Purpose Over Profit: When Business Becomes A Neighbor

What does it look like when a local business treats community impact as the real bottom line? We sit down with Ken French of Crews Subaru at the Mount Pleasant Business and Community Expo to unpack a hands-on approach to giving that runs deeper than sponsorship logos and ad copy. Ken shares nine years of presenting sponsorship with the Chamber Expo, the roots of a family-driven dealership, and the decision to measure success by the smiles that come from service days, not sales charts.

You’ll hear vivid moments from Surfers Healing at Folly Beach—kids with autism inching toward the ocean, trusting pro surfers, and riding back in with joy that fills the shore. Ken walks through partnerships with the Ronald McDonald House, Make-A-Wish, and a network of animal shelters across the Lowcountry, showing why Crews Subaru doesn’t pick one cause for optics but commits to many where presence matters. He also explains how team members get involved, from river cleanups to in-showroom wish reveals, turning everyday work into meaningful memories and a durable culture.

We also get into Subaru’s Love Promise and its five pillars—love to care, help, pets, earth, and learning—and how October’s Subaru Loves Pets month and National Make A Dog’s Day spotlight “less adoptable” animals who deserve a home. Ken is candid about stepping back from day-to-day operations while leaning into the role that gives him energy: community work. In a relationship-driven city like Charleston, the payoff comes later, and that’s the point—do the right thing first, let trust do the rest.

If you care about purpose-led business, corporate social responsibility that feels real, and the power of local partnerships, this conversation will stick with you. Follow, share with a friend who loves Charleston or rescue pets, and leave a review to tell us which nonprofit we should feature next.

Presenting Sponsor: Mount Pleasant Chamber of Commerce

Studio Sponsor: Charleston Media Solutions

Expo Podcast Sponsor: ‪@PollenSocial‬

Production Sponsor: RMBO.co

Design Sponsor: DK Design

Committee:
Kathleen Herrmann | Host | MPCC Immediate Past President | Mount Pleasant Towne Centre
Mike Compton | Co-host | Marketing Chair | RMBO.co
Rebecca Imholz | Co-host | MPCC Executive Director
Amanda Bunting Comen | Co-host | Social ABCs
Ben Nesvold | Co-host | In-coming President | Edward Jones

Episode Transcript

SPEAKER_02 (00:00):
Here we are with Ken French of Cru Subaru.
We're at the uh Mount PleasantBusiness and Community Expo.
Yes.
My name is Mike.
This is Stephanie.

SPEAKER_01 (00:07):
Hi guys.

SPEAKER_02 (00:08):
And I'm Ken.
We should go on the road.

SPEAKER_01 (00:12):
Odds are you've heard Ken on the radio.

SPEAKER_02 (00:14):
Ken French and Chris Subar do a lot for the
community.
You guys are here for sponsoringthe sponsor every year, don't
you?

SPEAKER_00 (00:20):
Oh well, this is our ninth year being the presenting
sponsoring Mount Pleasant Expo.
And this year they've added ajob fair to it, which I think is
amazing, yes.

SPEAKER_02 (00:30):
They added this podcast.

SPEAKER_00 (00:31):
And you know, because a lot of people have
asked, you know, why we supportthe chamber like we do.
And the answer for you somethingthe chamber is all about small
business, globally owned smallbusiness.
People don't really think abouta car dealership being a small
business.
But we are family-drivenbusiness.

SPEAKER_01 (00:52):
It is a family-driven business, and you
give so much to the community.

SPEAKER_00 (00:55):
We have 225 team members that live and worship
and play all over the wholecountry.
And so Robert Cruz, our owner,uh, has in his heart that uh
we've been very blessed inCharleston uh to be in the car
business and be successful.
And so it's our privilege,obligation, um it's our sincere

(01:21):
wish to give back to thecommunity.
And so um so we do that a lot.
And uh Trista Kulessa, who workswith me, uh is taking over
day-to-day operations for me.
Um but that's what that yeah,that that's what we do.
We you know, we go out and weget we get to see the smiles, we

(01:42):
get to see the the happy tears.
I mean like like surfers healingdown at Folly Beach, uh, where
they've got 400 kids with autismthat are invited to come in and
surf with these 18 or 20 prosurfers, uh most from the west
coast in Hawaii, um and theycome in and do a camp, a one-day

(02:03):
camp.
And so you know you you seethese kids that have are scared
of water in in some cases.
Don't want to put the lifejacket on, but you you see these
kids that once they get with thesurfer, they sit down on the
sand with them, and you you cansee them just inching towards
the water, and and then nextthing you know, they're on the

(02:23):
board, and next thing you know,they're coming in, smiling and
waving, and it just couldn't behappier because it's you know
the ocean has we all know it'sgot a calm environment.

