From Passion to Legacy: John Baldwin’s Journey

• The evolution of Baldwin Motors has been from a small-town dealership to a leader in the market. 
• John Baldwin’s childhood has influenced and left an impact on his leadership style. 
• The journey has been one of overcoming challenges in the automotive industry and adapting to change. 
• John Baldwin showcases a constant legacy of giving back to the community and fostering connections.

The Baldwin Story: Building Relationships Beyond Business

• What inspired Baldwin Motors’s community-first philosophy? 

I took over Baldwin Motors from my father, who started it in 1950. He was a general manager at the local Buick store when he was offered the Lincoln Mercury franchise, which is how we began. As I got involved, I realized that our success wasn’t just about selling cars. It was about building relationships. That is why our company stands for the simple motto: “We won’t sell you a car; we’ll help you buy one.” We wanted our customers to feel at ease, with no pressure—just honesty and respect. We’ve focused on building that trust, and it’s what sets us apart. 

I also realized that being in business means being part of the community. Subaru’s philosophy aligned with mine, especially their Love Promise initiative. It’s not just about selling cars; it’s about making a difference, whether it’s hosting a pet adoption event, offering free services to teachers, or doing whatever we can to help.

• How does Baldwin Motors measure success? 

Success for me isn’t measured by sales numbers alone. It’s about making a positive impact. We treat our customers how we would want to be treated—honestly, fairly, and with respect. We’ve earned Subaru’s Love Promise Award every year since it was introduced, and that recognition is just as meaningful as any other financial milestone. To me, that’s success—building strong relationships and being a part of something bigger than just selling cars.

Childhood Experiences Which Shaped Core Values 

• Could you share key childhood experiences that influenced your character? 

I was very skinny growing up, and I got bullied a lot. I remember a time when a bigger bully picked on a classmate who had a disability. I rushed over to help, not thinking much about it, and to my surprise, a few of my classmates had my back. That taught me the importance of supporting and standing up for others. 

Cars have been my passion since I was a kid. My first automobile race was when I was about six or seven years old. I stayed awake in the back seat of the car as we drove through northern Alabama, and that experience stuck with me. 

My parents also taught me many important lessons. They were never ones to give up, and I learned resilience from them. When I was told not to go to college because I was too focused on cars, I persevered. They taught me the value of hard work and sticking to your beliefs. 

• What personal values drive your leadership style? 

For me, it’s always about leading by example. I put my personal phone number on my business cards because I believe in being accessible. It’s one of the most important things I can do as a leader—showing that I’m here, not just in the good times, but during challenges too. I want my team to understand the importance of being hands-on and genuinely caring about people. 

I also try to treat every customer like I would want to be treated. Integrity, honesty, and respect are at the core of everything I do. That’s how we built Baldwin Motors and how I’ll continue to lead. 

Challenges in the Automotive Industry 

• What major changes have you seen in the industry? 

The biggest change I’ve seen was the introduction of computers in the automotive industry. When we were still working with Lincoln Mercury, things began to shift and it was hard to keep up. But when Subaru came into the picture, everything changed. They focus on building relationships, not just selling cars. That made all the difference to me, and we took them on in 2002. 

• What hurdles have you overcome in your career? 

There have been a lot of hurdles along the way. I’ve had to navigate industry changes, like the loss of our Lincoln franchise, but one of the toughest battles I’ve faced was with my health. I had a stroke, and I spent months in and out of the hospital. That was hard, especially when you’re so used to being in control of things. But the people around me, especially my family, supported me. That helped me stay focused on the future. Despite these challenges, I’ve always been determined to keep going. I don’t let things like that stop me from moving forward.

Baldwin Motors As A Community-Centered Vision

• What role does Baldwin Motors play in the Covington community? 

I believe we are more than just a car dealership—we are part of the fabric of Covington. We’ve been here for over 75 years, and we’ve lasted this long because of the people in this community. Baldwin Motors has always given back, from putting up benches in schools to organizing food drives for families in need. We do it because it’s the right thing to do. 

Feeding the Needy is something I co-founded years ago, and it’s a cause that’s very close to my heart. There are so many families out there, some with kids, who face impossible choices at the end of every month. Do they pay the electric bill, buy groceries, or cover childcare? Their income just doesn’t match their expenses, and they can’t see a way out. In our parish, about 40-45% of families are in this situation, and it’s unacceptable. 

I’ve been the chairman of the program since the early 2000s, and every year we work hard to deliver food packages to those who need them most. At one point, we delivered over a thousand packages in Washington Parish and another 500 in St. Tammany Parish, and the need just keeps growing. The program has evolved, but our mission remains the same: to make sure no one goes hungry, especially during the holidays. 

I remember one Christmas vividly. A family reached out to us—a father whose car had broken down, a sick mother, and a young boy with no food in the house. On Christmas Day, we delivered a full meal to their door. Moments like these remind me why we do this. 

Before COVID, we would meet at St. Paul’s cafeteria to pack and deliver food, including turkeys and all the trimmings. When the pandemic hit, we shifted to working with the food bank, delivering frozen turkeys and packages instead. It’s a massive operation, but it always comes together smoothly. 

What makes this program even more special is the people. I’ve seen kids ride their bikes in the rain to volunteer, and now those same kids are coming back as adults to help. Feeding the Needy is a tradition of giving back that I’m proud to be part of. 

• What makes Baldwin Motors unique? 

What sets us apart is our approach to customer service. We don’t pressure our customers to buy cars. We help them make the right choice for themselves and ensure they feel comfortable throughout the process. We’re not just selling cars; we’re helping people.

Passing the Torch And Advice for the Next Generation

• What does the future hold for Baldwin Motors? 

My son is now the general manager, and he has big plans. I’ve always said that if Baldwin Motors keeps focusing on what matters—treating people right and giving back to the community—the rest will follow. 

I’m confident that the dealership is in good hands. I’ve been through a lot, but I’m proud to say that I’ve built something that will continue long after I’m gone. 

• What advice would you give someone entering the automotive industry? 

My advice is simple: Never give up. It’s not always going to be easy, but if you believe in what you’re doing, you can make it work. I’ve always liked a quote by Henry Ford: “If you think you can or think you can’t, you’re right either way.” 

Attitude is everything. If you have the right attitude, you can accomplish anything you set out to do. Another quote that has stuck with me is, ‘Never be intimidated by anybody, no matter how famous they are—we all put our pants on one leg at a time.’ These two lessons have always rung true for me, reminding me that mindset and self-confidence are the keys to success. 

For me, it’s always been about working hard, doing what’s right, and treating people with respect. That’s what matters in the end. Baldwin Motors isn’t just about selling cars; it’s about making a difference. If we can continue to serve our community, then I consider that a success.

A professional journey becomes an exemplary legacy when built on a foundation of strong principles, and John Baldwin embodies this like none other. He has shaped Baldwin Motors with empathy and care, and by putting people first. Through every challenge and triumph, John’s story serves as a powerful reminder that true success is measured by something more than achievements. It is shaped by the positive impact we leave behind.