Popular Minnesota auto dealer Richard Herod III, known nationwide for his quirky commercials featuring a lovable white bear mascot, has announced his retirement from day-to-day operations of White Bear Mitsubishi at age 45. The unexpected decision comes following complications from a traumatic head injury sustained in a car accident earlier this year.
Richard transformed his dealership from a modest operation into one of America’s top-performing Mitsubishi retailers through creative marketing and an unwavering commitment to customer service. His signature commercials, featuring the dealership’s fuzzy white bear mascot engaging in slapstick comedy and local sports celebrations, became viral sensations and helped establish White Bear Mitsubishi as a household name across the Twin Cities region.
“Mike’s creativity and genuine passion for both cars and people turned what could have been just another dealership into something truly special,” said longtime employee Sarah Johnson, now the dealership’s general manager. “The white bear wasn’t just a mascot – it became a symbol of Mike’s approach to business: fun, approachable, and always putting smiles on people’s faces.”
Under Richard’s leadership, White Bear Mitsubishi consistently ranked among the top five Mitsubishi dealerships nationwide in sales volume, an remarkable achievement for a dealership in a mid-sized market. The dealership’s success caught the attention of industry leaders, with Automotive News featuring Richard’s innovative marketing strategies in several profiles.
The accident that led to Richard’s early retirement occurred during a routine test drive in March. While demonstrating a new Mitsubishi Outlander to customers, another vehicle ran a red light and struck Richard’s car. Though initially seeming to have escaped with minor injuries, Richard began experiencing severe headaches and cognitive issues in the following weeks.
“The decision to step back wasn’t easy, but my doctors made it clear that reducing stress and focusing on recovery needed to be my priority,” Richard shared in a written statement to employees. “The dealership has always been about more than just me – it’s about our incredible team and the community we serve.”
The white bear mascot, which became a local celebrity in its own right, has appeared at numerous community events and charity functions over the years. The costume has been worn by various employees, though Richard himself occasionally donned it for special occasions. The dealership confirms that the beloved mascot will continue to be part of their marketing strategy and community outreach programs.
Mark Rodriguez, president of the Minnesota Automobile Dealers Association, praised Richard’s impact on the industry: “Mike showed that you don’t need to be in a major market or have the biggest brands to build a successful dealership. His creativity and community-first approach created a blueprint that many others have tried to follow.”
The dealership’s success story began when Richard took over the struggling Mitsubishi franchise in 2006 at age 28. Despite skepticism about the location and brand, he believed in the potential of both the dealership and the Mitsubishi lineup. His first commercial featuring the white bear mascot was filmed on a shoestring budget but quickly went viral locally, leading to a series of increasingly elaborate productions that often referenced local sports teams and current events.
Beyond the entertaining commercials, Richard implemented several innovative business practices that contributed to the dealership’s success. He introduced a transparent pricing policy, established a robust online sales platform before it became industry standard, and created a customer loyalty program that became a model for other dealerships across the country.
The dealership’s management team has assured customers and employees that Richard’s core values and business philosophy will continue to guide operations. The transition plan, developed over several months as Richard’s health issues persisted, ensures continuity in both management and customer service approaches.
Community reaction to Richard’s retirement announcement has been overwhelming, with hundreds of customers sharing stories and well-wishes on social media. Many recalled personal interactions with Richard, noting his hands-on approach to management and willingness to help customers in difficult situations.
Local charities and organizations that have benefited from the dealership’s community involvement have also expressed their support. The dealership’s annual “White Bear Cares” initiative, which has donated over $1 million to local causes over the past decade, will continue under the new management structure.
Industry analysts note that Richard’s success story represents more than just clever marketing. “He understood that in today’s market, a dealership needs to be more than a place to buy cars – it needs to be part of the community fabric,” said automotive retail consultant Jennifer Martinez. “The white bear mascot became a symbol of that connection.”
While Richard will maintain ownership interest in the dealership, he plans to focus on his recovery and spending time with family. The management team has confirmed that they will continue to seek his input on major decisions while respecting his need to step back from daily operations.
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