As chair, Keller hopes to amplify the voices of dealers across Virginia, bringing lessons from his experience while continuing to advocate for policies that support auto retailers and the communities they serve. ADVICE FOR THE NEXT GENERATION With nearly 40 years in the industry, Keller is quick to share advice with rising leaders: Stay humble, work hard and stay put when you can. “It’s easy to chase the next opportunity,” he says. “But there’s real value in building something where you are. We promote from within at Sheehy, and we’re always looking for people ready to grow.” He also places a strong emphasis on training — something he says faded during COVID and must now be rebuilt. From emerging leader programs to executive leadership development, Sheehy is investing in its people. “If we take care of our employees,” Keller says, “they’ll take care of our customers.” Dan Banister with Roger Keller. Banister served as VADA chairman for 2024‑25 and will now serve as immediate past chair for the 2025-26 fiscal year. LEADERSHIP BUILT ON TRUST AND TRANSPARENCY At Sheehy, Keller leads by example. As platform director, he works directly with general managers on everything from financial performance to hiring, training and advertising. He’s a visible presence in stores — “My office is really my car,” he says — and a constant advocate for transparency and customer experience, particularly in finance and insurance (F&I), where he got his start. “We want to be up front and build trust,” he says. “That’s how you earn repeat business.” When it comes to emerging trends, he views artificial intelligence as a tool for efficiency — particularly for routing calls and supporting customer service — but warns that it can never replace the human touch. “People still want real connections. They want to know someone is listening and ready to help,” he says. GIVING BACK TO THE INDUSTRY Keller’s involvement with dealer associations began in Indiana, where he served on the board and eventually became chairman of the Automobile Dealers Association of Indiana (ADAI). He brought that same energy and thoughtfulness to Virginia, where he joined the VADA Board in 2019. “I never really aspired to be chairman,” Keller said. “I just wanted to serve — to make sure our team at Sheehy had a voice in meetings and to kind of give our thoughts and ideas on certain topics that would come up throughout the industry. One thing led to another, and here I am.” He also praises the leadership of VADA’s Don Hall. “I’ve worked with great association leaders,” he says, “but Don Hall runs the best association I’ve seen. He treats it like a business, and that’s exactly what it is — an extension of our own businesses.” vada.com 7
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