2026 TDOY Nominee
Martha Fato
Dealer Principal of Straub Honda
Triadelphia, West Virginia
Martha Fato is one of a select group of 47 dealer nominees from across the country who will be honored at the 109th annual National Automobile Dealers Association (NADA) Show in Las Vegas, Nevada, on February 5, 2026.
The TIME Dealer of the Year award is one of the automobile industry’s most prestigious and highly coveted honors. The award recognizes the nation’s most successful auto dealers who also demonstrate a long-standing commitment to community service. Fato was chosen to represent the West Virginia Automobile Dealers Association in the national competition — one of only 47 auto dealers nominated for the 57th annual award from more than 20,000 nationwide.
A second-generation dealer, Fato began her automotive career in 1989, joining her father, Kenneth “Dick” Straub, to help modernize the family business during its transition from paper to computers.
“What started as helping out quickly became a crash course in the car business,” Fato said. “Working beside my dad taught me that our success is rooted in the philosophy of short profit, high volume and a guarantee of excellent service — and above all, that this business is about people.”
When her father retired in 2000, Fato assumed leadership as dealer principal and guided the company through a transformative relocation to The Highlands retail development in Triadelphia.
“It was a leap of faith,” she recalled. “Would our customers follow us? The response was overwhelming.”
Since opening at The Highlands in 2010, Straub Honda has continually invested in facility upgrades to meet Honda’s evolving image standards and customer expectations — enhancing the showroom and service drive, refreshing customer lounges and adopting energy-efficient lighting and digital technology. These improvements have contributed to higher CSI scores, stronger service throughput, and consistent sales growth, cementing Straub Honda’s reputation as a trusted, modern destination for the Ohio Valley.
Fato’s leadership philosophy — “Take care of our people, and they’ll take care of our customers” — extends to her team. Straub Automotive provides employees with modern break spaces, comprehensive health insurance, paid time off, retirement benefits and an annual month-long employee appreciation celebration. The company also fosters a spirit of volunteerism, with staff regularly participating in efforts such as community service days, Toys for Tots drives, charity benefit walks and youth sports sponsorships.
In 2025, following the devastating flash flooding across the Ohio Valley, Straub Automotive partnered with Appalachian Outreach and the Valley Grove Volunteer Fire Department by donating $50,000 to supply appliances, furnaces and hot water tanks to affected families. Employees volunteered their time to help with cleanup, delivery and installations — helping dozens of families return to safe, functional homes.
A breast cancer survivor, Fato has turned her personal journey into a mission of hope, spearheading nearly $100,000 in donations to local hospitals for patient gowns, educational libraries, transportation and free mammograms.
“Transforming a difficult chapter of my life into something that gives others strength is one of the most meaningful things I can do,” she said.
Over the past 18 months, Straub Automotive has accelerated its digital retailing initiatives, improved inventory management, expanded training focused on transparency and communication and launched community-driven marketing campaigns — initiatives that have strengthened customer satisfaction, increased online engagement and grown repeat business.
For Fato, success still comes down to one principle: people first. When a long-time customer broke down late on a Friday, the Straub team arranged an after-hours tow, provided a loaner that evening and had the repair completed by Monday morning. The customer’s public comments thanking the dealership quickly spread online, echoing what so many in the Ohio Valley already know: at Straub Honda, “customer satisfaction isn’t just about fixing cars — it’s about taking care of people in their moments of need.”
Dealers are nominated by the executives of state and metro dealer associations around the country. A panel of faculty members from the Tauber Institute for Global Operations at the University of Michigan will select one finalist from each of the four NADA regions and one national Dealer of the Year. Three finalists will receive $5,000 for their favorite charities and the winner will receive $10,000 to give to charity, donated by Ally.
In its 14th year as exclusive sponsor, Ally also will recognize dealer nominees and their community efforts by contributing $1,000 to each nominee’s 501(c)3 charity of choice. Nominees will be recognized on ally.com/go/tdoy , which highlights the philanthropic contributions and achievements of TIME Dealer of the Year nominees.
“At TIME, our commitment to recognizing the exceptional contributions of automotive dealers remains as strong as ever,” said Jessica Sibley, CEO of TIME. “The TIME Dealer of the Year award continues to celebrate those who not only excel in their profession but also make a meaningful impact in their communities. We are thrilled to continue this legacy in partnership with Ally.”
Doug Timmerman, Ally president of Dealer Financial Services, said, “Auto dealers are the backbones of their communities, providing civic support and significant business leadership. Ally is proud to recognize the unwavering commitment these TIME Dealer of the Year nominees are living every day through their volunteerism, sponsorships, and support of charitable causes. They are the epitome of community heroes, making important and positive impacts in the lives of the people they serve.”
Fato was nominated for the TIME Dealer of the Year award by the West Virginia Auto Dealers Association. She and her husband, Thomas, have two children: Bryan Fato and Cari Woods.
