Our Work
Overview
Hendrick Automotive Group is the largest privately held automotive retailer in the United States, representing 140 franchises and 31 manufacturer nameplates nationwide. Headquartered in Charlotte, North Carolina, the company employs more than 11,000 people across 102 dealership locations, 22 collision centers, and four accessories distributor installers in 13 states.
Evenbound’s work with Hendrick Auto sits on the commercial side of the business: the fleet, government, and B2B sales motion that operates as its own division, separate from individual retail vehicle sales. Each dealership ran this side of the business differently, on a patchwork of manual processes and an industry-specific system that wasn’t built to give leadership a clear view across locations.
Evenbound partnered with Hendrick Auto to put strategy and ownership in place first, then build the HubSpot CRM architecture to match how their commercial teams sell, standardizing three distinct sales motions under one system without flattening them into one generic process.
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Industry: Automotive Retail
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Location: Charlotte, North Carolina
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Size: 11,000+ employees | 140 franchises | 102 dealership locations
3 Sales Processes
45+ Members Trained
25 Custom Reports
The Challenge
Hendrick Auto’s commercial division sells differently than a retail car lot. Think multi-vehicle deals for fleets, government contracts, and business accounts, often with longer cycles and more people involved in a single sale. Before Evenbound, that division didn’t have a system built for the way it really worked.
No Standard Process: Fleet, commercial, and government sales teams operated independently across dealerships, with no consistent process for managing deals, tracking activity, or reporting results.
An Industry-Specific System, Not a CRM: The team relies on Reynolds & Reynolds to store order details and vehicle history, but it wasn’t a system built for sales pipeline management, follow-up, or visibility.
Manual Work Everywhere: Order and vehicle data lived in different systems, meaning teams were manually tracking and re-entering information that should have flowed automatically.
No Visibility Into Rep Activity: Leadership had no consistent way to see what reps were working on, where deals stood, or which accounts were falling through the cracks.
Three Sales Segments, One System Needed: Fleet, commercial, and government sales all have distinct workflows and data needs, but leadership needed one architecture that could support all three without losing what makes each one different.
HubSpot Tools We Used
Sales Hub Enterprise
The Solution
Evenbound started with strategy before touching the technology, defining how fleet, commercial, and government sales needed to operate before building anything in HubSpot. From there, the system was built around the people using it and validated with a pilot group before expanding further.
Purpose-Built CRM Architecture: Designed a HubSpot architecture with a dedicated deal pipeline for each of Hendrick’s three B2B sales motions (fleet, commercial, government) instead of forcing them into one generic process.
Custom Data Model for a Complex Business: Built out more than 50 custom properties for companies, along with additional properties for orders, deals, and contacts, so the data reps needed was available in the record.
Order Pipeline & Migrated History: Stood up a dedicated order pipeline and related properties, and migrated existing order and vehicle history from Reynolds & Reynolds into HubSpot so sales teams had that context without leaving the CRM.
Reporting Built for Leadership Visibility: Delivered five custom dashboards covering target account growth, sales activity, prospecting, pipeline and deal performance, and order tracking, backed by 25 custom reports.
A Buyer’s Journey That Matches the Sales Motion: Simplified lead management by consolidating lifecycle stages and shifting prospecting from an overly complex pipeline to a streamlined lead-status process built around how reps were actually prospecting.
Automation Where It Mattered: Built workflows for follow-up task creation in inactive target accounts, automatic company ownership updates from related orders, and prospect stats enrichment — plus native HubSpot data enrichment for companies and contacts.
Trained the People First: Rolled the system out to two pilot teams before expanding further, delivering eight total training sessions (two focused on admin functionality and six on Sales Workspace adoption) for more than 40 people, with additional team members trained beyond the initial pilot.
The Results
Three Sales Motions, One System: Fleet, commercial, and government sales now run through dedicated pipelines built for how each team sells, instead of a one-size-fits-all process.
62 Active Sales Seats: With 116 total seats allocated as adoption continues to expand across the B2B division.
4 Dedicated Admins: Managing the system on Hendrick Auto’s side, supporting long-term ownership rather than dependence on an outside partner.
Usage Scores Trending Upward: Reflecting true adoption by the sales teams using the system day to day, not just a system that was set up and left alone.
A Data Model Built to Scale: The architecture was built with room to grow. From day one, it was designed to support future fleet management data and ancillary product lines without requiring a rebuild.
A Foundation For What’s Next: Hendrick Auto will soon move into a second phase of partnership with Evenbound, including a deeper Reynolds & Reynolds integration and expanded, in-person training across additional locations.
