Dealer Principal | Digi Cars Group

Overview

Build the Future of Automotive Retail

Digi Cars Group is redefining automotive retail in South Africa and we are looking for an exceptional Dealer Principal to lead from the front.

This is not a traditional dealership role.

We operate on a Phygital business model, seamlessly combining high-performance physical dealerships with a powerful digital-first sales, marketing, and lead-management engine. As we scale rapidly across multiple OEM brands, we are seeking a proven automotive leader who thrives in pressure, pace, and performance.

You are a high-calibre Dealer Principal or General Manager from a corporate dealer group who:

• Has built, scaled, and led multi-department dealerships
• Is relentlessly target-driven and commercially astute
• Thrives in fast-moving, data-driven environments
• Understands that the future of automotive retail is digital + physical
• Leads with structure, discipline, and accountability
• Delivers results through people, process, and technology

You don’t manage from behind a desk you own the floor, the numbers, the culture, and the outcome.

As Dealer Principal, you will have full strategic, operational, and financial accountability for the dealership, overseeing:

• New & Pre-Owned Vehicle Sales
• Aftersales (Service & Parts)
• Finance & Insurance
• Stock, Operations & Customer Experience
• Digital lead performance and CRM excellence
• OEM compliance and brand standards

You will lead a high-performance management team, drive aggressive growth targets, and ensure the dealership consistently delivers exceptional customer experiences and strong profitability.

• Consistent achievement of sales, aftersales, and financial KPIs
• Strong gross profit, stock turn, and cost control
• High CSI, SSI, NPS, and Mystery Shopper scores
• Disciplined execution across all departments
• Data-driven decision-making using CRM, DMS, and analytics
• A motivated, accountable, high-performing leadership team

• 10+ years automotive industry experience
• 3–5 years as a Dealer Principal or General Manager
• Proven success in a corporate dealer group environment
• Strong understanding of OEM standards, dealer agreements & CI
• Relevant tertiary qualification (Business / Commerce / Automotive Management)
• High digital literacy (CRM, DMS, automotive platforms, social & digital channels)

• Rapidly expanding, future-focused automotive group
• Multiple leading OEM brands
• Performance-driven culture — speed over bureaucracy
• Real authority, real accountability, real impact
• Opportunity to lead in one of South Africa’s most progressive automotive businesses

• You prefer slow decision-making or rigid corporate layers
• You struggle with accountability, targets, or pressure
• You are uncomfortable with digital transformation

If you are a results-driven Dealer Principal who wants to lead at scale, shape the future of automotive retail, and operate at the intersection of technology, performance, and people — we want to hear from you.

Apply via Linked In with a detailed CV highlighting dealership size, brands, and performance results.