General Manager / Dealer Principal

Desmond Motors Omagh | Ford & Geely

Location: 54 Dromore Road, Omagh

Reporting to: Board of Directors
Employment: Full-time

Salary: Competitive, dependent on experience, plus performance-related bonus

About Desmond Motors

Desmond Motors is a family-owned motor retail group with more than 60 years experience serving customers across Northern Ireland. With a long-established Ford heritage and an expanding franchise portfolio, we combine strong local relationships with an ambitious approach to growth.

We are seeking an experienced General Manager / Dealer Principal to lead our Omagh dealership, representing Ford and Geely. This is an opportunity to build on an established customer base while developing the Geely franchise within the local market.

The role

You will take overall responsibility for the dealerships performance, profitability and day-to-day operation, leading the sales, aftersales and support teams.

Working closely with the Directors and Group Finance team, you will turn commercial objectives into clear departmental plans, hold managers accountable for results and maintain high standards of customer service. The role requires a visible, hands-on leader who can develop people, manage costs and deliver sustainable growth across both franchises.

Key responsibilities

Business leadership and financial performance

• Take ownership of the sites profit and loss, delivering agreed sales, gross profit and operating profit targets.
• Review performance throughout the month, provide accurate forecasts and take timely action where results fall behind plan.
• Lead regular departmental reviews, with clear objectives, responsibilities and follow-through.

Vehicle sales and franchise development

• Lead the new and used vehicle sales operation, maximising volume, margin and stock turnover.
• Deliver Ford and Geely franchise objectives, including manufacturer standards and customer satisfaction targets.
• Grow Geelys presence in the Omagh market through effective local marketing, product knowledge and customer engagement.
• Oversee vehicle purchasing, part-exchange valuations, pricing, preparation and ageing stock.
• Develop retail, business and fleet opportunities within the local catchment.
• Ensure finance, insurance and associated products are offered appropriately and in line with regulatory requirements.

Aftersales performance

• Lead the workshop, service and parts teams to improve profitability, customer retention and operational efficiency.
• Monitor workshop utilisation, productivity, efficiency and labour recovery.
• Ensure effective workshop planning, accurate invoicing and timely completion of work.
• Oversee warranty processes, parts stock control and the recovery of outstanding customer balances.
• Develop service plans and other opportunities to strengthen long-term customer relationships.

People and customer experience

• Recruit, coach and develop departmental managers and their teams.
• Set clear expectations and address performance issues promptly and fairly.
• Build a culture of accountability, teamwork and excellent customer service.
• Ensure colleagues complete relevant manufacturer and compliance training.
• Take ownership of escalated complaints and use customer feedback to improve dealership performance.

Manufacturer relationships and site standards

• Act as the principal site contact for Ford and Geely, maintaining productive relationships with both manufacturers.
• Ensure the dealership meets franchise, brand, facility and reporting requirements.
• Maintain a safe, professional and well-presented site.
• Oversee compliance with applicable health and safety, consumer protection, data protection and financial services requirements.
• Work closely with other Desmond Motors sites to share good practice and support group objectives.

Experience and skills

Essential

• A proven record in a senior motor retail management role, such as Dealer Principal, General Manager or an equivalent position.
• Strong commercial and financial understanding, including responsibility for budgets, profitability and performance management.
• Experience leading teams and delivering measurable improvements in dealership performance.
• A sound understanding of vehicle sales, used vehicle stock management and aftersales operations.
• Strong leadership, communication and customer relationship skills.
• Confidence using dealership management systems and management information to guide decisions.
• A full driving licence valid for driving in Northern Ireland.

Desirable

• Experience within a Ford franchise.
• Experience launching or developing a new automotive franchise.
• Knowledge of electric and hybrid vehicle retailing.
• Familiarity with the Omagh and wider Tyrone market.
• Experience managing a multi-franchise dealership.

What success looks like

Success will be measured through dealership profitability, Ford and Geely sales performance, used vehicle margins and stock turnover, aftersales performance, customer satisfaction and team development.

The successful candidate will combine commercial discipline with a strong local presence, ensuring our Omagh dealership delivers a consistently high standard for customers, colleagues and manufacturer partners.

Desmond Motors is an equal opportunities employer and welcomes applications from all suitably qualified candidates.

Benefits:
Fuel Allowance Company Vehicle Mobile Phone Paid Holidays Performance Bonus Pension Fund

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