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Dealer Principal Jobs (NOW HIRING)

Go Auto

General Manager (Los Angeles)

Los Angeles, CA · On-site

$300K - $600K/yr

As we continue to grow in Southern California, we're looking for experienced General Managers, General Sales Managers, and Dealer Principals to help lead our next phase of growth. We've grown from a ...

PureCars

Account Manager

Salt Lake City, UT · On-site +1

... Dealer Principal, General Manager, BDC Manager, General Sales Manager, Service Director, and more • Monitor dealership metrics, ROI reporting, and opportunities for utilization with the Dealer ...

PureCars

Account Manager

Salt Lake City, UT

Monitor dealership metrics, ROI reporting, and opportunities for utilization with the Dealer Principal or General Manager demonstrating the value of AutoAlert * Consult and strategize with client ...

Cars

Senior Account Executive - Washington, DC

  • Medical

  • Dental

  • Vision

  • Life

  • PTO

It is a consultative, solutions-oriented position for a seasoned seller who can walk into a dealership's GM or dealer principal office, quickly diagnose their business challenges, and architect a ...

Cars

Senior Account Executive - Charlotte, NC

  • Medical

  • Dental

  • Vision

  • Life

  • PTO

It is a consultative, solutions-oriented position for a seasoned seller who can walk into a dealership's GM or dealer principal office, quickly diagnose their business challenges, and architect a ...

Diehl Automotive

Office Manager

Grove City, PA · On-site

  • Medical

  • Dental

  • Vision

  • Retirement

Compiles information and prepares reports as requested by management and/or dealer principal. * Helps process paperwork for new employees and terminations. * Maintains confidential employment files.

Cars

Senior Account Executive - Los Angeles, CA

  • Medical

  • Dental

  • Vision

  • Life

  • PTO

It is a consultative, solutions-oriented position for a seasoned seller who can walk into a dealership's GM or dealer principal office, quickly diagnose their business challenges, and architect a ...

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Dealer Principal information

See salary details

$36.5K

$109.4K

$182K

How much do dealer principal jobs pay per year?

As of Aug 18, 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.

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.

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 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 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.

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 or profit sharing based on dealership performance.
More about Dealer Principal jobs

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Who are the top companies hiring for Dealer Principal jobs?

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What states have the most Dealer Principal jobs?

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Dealer Principal jobs near you
Infographic showing various Dealer Principal job openings in the United States as of August 2026, with employment types broken down into 89% Full Time, 9% Part Time, 1% Temporary, and 1% Contract. Highlights an 91% Physical, 3% Hybrid, and 6% Remote job distribution, with an average salary of $109,393 per year, or $52.6 per hour.

General Manager (Los Angeles)

Go Auto

Los Angeles, CA • On-site

$300K - $600K/yr

Full-time

Posted 13 days ago

Job description


General Manager
Los Angeles, California
The best dealerships have one thing in common: great leadership.
Go Auto is one of North America's largest automotive groups, with more than 70 dealerships across Canada and the United States. As we continue to grow in Southern California, we're looking for experienced General Managers, General Sales Managers, and Dealer Principals to help lead our next phase of growth.
We've grown from a single dealership to more than 70 by investing in great people, developing strong leaders, and giving them the tools and support to succeed. We believe great General Managers build great dealerships.
If you have a track record of building profitable dealerships, developing strong teams, and delivering an exceptional customer experience, we'd like to talk.
Compensation
This is a commission-based executive leadership position.
Expected annual earnings: $300,000 to $600,000+, based on dealership performance.
Why Go Auto?
  • One of North America's largest automotive groups
  • Continued investment and growth throughout Southern California
  • The support and resources to build a high-performing dealership
  • The opportunity to hire, develop, and lead your own management team
  • Long-term career growth with a company that continues to expand
  • Executive leadership that values accountability, performance, and great operators
What You'll Do
  • Lead the overall performance of the dealership
  • Drive sales, profitability, and operational excellence
  • Build, coach, and develop high-performing leaders
  • Create an outstanding customer experience
  • Execute business plans and deliver strong financial results
  • Foster a culture of accountability, teamwork, and continuous improvement
What We're Looking For
  • Current General Manager, General Sales Manager, or Dealer Principal
  • Proven history of delivering strong dealership performance
  • Strong business and financial acumen
  • A leader who develops people and builds winning teams
  • Someone who leads with integrity, accountability, and urgency

If you're looking for another job, this probably isn't it.
If you're looking for an opportunity to make a bigger impact with a growing automotive group, we'd like to have a conversation.
California Compensation Disclosure: This is a commission-based executive leadership position. Expected annual earnings are $300,000 to $600,000+, depending on dealership performance and business results.
Go Auto is an equal opportunity employer. We are committed to creating a diverse and inclusive work environment and do not discriminate on the basis of race, color, religion, sex, national origin, age, disability, genetic information, or any other protected status under applicable law. All employment decisions are based on qualifications, merit, and business needs. For more information regarding the EEOC, please visit: https://www.eeoc.gov/sites/default/files/2023-06/22-088_EEOC_KnowYourRights6.12ScreenRdr.pdf.

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