With one wave of the green flag, he was hooked.
While notoriously comfortable being in the driver’s seat of life—from forging his own path as a first-generation Aggie to building the largest privately held auto group in Texas—it only took a few laps around the racetrack for that sentiment to take on new meaning for Ben Keating ’94.
Most unexpectedly, Ben Keating ’94 began his racing career at 35 years old after redeeming a “day-at-the-track” certificate he received for a Christmas present. Photo provided by Ben Keating.
Clad in shorts and tennis shoes with a loaned racing helmet, Ben found himself at the starting line of his greatest passion when he redeemed his 2005 Christmas gift—a “day-at-the-track” certificate at the now-defunct Texas World Speedway in College Station—and unknowingly began what would become a record-breaking race car driving career.
At 35 years old, fully established with a beautiful family and booming career, he proved it’s never too late to start something new, taking a first step toward a hobby and turning it into a legacy that now boasts multiple victories at the 24 Hours of Le Mans, multiple class wins at the 12 Hours of Sebring, victory in the Rolex 24 Hours at Daytona, and several titles in the IMSA WeatherTech SportsCar Championship and FIA World Endurance Championship.
Today, at 53, Ben will tell you he’s an even better driver and businessman than he was when he started—a success story that can be traced to a back-row seat of a Texas A&M University classroom in 1993.
The First Lap
For Ben, choosing to attend Texas A&M was an act of happenstance. But after participating in Fish Camp and diving into campus life, Aggieland quickly forged a space in his heart—along with the brilliant Kathleen (Donnellan) Keating ’95, who sat in the front row of his Fortran programming class.
“He was the guy who sat in the back with long hair and a motorcycle helmet tucked under his arm, and I thought he was kind of cute,” Kathleen said of seeing Ben for the first time. “He asked me for help on his homework, yet little did I know he was a 4.0 student all along!”
From there, it was full speed ahead. The two were inseparable and unstoppable throughout the remainder of their college careers, both majoring in industrial engineering and leading the campus’s Institute of Industrial and Systems Engineers organization together as student president and vice president.
“I never did well at reading a chapter and answering questions, but give me a problem to solve, and I was pretty good at finding a solution,” Ben said. “That’s why I majored in industrial engineering, and I loved everything about the program.”
Behind the wheel, Keating has landed multiple victories at the 24 Hours of Le Mans, multiple class wins at the 12 Hours of Sebring, victory in the Rolex 24 Hours at Daytona, and several titles in the IMSA WeatherTech SportsCar Championship and FIA World Endurance Championship. Photos provided by Ben Keating.
“The coursework we received as industrial engineering majors really prepared us for our futures,” Kathleen added. “We had incredible opportunities to witness real examples of potential career paths, and it gave us confidence knowing our training would translate to the professional world.”
The couple married just a week after they both graduated in May 1995, ready to embark on professional journeys—Kathleen as a manufacturing supervisor for Dell Computer Corp. in Austin, and Ben in the last industry he ever expected himself pursuing: car sales.
Shifting Gears
When you look at a business as dominant as Keating Auto Group—a juggernaut that has acquired 31 dealerships in just two decades—it’s hard to believe the man behind the operation once had zero interest in the industry.
But as a young adult, the thought of following in his family’s footsteps as a third-generation car salesman steered Ben to break the mold. Growing up as the “dealer’s kid” around his father’s dealership, Tomball Ford, his perspective of the business was limited to his childhood work experience, which mainly centered around picking up trash, washing cars and parking them in a straight line—none of which filled his tank with the competitive rush he yearned for in a career.
That is, until his Aggie education and one summer internship opened his eyes to the larger opportunities the business had to offer.
What I love about racing, and the car business for that matter, is that they’re both outrageously competitive.
“At the time, I wasn’t exactly sure what I wanted to do, but I was interviewing for several different positions just hoping to get my foot in the door somewhere,” Ben explained. “I landed an internship in consulting and insurance for car dealerships, and that’s where I was exposed to a much more opportunistic side of the industry.”
After seeing the level of success car dealers in his network were achieving at the time, Ben’s larger-than-life, forward-thinking mindset helped him visualize a career where he could not only attain that success but completely surpass it. And he was right on the mark.
