Challenging Ego and Creating Empathy with April Simmons

Tim sits down with industry powerhouse, April Simmons, to explore her journey from loan officer to digital retailing pioneer to operations leader at Horne Auto Group.

April shares candid stories of breaking barriers as a woman in automotive, building successful internet departments, and discovering her “second mountain”—a mission to empower others.

From resilience to reinvention, this TimTalks episode has actionable insights for anyone looking to grow in the auto industry.

Connect with April on LinkedIn.

[00:00 – 01:04] Opening & Guest Introduction
Tim introduces the episode and welcomes long-time friend and automotive leader April Simmons.

[01:04 – 02:31] A Decade of Partnership
April reflects on meeting Tim in 2016 and their early work together to bring CarNow into Earnhardt.

[02:31 – 03:57] Taking Risks as a Thought Leader
April and Tim recall navigating early challenges of introducing new tech into traditional dealerships.

[03:57 – 05:02] April’s Automotive Origin Story
From a Nebraska bank loan officer to the Arizona car scene, April shares her path to the auto industry.

[05:02 – 07:22] Early Lessons & Adapting
April discusses her evolution with technology, from banking systems to the dawn of digital retailing.

[07:22 – 09:04] Entering Retail Automotive & Breaking Barriers
April shares her journey into finance and her determination to rise in a male-dominated industry.

[09:04 – 12:03] Building Internet Departments & Learning Marketing
April explains how she learned internet sales and marketing by leveraging vendor insights and curiosity.

[12:03 – 13:29] The Secret Sauce: Communication
April’s success formula: apply proven retail principles while evolving communication methods.

[13:29 – 17:21] Women in Automotive: Opportunity & Obstacles
Tim and April explore how women dominate when given the chance, and what holds the industry back from greater inclusivity.

[17:21 – 22:10] Retaining Women & Evolving Culture
April stresses retention and the need for leadership to evolve beyond historic toxic norms.

[22:10 – 26:08] Treat People How You Wish To Be Treated
A powerful discussion on breaking cycles and building better, healthier leadership environments.

[26:08 – 31:22] From Survival to Joy
April opens up about transitioning from survival mode to a values-driven life and leadership journey.

[31:22 – 36:08] The Call to Empower
April outlines her calling to be the “foundation of others’ evolution,” teaching and empowering without boundaries.

[36:08 – 37:43] Continuous Improvement
April shares her word of the year: Kaizen. She gives insight into how small daily actions fuel growth and clarity.

[37:43 – 37:54] Closing Remarks
Tim and April wrap the episode with gratitude, encouragement, and a commitment to always get better together.