General Manager / Dealer Principal - Motorcycle Dealership
A rare opportunity is available for an accomplished General Manager, Dealer Principal, or senior automotive dealership leader to take overall responsibility for a newly redeveloped flagship multi-franchise motorcycle dealership.
This is a senior, hands-on leadership position overseeing a comprehensive dealership operation across new and used motorcycles, parts, accessories, merchandise, finance, insurance, workshop and aftersales.
You will have significant influence over sales, profitability, people, customer experience, operations and business growth, with the opportunity to shape the next phase of an established dealership business.
We are looking for a commercially driven leader who knows how to lead people, grow sales, maximise gross profit and build a high-performing dealership culture.
Motorcycle dealership experience is highly regarded. Experienced automotive dealership leaders with strong commercial capability and a genuine passion for motorcycles are strongly encouraged to apply.
The Role
As General Manager / Dealer Principal, you will be responsible for the overall performance, culture and growth of the dealership.
Your responsibilities will include:
Leading new and used motorcycle sales
Driving sales volume, gross profit and overall dealership profitability
Overseeing parts, accessories and merchandise
Managing finance and insurance performance
Overseeing workshop, aftersales and warranty operations
Managing stock, inventory and commercial performance




Establishing and driving dealership KPIs and performance standards
Recruiting, developing and leading the team
Creating a culture of accountability, performance and customer service
Driving customer satisfaction, retention and repeat business
Managing manufacturer relationships, standards and compliance
Identifying and executing business development and growth opportunities
Maintaining robust operational, financial and customer service standards across the dealership
About You
You will be an experienced dealership leader with a proven track record of commercial performance, people leadership and operational excellence.
You will ideally have:
Previous experience as a Dealer Principal, General Manager, Dealer Manager or senior dealership leader
Strong commercial, financial and operational understanding
A demonstrated track record of delivering sales, gross profit and profitability
Strong knowledge of dealership processes, systems and KPIs
Proven ability to recruit, develop and motivate high-performing teams
Excellent communication, negotiation and relationship-building skills
A hands-on, energetic and accountable leadership style




The ability to build solid relationships with manufacturers, customers and staff
Strong business acumen and a focus on continuous improvement
A genuine passion for motorcycles and the motorcycle lifestyle
What's on Offer
Attractive six-figure base salary, commensurate with experience
Significant performance-based bonus opportunity, linked to agreed dealership and financial KPIs
High earning potential for a proven performer
Leadership of a newly redeveloped flagship multi-franchise motorcycle dealership
Significant autonomy and the opportunity to directly influence sales, profitability and business growth
The opportunity to build and develop a high-performing team
An established dealership group with genuine long-term career opportunity
A dynamic environment surrounded by people who share your passion for motorcycles
You don't need to have spent your entire career in motorcycles - genuine motorcycle passion and strong dealership leadership capability are essential.
Apply Now
If you're an experienced Dealer Principal, General Manager or senior automotive dealership leader looking for the opportunity to take ownership of a high-profile motorcycle operation. If you'd like to discuss this confidentially, please contact Pam Ashcroft on ******** ***.
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