Job Role: Alan Milne (Bannerman Company Ltd) – General Manager – Peugeot / Citroen
Location: Elgin
Reports To: Group Head of Business & Board of Directors
Pay: £60,000.00-£80,000.00 per year
Job Purpose
The General Manager is responsible for the overall leadership, performance, profitability, and strategic direction of the dealership operation in Elgin.
The role carries full accountability for achieving sales, aftersales, financial, customer satisfaction, manufacturer, and people objectives while ensuring compliance with all legal, regulatory, and franchise standards.
The successful candidate will lead and inspire all dealership departments, fostering a high-performance culture focused on operational excellence, exceptional customer experiences, employee engagement, and sustainable business growth.
Key Responsibilities
Strategic Leadership
- Develop and deliver dealership business plans aligned with Group objectives.
- Drive sustainable growth across new vehicle sales, used vehicle sales, aftersales, and ancillary revenue streams.
- Identify opportunities to increase market share, profitability, and operational efficiency.
- Lead the dealership through changing market conditions and manufacturer initiatives.
Financial Management
- Take full responsibility for dealership profitability and financial performance.
- Manage departmental budgets, forecasts, and cost controls.
- Monitor key financial metrics and implement corrective actions where required.
- Deliver agreed revenue, margin, and profit objectives.
Sales Leadership
- Lead the Sales Team to achieve new and used vehicle sales targets.
- Drive Finance & Insurance performance while maintaining full compliance standards.
- Ensure effective stock management and vehicle pricing strategies.
- Monitor sales conversion rates, enquiry management, and customer retention.
Aftersales Leadership
- Oversee Service and Parts operations to maximise profitability and customer retention.
- Drive workshop productivity, efficiency, and utilisation.
- Ensure aftersales performance meets manufacturer standards and customer expectations.
- Develop service plans that support long-term customer loyalty.
Customer Experience
- Champion a customer-first culture throughout the business.
- Monitor customer satisfaction performance and implement improvement plans where required.
- Ensure customer complaints are managed professionally and resolved promptly.
- Deliver exceptional standards throughout the customer journey.
People Leadership
- Recruit, develop, coach, and retain high-performing teams.
- Create a positive and engaged workplace culture.
- Conduct regular performance reviews and succession planning.
- Support leadership development across all departments.
Operational Management
- Ensure efficient day-to-day dealership operations.
- Maintain high standards of presentation, housekeeping, and operational effectiveness.
- Drive continuous improvement initiatives across all departments.
- Monitor performance against agreed business objectives.
Compliance & Governance
- Ensure compliance with FCA regulations, Consumer Duty requirements, GDPR, Health & Safety legislation, and all other relevant regulatory obligations.
- Maintain full compliance with Peugeot, Citroën, and Group operating standards.
- Ensure all audit requirements are met and risks are effectively managed.
Stakeholder Management
- Build strong relationships with manufacturer partners.
- Represent the dealership within the local business community.
- Work collaboratively with Group leadership and support functions.
- Maintain effective relationships with key suppliers and partners.
Key Performance Indicators (KPIs)
- Dealership profitability and return on investment.
- New and used vehicle sales performance.
- Finance & Insurance penetration and profitability.
- Aftersales revenue, gross profit, productivity, and efficiency.
- Customer Satisfaction Index (CSI) and Net Promoter Score (NPS) performance.
- Employee engagement, retention, and development metrics.
- Manufacturer standards and franchise compliance scores.
- Regulatory and audit compliance results.
Knowledge & Experience Required
- Significant senior management experience within a franchised motor retail environment.
- Proven track record of delivering commercial growth and operational success.
- Strong understanding of new vehicle sales, used vehicle sales, aftersales, parts, and F&I operations.
- Demonstrable experience managing dealership profit and loss accounts.
- Strong understanding of FCA regulations, Consumer Duty, and compliance requirements.
- Experience working closely with vehicle manufacturers and franchise partners.
Skills & Competencies
- Exceptional leadership and people management skills.
- Strong commercial and financial acumen.
- Strategic thinking and decision-making ability.
- Excellent communication and stakeholder management skills.
- Customer-focused mindset.
- Strong analytical and problem-solving capability.
- Ability to lead change and drive continuous improvement.
Authority Level
- Full responsibility for dealership operational and financial performance.
- Authority to manage budgets and expenditure within agreed parameters.
- Authority to recruit, develop, and manage dealership employees.
- Authority to make operational and commercial decisions in the best interests of the business.
- Represent the dealership with manufacturers, regulatory bodies, and key stakeholders.
Working Conditions
- Full-time position based in Elgin.
- Regular interaction with customers, employees, manufacturers, and external stakeholders.
- Accountability for achieving financial, operational, customer, and people objectives.
Typical Profile
An ambitious, commercially driven automotive leader with a proven ability to inspire teams, deliver exceptional customer experiences, maximise profitability, and drive sustainable business growth while maintaining the highest standards of compliance and manufacturer performance.
How To Apply
If you are an experienced automotive leader looking for an opportunity to drive performance, develop high-performing teams, and play a key role in the future success of a well-established dealer group, we would love to hear from you.
Please submit your CV together with a covering letter outlining your relevant experience and why you believe you would be a strong fit for this position.
Applications should be emailed to: chrisrankin1970@gmail.com
Closing Date: 19/07/2026
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