As we celebrate Asian American and Pacific Islander Heritage Month, Joey Crisostomo, president and dealer principal, Cars Plus Guam, reflects on the values of family, business and community that have shaped his personal journey and leadership in the automotive industry.

How did you get started in the automotive industry?

I started racing motorcycles when I was 11 years old and always had a passion for speed and competition. Suzuki began sponsoring me in 1972 when I was 13 years old, and that relationship continued through the mid-1980s.

When I wasn’t racing, I worked at a local motorcycle shop on weekends and during the summers. That’s really where I fell in love with the business side — being around customers, learning the product and understanding what it takes to run a shop.

In 1981, Suzuki introduced the Samurai, their first four-wheeled vehicle, and that was my first real exposure to the automotive side of the industry. From there, the transition felt natural. What started as a passion for racing turned into a lifelong career in automotive and power sports.

How many dealerships do you own? Where are they located?

We own one dealership located in Maite, Guam. It represents both Hyundai and Stellantis brands, with two separate showrooms and a 20-bay service department. We also own a powersports dealership with Kawasaki and Polaris.

While it’s a single location, we’ve built it to operate at a high level across multiple brands, with a strong focus on customer experience and after-sales support.

To whom do you credit your success?

I credit my success first to my family. My wife, Joyce, has been a constant source of support, and my children have carried forward the same work ethic and commitment to the business that I have.

I also credit the previous dealers I have worked for. My education in this business was through experiences working with them. I worked for good dealers early on and learned a lot through them.

I credit the people I’ve worked with over the years — our employees, managers and partners. You don’t build a successful dealership alone. It takes a team that believes in the same values: hard work, integrity and taking care of the customer.

And finally, I credit the Guam community. Without their trust and support, none of this would have been possible.

Are you a first-generation dealer? What does that mean to you as a Pacific Islander dealer? What does it represent to the community?

Yes, I became a first-generation dealer in 1999.

For me, it represents taking a chance and building something from the ground up in a small island market where resources can be limited and challenges are different from the mainland.
As a Pacific Islander, it also means showing that it’s possible to succeed at a high level while staying rooted in your culture and community. Representation matters. When people in our community see someone who looks like them building a successful business, it creates belief and opportunity.

It’s not just about personal success, it’s about opening doors for the next generation.

Where do you find support and inspiration?

I find support in my family and my team. Joyce and I have three children and five grandchildren. They give us inspiration to continue to grow the business and be in good health.

My inspiration comes from seeing the growth of the business and the people within it — watching employees develop into leaders and seeing customers come back generation after generation. That’s what keeps me motivated.

What things, if any, would you do differently to achieve your goals?

Looking back, I would have invested earlier in systems, processes and people development.
In the beginning, like many dealers, I had to learn through experience. If I could do it again, I would focus sooner on building a strong management structure and creating clear processes. That’s what allows a business to scale and sustain long-term success.

How does your dealership reflect inclusivity?

Our dealership reflects the diversity of Guam. We have a multicultural team that represents the island, and we focus on creating an environment where everyone is treated with respect, both employees and customers.

Inclusivity, to us, is about opportunity. We promote from within, invest in our people and make sure everyone has a chance to grow.

How do you give back? What are your thoughts on the intersection between community service and a successful business?

We give back in many ways. My wife, Joyce, is actively involved with Make-A-Wish, the Guam Memorial Hospital Volunteers Association and the Guam Education Foundation. 

My daughter, Jennifer, serves as president of both the St. John’s School Board and the Rotary Club of Tumon Bay, and she has continued our involvement with the Chrysler Minority Dealers Association (CMDA).

I strongly believe that community service and business success go hand in hand. A business should be part of the community — not separate from it. On Guam, we have a saying “Inafa Maolek,” which means, “making it good together.”

“To whom much is given, much is expected.” That’s a motto we live by.

What advice would you give to someone wanting to get into the industry?

Be prepared to work hard and stay committed. This is not an easy business, but it’s a rewarding one if you’re willing to put in the time. Make sure it is your passion; you have to love the business in order to make it work.

Learn every part of the operation — from sales to service — and surround yourself with good people. Most importantly, take care of your customers. If you do that consistently, the business will take care of itself.

What are your thoughts on increasing the number of AAPI dealer principals?

Access and mentorship are key. Many capable individuals just need the opportunity and guidance to get started.

Programs that support minority dealers are important, but just as important is having experienced dealers willing to mentor and open doors. Representation will grow when we intentionally help develop the next generation. NADA, CMDA and the National Association of Minority Automobile Dealers (NAMAD) are great organizations that will help minority dealers open doors to dealership ownership.