Milton Keynes, United Kingdom | Posted on 07/04/2026
Job Title: Automotive Franchise Director
Reports to: Group Managing Director / CEO / Board
Direct Reports: Dealer Principals / General Managers, Central Function Heads
Scope: Network of 6 Premium Brand Franchised Dealerships
Role Overview
The Automotive Franchise Director holds full profit and loss responsibility for a network of six premium brand franchised car dealerships operating within the UK. The role provides strategic, commercial, and operational leadership across all sites, ensuring OEM brand standards, financial performance, customer experience, and regulatory compliance are consistently achieved and exceeded.
The postholder acts as the senior interface between the dealer group and manufacturer partners, leading growth, transformation, and performance improvement across sales, aftersales, customer retention, and operational efficiency.
Key Responsibilities
Strategic Leadership & Franchise Performance
- Provide overall strategic direction for the franchised dealership network in alignment with group objectives and OEM strategy
- Translate manufacturer targets and group goals into actionable dealership business plans
- Drive sustainable growth across new vehicle sales, used vehicles, aftersales, finance, insurance, and mobility services
- Identify and deliver opportunities for network expansion, market share growth, and operational optimisation
- Lead change initiatives including digital retailing, agency models, electrification, and new OEM operating frameworks
OEM & Franchise Relationship Management
- Act as the primary senior contact for OEM franchise partners
- Ensure full compliance with franchise agreements, brand standards, and operating guidelines
- Lead manufacturer performance reviews, audits, and network meetings
- Negotiate targets, development plans, and investment requirements
- Manage franchise renewal processes and new product or brand introductions
- Hold full P&L accountability across all six dealerships
- Develop and manage annual budgets, forecasts, and long‑term financial plans
- Monitor and optimise key financial drivers including margin, cost control, working capital, and stock turn
- Ensure strong cashflow management and return on investment
- Review financial performance at dealership and network level, implementing corrective actions where required
- Provide leadership across new car, used car, fleet, and aftersales operations
- Drive consistent delivery of manufacturer KPIs, CSI/NPS scores, and customer retention targets
- Ensure best‑in‑class customer journeys across sales and service channels
- Champion digital retailing, omnichannel sales, and process innovation
- Ensure pricing strategy, stock management, and sales processes are aligned to premium brand positioning
- Lead, develop, and hold accountable a senior leadership team including Dealer Principals, General Managers, and Department Heads
- Build a high‑performance culture focused on accountability, engagement, and continuous improvement
- Oversee succession planning, leadership development, and talent retention across the network
- Ensure training and development align with OEM requirements and future skills needs
- Promote consistent management standards, behaviours, and values across all sites
Governance, Compliance & Risk Management
- Ensure compliance with UK automotive regulations, FCA requirements, and OEM governance frameworks
- Maintain robust controls across health & safety, HR compliance, financial governance, and data protection
- Oversee management of risk, audit outcomes, and corrective action plans
- Ensure dealership operations align with ESG objectives and corporate responsibility standards
Reporting & Board Engagement
- Provide clear, accurate, and timely reporting to the Board and senior leadership
- Present business cases, investment proposals, and performance reviews
- Use data, insight, and market intelligence to inform strategic decision‑making
- Monitor competitor activity and changing market conditions
Requirements
Skills, Experience & Qualifications
- Proven experience in a senior automotive leadership role (e.g. Franchise Director, Regional Director, Divisional Director, Managing Director)
- Demonstrable responsibility for multi‑site franchised dealership operations
- Extensive experience working with premium or luxury automotive brands
- Strong track record of P&L ownership and commercial performance delivery
- Experience managing senior leadership teams and complex stakeholder relationships
- Direct experience working with OEMs in a franchised automotive environment
- Strong strategic thinking and commercial acumen
- Excellent OEM, board‑level, and stakeholder relationship management skills
- Deep understanding of automotive retail KPIs, FCA regulation, and manufacturer standards
- Ability to lead through change and transformation
- Data‑driven decision‑making and financial literacy
- Strong communication, negotiation, and leadership capability
Desirable Qualifications
- Degree or equivalent professional qualification
- Automotive industry leadership or executive development programmes
- Strong familiarity with premium brand operating models, electrification, and agency frameworks
Key Performance Indicators (KPIs)
- Network profitability and return on capital
- Manufacturer performance metrics and franchise compliance
- Customer satisfaction and retention
- Market share growth and brand performance
- Leadership capability and succession readiness
- Risk, audit, and regulatory compliance outcomes
What This Role Delivers
- A high‑performing, compliant, and future‑ready premium franchise network
- Strong OEM relationships and brand representation
- Sustainable commercial growth and customer loyalty
- Consistent leadership standards across all dealerships
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