With the right attitude anything is possible.  This is a message that is consistent with the advice shared by Raymond Palacios, owner of El Paso Bravo Cadilac Hummer.  The local company is currently one of the most successful Hispanic businesses in the United States.  Although the company is recognized often with awards, the outlook on Bravo Cadilac Hummer was not always positive.  The company was changed and put into a new winning path by its owner.

“My dad was a great example for me.  Dad worked two jobs and his philosophy was that in order to obtain respect, one must work as hard as you can.  I never saw it any other way.  I was taught to work hard, do my best and obtain an education.”  As a student Palacios attended a diverse school with different students from all backgrounds. 

“One of the things that would catch my attention was the wealthy kids.  I remember going to school.  I observed the wealthy kids and wondered what made them wealthy.  I was in some classes with them and notice that there was not a single difference between them and me. At that point, I decided that I did not have to be poor, and that there was something better for me.  That I did not have to be a blue collar worker like my dad.” 

At school, especially in his senior year of high school, Palacios made two decisions that changed his life.  That year in a class a teacher asked the student about the college that they would be attending.  When most of the students raised their hands and informed the teacher of their plans to continue their education, Palacios decided that he too would further his education.  In order to obtain support for his university, Palacios joined the Marines as a reservist and attended the University of Houston.

“Being in the Marines was a great thing for me; the discipline, the hard work and honor were things that I wanted to be part of me.    The Marines gave me the confidence to do anything.”  As a student in the University of Houston, Palacios obtained his degree in Accounting.  He was also the founding president of the Mexican American Business Student Association, an organization that is still functional in the university.

Palacios recalls that one of the most memorable days of his life was when a group of Hispanic CPA’s invited members of the Mexican American Business Student Association to visit their offices.  “That day was the day that encouraged me to become a CPA.”

After graduating from the University of Houston, Palacios was granted the opportunity to prove his professional abilities.  Little by little Palacios rose in the corporate ladder to the point where he earned the big six figured salary, the corner office with the window and a stable job.

“I had it all, but I wanted more.  I wanted to be the president, but there were other ahead of me.   I really had the itch of running my own company.  I wanted to be involved in all facets of the company, everything besides accounting.”  While in search for his entrepreneurial niche, Palacios read an article that talked about car companies that had dealer programs for minorities. 

Palacios applied to the General Motors minority dealership program and was accepted.  However, what was intended as good news made Palacios questioned his decision and wonder about his future.  The decision included a significant pay cut, and being involved in a business that is very competitive. 

“At the time I was 36 years old.  After praying, I realized that if I would not do this, I would look back and regret not doing it.    I had nothing to lose; I had been poor before, I knew how to get back on my feet if needed.    It is much better to lose it all and say that I tried, than to be 50 years old and think of what if I had the courage, where would I be.”

Palacios quit his secure job and after being called crazy he began his entrepreneurial experience.  General Motors hired Palacios as a general manager for stores  where he would run the dealerships before the owner would come in.

In 1999 Palacios received a call from General Motors, where he was told about a dealership in El Paso Texas for sale.  Knowing that this could be his opportunity to finally own his own dealership, Palacios flew out to El Paso to encounter a new world of opportunities. 

“The day the I came to visit the dealership, it was a beautiful day.    I saw the mountain, the people were great, I was charmed by the culture and I was impressed!  I was shown the dealership and liked it.”

Palacios came to El Paso to a challenge.  The dealership that he had bought had not made profit in six years.   He immediately hired employees with similar mindsets and a winning attitude.

“I told my employees that here at Bravo, we will be winners and we will success together.  Collectively we know a lot more and together we all can be successful. Attitude is everything.”

With the right attitude in place, for the first time the dealership made profit, but the good news were overshadowed by the termination of the Olds Movile. 

“We were unique because we were the only dealership that sold Olds Moville and now they were going to be terminated.   Many thought that this would be our end. “

Palacios then used his CPA background to keep the company afloat.  Against all expectations, Bravo Cadilac continued their growth and made budget for the second year.  “The third year we heard about the Hummer franchise, we applied and were awarded the franchise and had it since then!”

Today the company continues to grow and has been continuously awarded as the number one dealership with customer satisfaction.  Since 2002 the company has also never missed a bonus granted by General Motors for their excellence is business.  

“The success that has been achieved by the company is not just my achievement, but the entire team. Every time we are awarded the bonuses I split them with the employees because it is their success.”

Raymond Palacios has accomplished his goal of running his own business.  In addition to running one of the most successful Hispanic businesses in the United States Palacios also is an advocate for higher education.

In addition to providing financial support for scholarships for our local students, Palacios also serves as a role model that with preservation, education and passion anything is possible.

Raymond Palacio’s Five Tips for Entrepreneurs: