Directeur général | Concessionnaire de véhicules de luxe

Role and responsibilities

The General Manager reports to the Dealer Principal and is responsible for the leadership and the overall direction of the dealer. He is imputable for profit and loss of the front-end (sales) and back-end (parts and services) functions of the dealer. He supports a work environment that ensures a positive customer experience at every step of the purchase and ownership experience. He designs and implements cost-effective, market-driven campaigns to promote the dealer and its quality product line. He also supervises management staff including the Business Manager, New Car Sales Manager, Used Car Sales Manager, Service Manager and Parts Manager. He will foster a customer-centered service philosophy and team approach among all employees.

More specifically, you will:

Customer Responsibilities

  • Ensure customers enjoy the shopping and buying experience by monitoring that all managers and staff are well trained and deliver top quality customer service.
  • Serve as a role model on expert customer dealings. Regularly walk to the dealer and make contact with customers and employees.
  • Achieve high ratings for customer satisfaction per the dealer’s internal customer surveys and by external measurements (industry surveys).
  • Maintain ongoing communication with buyers through direct phone calls, dealer surveys and sponsored buyer events.
  • Upgrade knowledge of the dealer’s products and services and maintain professional and technical expertise by attending trade shows and / or educational programs, establishing personal network, reviewing industry publications, and participating in professional societies.

Marketing responsibilities

  • Increase the dealer’s business and the brand market share by developing and meeting aggressive volume sales goals, from both existing and new customer sources, for:
  • New cars
  • Used cars
  • Parts and accessories
  • Financing and insurance
  • Retailer services
  • Maximize profits by properly pricing products and by setting and achieving target levels of gross profit for:
  • New cars
  • Used cars
  • Parts and accessories
  • Financing and insurance
  • Retailer services
  • Set and achieve budget objectives by scheduling expenditures, analyzing variances, and initiating corrective action.
  • Guide financial decisions by establishing, monitoring, and enforcing policies and procedures. Provide status of financial condition by collecting, interpreting, and reporting financial data.
  • Prepare annual and monthly forecasts and plans.

Transaction responsibilities

  • Ensure correct handling of sales transactions by properly training and monitoring managers and staff.
  • Ensure regular use of sales prospecting, traffic control, and follow-up systems to increase retailer business.
  • Maintain supply and support systems, including literature, display materials, pricing references, and other materials to adequately promote the dealer products and services.
  • Meet all Federal, Provincial, and local laws, regulations, and ordinances for operating a car dealer.

Logistical Responsibilities

  • Offer balanced and representative new and used vehicle inventories.
  • Maintain the security and good condition of vehicle inventories.
  • Ensure safe and proper maintenance and use of physical resources, including exterior display and parking, showroom area, display systems, and demonstrator vehicles.

People Management Responsibilities

  • Determine staffing levels. Hire, train, coach, counsel, and develop employees.
  • Directly supervise management staff. Clearly articulate the dealer’s goals and facilitate their achievement. Plan, monitor, and appraise job results. On a regular basis, evaluate the effectiveness and performance of each manager. Determine accurate and objective reasons why performance is above or below established standards, and recommend specific corrective action if necessary.
  • Articulate and maintain an open door policy with all employees by being highly accessible and responsive to employee needs. Maintain high morale, low turn-over, and a team approach. Ensure management policies and procedures are understood by all team members.
  • Provide leadership and coach management staff as needed. Counsel on an individual basis to determine the needs of management and other staff.
  • Provide personal leadership daily to ensure maximum sales, customer satisfaction, and profits.
  • Design and implement long and short-range plans for the management personnel.
  • Formulate policies and establish procedures for training programs in all departments.

QMA Responsibilities

  • Carry out job related processes as described in the QMA Manual.


Experience and requirements
  • Excellent leadership, management, and communication skills; goal oriented.
  • Prior experience with managing profit and loss required.
  • Prior experience in car dealer’s brand management highly preferred.
  • Employee management experience, including hiring, coaching, training, counselling, and development.
  • Highly skilled in customer negotiations, customer service, and customer satisfaction.