Who’s Who in a Car Dealership Front Office

Dealership personnel and their responsibilities can sometimes be confusing or even mysterious. Anyone tied to the sale of a car is typically considered part of the “Front Office.” Here, we’ll look at the typical titles, roles and responsibilities at many retail franchises. This isn’t a comprehensive list since each dealer may position roles differently, but it should give you a good feel for who’s who.

Dealer Principal

Dealer Principal generally means the dealership’s “owner.” Some dealerships are owned by publicly traded companies, while many franchises are owned by one or more individuals (Principals). Sometimes, “Principal” can mean the highest-ranking manager. The principal typically serves as the CEO of the dealership business.

General Manager

A General Manager in a larger dealership may be in charge of all that facility’s operations, including Sales, Service and any other business the dealership might handle.

General Sales Manager

The General Sales Manager usually reports to the General Manager, although a smaller franchise may combine the roles. A General Sales Manager is typically in charge of both new and used vehicle Sales departments.

Vehicle Sales Manager or Director

Many dealerships will have two separate Sales heads who report to the General Sales Manager: the New Vehicle Sales Manager or the New Vehicle Sales Director and the Used or Pre-Owned Vehicle Manager or Director. In addition to leading the Sales staff, the Used Vehicle Managers often help evaluate trade-in values for customers seeking to replace their current car.

Internet Sales Manager

As online shopping has grown dramatically over the last few decades, many dealerships often have an Internet Sales Manager. They field inquiries from customers reaching out via the dealership’s website, social media or third-party digital partners and help arrange test drives and may direct prospects to salespeople.

Sales Associates, Sales Personnel and Vehicle Specialists

Then there are the Sales Associates, Sales Personnel or Vehicle Specialists in both the new and used car departments. Often, these salespeople help customers with both new and used cars, and some dealerships may have them serve as the sole point of contact for an entire transaction.

Detailers, Porters and Lot Attendants

Integral to both new and used vehicle sales are those responsible for moving, cleaning and detailing existing and incoming vehicle inventory in and out of the showroom and on the new and used vehicle lots. Detailers keep new vehicles looking shiny, while Porters or Lot Attendants move vehicles in and around the dealership. These roles may be combined in smaller dealerships.

F&I Managers

Finance and Insurance (F&I) Managers typically enter the equation after a customer has agreed to purchase a vehicle. They help customers, along with the Sales team, understand lease and purchase financing options, service contracts, extended warranties, vehicle insurance and additional vehicle accessories and services. Once financing and insurance are arranged, F&I Managers are often the last dealership personnel a customer sees during the purchase process before they’re handed the keys.

Marketing and Social Media Managers

Marketing Managers at a dealership develop and coordinate activities supporting and promoting Sales and Service such as email communications, print, TV and radio advertising campaigns. They also understand the dealership’s customer base to develop effective campaigns that lead to more business.

More recently, dealers often have a Social Media Manager responsible for promoting Sales and Service activities, monitoring social media mentions of the dealership, and creating additional content to engage customers and recruit employees. They often work closely with the Human Resources (HR) Specialist or the Human Resources Manager, who are responsible for hiring, firing and recruiting staff.