He has pushed his dealership into the forefront of digital retail with a huge presence on social media. He re-organized job functions and reporting to align with digital shopping realities and opportunities and instilled a staff culture that, well, gets it.
For an example of the latter, just check out the store's Facebook video series, "Infected with Low Prices," essentially a Zombie Apocalypse that takes place in a dealership showroom.
Now Craine has augmented the digital story with a completely new way of defining what a dealership does, and why.
"We've been slowly changing our culture, to become something that used to be sales or profit centred to a more social enterprise."
"We do not exist to make a profit, although a reasonable profit is necessary to continue our existence.
"Our purpose, our reason for being, the reason we get up in the morning, is to make people feel great."
Making people "feel great" can be anything from providing a loaner vehicle for a trip to Florida while the customer's car awaits a back-ordered part, to donating vehicles outright to charity groups, to randomly paying for people's groceries at a local store, to allowing staff members to work at food banks or animal shelters during work hours while getting full pay.
"Our promise is to do extraordinary and unexpected things in order to make people feel great," says Craine.