ESCONDIDO - Infiniti Escondido CEO John Preston has witnessed a lot of changes in the car business. During his 35-year career that has included ownership positions in a handful of dealerships throughout the region, just about everything is different. When he started out in the automotive business (fresh out of college In early 1970s in the sales department at a Kearny Mesa dealership) foreign brands were a curiosity, many dealerships were closed on the weekends, the car buying process took weeks instead of minutes and all cars ran on gas.

The marketplace has been flooded with an abundance of choices, due to the unending proliferation of foreign and domestic makes and models. Dealerships and service stations have popped up on seemingly every street corner throughout the county. The Internet has provided consumers with an abundance of tools and information, as well as opened huge opportunities for savvy dealers like Preston to expand their reach in the market. "Today, the industry is faster moving and more competitive than at any point in its history," he says. "Locally owned and operated dealerships are more and more rare, and large-scale corporate-owned operations often overwhelm the smaller shops." But if you ask Preston why he has succeeded despite the constantly changing landscape, his reason is one you won't read about in mega- corporation case studies or in the latest busi- ness guru's tome. It instead is a simple tenet that defines his personal and business life: Family.

While he acknowledges that the whole 'family theme" can sound rather contrived in these modern times of sophisticated business models and brand marketing strategies, Preston says passionately caring about and treating employees and customers like extended family members is never an outdated philosophy. "What I've learned over the years is that you need to create an atmosphere where people love to come to work. I strive to provide a family environment for my employees, who then pass on that caring and compassionate feeling to our customers." Spend a day with Preston - If you can keep up with his youthful energy - and you can see he practices what he preaches. He answers his own phone and Is constantly on the move, visit- ing with his 35 employees, greeting customers and addressing challenges and opportunities as they arise.

Even after three decades in the business, Preston loves to be on the sales floor talking to his customers and making them welcome. "I still get a rush being on the sales floor. For me, being with people in a festive, friendly showroom is much more satisfying than sitting behind a desk shuffling papers. The employees and customers are the fun part of the business," he says emphatically. 'This is my only business and you'll find me here everyday," he notes with pride. 'I've downsized and simplified my business operations in recent years, and I am loving having one store, close to my home, where I know all of my employees and get to meet every one of my customers." Beyond creating a people-friendly atmosphere, family also holds another meaning at Infiniti Escondido. You'll find the next generation of family involved in the business, with son Jeff Preston serving as assistant service and parts manager for the dealership that carries a full line of new and used cars, including the highly acclaimed Infiniti G35 Sport.

The senior Preston is a true "car guy' because he has worked in every department and knows the car business inside and out. 'I've always tried to evaluate and improve every aspect of the business and maximize efficiencies of the services provided." All of the dealerships he's worked for or owned during the past 35 years have been renown for their customer service skills, lauded for top-notch service and parts departments, achieved high volume sales and won awards for management practices. At the end of the day, and at the conclusion of his long and successful career, Preston says the only thing that matters is that both his employees and customers are happy and satisfied. His number one goal has always been and continues today to be customer satisfaction. And though he's only been solo at the helm of the six-year-old Infiniti Escondido dealership for six months now, he is already sending the dealership's Customer Satisfaction Index score through the roof.

At Infiniti Escondido's service department, for example, quality automotive care is coupled with an experience where the customer and technicians feel related. With seasoned veteran Jeff Preston as the service manager, this department not only delivers superior automotive care but a strong sense of cooperation and community with the patrons.