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Robert Pehl is the Vice President and General Manager for I-5 Cars.
By Cynthia Mudge
For the C-C Chamber of Commerce
I-5 Cars is a prominent, locally owned automotive business that has weathered recessions, pandemics, supply shortages, and even natural disasters—emerging stronger each time. Purchased in 2002 by the Pehl family, the original dealerships included Uhlmann Motors, Uhlmann RV, and a Toyota franchise. Today, operating as the I-5 Auto Group, the organization has grown to six dealerships: I-5 Toyota, Awesome Ford, Awesome RV, Awesome Chevrolet, I-5 CJDR (Chrysler, Jeep, Dodge, and Ram), and Volkswagen of Olympia.
When the Pehls acquired the dealerships, Heidi Pehl entered the traditionally male-dominated automotive industry with no prior experience. What she did bring was a clear vision for how customers should be treated—rooted in transparency, respect, and trust throughout the buying experience. That philosophy continues today through her son, Robert Pehl, Vice President and General Manager.
Robert has held his current position for the past seven years, but his connection to the business began much earlier. He grew up doing homework at the Toyota dealership and started working for his mother at age 12, detailing cars and helping wherever needed. As a teenager, his passion was baseball—a pursuit that led him to the University of Washington and eventually to being drafted by the Kansas City Royals. After three years in professional baseball, Robert returned to Chehalis and joined I-5 Cars as used car manager.
He quickly discovered a passion for working with people and serving customers from diverse backgrounds and generations. Like his mother, Robert believes that exceptional customer service begins with taking care of employees. That philosophy has paid off: the I-5 Auto Group consistently maintains one of the lowest employee turnover rates in the industry.
Over the years, the I-5 Auto Group has navigated numerous challenges by maintaining a forward-growth mindset. Robert credits much of their success to what he calls a “Kaizen Spirit,” inspired by Toyota’s philosophy of continuous improvement. “It’s the idea that if you’re not growing, you’re dying,” he said.
The pandemic brought significant change, but also opportunity. Among the positive shifts were expanded online sales and enhanced customer services, including mobile service options and vehicle pick-up and delivery. “Eighty percent of our sales now start online,” noted Robert. While many customers still prefer to finalize purchases in person, a growing number complete the entire process digitally—including having their vehicle delivered.
Maintaining high-quality customer service remains a priority as Lewis County’s population grows and online sales extend the company’s reach beyond the local area. With more than 250 employees, the I-5 Auto Group focuses on building trust and long-term relationships through transparency, prompt and courteous service in both sales and service departments, and active community engagement.
Community involvement is central to the I-5 Auto Group’s mission. The company participates in numerous fundraisers, with its largest being the annual I-5 Car Raffle. Each year, a vehicle is raffled off, and local school groups and nonprofit organizations sell tickets and keep the proceeds. “Last year alone, the raffle raised $100,000,” said Robert. To date, the program has generated more than $1.2 million for the community.
Support for education and youth athletics is a particular focus, with beneficiaries including the Lewis County Boys & Girls Club, W.F. West High School auto mechanics program, the Chehalis Foundation, and the I-5 Toyota Scholarships, among others.