SPEAKER_01 (02:34):
Therapeutic properties.

SPEAKER_00 (02:36):
A therapeutic property to everybody, and so
yeah, that that's one of ourfavorite events that happens in
August.
And yeah, we're very passionateabout the Ronald McDonald House.
Uh we're huge proponents ofthat.
That is our number one charity,and um yeah, the Charleston
Animal Society and organizationcalled Jean's Angels that helps.
I know Jean's Angels, yes.

(02:57):
You know, well we're we're hugesupporters uh of her uh and and
the mission that she does.

SPEAKER_01 (03:04):
There's so many incredible nonprofits in the
Charleston area, and what I loveabout your business is that you
don't take on one, you take onall of them.

SPEAKER_00 (03:12):
You're putting in Well not all, but we take on a
lot of things.

SPEAKER_01 (03:14):
You took on a lot, you take on a lot.
It's year-round, it's wonderfulwhat you're doing for
Charleston.
I know.

SPEAKER_00 (03:19):
And make a wish and make a wish, and we were just
talking about that.
Uh and and how you were there ata make-a-wish grant.
And so um lots of generation,lots of uh generosity.
We enjoy making a big deal inour showroom of a make-a-wish
kid.
I mean, it's they're going toget their stuff one way or the

(03:41):
other, but we want our team tobe involved.
We want our team to know what wedo and why we're very recognized
across the country with Subaruabout what we do and how we do
it.

SPEAKER_01 (03:53):
What a wonderful place to work.
I bet people are excited to bethere every day.

SPEAKER_00 (03:58):
Um well most are.
Yes, uh yes.
Some of the jobs are kind ofyeah, not that exciting.
But when we get them involved,when we invite them uh to go out
and do a beach cleanup or rivercleanup, and they they see how
much trash they get to pick up,or uh we invite them somewhere
and we give families somethingand we see the wide-eyed wonder

(04:23):
of the kid.
And you see the mom or thegrandmother or the aunt, you
know, just you're sitting therecrying because the the kid is so
happy.
Yeah.
You know, and um some days arereally long for for what Trista
and I do.
But I gotta tell you, no matterhow tired we are, uh when uh

(04:43):
when I get home and I put myhead on the pillow, I feel good
about it.
I got this I got this sneakysmile that comes across my face
because I know I know that I waspart of something good today.
And I know that my mother and myfather in heaven are smiling.
I was gonna say, what anincredible legacy you have.

(05:04):
Saying, good on you, something.

SPEAKER_02 (05:06):
How much better can you do?
Hey, you know what that'scalled?
Success.
Success.
You're a successful human whenyou can put your head down like
that and smile at the end of theday.

SPEAKER_01 (05:15):
And you're a good man, so that's it.

SPEAKER_00 (05:17):
Well, well, thank you for all of that.
But you know, I'm uh I'm at anage when a lot of people are
retiring.
Okay, and so I am backing offfrom some day-to-day stuff.
But as long as I'm able and aslong as Robert wants me to be
involved, I'll be involved inthe community stuff because I
realized a few years ago that'smy why.

(05:39):
Yeah.
That's it.
I mean, it's not writingcommercials and producing
commercials and doing all thatkind of stuff and placing ads.
It's it's what I get to do onbehalf of Robert Cruz and our
entire team, uh, each and everyday.

SPEAKER_02 (05:55):
It's more than just selling cars.

