LAFAYETTE, IN — Bob Rohrman Honda has completed its $8 million expansion along Sagamore Parkway, doubling the size of its facilities in an effort to modernize the car-buying experience.
The renovation of the dealership has been long overdue, CEO of Rohrman Automotive Group Ryan Rohrman said, and was required by the company’s Honda licensing.
The dealership will celebrate a grand reopening 5 to 8 p.m. Wednesday, offering the public chances to meet several current and former Purdue athletes, including Purdue men’s basketball star C.J. Cox, Purdue football’s Ryan Browne and legendary coach Gene Keady.
But the new facility was open for business on Monday, complete with a new showroom and customer service areas.
Customers who have visited in the past will notice several differences, Rohrman said. No more cubicles to sit uncomfortably in while the buying process plays out. Instead, customers and salesmen sit in the center of the show room among sofas and tables while finalizing details on tablets and laptops.
In the customer waiting area, guests will find comfier, more accommodating seating and a coffee and beverage bar. While the look of the dealership is much brighter and shinier, Rohrman said customers will still find some old-school details.
“My grandfather loved popcorn, so in all of our stores, we have popcorn machines still,” Rohrman said. “He loved the smell of popcorn; it’s enticing. He wanted us to pop popcorn three to four times a day, and if it got eaten, he would start over and make more.”
Rohrman said there was a bit of a psychological reason behind his love of popcorn.
“I think some of that is that it’s a comfort, and it makes you slow down,” Rohrman said. “Most of the time, especially today, people are in a hurry. We live rapid-pace lifestyles. But you can enjoy some popcorn while you’re having a conversation.”
In 2026, national consumer trends are seeing buyers turn away from new car purchases, according to Yahoo Finance. But Rohrman said that across Rohrman’s 20 dealerships in Indiana, Illinois and Wisconsin, the company sold more than 3,500 cars in May.
“We actually could sell more cars if we had them, but product mix is important,” Rohrman said. “You might say, ‘Well, you have cars out there,’ but it’s having the right cars. Certainly right now, hybrids are hot across all brands. If you have a hybrid, you’re going to sell it quick.”
The way a Honda dealership receives cars is by allocation, but the number of cars the dealership will receive is typically 60 days out from arrival. Following the rules of supply and demand, manufacturers work to not oversupply dealerships, something Rohrman said was seen during the COVID-19 pandemic.
June 1 marked 21 years in the car-selling industry for Rohrman. No one could deny that the auto industry has changed significantly since then, he said, reflecting on the then-price for a Honda Civic for a mere $15,000.
But despite the increases in car prices and the changes he’s seen, Rohrman said the relationship his family shares with the Lafayette community continues to be a constant.
“Our relationship with Lafayette is special. I grew up here, too, so it’s cool to see the relationship grow, because we are selling more Hondas than we’ve ever sold before,” Rohrman said. “It’s not because of the store, I don’t think, but it’s the same experience. This Honda is the same price as one sitting in Indianapolis or Chicago, so it’s the choice of buying one here.”
The company wouldn’t be what it is today without the work of his grandfather, Rohrman said, recalling the stories of how Bob barely made it our of high school while working nights at Brown Rubber Manufacturing.
Standing in the new showroom, infused with the smell of fresh construction and a light floral fragrance, Rohrman said one thing his grandfather may have taken issue with is the lack of a popcorn smell.
“You know, he’d probably have two popcorn machines going in here,” Rohrman said with a laugh. “I can picture him … saying, ‘I want more popcorn smell. I need more butter.'”
Jillian Ellison is a reporter for the Journal & Courier. She can be reached via email at jellison@usatodayco.com.
This article originally appeared on Lafayette Journal & Courier: Bob Rohrman Honda offers public celebration of $8 million update
Reporting by Jillian Ellison, Lafayette Journal & Courier / Lafayette Journal & Courier
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