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Great question!

You said you had a '20+ car superstar' .. sounds to me you just have a '20+ car guy'. A superstar would be a team player .. a superstar would want to help anything that's not sales related .. a superstar would WANT to move cars.

It all comes down to management (like a lot of things).  If there's not anything enforced at that level .. he's going to keep doing it. As in, sit him down and let him know how he's hurting the other employees and in the long run .. the business. Quite honestly, the guy probably doesn't feel like he's doing anything wrong .. not like that makes it right. He's just become so accustom to his ways.

I'm sure some people will just say that's just the way it is .. and it is plenty of places .. but that's not how it should be.