Driving down Highway 231 near Wetumpka, you might just pass River Region Auto Sales.
Owner Michael Lackey started the business as a classic car enthusiast. But he knew classic cars are not a simple introduction to the world of auto sales. So, he began River Region Auto Sales with eight cars — a mixture of classic cars and used cars.
“The way we sell is to not sell,” he said. “I don’t want (a customer) to feel like they are being pounced on. These are big financial decisions. A car or a house for anyone of any income is a big decision.”
Lackey said he wants people to find the right fit for them above all else and so what he and his staff try to do the most is listen. Listen to what the customer’s wants and needs are.
Over the past year and a half, Lackey has heard a lot of positive feedback about the no-pressure sales style, the cleanliness of the vehicles and even the fresh smell of them.
Lackey’s lot has grown to 25 cars, which is right around where he plans to keep it. He doesn’t want to get too big and risk losing the personal touch to River Region Auto Sales.
“You want (customers) to come back for their daughter’s car,” he said of the importance of staying true to your client base.
While now he has a foundation, getting the business off the ground wasn’t always easy.
Lackey’s previous career was as a salesman and later area manager for Coca-Cola. He said he learned a lot of business practices, effective communication and the value of making sure your product not only is good but also looks good.
But like with many starting businesses, there have been some financial hits during the process. It isn’t the type of business where you make a sale everyday or every week; it can take weeks, and bills still have to be paid. In short, Lackey said this isn’t for the faint of heart. But he kept at it because he wanted to be a long-standing used car dealer for Wetumpka.
Wetumpka is a new love for Lackey. He originally is from Montgomery and has strong family ties there with his grandfather being the police chief back in the 60s.
He first started looking for a place in Montgomery, but decided the city was too big for what he was looking for. So, he looked into Prattville and Millbrook, then driving down Highway 231 he saw the for-lease sign and knew that was it.
River Region Auto Sales is one of the few used car dealers in Wetumpka. However, there are plenty of competitors in the greater river region, and he tries to focus on low-mileage used cars, quality products with affordable prices.
“Cars are almost more valuable, in ways, to people than their own home,” he said.
Lackey encourages people to look around the lot even if they don’t buy anything. He said as a car lover himself, he knows people are passionate about their vehicles and he knows buying a car isn’t a one and done process.
On top of running the business, Lackey is working on getting more connected with the Wetumpka community. Soon you might start seeing River Region Auto Sales in community parades, events or festivals.
“I think I got in at the right time and I can grow with Wetumpka so to speak,” he said.
River Region Auto Sales is open Monday through Friday from 9 a.m. to 6 p.m. and Saturday from 10 a.m. to 2 p.m. The location is 3662 US-231.
For more information, individuals can visit riverregionautosales.com or its Facebook, Instagram or TikTok page.
