General Manager

Swickard Palo Alto II, LLC d/b/a Mercedes-Benz of Palo Alto•Palo Alto, CA

About The Position

Run the Business. Lead the Team. Elevate the Experience. Luxury Retail | Enterprise Support | Real Ownership The General Manager is fully accountable for the performance, culture, and guest experience of Audi of Oakland. You will lead all dealership operations—Sales, F&I, Fixed Operations, and Administration—with a sharp focus on profitability, leadership development, and a consistent, hospitality-driven guest experience aligned with Audi brand standards. This role is built for a hands-on, high-standards operator who can drive results, develop leaders, and execute with discipline in a luxury retail environment. Swickard Automotive Group is a hospitality company that happens to sell cars. We operate premium automotive brands across the West Coast, Alaska, and Hawaii, scaling performance through clear standards, disciplined systems, and people-first leadership. Audi of Oakland is a key luxury rooftop in a competitive Bay Area market. The store serves a discerning guest base and requires a leader who can balance brand precision, operational rigor, and a modern, hospitality-driven experience. This is a true owner’s seat for a General Manager who wants responsibility, support, and runway. This is not a caretaker role. This is a seat for a leader who wants ownership—and the structure to win.

Requirements

7+ years of progressive automotive leadership experience
Prior General Manager or Senior Director-level experience strongly preferred
Proven success leading luxury or high-line dealerships (Mercedes-Benz experience a plus)
Demonstrated track record of profitability, team development, and guest satisfaction
Strong financial acumen with deep understanding of dealership KPIs
Ability to lead through standards, systems, and coaching—not chaos
Executive-level communication skills and professional presence
High integrity with a servant-leader mindset
Comfortable operating in a fast-paced, high-expectation luxury environment

Responsibilities

Own full P&L accountability for Mercedes-Benz of Palo Alto, driving revenue growth, gross profit, expense discipline, and overall financial performance across all departments.
Lead the guest experience end-to-end, ensuring every interaction reflects Mercedes-Benz brand standards and Swickard’s hospitality-first values, with consistent focus on CSI, NPS, and reputation.
Build, develop, and retain high-performing leadership teams across Sales, F&I, Fixed Operations, and Administration through coaching, accountability, and clear expectations.
Drive operational excellence through systems and standards, ensuring consistent execution of Swickard SOPs, strong cross-department collaboration, and data-driven decision-making using CRM, DMS, and KPI reporting.
Serve as the strategic leader and external face of the dealership, partnering with OEM leadership, corporate teams, and community stakeholders while supporting enterprise initiatives across the Swickard platform.