LOCKPORT, N.Y. — Charles Heinrich, the president and chief executive officer of Heinrich Chevrolet, may soon add another title to his name: Guinness Book of World Records winner.

The Buffalo, N.Y., area dealer was recently spotlighted on General Motors' Faces of GM blog. On the blog he shared some of his background, success strategies, personal interests and, yes, Heinrich Chevrolet's upcoming attempt at setting a Guinness Record for the "largest parade of Chevy trucks." 

The Guinness attempt not only serves as a way to interact with the local community; it will also benefit a hospice in the area, according to the dealer. 

"Starting at Outwater Park in Lockport, N.Y. at 1:00 p.m. on (Sunday) and ending here at Heinrich Chevrolet, this event will be a great way for Chevy truck drivers to get together, have some fun and take pride in their trucks," Heinrich noted.

"We're offering food, live music, prize giveaways and a truck-pull contest after the parade as well as holding raffles to benefit Niagara Hospice," he added. "We'll also be donating $10 for every truck that participates in the parade to Hospice. Their cause is close to our hearts, and we hope to raise as much as we can for them."

Heinrich is asking Chevrolet truck drivers who are interested in participating to register at ChevroletTruckMonth.com. He also noted that the participant traveling the farthest to get to the competition can lead the parade and will be given a Carhartt jacket.

"We've had an excellent response to the event both locally and nationally and we have drivers registered from as far away as San Diego," Heinrich noted. "We're incredibly excited about the event and we look forward to seeing everyone!"

A Family Dealership

Continuing on, Heinrich talked more about his background and how his family got involved with Chevrolet. His store is a fourth-generation dealership, so Heinrich shared how proud he is to be "carrying the family torch."

"My love for Chevrolet vehicles stems from my upbringing. Ever since I was a kid, Chevy has been a part of my life," he stated.

"Our dealership, Heinrich Chevrolet, has been in my family for four generations, and I take pride in carrying the family torch," Heinrich continued. "The community-based, customer-orientated mentality that has been handed down to me is the cornerstone of our business."

Success Strategies

Next, Heinrich discussed what he believes to be vital for success, noting in particular that putting the customer first can often reap benefits.

"Hard work is an obvious necessity in this industry, but I always remember that it's all about the customer," he suggested. "Buying a vehicle is such an important decision in people's lives and I strive to make the process fun and enjoyable."

His Current Ride

With the strong wintry conditions that often persist in Buffalo, Heinrich said he is typically "most comfortable" driving a Chevrolet truck. His current vehicle is a Crew Cab Silverado 2500HD with the Duramax 6.6-liter Turbo-Diesel.

Personal Interests

Moving on, Heinrich talked about some of his interests outside the business, which include flying and local music.

"My wife, Debbie, and I have a 12-year-old son and a 16-year-old daughter. When I'm not at the dealership or spending time with my family, I'm an avid pilot and I try to fly as much as I can," he said.

"I'm also in love with local music. Musical instruments are a mystery to me, so I'm fascinated by listening to what people can do with them," Heinrich continued.

Community Involvement

Like his Guinness Record attempt would suggest, Heinrich said his store aims to stay involved with the community and the dealership's customers "even when they're not in the market for a vehicle."

"We have such a passionate and devoted community of Chevy drivers here in western New York. We feel it's our responsibility as their Buffalo Chevy Dealers to keep everyone in touch," he shared.

"Whether it's at one of our meet-ups, cruise nights or just posting pictures to our blog, we love to provide ways for our customers to show off and take pride in their vehicles," Heinrich concluded.