Description
Swickard Auto Group is not a "car company." We are a hospitality company that happens to sell and service cars. We are currently seeking a disciplined, process-driven
General Sales Manager to lead a high-volume import store in the Bay Area.
This is a confidential search for a leader who rejects high-pressure "old-school" tactics in favor of a sophisticated, guest-centric, and repeatable sales process.
The Mission
As GSM, you are the architect of the guest journey. You will oversee all variable operations, ensuring that genuine hospitality is felt in every digital lead, every trade appraisal, and every F&I menu presentation.
Responsibilities
- Variable Operations Leadership: Full P&L responsibility for New, Pre-Owned, Digital Retail, and F&I performance.
- People Development: Transitioning "managers" into "coaches." You will be responsible for the growth and accountability of desk managers, BDC leaders, and sales advisors.
- The "Swickard" Process: Implementing a daily execution rhythm built on appointment preparation, rapid lead response, and rigorous CRM discipline.
- Inventory Strategy: Strategic management of new-car allocations and an aggressive, market-driven used car acquisition and pricing strategy. Includes trade appraisals, aging control, and pricing.
- Cross-Department Synergy: Partnering with Fixed Ops to ensure a seamless "hand-off" and a lifetime guest relationship.
- Brand reputation & market presence, aligned with Swickard’s commitment to integrity, community, and long-term relationships.
- KPIs: volume, front/back gross performance, digital close rates, lead response times, and CSI/NPS.
Qualifications
- Demonstrates a high “HQ” (Hospitality Quotient) consisting of kindness & optimism, intellectual curiosity, work ethic, empathy, self-awareness, and integrity.
- Proven success as a GSM or senior desk manager in a high-volume import or domestic store.
- A leadership approach rooted in clarity, preparation, and steady accountability.
- Ability to build strong teams—coaching managers and advisors to operate with discipline and consistency.
- Deep experience with modern digital retail, CRM utilization, appointment setting, and structured follow-up processes.
- Strong operational instincts around inventory, pricing, and market dynamics.
- A guest-first mindset that aligns with Swickard’s hospitality-first culture.
Physical Requirements
- Active Leadership: This role requires a presence on the showroom floor and lot, involving standing and walking for extended periods.
- Standard Requirements: Ability to use dealership software/computers and perform light lifting of office/marketing materials as needed.
Benefits Of Working At Swickard
- Career Path –Swickard isn’t just a J-O-B. You’ll learn and grow into different roles and be able to take on new leadership responsibilities.
- Aggressive executive-level pay plan with performance incentives
- Full benefits package (medical, dental, vision, PTO, 401k)
- Strong, stable traffic in a high-demand Northern California market
- The backing of a growing, hospitality-led automotive group with clear standards and long-term vision
- A discreet, confidential process for seasoned leaders exploring their next step
- We are an Equal Opportunity Employer and value diversity and inclusion at our company
About Us
- We were founded in 2014 by Jeff Swickard in Wilsonville, OR.
- We’re a hospitality company that happens to sell cars, parts, and service.
- We are a team. Everyone plays a role in our success.
- Culture: We want to be our customers’ favorite place to purchase, lease, or service their vehicle and we want to be your favorite place to work!
- Highline Brands: Swickard has positioned itself as a leader in highline brands such as Mercedes Benz, BMW, Volvo, Porsche, Lexus, Audi, Land Rover, and more.
- We are consistently ranked as one of the fastest growing dealership groups in the US by Automotive News.
Most people have a stressful experience buying or servicing their car. It shouldn’t be that way. We’re looking for people as crazy as we are about revolutionizing the car-buying experience, and it starts with hospitality. Hospitality isn’t just what we do, it’s who we are. We need exceptionally talented individuals to join our mission and embark on a challenging, rewarding career. Do you have what it takes?
