.

Instead, it’s another step toward fulfilling what he calls the Monadnock Promise.

“Our goal is simple,” he said. “Whether you’re buying your first vehicle, servicing the truck that keeps your business running or just stopping in with a question, we want people to know they’ll be treated fairly, honestly and with respect.”