1

Dealer Principal Jobs (NOW HIRING)

Digital Marketing Coordinator

Folsom, CA · On-site

$47K - $62K/yr

Dealer Principal & General Manager Location: On-site, 12610 Auto Mall Circle, Folsom, CA 95630 Type: Part-time or Full-time (flexible scheduling available for students) About the Role Folsom Lake ...

Dealer Principal / Executive Leadership About Janssen Auto Group Janssen Auto Group is a growing, multi-rooftop automotive organization operating 8 dealerships across Nebraska , with locations in ...

Dealer Principal / Executive Leadership About Janssen Auto Group Janssen Auto Group is a growing, multi-rooftop automotive organization operating 8 dealerships across Nebraska , with locations in ...

Dealer Principal / Executive Leadership About Janssen Auto Group Janssen Auto Group is a growing, multi-rooftop automotive organization operating 8 dealerships across Nebraska , with locations in ...

next page

Showing results 1-20

Dealer Principal information

See salary details

$36.5K

$109.4K

$182K

How much do dealer principal jobs pay per year?

As of Jul 28, 2026, the average yearly pay for dealer principal in the United States is $109,393.00, according to ZipRecruiter salary data. Most workers in this role earn between $85,000.00 and $125,000.00 per year, depending on experience, location, and employer.

How much does a dealer principal make?

A dealer principal typically earns between $100,000 and $250,000 annually, depending on the size of the dealership, location, and experience. Compensation often includes a base salary plus bonuses based on dealership performance and sales targets.

What are some common challenges Dealer Principals face when managing a dealership, and how can they address them?

Dealer Principals often encounter challenges such as maintaining profitability, adapting to market changes, and motivating a diverse team. Balancing operational efficiency with excellent customer service is key, as is staying updated on evolving automotive technologies and regulations. Successful Dealer Principals frequently address these challenges by fostering strong communication across departments, investing in staff training, and analyzing performance metrics to guide decision-making. Building a positive dealership culture and maintaining strong manufacturer relationships also play a crucial role in overcoming obstacles.

What is the role of a dealer principal?

A dealer principal is the top executive responsible for overseeing the operations of a vehicle dealership, including sales, service, and staff management. They set business strategies, ensure profitability, and maintain customer satisfaction, often working closely with department managers and adhering to industry regulations.

What are the key skills and qualifications needed to thrive as a Dealer Principal, and why are they important?

To thrive as a Dealer Principal, you need strong business acumen, leadership abilities, and in-depth knowledge of automotive sales and operations, often supported by a degree in business or automotive management. Familiarity with dealership management systems (DMS), CRM software, and manufacturer certification programs is typically required. Outstanding interpersonal skills, strategic thinking, and the ability to motivate teams set top performers apart. These skills enable effective dealership operations, high customer satisfaction, and profitable business growth in a competitive market.

What is the highest paid position at a car dealership?

The highest paid position at a car dealership is typically the General Manager or Dealer Principal, who oversees all dealership operations and has significant profit and decision-making responsibilities. These roles often earn high salaries and bonuses based on dealership performance, experience, and location.

What is the difference between Dealer Principal vs Sales Manager?

AspectDealer PrincipalSales Manager
CredentialsBusiness management experience, automotive industry knowledgeSales experience, often with certifications in sales or customer relations
Work EnvironmentOversees entire dealership operationsFocuses on managing sales teams and customer interactions
Industry UsageCommonly used in automotive dealershipsUsed across various sales-driven industries, including automotive

The Dealer Principal is responsible for the overall dealership management, including finance, operations, and strategic planning. In contrast, the Sales Manager primarily focuses on leading the sales team and achieving sales targets. While both roles require automotive industry knowledge and leadership skills, the Dealer Principal has broader responsibilities overseeing the entire dealership.

What jobs in the US pay 300,000 a year?

Dealer Principals in the automotive industry can earn $300,000 or more annually, especially in high-volume dealerships or with extensive experience and leadership skills. Other high-paying roles that may reach this level include senior executives, specialized surgeons, and certain technology or finance professionals, often requiring advanced certifications, extensive experience, and leadership responsibilities.

What is a Dealer Principal?

A Dealer Principal is the owner or top executive responsible for the overall management and success of a car dealership. They oversee all operations, including sales, service, finance, and staff management, ensuring the dealership meets its financial and customer service goals. Dealer Principals also represent the dealership in relationships with manufacturers and regulatory bodies, and they are accountable for maintaining compliance with industry standards and laws. Their leadership plays a crucial role in setting the dealership's culture and long-term strategy.
More about Dealer Principal jobs
What are the most commonly searched types of Dealer Principal jobs? The most popular types of Dealer Principal jobs are:
What states have the most Dealer Principal jobs? States with the most job openings for Dealer Principal jobs include:
What job categories do people searching Dealer Principal jobs look for? The top searched job categories for Dealer Principal jobs are:
Infographic showing various Dealer Principal job openings in the United States as of July 2026, with employment types broken down into 83% Full Time, 11% Part Time, and 6% Temporary. Highlights an 100% In-person job distribution, with an average salary of $109,393 per year, or $52.6 per hour.

