Written By: Alysha Webb
The auto industry has lost a legend, but Jim Ziegler’s spirit is so deeply ingrained in the retail automotive industry that it will live forever.
Ziegler, 78, passed away on March 1, losing his second battle with cancer. In the weeks since, we’ve taken time to reflect on the impact he had on the industry and the friendships he built along the way. Ken Rosenfield shares his thoughts on Jim’s legacy in this tribute.
Known as the Alpha Dawg, Ziegler spent time in dealership sales and management in the mid-70’s. He and his wife Debbie founded a consulting firm, Ziegler Super Systems, in the 1980’s.
Some 125,000 dealers, managers and executives have attended the consulting firm’s seminars since 1986. Ziegler was also a much-sought-after speaker and columnist. He was a featured speaker at 98 state automotive dealer conventions, for example, and rated in the top 10 workshop speakers at 17 National Automotive Dealer Association conventions.
His industry influence also lives on through the students Ziegler taught at Northwood University, where he was an associate professor teaching automotive general management and automotive F&I.
His larger-than-life personality and drive to do what he believed in is what stood out for those who knew Ziegler.
His dominant style at times would make people stand back, but his accuracy, truthfulness and knowledge obtained respect instantly.
Brutal honesty was a Ziegler trademark, and he was a fearless advocate for automotive dealers. Never shy about voicing his opinions, Ziegler nonetheless won respect through his veracity.
“I honestly think that the only time he was wrong was when he thought he was wrong,” says Rosenfield.
Jim Ziegler will be missed by his circle of friends and patrons, but his legend will live on!