7 Unmissable Reasons Why Willis Automotive Des Moines Dominates Central Iowa's Luxury Market
Willis Automotive in Des Moines continues to solidify its position as a cornerstone of the central Iowa luxury and pre-owned vehicle market, with recent recognition affirming its dominance in customer service and community engagement. As of late 2025, the Willis Auto Campus is not just a collection of dealerships, but a comprehensive automotive group offering a wide spectrum of new and pre-owned vehicles, expert service, and a deep commitment to the Greater Des Moines area.
The group’s success is built on a foundation of trusted service dating back to 1947, a legacy that has evolved into a multi-brand powerhouse. From premium European and Japanese imports to a robust selection of certified pre-owned vehicles, Willis Automotive is recognized for its extensive inventory and a high-quality buying process, a reputation that has earned them significant local accolades heading into 2026.
The Driving Force: Rich Willis and the Family Legacy Profile
The Willis Automotive Group's strong presence in Des Moines is inextricably linked to the vision and leadership of Rich Willis and his family. The business, which has been a trusted Iowa dealership since 1947, transitioned into the Willis Auto Campus in 2008, reflecting the new ownership and strategic direction.
- Name: Rich Willis (Richard Willis)
- Born: 1952 in Smyrna, Delaware
- Education: Graduated High School in 1970; Attended Simpson College in Indianola, Iowa.
- Family: Married to Kim Willis; The business is now co-owned and operated by Rich and his two sons, Jason Willis and Matt Willis.
- Business Role: President of the Willis Auto Campus.
- Community Involvement: An avid supporter of the Des Moines community, Rich and Kim Willis were honored with the Tocqueville Society Award in 2019 for their philanthropic efforts. They have been giving at the Tocqueville level since 2004 and formed a United Way Endow Iowa fund in 2016. Rich has also been involved with boards for Simpson College and Blank Children's Hospital.
- Business Scope: Rich and his sons own and operate seven premium new vehicle dealerships, alongside other automotive operations in the central Iowa area.
The Willis Automotive Group: A Comprehensive Brand Portfolio
The Willis Automotive Group distinguishes itself in the Des Moines market by operating a diverse and high-end portfolio of dealerships under one umbrella, often referred to as the Willis Auto Campus. This centralized approach provides customers in central Iowa with a seamless experience for sales, expert service, and parts for multiple luxury and niche brands. The group currently operates over a dozen locations, making it a true automotive destination.
The premium new vehicle dealerships under the group include:
- Willis Lexus: Des Moines' source for new and pre-owned Lexus vehicles and high-quality service.
- Willis Cadillac: Offering new and pre-owned Cadillac models, serving the Des Moines, Altoona, Ankeny, and Norwalk areas.
- Willis Volvo Cars: A dedicated dealer for new and pre-owned Volvo cars, serving the entire Iowa region.
- MINI of Des Moines: The local hub for new and used MINI models.
- Willis INFINITI: A dealership with a large inventory of new and used INFINITI vehicles.
- Jaguar Des Moines Authorized Service: Providing specialized service for Jaguar vehicles.
- Willis Pre-Owned: A dedicated location focusing on a wide range of high-quality used cars and trucks, including certified pre-owned vehicles that undergo rigorous inspections.
In addition to these core dealerships, the group also includes Willis Powersports and Big O Tires, further expanding their footprint beyond traditional car sales into specialized vehicles and aftermarket services. This diversification ensures that nearly every automotive need in the Des Moines area can be met within the Willis family of businesses.
2024 Recognition and The Unwavering Commitment to Customer Service
The commitment to excellence at Willis Automotive is not just a marketing slogan; it is reflected in recent local accolades. In a clear sign of their ongoing market strength and customer satisfaction, Willis Automotive was named a runner-up in the highly competitive "Best of Des Moines" awards in the Business Record's 2024 winners list.
This recognition highlights the dealership group's success in key areas such as the buying process, overall facilities, and, most importantly, customer service. Reviews frequently praise the professionalism and expertise of sales consultants, making the interaction pleasant and informative for buyers.
What Sets the Willis Customer Experience Apart?
The positive feedback from customers in central Iowa often centers on several critical factors that contribute to the group's topical authority and reputation:
- Transparency in Used Car Sales: Willis is known for its certified pre-owned program, which involves a comprehensive 172-point inspection, giving buyers confidence in their purchase.
- Expert Service and Repair: Customers consistently rate the quality of repair and expert service highly, indicating a strong focus on post-sale support across all brands, including specialized service for brands like Jaguar.
- Dedicated Staff: Mention of specific, professional sales consultants like Brandon and Aaron Weaver underscores the personalized approach the dealership takes, moving beyond transactional sales to relationship building.
- Full-Spectrum Automotive Solutions: By offering everything from new luxury models (Lexus, Cadillac, Volvo) to pre-owned vehicles, auto financing, and tire services (Big O Tires), Willis Automotive acts as a one-stop-shop, simplifying the entire vehicle ownership experience for Des Moines residents.
Community Engagement: More Than Just Selling Cars
A significant part of the Willis Automotive identity is its deep commitment to community engagement and charitable giving throughout Greater Des Moines. This focus on giving back has cemented the group's reputation as a responsible and integral part of the local economy.
The Willis family and the company actively support numerous local organizations through charitable giving, event sponsorships, and direct support. They frequently receive requests for vehicle donations and other support, which they often fulfill.
Key areas of their community involvement include:
- Youth and Education: Active participation in local career fairs at Des Moines colleges and involvement with institutions like Simpson College.
- Health and Welfare: Rich Willis's involvement with boards like Blank Children's Hospital and the family's significant contributions to the United Way Endow Iowa fund demonstrate a long-term commitment to health and human services.
- Economic Development: Willis Automotive is an investor in the Greater Des Moines Partnership, supporting its mission as a key economic and community development organization.
The Willis Automotive Group's continued investment in the community, alongside its diverse and high-quality inventory of new and used cars, ensures its status as a leading dealership group in central Iowa for years to come. Whether seeking the latest Volvo model, a certified pre-owned Lexus, or expert repair for an INFINITI, the Willis Auto Campus remains the premier destination.
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