From Out of the Far West, James E. Coles Picks Up The ATD Crown
James E. Coles, president of Western Peterbilt and Truck Dealer of the Year for 2000, has seen his share of hard times and good times, but regardless of fluctuating business conditions, his philosophy has remained essentially the same.
That philosophy, as played out over the past 25 years, is best described as making the most of the opportunities, first by making money and then by reinvesting profits in the business. It is a wise philosophy that produces cushions for the inevitable falls — and seeds further growth.
Drawing on the profits he had placed in reserve, Coles kept his dealership operating during the lean years from 1982 to 1986, when he saw sales volume plummet 80% and 37 major accounts declare bankruptcy following a downturn in the energy business.
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 |  American Truck Dealers |
| James E. Coles |
In 1975, Coles left a sales job with Caterpillar to take over a Peterbilt dealership in Riverton, Wyo. A year later, he opened Wyoming Peterbilt in Casper, and within three years owned both dealerships outright.
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