Folder Focus: TIO CHUY'S AUTO SALES

Composite image of Tio Chuy's presentation folder superimposed on car hood.

There are industries that, fairly or unfairly, historically, have generally had a bad rap. One of those is car dealerships. Admittedly, we were one of those who had such negative notions. Which is why a recent folder order we fulfilled for Tio Chuy's, an auto dealership in Oklahoma City, Oklahoma pleasantly surpirsed and impressed us.

Suprised and impressed because first, as a leading national manufacturer of custom presentation folders, we make folders for several automotive manufacturers, but not as many for dealers; second, because Tio Chuy's was not just a standard folder but one that was highly customized with stapled inserts. From these factors, along with their peculiar name, we could tell that Tio Chuy’s is not your typical car dealer.

We reached out to their Marketing Manager, Bryan Kaler to learn about their company's philosophy and what part custom presentation folders play in it.

FOLDERPRINTERS WRITERS: Please describe your company/organization and its services/specialty.

BRYAN KALER: Tio Chuy’s is a used car dealership accompanied by a finance company that caters mostly to the Hispanic communities in our local area. Our primary goal is to provide an authentic environment that celebrates and honors the rich Hispanic culture. We have established two locations, situated in Oklahoma City and Tulsa. Our mission is centered around the phrase, “Mejorando Vidas. Una persona, una familia, un carro a la vez,” which translates to “Improving Lives, one person, one family, and one car at a time.”

FPW: What makes you stand out or differentiates you from your competition?

BK: I can confidently say that our dealership stands out from our competitors in several ways. Firstly, We take great pride in our mission to improve lives, one person, one family, and one car at a time. This mission extends not only to our customers but also to our team members. We invest in our team members’ growth with ongoing training and development programs in a supportive work environment that values diversity, inclusion, and collaboration to help our team members enhance their skills and advance in their careers.

Our well-trained team understands our customers’ unique needs and provides them with a personalized and authentic experience. We offer a wide range of high-quality pre-owned vehicles, all thoroughly inspected and reconditioned to meet our rigorous standards. Our related finance company provides flexible financing options, making it easier for customers to purchase their dream car.

Lastly, we believe that buying a car should be a positive, life-changing experience, and we strive to make that a reality for each and every one of our customers. At Tio Chuy’s, we don’t just sell cars, we build lasting relationships with our customers based on trust, transparency, and a shared commitment to improving lives.

FPW: Are folders in any way a part of it?

BK: Our “Sales Folders” are handed to customers to take home upon the completion of their purchase. We view these folders as a representation of our commitment to quality and excellence.

FPW: Who are your main customers?

BK: Members of the local Hispanic community that are looking for a more familiar atmosphere and culture for their buying experience.

FPW: What purpose do your folders generally serve? Is it for marketing/selling? If so, What problems or challenges in marketing, selling do the folders solve for you?

BK: Although the folders are part of our sales process, they serve a greater purpose in marketing and branding. We intend for our customers to keep these folders for the duration of our partnership, as they serve as a constant reminder of our company’s attention to detail and commitment to excellence.

FPW: Has there been a particular instance (or instances) wherein folders helped in your goal? If so please share any anecdotes.

BK: I wouldn’t say the goal, but the folder is designed to keep important information organized and readily accessible for customers to reference in case of any questions or issues that may arise.

FPW: When do you hand them out?

BK: At time of sale

FPW: What items do you put inside the pockets?

BK: Copy of sales contract, warranty information, insurance requirements, policies, contact information, FAQ page, best practices sheet, etc.

FPW: Have the folders proven to be effective? Do they work?

BK: I believe so.

FPW: In this digital, internet age, why use analog presentation folders?

BK: In my opinion, physical copies of documents appear more official and are less likely to get lost. Although we provide digital copies of the folder’s contents, customers often prefer to reference their physical folders when they need to access something.

Inside pages and pocket of Tio Chuy's custom folder.

FPW: Who designs your folders?

BK: I designed the folder.

FPW: What was your aesthetic philosophy and / or aim in coming up with the final design?

BK: My philosophy is to provide all necessary information to our customers while keeping it simple and straightforward.

FPW: Do you know if your competition also employs the same type of folders?

BK: I’m not aware if they do.

FPW: Are these your first professionally printed folders? What made you decide to go with Folderprinters?

BK: No. I’ve printed numerous folders in the past and decided to use Folderprinters because of the price and some testimonials.

FPW: If not, had you been working with a printer, and what made you switch to Folderprinters?

BK: I’ve used a few local print shops over the years and I decided to switch because of cost.

FPW: Did you look at other folder sellers’ websites? What made you choose us?

BK: Yes, I found the quote process to be simpler compared to other websites.

FPW: What was your experience using the website? Was it easy to use?

BK: The process, from design to placing the order, was straightforward and uncomplicated.

FPW: Did the final product meet your expectations?

BK: Yes, as always

Our Takeaway

Tio Chuy’s is clearly a different kind of dealership. Forward thinking and dedicated to the customer and their community. Their focus on the Latino market in their area puts them in an enviable position to dominate that segment.

Perhaps most admirable is that their mission, as expressed in their mission statement, does not ring hollow. From the outside looking in, their custom folders are, to us, an indication of how their actions back up their pronouncements.

Amidst the “everything is going online” hoopla — and indeed exacerbated during the pandemic when the number of buyers who purchased a vehicle purely online spiked — most future buyers will still visit a dealer’s showroom. For this, Tio Chuy’s is well prepared. While most auto dealers would not bother to produce marketing collaterals, Tio Chuy’s took on the extra expense to purchase not just standard folders, but impressively well designed, custom presentation folders with stitched inserts. To us, this is proof of their commitment to service, personal touch, and respect for their customers..

They may not realize it, but Tio Chuy’s is helping change for the better the public perception of their industry at large.