Joe C. Tate of Peaks Motors in Bedford, Virginia, began working at Peaks Motors in 1984 shortly after graduating from college. His first position was a combination of accounting and finance. After a progression of promotions throughout the company, he became the General Manager. Joe purchased controlling interest in Peaks Motors in 1997. He purchased the previously leased dealership property and conducted a complete renovation to include adding a four-bay garage and expanded display area.

Joe’s business philosophy centers on building lasting relationships with his customers. His dealership invests heavily on ensuring customer satisfaction with their purchases while continuing to provide services after the sale. Peaks Motors warrantees every vehicle they sell. Joe’s dealership currently enjoys an A+ rating with the Better Business Bureau and a clean record with both the Department of Motor Vehicles and Motor Vehicle Dealer Board.

Joe Tate has been a member of VIADA for ten years. He has served in several positions at state and district levels including: District Vice President, District President, State Treasurer, President-Elect, and served as VIADA’s 2008-2009 State President. Throughout his years of service to VIADA he has striven to put systems in place to help VIADA succeed.

Along with his volunteer service to VIADA, Joe is also a member of the Bedford Main Street Association and the Better Business Bureau. He has served in the capacity of both Vice President and President of the Lord Botetout Band Boosters. He serves as an elder at the Dale Ridge Church of Christ, sponsors the Bedford Area Walk for a Cure, sponsors various athletic teams, and supports the Virginia Transportation Museum as well as a variety of other charitable efforts.

Joe’s giving sprit was never more evident than when, from the first day of his tenure as President of VIADA, he set out to give back to the industry, and the Association, in measure, what he perceived had been given him. He traveled the state attending, sometimes, more than two of each district meetings during the year. At these meetings he shared freely from his industry experience and counseled members one-on-one.

Joe enjoyed the “car blitzes” he organized in many of the Association’s districts. As he called it “knocking on doors” of non-members and members alike, spreading the VIADA message of service to the independent dealers.

This period was also a testament to his business acumen and the way he had structured his dealership. Even given the many days he spent away, doing work for the Association, his business ?ourished.

VIADA is grateful for Joe C. Tate’s commitment to VIADA and the industry.