As a continuation of our Brain Trust series, I want to introduce you to the man to trump all “car men”. As CEO of Rose Gold Automotive, Khiry Peterson is a visionary, self-made man – and he did it all in his “ second hometown” of Atlanta (He’s really from Cali yall!)
Khiry has been in the car business for 11 years and has worked in all facets of the industry; from small mom-and-pop dealerships where he aided in the proportional growth of his uncle’s lot, to industry giants including BMW and Cox Automotive where he held management positions.
After graduating from Georgia State University in 2013 with a Bachelor’s of Business Administration in Finance, Khiry used his industry experience and educational foundation to become the CEO of several automotive-related businesses, the first being Rose Gold Automotive, LLC(RGA – @rosegoldautomotive). Through RGA, Khiry presents a boutique-style approach to automobile acquisition. He removes the stress of the car buying process by listening to client
needs, educating them using accessible language,and positioning himself as a partner in their goals from the search to signing phases. He adjusts his service to the personality of his clients, whether they prefer a hands-off electronic experience or they want him there every step of the way. His business model could be described as “ad hoc,” which is Latin for “for this” and means “done for a particular purpose only.” In relation to RGA, the dealership carries no inventory, but rather purchases vehicles based on each specific client’s final vehicle preference.
In addition to RGA, Khiry is the CEO of eClean Auto Detailing, LLC (@ecleanatl), a premiere mobile detailing company. eClean boasts the use of eco-friendly products and recycled water, while providing executive-level professionalism during its services. In its four months of operation with a team of five detailers, eClean has secured corporate contracts with companies such as Amazon, Mercedes-Benz USA and Siemens. eClean currently services the metropolitan Atlanta area with plans to expand outside The Perimeter and further into the southeast region by next year.
If you thought we were done with RGA and eClean, you were mistaken. Khiry’s latest venture, The ATL AutoHaus, LLC, exists to educate those interested in beginning or progressing their careers in the automotive field. Operating under the motto “to facilitate environments conducive to entrepreneurship, especially as it pertains to the automotive industry,” you can stay tuned to the ATL AutoHaus’s development by following Khiry at @theATLautobroker on Instagram.
Aside from his passion for cars, Khiry enjoys traveling, cooking, and fashion, and is a brother of Alpha Phi Alpha Fraternity, Inc. He can be contacted via the following mediums:
Instagram: @theATLautobroker
Cell: 470.378.1167
Email: sales@rosegoldautomotive.com
Check out the following interview to learn more Khiry and his story:
What drew you to the car industry?
I’ve been around cars my entire my life. My granddad, who was a mechanic of sorts, always had multiple cars, and was even the first person to let me get behind the wheel. My uncle owned a small “buy-here pay-here” dealership, and hired me at 15. From then on, I fell in love with the car industry.
Who is your greatest inspiration in your field and why?
Although I don’t know them personally, I’m truly inspired by the Baranco family. They’re innovators and trailblazers in the automotive industry. They’re two African-Americans who have changed what dealership ownership looks like in the south. They are both college educated and own several dealerships (including the notable and award-winning Mercedes-Benz of Buckhead). They’ve opened the door for many other people of color to hold management/executive level positions, and own their own dealerships.
If you had to recommend a car that balances luxury & performance, but is cost effective what would it be ?
I may be a tad biased because I’ve worked for BMW for almost 5 years, however I feel the most cost effective vehicle that provides luxury and performance is BMW’s 3 Series. Many car enthusiasts proclaim this to be the perfect car because of it’s 50/50 weight distribution (helps it achieve phenomenal handling) and also its power output being the highest in its class as compared to competitors. BMW also provides a warranty that includes maintenance coverage. You can lease one for the same price it costs to finance a Honda Accord.
If money were no object what car would you have?
My favorite hypercar is the Ferrari LaFerrari. Priced at around 1.5 million dollars OVER the original MSRP of 1.1 million, this vehicle is my holy grail. As you might expect, it looks like a spaceship, and drives like the best Ferrari ever made. Which in terms of useable horsepower, it is. Only about 500 have been built, available only to serious Ferrari collectors, and they’re all sold out. With 950HP, and zero to sixty time in 2.5 seconds, it’s a beautiful nightmare.
Tell me about your most interesting sale thus far?
I’ve sold hundreds of cars during my career in the auto industry. However, my most interesting sale was to a pretty notable lawyer in Atlanta. We only spoke once on the phone, but the rest of the deal was done via text. I spec’d his 7 Series out and even negotiated the numbers, all via text. He wanted some personal touches done on the car, so I had the wheels painted, the windows tinted, and all the chrome wrapped black. All this was done before the paperwork was signed. Talk about nerve-wrecking. It ended up working out, and the following week I delivered the paperwork and the car to his office, and drove his trade back. I ended up selling his wife a car as well.
Outside of receiving compensation, what is the most exciting part of the job for you?
The most exciting part is also the most stressful part for me. That would be finding the car. It’s such a thrill for me finding the needle in the haystack. Once I do, it makes it all worthwhile once my client sees their car.
What is your vision for Rose Gold long term?
I see Rose Gold Automotive branching out to other areas in the industry. Offering financing, providing exotic rentals, and also teaching others how to become dealers/auto brokers. I’d like to open a customization shop as well.
What do you wish you had known before you got started into the business?
I wish I had known the importance of contracts, and also the importance of getting everything in writing. A lot of the mistakes I’ve made have been in part because I didn’t solidify commitments in stone (with a contract), or because of ambiguity with verbal contracts.
In your wildest dreams who would you like to work with?
I tell my friends all the time that I’d love to sell a vehicle to Gucci Mane. Not only is he one of my favorite musical artists, but he’s a personal hero of mine. He turned his life around for the better, and is a true testament to hard work, discipline, and the fact that people CAN change. He’s a fellow car aficionado, and has been for years. He’s known to have vehicles before they are officially released, and also brings attention to vehicles that were otherwise unheard of in the Hip-Hop community (i.e. Lotus, Mclaren, Ferrari 812).
What’s been the biggest hurdle for you in building your brand?
The biggest hurdle I’ve encountered is also my biggest blessing. I’m simply overwhelmed with requests and leads. My team and I have been working on processes that will help alleviate that. However, with over 10 years in the business, over 30k followers/connections across all my social media outlets, sometimes I can let leads slip through the cracks. I vow to give each of my clients the respect and attention they deserve, and the decency to respectfully decline their business when I am unable to.
