Louisiana Automobile Dealers Association's
2002 Dealer of the Year
Selling cars was not LeBlanc's first business venture. Initially, he ran a small cattle operation. But in 1954, he accepted a job as a salesman for Standard Motor Co. in Baton Rouge. He remained there 90 days, leaving Standard to start his own dealership with just $1300.
The business began with two used cars parked in front of his house. In August of the same year, Price opened his first new car franchise, St. Gabriel Motors, on a lot across the street from his house. The dealership sat in what is now the front yard of his current home. Back then he sold American-made automobiles, not picking up a Toyota franchise until 1969.
The parent company, American Motors, did not expect much from a young businessman in rural St. Gabriel. The marketing and research department estimated a potential for LeBlanc to sell only 15 cars per year. His hard work prevailed, and in June 1962, LeBlanc's dealership sold 131 cars in one month. One year later he expanded, buying the Gonzales Plymouth franchise and adding Chrysler. He later moved the American Motors dealership to Gonzales.
When LeBlanc first opened his dealership, there were no paved roads to St. Gabriel from Baton Rouge. Often, his potential customers would get turned around on the way there and had a difficult time finding him. To make it up to them, he began giving away free country sausage to anyone who showed up! To this day, LeBlanc keeps the product on hand both at home and at the dealership, giving away about 3,000 pounds per month.
Price maintains he was the first auto dealer in the area to appear in his own TV commercials, beginning more than 30 years ago. It was not until February 1980 that he began wooing customers with his now famous "Dahlin'" catch phrase. Price explained he borrowed the term from his mother, who used it frequently when addressing people.
During his two biggest years ever, 1984 and 1985, he brought in $45 million and $54 million, respectively. He spent $1 million per year in advertising, including $10,000 per month on sausage alone. He sold 3,600 vehicles in 1984 and 4,200 in 1985.
Price has been a member of LADA for 33 years. He has won the Toyota Touch President's Award thirteen consecutive years. To win this award, a dealership must achieve superior levels of customer satisfaction, demonstrate excellence in every department, as well as in facility appearance, business practices, and sales and market penetration.