“I suddenly felt like I was staring at a giant opportunity,” he said. “In my mind, if they were reaching that level of growth operating at that level of performance, I was confident I could be a fierce competitor.”
With some fate and fervor, his vision quickly became reality. After some trial-and-error working on the sales floor—first on his own at Covert Ford in Austin, then coming full circle working for his father at Tomball Ford in Tomball, Texas—Ben decided to take the wheel and bet on himself.
Relying heavily on the knowledge he’d gained in Aggieland, his experiences as a young professional and the expertise of a few trusted friends, he purchased his first dealership, Port Lavaca Ford. It was the first step toward what would become the 15th-largest privately held dealer group in the nation and the largest in Texas.
“I drew from what I learned during the sales training in my summer internship to structure the negotiation for that first purchase. I treated it like a car deal,” Ben said. “But I did it the right way, and I believe that’s what ultimately convinced the owner to sell the dealership to me instead of my competitor.”
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Keating is drawn to endurance racing, where races often last for several hours or a full day. Despite its competitive, high-speed intensity, he finds it a relaxing outlet. Photo by Brian Goldman ’94.
From there, it was pedal to the metal. Though not without its challenges, Keating Auto Group has reached a total of 31 dealerships offering 16 different brands in 10 cities between 2002 and present day, relying on a success model that has endured even through an incredibly competitive market.
“We understand that every Ford dealer has the same F-150 on their lot,” Ben explained candidly. “Our opportunity is not in selling the F-150, but in everything that happens after. We can afford to be extremely competitive on price if we build loyal customers at the same time.”
Though he has received much of the credit for providing the vision and leadership behind the rise of Keating Auto Group, Ben claims the secret to his success is similar to the spirit can ne’er be told: It’s all about the people who make it great.
“This success is absolutely not about me but about the incredible team we have in place,” he said. “Our people are our greatest assets, and they are what get me most excited about the future. We have so much horsepower in terms of high-performing people who make it easy to grow, and we try to pour into them as much as possible.”
Fueling the Future
Ben’s inclination to invest in people doesn’t just stop at his business; it overflows into who he believes has the power to drive the future: Aggies.
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Keating and his wife are giving back to fill a gap in sales education and allowing more Aggies to develop their technical sales skills. Photo by Brian Goldman ’94.
Not only do the Keatings extend opportunities to Aggies, but they also create them. Through the Texas A&M Foundation, Ben and Kathleen have established an endowed scholarship for industrial distribution students pursuing careers in sales and recently made a remarkable $4 million gift to the Department of Engineering Technology and Industrial Distribution—the largest endowment ever established for the department.
“There are obviously great students in every major, but for us, we have really found a home in industrial distribution,” Ben said. “I find value in that engineering mindset, and the more we’ve gotten involved with these students and professors, the more we’ve witnessed the phenomenal dividends of our investment.”
Spoken from the perspective of Dr. Bimal Nepal, department head, the Keatings’ gift is directly enhancing the quality of education the university provides. “This support allows our department to provide new opportunities for students to combine the technical knowledge of their coursework with specialized skills in business communication and sales that will inevitably make them more successful in the professional world.”
The Keatings’ gift specifically funded a technical sales lab named the Keating Auto Group Technical Sales Laboratory in the new Mike and Beverly Rowlett Industrial Distribution Building at Texas A&M-RELLIS. There, students gain unique exposure to behavioral learning in sales, including calculative practice, roleplay, mentorship, filmed feedback and more.
“This is very different than anything else we do in the College of Engineering. It looks more like learning to play an instrument or practicing a sport than deriving the answer to a question,” said Dr. Willy Bolander, a professor of industrial distribution. “The lab provides a structured space where we can coach students, exercise these soft skills and provide real correction that will make them better sales professionals.”
Reflecting Ben’s passion for connecting engineering students with sales skills, the remainder of their gift is being used to fund a brand-new curriculum for a technical sales minor led by Bolander that launched in fall 2024, open to students across all majors university wide.
“In my experience observing young professionals, the textbook knowledge is always there, but when confronted with customer objections, the students we were hiring looked like a deer in headlights,” Ben noted. “So, I saw an opportunity to partner with Texas A&M in a way that equipped Aggies to be comfortable applying their knowledge in the real world.”
