Koeppel Auto Group

Qiwen Feng, Marketing Communications Manager, Koeppel Auto Group, began her career in corporate events before transitioning to the automotive industry in 2020. Joining Koeppel Auto Group during the pandemic, she gained firsthand experience navigating changing customer expectations, digital retail and evolving dealership operations. Drawing on her background in event planning and partner coordination, she connects marketing communications with customer experience, employee engagement and community initiatives. Her approach emphasizes building brand reputation through authentic customer interactions, consistent communication and meaningful community relationships.

Building Trust Through Community Action

Through Koeppel Kares, we support causes that matter to the communities we serve, including education, autism services, first responders and animal welfare. Our work with NYC Kids RISE, QSAC and the FDNY Foundation gives us stories worth telling because there is real action behind them. I approach PR by asking one question, what have we done to earn someone's trust? That keeps our communication grounded and shows who Koeppel is beyond the vehicles we sell.

It starts with respecting the audience and the customer. A strong story needs a clear community connection, accurate information and a reason to matter. For Koeppel, that might be how a charitable partnership supports local families or how a career fair connects aspiring technicians with real opportunities. I prioritize clear facts, useful visuals, fast responses and proper credit for our partners. The people and organizations doing the work deserve a voice in the story.

Consistency starts inside the building. Before we ask anyone else to tell our story, our own people need to tell it the same way. Each of our dealerships has its own brand identity, but the message stays centered on service, transparency and community involvement across social media, advertising, events and every customer interaction.

Turning Community Initiatives into Brand Connections

I begin with what the audience needs and connect it to a business objective we can support credibly. Our marketing should help people understand their options and feel comfortable choosing Koeppel. Our community work shows that we're part of their lives beyond a transaction.

Our Pet Adoption events with NYCACC bring people into the dealership around a shared love of animals. Career fairs with organizations like NYADI & Lincoln Tech support workforce development while introducing people to automotive careers. Our NYC Kids RISE partnership ties vehicle sales directly to students' futures. These initiatives feed our content calendar with human stories featuring employees, partners, neighbors and they give people a reason to connect with us that has nothing to do with a monthly payment.

“Audiences can tell the difference between a company that shows up once for a photo and one that shows up every year.”

To measure value, I look at inquiries and engagement alongside participation, partner feedback and documented contributions. Each one answers a different question about whether the campaign worked.

Building Trust through Timely Communication

I start by listening and confirming the facts. Whether the issue is a customer experience, an advertising message or an internal misunderstanding, a credible response requires knowing what happened and who needs to be involved. From there, I work with the right team to set a clear response and next step.

Internally, employees need enough information to answer questions accurately. Externally, people need acknowledgment, clear expectations and follow-through. Online reviews are a big part of this in our industry, so we audited our listings and review profiles across every store to find gaps and focus our attention. A calm, consistent response protects the brand far better than a perfect one delivered too late.

My operational responsibilities have reinforced how much reputation depends on execution. Clear advertising, consistent sales processes and staff training all decide whether we deliver on our message. When something needs fixing, I address it directly and use what we learn to improve the process.

Making Reputation Visible and Measurable

I see three priorities. First, responsible use of AI. AI tools can help teams organize information and develop content, but people must stay accountable for accuracy, privacy and the final message. AI search is also changing how customers find us, pulling from reviews, listings and public content to answer questions like "which dealership in Queens can I trust?" Reputation and search visibility are becoming the same discipline.

Second, more direct voices. Short-form video featuring employees, customers and nonprofit partners builds trust in a way a polished commercial can't. Those voices explain the purpose of a community initiative with real specificity.

Third, clearer reporting of impact. Leaders should share what happened after a campaign, whether that's a confirmed donation, an event outcome or a partner's feedback. Audiences can tell the difference between a company that shows up once for a photo and one that shows up every year. For Koeppel Kares, our goal is to show sustained involvement and give proper credit to the organizations we support.