As St. Louisans, we take pride in being the best—from our devoted baseball fans to the country's most affordable zoo to the Magic House. Audi Exchange Kirkwood can proudly be added to that list, having earned one of only 17 Magna Society Elite Awards for 2024, placing it in the top 5% of Audi dealerships nationwide.
"We weren't chasing the award. We were chasing excellence. And excellence brought the award," General Manager Neil Westfall said. "As we got closer to the end of the year, I said, 'We have a shot at this.'" This coveted award is even more remarkable because Neil and his team achieved it in seven months.
Audi Exchange Kirkwood opened the brand-new dealership in the spring of 2024. The timing of the grand opening meant that Neil and his team only had seven months to achieve Audi excellence. "We did our jobs. That was easy," said Neil. He added, "We knew we'd get there. We just didn't expect it to happen so soon.
Neil credits the dealership's success to a winning combination of culture, teamwork, and community. "We control how we operate. We control how we take care of people," Neil explained. "It's a culmination of all parts of the dealership working together. It's not a singular thing… You can't just hit sales numbers," Neil said. "We worked our way through team members to find the right mix of people who know how to treat our customers really well."
With over 20 years in the car sales business, Neil invests in every team member, starting at the ground level.
"Getting that buy-in from every person on our team is key, including the young kid who started at the dealership with a part-time job. That's how my boss started; that's how I started," Neil said. He also acknowledges the importance of establishing a local foundation.
"Everybody who works here is from St. Louis. They understand what St. Louis and Kirkwood are about," Neil said. "We don't know everything. But we understand that St. Louis gets things done by helping St. Louis people. By supporting us, you're also supporting your neighbors."
What sets Neil and his team apart from other dealerships is their approach to customer experience.
"We want people to walk in and say, 'Whoa, this is a little different.' And then we set out to prove to you how Audi Exchange Kirkwood really is different," Neil said.
Audi Exchange Kirkwood has nearly perfected creating a standout customer experience. Every interaction is tailored to each individual, ensuring the best possible encounter with their client. "Our job is to make your life a little bit easier. There has to be genuineness to it."
"It's one person at a time. How you care for them individually, with specialized treatment and care, can change someone's opinion. Then they tell their friends or their parents," Neil said. "It's not about having the best car—it's about having the best experience. That's what keeps people coming back."
Neil emphasized that while first impressions matter, long-term relationships are built over time.
"I can show customers beautiful cars and a beautiful building. My staff has a nice smile, but that's surface level," Neil said. "It really comes down the road as you service clients. You've got to build equity, which comes with every interaction."
Audi Exchange Kirkwood's commitment to excellence extends beyond the dealership. They're making an impact off the road, too. Neil is the Board President of the St. Louis European Auto Show, which benefits St. Louis Arc. This non-profit United Way agency provides support and services to more than 4,000 adults and children with intellectual and developmental disabilities and their families throughout the St. Louis area. Audi Exchange Kirkwood was also instrumental in the Drive with Heart program benefiting the Make-A-Wish Foundation.
"We don't have to ask for help at our non-profit events. People immediately ask, 'What can I do?' And we want to do that for others, too," Neil explained. "It's a relationship you build upon in the community. We value our relationships with the City of Kirkwood, the Kirkwood Performing Arts Center, and the Kirkwood-Des Peres Area Chamber of Commerce."
Although the team is celebrating their 2024 achievement, Neil's eyes are focused on the road ahead. "The Magna award is for last year's performance," Neil noted. "I don't want to hit cruise control. I always want to be a little better. And once you get to that self-sustaining point, you can get exceptionally good at things," Neil said. "We've done great things. But we're not great yet. We accept excellence, but we chase perfection. There's no such thing. That drives me."
Visit Neil and his team at Audi Exchange Kirkwood, 10230 Manchester Rd, and walk in and feel the difference.
"We want people to walk in and say, 'Whoa, this is a little different.' And then we prove how we are different."
Join Neil at the European Auto Show at MINI of St. Louis on Sunday, June 9th, from 11:00 a.m. to 2 p.m. Vehicles on display include Audi, Ferrari, MG, Bugatti, Porsche, Lamorghini, Ducati, BMW, Mercedes, and many more. This free event has been a tradition since 1987 and occurs yearly, rain or shine. The show benefits St. Louis Arc.