Rita Case's remarkable journey from selling the first Honda car in America to leading one of the nation's most successful dealership groups offers a masterclass in automotive entrepreneurship and resilience.
Following her husband Rick's passing in 2020, Rita has continued to build upon their shared legacy while charting her own course as a pioneering female leader in a male-dominated industry. As the daughter of Honda's first U.S. motorcycle dealer, automotive retail runs in her blood – a passion that led to her fateful meeting with Rick at a Honda 20 group where their personal and professional partnership was born.
The secrets to their 40+ year successful marriage and business partnership? "Mutual respect, compromise, and staying in your lane," Rita reveals. This approach helped them build a powerhouse organization that holds industry records including the most Hondas ever sold in a month (1,222) and the most awarded Honda dealership in American Honda's history with 16 consecutive President's Awards.
Rita offers candid insights on industry challenges, expressing skepticism about fully digital car buying ("I don't think people are going to be buying cars from home") and concerns about the pace of EV adoption in markets like Florida and Georgia where driving distances are significant. Her innovative marketing approaches, including the Rick Case Rewards card with at-cost gas for customers and their signature 90-minute purchase guarantee, demonstrate her commitment to enhancing the dealership experience.
Perhaps most remarkable is the Case family's dedication to community service, having raised over $100 million for various causes with a focus on education and youth development. From their Bikes for Kids program to Boys and Girls Club support, giving back isn't just a corporate responsibility – it's who they are. This commitment was recently recognized when Rita was named 2024 Time Dealer of the Year at the NADA Show.
Wondering what Rick would think of her leadership? "He would be saying, 'Honey, you're fulfilling your promise to me,'" she reflects with characteristic warmth. Visit any Rick Case dealership to experience firsthand how Rita continues to honor that promise while creating her own remarkable legacy.

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