Insight: Joy VanLeuvan

By Michelle St. Onge

Photo by Jessica McCafferty

Occupation:

Dealer Principal & President, Riley Ford

Hometown: Mooers, NY

Education: Associate’s Degree in Business, Clinton Community College

Community Involvement: Hudson Headwaters Patient Advisory Board

Family: Husband, Barton; two grown daughters, Jenna and Jessica; six grandchildren

When Joy VanLeuvan talks about her career, she does so with pride, grit and good humor. As the youngest of two daughters raised by Ronald and Janet Roberts in Mooers, she grew up surrounded by family values that taught her the importance of hard work, accountability and perseverance. Those qualities became the foundation for a career that has kept her at the family auto dealership for more than four decades, long enough to see three generations of relatives and many long-time employees call it home.

VanLeuvan fondly recalls when her parents purchased a Ford dealership in Chazy 42 years ago. “When I was in high school, my parents made us work there,” she said with a laugh. “After I graduated college, I told my dad I wanted to try sales. He said, ‘Knock yourself out.’” What began as an experiment quickly became a lifelong calling. “I enjoyed the challenge and the interaction with people,” she said. Over time, she worked her way through nearly every sales role in the dealership including sales associate, manager and general manager. Her father prepared her to take over the business and she assumed the dealer principal role after his passing in 2012.

Becoming a Ford dealer principal is no small feat. The company must approve every prospect, and VanLeuvan worked hard to prove that she, and the dealership, were qualified to carry the franchise into the future. “It was a big deal,” she reflected, “but I was ready.”

Under her leadership, Riley Ford grew so much it began to outgrow its Chazy location, expanding its operations until the facility could no longer be enlarged. After years of considering a location move, VanLeuvan trusted her instincts and, in 2024, made the decision to relocate to a new state-of-the-art facility on Route 9 in Plattsburgh. “At some point, Ford would have required us to expand,” she explained. “The timing finally felt right. I just knew it in my gut.”

Her office in the new location reflects the intersection of work and family that defines her life. Surrounded by photos of her children and grandchildren, framed mementos from race car events and awards and certificates from years in the business, she admits she rarely sits behind her desk for long. “I like to be out on the floor, walking around, staying in touch with the team,” she said. “We’re truly a family here, and many of our employees have been with us for 20 years or more.”

When VanLeuvan is not at the dealership, her life revolves around family. Most weekends find her cheering from the sidelines at her grandchildren’s sporting events or spending summer nights at Airborne Speedway, where Riley Ford sponsors several race cars.

VanLeuvan recently sat down with Strictly Business to talk about leadership, legacy and the lessons she has learned from a lifetime in the driver’s seat.

SB: What important lessons did you learn early in your career?

JVL: Write things down. Make lists. There are so many interruptions in this business, and people constantly need your attention. If you don’t write things down, you’ll forget them. I’ve learned that good organization keeps you from getting overwhelmed.

SB: Who has been your most influential mentor?

JVL: My dad, without question. He was strict and tough, but he prepared me to sit in the seat I’m in today. He was incredibly competitive and an athlete through and through. I was an athlete too, and he taught me to give 120 percent when others are giving 100. Both my parents were hard workers, and they made sure we were, too.

SB: How have you inspired or mentored others?

JVL: I’ll start with my daughters. They both work with me here on the leadership team and I hope I’ve inspired them and other women who are part of our team. The car business is still very much a man’s world, so it means a lot that we are the only New York State certified woman-owned Ford dealership in the entire state. I hope that helps other women see what’s possible.

SB: What is the best piece of advice you ever received?

JVL: Keep growing and evolving with the times. When I started in sales, we wrote everything down in notebooks. Now we have sophisticated technology and systems that track follow-ups and customer care. The tools have changed, but the principle is the same—take good care of your customers and they’ll take care of you.

SB: If you could talk to your younger self, what advice would you give her?

JVL: Don’t be afraid to speak up and claim your seat in the room you’re in. When I was younger, even if I knew the answer, I might have waited for someone else to say it first. I’d tell my younger self to voice her opinion and ask questions when she had them. It’s important to remember that you’re in the room for a reason. You belong there.

SB: What advice would you offer to young people starting their careers today?

JVL: It’s not all rainbows and fairy tales. Social media sometimes paints that picture, but success takes hard work. Stay true to your vision and focus on why you’re doing what you do. Finally, don’t try to do too many things at once. It’s better to do ten things really well than a hundred things poorly.

SB: What does success look like to you?

JVL: Enjoying what you do for a living and being able to provide a good life for your family and your work family too. That’s what matters most.

SB: What habits contribute to your success?

JVL: I’m very process-oriented, probably to a fault. We have systems for everything because consistency is key. To be successful, you need good habits. I’m also very routine-oriented. Some people think that sounds boring, but it’s what keeps us steady and successful.

SB: Tell us about your approach to management and leadership.

JVL: Don’t make it personal. When you make things personal, it clouds your decisions. As a leader, I like to involve people in the decision-making process because it’s always more effective when the team is part of the conversation. I’m also very straightforward. No nonsense. Some might say I’m too direct, but honesty and clarity save everyone time.

SB: How do you handle difficult conversations?

JVL: Nobody likes confrontation, but it comes with the job. We have policies in place for everything. People get multiple chances, sometimes more than we should give, but at the end of the day, they have to take responsibility for themselves. I’ve learned not to take it personally.

SB: What inspires you?

JVL: I do something called a Daily Positive. Every morning, I choose and share an inspirational quote with my friends and employees. I’ve been doing it for years. It’s incredible how a few words can change your outlook for the day.

SB: What are you most proud of professionally?

JVL: Buying and relocating to the Plattsburgh location was huge. It solidified our future with Ford and took a lot of hard work and determination to make it happen. It was a major step forward for our family and our business.

SB: What do you think the North Country needs to be prosperous in the future?

JVL: We need to attract and retain businesses and keep our young people here. I’d love to see more development along the lakefront. That area could be such a draw for tourism and community life. It’s beautiful and full of potential.

SB: And finally, how would you like to be remembered?

JVL: Kind. Honest. Driven. Successful.