By incorporating sales skills in engineering curricula, the partnership between the Keatings and Texas A&M is training a new class of high-caliber Aggie graduates who are more marketable to employers than ever before.
I love Texas A&M, but to me, our legacy is about the students we impact within it. The possibilities to make the world a better place through them is our motivation for giving.
“Whether they are selling a product to a customer or selling their new design to investors and business leaders within their company and beyond, we know technical sales skills are critical for engineers,” Nepal said. “The reality is that there’s not a single student graduating from the College of Engineering who wouldn’t benefit from taking this series of courses.”
With these resources, Ben agrees the opportunities for ambitious Aggies like himself are limitless—as long as the passion is there.
“I think my impact in the car business reflects always being a ‘student at the game,’” he noted. “The world tends to make way for the person who knows where they are going, and I believe students with the same passion for their craft will find the right direction. It’s a privilege to give back and be a small part of that.”
The most significant wins for Keating have been at the 24 Hours of Le Mans. He won in 2022 driving an Aston Martin and in 2023 driving a Corvette. Photo by Brian Goldman ’94.
Being part of the Texas A&M community, both as Aggies and donors, is an honor the Keatings take great pride and responsibility in. As a place that still feels like home, Ben and Kathleen share a desire to continually invest in what makes Aggieland so special.
“I love Texas A&M, but to me, our legacy is about the students we impact within it,” Ben said. “The possibilities to make the world a better place through them is our motivation for giving.”
Revving Up
Where else does Ben channel these philosophies and competitive fire? You can find that answer on the racetrack. After the laptop shuts and the showroom doors are locked, another side of the businessman and philanthropist shines with just as much tenacity: Ben Keating, the professional sports car and endurance racer.
Ben’s entrance into the professional motorsports world occurred shortly after that first trip around the track in early 2006, and his outlook for pursuing the challenge was approached no differently than any other in his life. It was difficult, daunting and a little risky—which meant it was another exhilarating opportunity to conquer something new.
“What I love about racing, and the car business for that matter, is that they’re both outrageously competitive,” he said. “They allow me to problem solve, make myself better, achieve success and build a team. I find intense competition fun, and it’s a common thread throughout my life—something about it just fuels my soul.”
His focus on endurance racing, where races often last for several hours or even a full day, speaks to Ben’s determination and passion for the sport. The endurance racing community values persistence and strategy, and Ben’s ability to perform in these grueling events has made him a respected figure in a discipline that demands technical skill and stamina.
“While I love adrenaline and the high-speed intensity of the races, I actually find racing to be relaxing,” Ben said. “The focus required to perform well behind the wheel doesn’t allow you to think about anything else, and I love the teamwork and competition endurance racing brings.”
In the early 2010s, Ben’s presence began to make waves with prestigious accolades, and he has continued to prove himself as a force to be reckoned with ever since.
“Some of the most significant races for me so far have been at the 24 Hours of Le Mans,” Ben said. “I won in 2022 driving an Aston Martin and in 2023 driving a Corvette. While the 2022 win was special—especially on top of winning the world championship that year—to win it all again in an American car that I sell, for an American team, being the only American to ever win multiple world championships in sports car racing was just phenomenal.”
Today, Keating Auto Group has 31 dealerships offering 16 different brands in 10 cities. Photo by Brian Goldman ’94.
Today, Ben shows no sign of slowing down. His commitment to pushing the limits of what’s possible—both on the track and in the auto industry—has led him to a legacy few competitors can hope to match. He’s not just a driver but a driving force in the world of motorsports, car sales and the future of Texas A&M.
“I don’t have a vision for what’s next because I feel like we’re living our best lives right now and still have a lot of living left to do,” Ben said. “I would even be so bold as to say that we might not even be halfway there yet, and the goal is to ride the top of this wave as long as we can.”
From his beginnings in the car sales industry to his triumphs on some of the most famous racetracks, Ben has proven that you can excel in multiple worlds when you have the drive to make it happen. His story will continue to unfold—one lap, one victory and one milestone at a time.
“I learn something in virtually every race, just as I have continued to learn with every dealership we’ve added to Keating Auto Group,” Ben said. “In every way—from my businesses to my hobbies—I am driven to succeed. No matter what obstacles you encounter in life, you can thrive if you always maintain your competitive drive and never stop learning.”
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