General Manager

Swickard Auto Group; Oakland, Northern (CA, KY); Hybrid; USD 180,000 - 300,000; Full time

Benefits offered by this job

Medical insurance

Dental insurance

Vision insurance

Paid time off

Job summary

Swickard Auto Group in Oakland, CA, Audi Oakland, seeks a proven General Manager with full P&L ownership to lead a high-volume luxury store. You will oversee new and pre-owned sales, service, and parts, while setting a hospitality-first culture.

The ideal candidate brings luxury brand GM experience, strong leadership, and a data-driven approach to pricing, inventory, and digital retail. This role offers significant upside and a structured support network from Swickard's operations.

Qualifications

• 3+ years of General Manager experience at a franchised dealership.
• Luxury brand GM experience strongly preferred — familiarity with Audi and brand standards is a significant advantage.
• Full P&L ownership with demonstrated performance across variable and fixed ops.

Responsibilities

• Own P&L across new, pre-owned, finance, service, and parts.
• Develop and coach a leadership team across variable and fixed ops.
• Drive hospitality, process discipline, and accountability.

Skills

P&L ownership

Luxury GM experience

Leadership

Job description

Oakland, CA | Audi | Luxury performance brand | General Manager | Variable ops | Fixed ops | P&L | Luxury brand experience required | Bay Area | East Bay | Veterans encouraged to apply | $180,000 - $300,000+ OTE

IS THIS YOU?

• You're a proven General Manager with full P&L ownership, demonstrated performance across variable and fixed ops, and the leadership instincts to build and sustain a high-performing team at a luxury brand
• You lead with integrity and genuine hospitality -- your team performs because of how you develop and support them, and your guests return because of the culture you've built
• You're ready to lead Audi Oakland -- a high-volume Bay Area luxury store with a sophisticated, informed buyer base and real upside for a GM who executes with discipline and genuine care

WHO WE ARE

Swickard Auto Group is a hospitality company that happens to sell and service cars. We believe the best guest experiences start with the best employee experiences. That's why we've grown to 40+ rooftops across the West Coast, Alaska, and Hawaii while maintaining a culture built on one simple idea: "do right by people, every time."

Audi Oakland serves a passionate, knowledgeable Bay Area guest base in the heart of the East Bay -- one of Northern California's most active and growing luxury automotive markets. Audi buyers are informed, brand-enthusiastic, and loyal to the stores that earn their trust. The General Manager here leads every aspect of the operation -- variable, fixed, finance, and culture -- and has the full support of Swickard's operational infrastructure to do it well.

WHAT YOU'LL DO

• Lead the full dealership operation -- owning P&L performance across new vehicle, pre-owned, finance, service, and parts
• Develop and hold accountable a leadership team across variable and fixed ops -- coaching GSMs, service managers, and department heads to perform at a consistently high level
• Set and sustain a culture of hospitality, process discipline, and genuine accountability -- the standard you model is the standard the store operates to
• Drive variable operations performance -- overseeing inventory strategy, pricing, digital retail, CRM discipline, and sales team development
• Own fixed ops performance -- supporting service and parts leadership to maximize absorption, CSI, and technician productivity
• Manage the Audi OEM relationship -- maintaining brand standards, certification compliance, and CSI/NPS benchmarks
• Partner with Swickard's operational leadership on financial reporting, acquisition integration, and strategic planning
• Recruit, develop, and retain the talent that defines the store's culture and drives its long-term performance

WHAT WE'RE LOOKING FOR

• 3+ years of General Manager experience at a franchised dealership -- required
• Audi or luxury brand GM experience strongly preferred -- familiarity with Audi's brand standards, AFS programs, and CPO requirements is a significant advantage in this market
• Full P&L ownership experience with demonstrated performance across both variable and fixed ops
• Demonstrates a high HQ (Hospitality Quotient) -- kindness and optimism, intellectual curiosity, strong work ethic, empathy, self-awareness, and integrity
• A leadership approach rooted in clarity, accountability, and genuine investment in the people you lead
• Deep understanding of Bay Area market dynamics -- luxury buyer expectations, import inventory management, and the competitive landscape of the East Bay
• Strong digital retail, CRM, and modern sales process knowledge

WHAT WE OFFER

• OTE of $180,000 - $300,000+/yr
• Medical, dental, and vision insurance
• Life insurance and supplemental coverage options
• Paid time off and paid holidays
• Career growth -- strong GMs at Swickard grow into platform director and multi-store executive leadership roles
• Employee vehicle purchase and service discounts
• The backing of a nationally recognized, hospitality-led dealer group with deep operational infrastructure and a proven track record of store performance

WHY AUDI OAKLAND

• A high-volume luxury store in one of the Bay Area's most active and fastest-growing automotive markets -- the East Bay rewards GMs who build genuine guest loyalty and run a disciplined, hospitality-first operation
• Audi's brand momentum -- a growing EV and performance lineup, strong lease programs, and a deeply engaged ownership community -- gives a well-run store real tailwinds
• Swickard's operational infrastructure -- centralized support across HR, legal, finance, marketing, and fixed ops best practices -- lets a GM focus on leading the store, not rebuilding its foundation
• Swickard is one of the fastest-growing dealer groups in the country -- ranked Top 5 in North America for reputation in the automotive industry
• Our HEART values -- Honor, Engage, Anticipate, Respond, Thank -- define the culture every Swickard GM is expected to build and protect
• Executive leadership that sets clear expectations, gives its GMs the autonomy to lead, and backs them with the support to succeed

If you're a proven General Manager ready to lead a high-volume Bay Area Audi store with the operational discipline, the leadership depth, and the hospitality-first approach that drives long-term performance -- we'd like to meet you.