Position: General Manager – Car Sales

Location: Surat, Gujarat

Department: Sales

Employment Type: Full-Time

Experience: 7+ years in Automobile Sales, preferably Passenger Cars

Reporting To: Managing Director

Position Overview

We are seeking an experienced and dynamic General Manager – Car Sales to lead the overall sales operations of our automobile dealership in Surat.

The General Manager will be responsible for driving vehicle sales, revenue growth, profitability, market share, customer satisfaction, and team performance. The role requires a strong understanding of the passenger car market, dealership operations, customer acquisition, digital and retail sales, finance & insurance, and local market dynamics.

The ideal candidate should be a commercially strong leader with a proven track record of consistently achieving and exceeding sales targets while building high-performing sales teams.

Key Responsibilities

1. Sales & Business Growth

- Take complete ownership of the dealership's overall car sales performance.
- Develop and execute monthly, quarterly, and annual sales strategies to achieve business objectives.
- Drive retail sales, bookings, test drives, enquiries, lead conversion, and customer acquisition.
- Develop strategies to increase dealership market share across Surat and surrounding markets.
- Identify new business opportunities, customer segments, corporate accounts, and institutional sales opportunities.
- Monitor market trends, competitor activities, product positioning, pricing, and customer preferences.
- Prepare accurate sales forecasts and ensure achievement of monthly and annual targets.

2. Team Leadership & Performance Management

- Lead, mentor, and develop the entire sales team, including Sales Managers, Team Leaders, and Sales Consultants.
- Set transparent individual and team targets and regularly review performance.
- Establish a performance-driven culture focused on accountability, customer service, and target achievement.
- Conduct regular sales meetings, performance reviews, and one-to-one discussions.
- Identify training and development requirements and ensure continuous skill enhancement.
- Recruit and retain high-performing sales professionals.

3. Dealership Sales Operations

- Ensure effective management of showroom sales, enquiries, test drives, bookings, retail deliveries, and customer follow-ups.
- Monitor the complete sales funnel and ensure maximum conversion at every stage.
- Ensure effective utilization of CRM and lead-management systems.
- Review ageing leads and ensure timely follow-up by the sales team.




- Maintain discipline and compliance with dealership and OEM sales processes.
- Coordinate closely with Finance, Insurance, Accessories, CRM, Service, and Delivery teams to maximize overall dealership revenue.

4. Revenue & Profitability

- Take responsibility for achieving sales revenue and profitability targets.
- Improve gross contribution per vehicle through effective pricing and negotiation management.
- Drive additional revenue through Finance & Insurance, Accessories, Extended Warranty, Service Packages, and other value-added products.
- Monitor discounts, schemes, dealer margins, and sales expenses.
- Ensure healthy business profitability while maintaining competitive market positioning.

5. Customer Experience

- Ensure a consistently high-quality customer experience across the entire purchase journey.
- Personally handle key customers and critical escalations when required.
- Monitor customer feedback, complaints, CSI, and customer satisfaction scores.
- Implement corrective actions to improve customer experience and retention.
- Build strong long-term relationships with HNI, corporate, fleet, and repeat customers.

6. Marketing & Lead Generation

- Work closely with the marketing team to develop local marketing and lead-generation initiatives.
- Drive showroom events, customer meets, roadshows, exhibitions, test-drive campaigns, and other promotional activities.
- Utilize digital marketing, social media, referrals, databases, and local partnerships to generate qualified leads.
- Evaluate campaign performance and improve lead quality and conversion.

7. Market & Competitor Analysis

- Maintain strong knowledge of the Surat automobile market and surrounding areas.
- Track competitor pricing, offers, products, schemes, customer experience, and sales activities.
- Identify market opportunities and recommend appropriate business strategies.
- Build relationships with corporate clients, local businesses, influencers, and key customer groups.

8. Reporting & Business Reviews

- Prepare and present daily, weekly, and monthly sales performance reports.
- Review key business metrics including:
- Enquiries
- Test drives
- Bookings
- Retail deliveries
- Conversion ratios
- Lead ageing
- Sales productivity
- Gross margins
- F&I; penetration
- Accessories revenue




- Customer satisfaction
- Present business performance and action plans to the Dealer Principal / Management.
- Take timely corrective action when performance is below target.

Key Performance Indicators (KPIs)

- Monthly and annual retail sales target achievement
- Revenue and gross-profit achievement
- Market share growth
- Lead-to-booking conversion
- Booking-to-retail conversion
- Test-drive conversion
- Sales productivity per salesperson
- Finance & Insurance penetration
- Accessories and value-added product sales
- Customer satisfaction / CSI
- Repeat and referral business
- Sales team retention and productivity
- Inventory ageing and stock liquidation
- Overall dealership profitability

Candidate Requirements

- Graduate degree in Business Administration, Sales, Marketing, or a related discipline. MBA preferred.
- 10–15+ years of experience in automobile/passenger car sales, preferably with a reputed dealership or OEM.
- Minimum 3–5 years of experience managing a large sales team or dealership sales function.
- Proven track record of achieving aggressive sales and revenue targets.
- Strong understanding of dealership sales processes and automobile retail business.
- Strong commercial and financial acumen.
- Excellent leadership, negotiation, communication, and people-management skills.
- Strong knowledge of CRM, lead management, sales analytics, and reporting.
- Ability to work under pressure and manage a target-driven environment.
- Strong customer orientation and relationship-management skills.
- Good knowledge of Gujarati, Hindi, and English preferred.
- Strong understanding of the Surat and South Gujarat automobile market will be an advantage.
- Valid driving licence and willingness to travel locally for business development.

Ideal Candidate

The ideal candidate will be a strategic yet hands-on automobile sales leader who can independently manage a large sales operation, build a strong sales culture, drive revenue and profitability, and consistently deliver business results.

Candidates currently working as General Manager – Sales, Sales Head, Dealer Sales Head, Senior Sales Manager, or equivalent positions in passenger-car dealerships are preferred.

Compensation

Salary: Competitive package based on experience, current compensation, and proven track record.

Incentives: Performance-linked incentives based on sales, profitability, and business KPIs.

Location

Surat, Gujarat

Candidates from Surat, Ahmedabad, Vadodara, Mumbai, or other major automobile markets who are willing to relocate to Surat may also be considered.

📌 General Manager Car Sales (Surat)
🏢 Alliance Recruitment Agency
📍 Surat