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Heuberger Subaru: Cultivating a Culture of Inclusion



Eric Hunsaker

Heuberger Subaru in Colorado Springs, Colo. prides itself on creating a workplace and car-buying experience where everyone feels welcome. General Manager John Adams drives the culture of the dealership by asking himself: “How do I want employees to feel when they come to work? Are they coming to work just to go to their job or are they coming to work to a place that is accepting for any of their identities, beliefs, their feelings? And do they enjoy their job?”

“[Our culture] is a philosophy from the top,” shared Adams. “[As a team,] we get to say ‘what do we want the culture to look like?’ That’s really what the culture boils down to.”

“The Heubergers cultivated the culture here because of their open mindedness about people expressing themselves,” said service manager Cole Collins. “Accepting people for who they are: That is something I think that if you bring that into the environment, I think you will get that back. One of my co-workers likes to say ‘happy cows make happy cheese’ and that’s pretty true.”

Accounting assistant Tyler Myrie says: “It’s fun here; it’s comfortable. It’s not just a car dealership, not just a place you get your car serviced, it’s a family. All of us are a family. It is a place to be yourself.”

Spending some time in their dealership can seem like taking a break; there’s a coffee shop in the store that doesn’t charge for any of its products. “It’s so fun to see customers mind blown by seeing a full café in a car dealership,” said barista Tatum Balajiada.

Heuberger Subaru’s commitment to inclusivity extends to their customers as well. The dealership’s website touts their commitment to diversity noting that they “make it a point to cater to each customer's unique needs, no matter what they be.”

John Adams is proud of Heuberger Subaru’s role in the community. “Here at Heuberger, we’ve been involved in numerous avenues supporting the community as a whole. We’ve been involved in PrideFest for years – whether that is simply supporting the event monetarily or having employees drive cars in the parade or having a display or booth. Part [of our involvement] is not simply writing a check as a business; our employees do like supporting our community with time.”

Tatum shares this perspective: “Working here you really feel like you are seen, and you’re heard, and you’re understood. They make you feel very welcome.”

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