SPEAKER_00 (05:56):
Uh yeah, it's it's much better than selling cars.
Um but you have a good product.
And we have a good product atChevrolet and it's Subaru.
It's um and we don't do itbecause it's good for business.
Right.
Yeah.
Right.
Robert does it and has us do itbecause it's simply the right

(06:19):
thing to do.
Yes.
And do we know that at somelevel it could be good for
business?
Sure.
But that's that's not why we doit.
We have people come in, yeah, wehave people come in all the time
and say, I saw you at this or Isaw you at that, and yeah, two
years ago I saw you, and Ilooked at the car and I said,
Yeah, when it comes time, I'mgonna come look.
Yeah, and that's gratifying, butnot the reason.

SPEAKER_02 (06:43):
And that's Charleston, though, isn't it?
That is Charles.
Charleston's got a lot ofgenerosity, Charleston is a lot
of big relationship business,right?
Exactly.
It could take a couple years forthat transaction to happen.
Yeah, but it'll happen.
It will happen.
You're doing the right thing.

SPEAKER_00 (06:55):
Subaru is all about love.
You ask a Subaru owner abouttheir car, they love it.
Uh, and so years ago, lovebecame the primary thing, the
love promise, and to give backto your community, to take care
of your customers.
So you can click on that lovepromise and it'll open a tab
that has story after story aboutstuff that we did uh with with

(07:18):
our partners.
And um, yeah, the the lovepromise is pretty special.
There are five pillars to that.
Uh we love to care, we love tohelp, we love pets, we love the
earth, and we love learning.
Right.
And so we celebrate those at theright times each year.
Next month, October, is SubaruLoves Pets Month.
Yay! And November 22nd isnational Make a Dog's Day.

(07:44):
Okay, and the focus of that isthat all at every shelter you
have some less adoptableanimals.
Ones that have been there a longtime.
They may be they may be older,they may you know be blind, or
they may make you know what weaffectionately call a tripod,
you know, just missing the bedor something.
Those are less adoptable, and sowe focus on that day about

(08:08):
getting them a new home.
I love that.
And uh yeah.

SPEAKER_01 (08:13):
Which day is this again?
I'm gonna follow you on socialmedia.
I'm gonna be very invested inthis campaign.
It's in October.

SPEAKER_00 (08:19):
October.
Okay, great.
Yeah, is uh loves pets, and sowe partner with the Charleston
Animal Society and Halle HillAnimal Sanctuary, which does
absolutely incredible work downin Ravenel and pet helpers, and
yeah, we're involved with theBerkeley uh animal shelter in
Dorchester as well.
That's amazing.
Yeah, you may have heardsomewhere along the line that

(08:41):
Subu loves pets.
So we're all about pets.

SPEAKER_01 (08:44):
I love it.
How many pets do you have athome now?

SPEAKER_00 (08:47):
Um I actually have none.
And I hate to say that, but butI'm I'm a bachelor and I'm a
workaholic, yeah, and so it'snot fair living in a condo to
have a pet where I'm gone somedays 18, 19 hours, and so um I
don't so I support, I volunteerat the shelters, you know, I go

(09:09):
and sit with pets and play withthem and take a handful, so
you're welcome to come over tomy house anytime and hang out
with my cat and dog herbicrabsand fish.
Yeah, that's that's true.
Thank you for what you've done.
Thank you so much.

SPEAKER_02 (09:21):
Yeah, thanks for coming on.
Thanks for coming on.

SPEAKER_01 (09:24):
Lovely to meet you.

SPEAKER_02 (09:25):
Yeah, yeah.
We're the building businesspodcast here live.

SPEAKER_01 (09:29):
This is gonna be an exciting day.

SPEAKER_02 (09:30):
Live and it's all about local business.
Yes, it's a hundred percentabout local business.
I'd like to thank our sponsors,Cruz Subaru, is the sponsor of
the expo.
Sponsoring the podcast.

SPEAKER_01 (09:45):
Yes, we also have comics films.

SPEAKER_02 (09:47):
Cons films literally monetized.

SPEAKER_01 (09:49):
Lettering on the TV from the cameras in the back.

SPEAKER_02 (09:54):
Yep, and appreciate the time.

SPEAKER_01 (09:56):
Thank you for having me.

SPEAKER_00 (10:02):
There we go.
I'm gonna I'm gonna go fill themon the mic.