General Manager

General Manager Opportunity at Audi Oakland

Are you 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.

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.

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.

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.

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.

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.