List · October 29, 2026 · 2 min read
Car dealership job titles: 12 roles and what each one does
Dealer principal, GM, GSM, used car manager, F&I, BDC, fixed ops and more: what each car dealership role does, the title variants you will see, and what each one buys.
Car dealership job titles
Dealership titles vary from store to store, but the jobs behind them are consistent. This list covers the twelve roles vendors most often need to reach, the variants you will see, and what each one owns.
Dealer principal / owner
Leadership
Owns the dealership or holds the franchise agreement. Signs off on big, store-wide decisions.
- Also: owner, president, operator
- Owns: strategy, large contracts, the DMS
General manager (GM)
Leadership
Runs the store day to day and answers for its profit. Approves anything that crosses departments.
- Also: general manager, GM, VP of operations at a single store
General sales manager (GSM)
Sales
Runs new and used sales and the desk.
- Owns: desking tools, sales training, lead flow
Sales manager
Sales
Manages the sales floor and the salespeople on a shift.
- Also: new car manager, desk manager
Used car manager
Sales
Buys, reconditions and prices used inventory.
- Also: pre-owned director, used vehicle manager
- Owns: acquisition, appraisal and pricing tools
F&I manager
Finance
Arranges financing, presents protection products and keeps deals compliant.
- Also: finance manager, business manager, F&I director
Internet sales manager
Digital
Owns online leads and digital retailing.
- Also: e-commerce director, digital sales manager
BDC manager
Digital
Runs the business development center that answers calls, texts and leads and books appointments.
- Owns: CRM add-ons, call tracking, BDC services
Fixed operations director
Service
Runs service and parts together, often across several stores in a group.
- Also: fixed ops director, service and parts director
Service manager
Service
Runs the service lane, advisors and technicians.
- Also: service director
Parts manager
Service
Runs the parts department, ordering and inventory.
- Also: parts director
Controller
Office
Runs accounting, payroll and compliance.
- Also: office manager, CFO at group level
Titles are inconsistent; roles are not. Search by role, not by exact title, so you catch every variant.
DealerData sorts every contact into these roles, so you can search them free across every dealership. To see who buys which tools, read 8 types of dealership software.
Frequently asked questions
What is the highest position at a car dealership?
The dealer principal or owner, who holds the franchise agreement. The general manager runs the store day to day.
What does a GSM do at a car dealership?
The general sales manager runs new and used car sales and the desk, and manages the sales managers.
What is a BDC at a car dealership?
The business development center answers calls, texts and online leads and books appointments for sales and service.
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