General Merchandise Manager

New England Motorcycle Group

Gorham, ME • On-site

$45K - $60K/yr

Full-time

Posted 7 days ago


Job description

Job Data
Job Title:............................ General Merchandise Manager
Department:...................... General Merchandise Department
Supervisor:........................ General Manager
Summary Description
Manages employees and operations of the General Merchandise department. Coordinates sales promotions to grow the business.
Key Results Areas
• General Merchandise Department Operations
• Management
• Customer Service
• Promotions
Major Duties and Responsibilities
1) General Merchandise Department Operations
• Ensure General Merchandise personnel are well trained and available when needed.
• Design displays for merchandise, which are appealing to customers. Make effective use of:
Fixtures Wall Displays
Show Cases Glass Cubes & Towers
Mannequins Window Displays
• Regulate seasonal promotions (i.e. holiday display themes, fashion shows, special events, etc.) and coordinate them with other departments.
• Review all stock orders to ensure a fast-moving balanced inventory of General Merchandise. Coordinate orders with P&A manager, if possible.
• Maintain sufficient quantities of stock to support demand and acceptable inventory turn ratio.
• Assist staff when needed.
• Become familiar and efficient with all phases of the computer system required for General Merchandise management, including generating and reviewing Inventory reports.
• Work with the Inventory Manager to maintain an accurate up-to-date inventory management & control system.
• Collaboratively work with the Inventory Manager to order and receive merchandise.
• Ensure employees keep all merchandise and displays clean, well dusted, and appealing to customers.
• Set-up and maintain a smooth running, efficient, appealing retail environment for the General Merchandise department.
• Purchase product assortments, gauge stock movement, and devise promotions, when necessary.
2) Management
• Set policies and procedures for General Merchandise department.
• Manage employee performance (evaluate and council).
• Provide training for all General Merchandise employees:
- Harley-Davidson University Programs
- Dealer Shows & Expo's
• Assist Dealer Principal or General Manager with recruiting, interviewing, hiring, and terminating employees.
• Employ sound management practices to ensure General Merchandise department contributes acceptable levels of gross & net profit.
• Maximize return on investment of General Merchandise inventory.
• Grow the volume of General Merchandise sales.
• Maintain budgeted revenue and expense objectives.
• Collaboratively work with the Director of Marketing on promotional campaigns for merchandise.
• Communicate regularly with the Harley-Davidson Motor Company regarding:
Policies Product Availability
Product Style Options New/Future Product line Studies
• Benchmark other retailers to determine "best practice" standards.
• Organize and stage fashion shows and other events to sell merchandise.
• Provide reports to Dealer Principal or General Manager, as requested.
• Develop monthly and annual objectives for the department in collaboration with Dealer Principal or General Manager.
3) Customer Service
• Provide superior customer service to both internal and external customers.
• Greet customers immediately, in a courteous and friendly manner.
• Handle telephone transactions quickly, and courteously.
• Point out any sales, specials, or new merchandise to staff and customers.
• Handle customer complaints reasonably, showing empathy and a positive attitude, and demonstrate our commitment to Superior Customer Service.
4) Promotions
• Plan and execute "exceptional" promotions to bring both "new and existing" customers into the dealership on a regular basis.
• Coordinate promotions with other departments to maximize return on promotions spending.
5) Other Duties
• As Assigned
Requirements
Commitments
• Treat all employees and customers fairly, courteously, and with dignity.• Model superior customer service behavior for all General Merchandise personnel by maintaining positive relationships with customers, employees, General Manager and Dealer Principal.• Be prompt and available for flexible scheduling.• Be honest and fair in all business dealings.• Demonstrate an interest in growing the General Merchandise business.
Qualifications & Job Requirements
• 3-5 years' experience with retail sales and inventory management.• Prefer knowledge and experience with Harley-Davidson General Merchandise, and other products sold by the dealership, or the demonstrated ability to quickly learn them.• Experience with Point-of-Sale and Parts & Service management computer software or the ability to quickly learn due to general knowledge & experience with computers.
Physical Demands
• Occasionally required to bend, stoop, crouch, reach, and lift 40 lb. of material
Working Conditions
• Is potentially exposed to battery acid, gasoline, chemical cleaning materials or other toxic materials commonly found in a motor vehicle service department.• Occasionally, exposed to exhaust fumes or other airborne particles.• Normally indoors, however, some outdoor work is required during open houses or other events.
Salary Description
$45,000.00 - $60,000.00