Few could have predicted the direction of the rapidly growing golf car business, and even fewer could have predicted the current nationwide shortage of low-speed vehicles. When production at ICON’s home facility in Tampa started to back up nearly a year ago, CEO Roy Williams knew an insidious storm was approaching the golf car industry. A year later, and William’s prediction has become a stark reality for most low-speed vehicle dealers in America. Despite the increasing demand for street-legal golf cars, many dealers are currently faced with low inventory and empty lots. It seems almost no one was prepared for the golf car shortage that is now putting the industry on hold. ICON, however, is ready to brave the storm.
Williams knew he had to get a step ahead of the inventory shortage, and he had to get there quickly. The gravity of the situation dawned on him when the lucrative Dallas facility sold out of inventory for months. The first step towards solving the problem would be to expand – and ICON did just that. Williams’s goal was to enlarge each location so that it could meet and even exceed the demands of eager golf car dealers trying to keep their businesses afloat. Within the last 90 days, ICON has tripled the size of its three manufacturing facilities located in Tampa, Dallas, and most recently, Phoenix, AZ. The purpose of expanding ICON’s manufacturing facilities was simple: more inventory. “The more space we have, the more cars we can hold. Its necessary in the current marketplace. Manufacturers are having a hard time supplying the demand for LSV’s in this country right now. But we are tripling our size, and tripling our inventory”, explains Williams. “Within the next 60 days we will have well over 2,000 golf cars in stock across our three locations. The supply of golf cars we will have will be the largest inventory supply by any low-speed vehicle or golf car company in America. Dealers will be able to buy what they want when they want.” As ICON fixes a major problem plaguing dealers, it’s evident that the best is yet to come for this industry-leading company.
Today, ICON is making it even easier to order cars and have them delivered even amidst a shortage crisis. In the last few months, the LSV company has created and launched its own inventory buying system that streamlines the buying process. Dealers connected to ICON’s Phoenix and Dallas locations can now log into an online portal and order from available inventory or reserve golf cars on future orders. Additionally, dealers can follow every golf car on their order from the day it hits the manufacturing floor to the day it leaves the warehouse. The portal gives dealers the freedom to add customized car accessories, order parts, and select from inventory at all three manufacturing facilities. ICON’s new online portal facilitates the buying process for dealers, while maintaining the transparency of process that has always been integral to ICON’s success. Williams is excited to have his largest facility, Tampa, transition online in the coming weeks.
Though the everchanging market has never been easy to stay on top of, ICON’s recent expansion and new technology affords dealers room to breathe in the midst of a nationwide golf car shortage. With over 2,000 golf cars coming in over the next two months, ICON will be able to supply dealers with what they need to maintain and grow their businesses. So how did ICON do this?
Williams credits an amazing group of people. “All of this started with me and a few people that have been with me in business for over 20 years.”, Williams begins. “Lana Batten, who has been my office manager since day one, keeps me sane. Terry Trekas, the manager of our Tampa facility joined shortly after we opened and was just as big a part of building this as anybody. Much of ICON’s success in rapidly expanding is credited to our partner and CFO Steve Gianfilippo, bringing 25 years of experience in Finance, Investments, and Organizational Infrastructure. Steve, Terry, and Lana have put forth a tremendous effort in making ICON better every single day. None of this, including tripling in size, would have been possible without this small group of creative and hardworking people we have here in Tampa”.
When Williams decided to add a second and third facility in Dallas and Phoenix, he knew he would need an equally strong support system away from home. The Dallas facility opened in the third quarter of 2020, quickly expanded, and exceeded everyone’s expectations. Sean Heatley, the General Manager at the Dallas facility and Divisional Partner, led his team to quick success with the help of Office Manager Neeli Dickerson. Sean and Neeli make a great team, and they run a tight ship in Dallas. “The care they put into the company shows in the final product we deliver to ICON dealers. I can’t thank them enough for their tireless effort this past year – opening and running a warehouse successfully is a huge effort for two people.” explains Williams.
Last, but certainly not least, the Arizona expansion and the creation of the ICON portal would not have been possible without a unique and experienced Arizona team. The head of the facility and Divisional Partner, Dene Lambkin, has nearly 40 years of experience in the car industry under his belt. Williams brought Lambkin on board to create a cohesive dealer network in the Southwest – and that’s exactly what Lambkin has done. With a goal of 400 golf cars this month, ICON’s Arizona facility has ambitions of catching up to Dallas soon. As a longtime friend and business partner to Williams, Terry Washington, is credited for accepting a new role in Arizona, helping Lambkin take over the west, one LSV at a time. Part of this takeover included the online portal, created by ICON’s car engineer and in-house IT guru, Jonathan Drwal. “Jonathan is always working on our unique online portal for ICON dealers. The features get more user friendly every day. You wouldn’t believe how much easier the buying process is for our dealers through the portal. We just ask our dealers ordering out of Florida to be patient as we integrate the technology in our home base of Tampa.” says Williams. Drwal also heads ICON’s parts and engineering department. Whenever a dealer has an issue with a golf car, Jonathan is the first point of contact for all three facilities. “It’s a huge task, and Jonathan knows the golf car better than anyone else.”
Williams always comes back to ICON’s goal, which is to continue supplying dealers with top-of-the-line electric vehicles. In the current market, reaching this goal, he says, “would not be possible without the people who lead our three warehouses – I can’t thank them enough.”
