General Manager

Company DescriptionAn upcoming premium motorcycle dealership is preparing to launch in the Atlanta market. The business is being built as a high-standard retail, service, and ownership destination for motorcycle enthusiasts who value performance, design, premium service, and a strong riding culture. The dealership will offer motorcycle sales, expert service, genuine parts, apparel, accessories, and a complete ownership experience.The specific brand and launch details are currently confidential and will be disclosed to shortlisted candidates at the appropriate stage of the recruitment process.Role DescriptionWe are seeking a General Manager to lead the launch and day-to-day operations of this upcoming premium motorcycle dealership in the Atlanta, GA area.This is a full-time, on-site leadership role. The General Manager will be responsible for building and running a high-performance dealership operation across sales, service, parts, apparel, accessories, client experience, team management, financial performance, inventory, and brand standards.This role requires a hands-on operator who is comfortable in both a launch-stage environment and a premium retail environment. The right candidate should be able to build systems, hire and lead teams, create accountability, manage commercial performance, and deliver a premium ownership experience.The General Manager will work closely with ownership and senior leadership to establish the dealership as a disciplined, client-focused, and commercially successful business.Key ResponsibilitiesDealership LeadershipLead overall dealership operations across sales, service, parts, apparel, accessories, and client experience.Build and manage a disciplined, performance-driven dealership culture.Recruit, train, develop, and retain a high-quality team.Set clear goals, responsibilities, reporting structures, and accountability systems.Ensure daily operations are professional, organized, compliant, and aligned with premium brand expectations.Sales & Commercial PerformanceDrive motorcycle sales performance through structured lead management, follow-up discipline, and relationship building.Oversee sales targets, pipeline management, conversion rates, finance penetration, accessory sales, and client retention.Create a premium client journey from inquiry to delivery and post-sale engagement.Monitor market trends, competitor activity, local riding culture, and client demand.Service, Parts & Ownership ExperienceEnsure the service department delivers a premium, transparent, and technically competent ownership experience.Oversee coordination between sales, service, parts, and client-facing teams.Support after-sales revenue through service retention, genuine parts, apparel, accessories, and ownership engagement.Maintain high standards for communication, complaint handling, and issue resolution.Financial & Operational ManagementManage dealership performance across revenue, gross margin, expenses, profitability, inventory, and working capital.Monitor motorcycle, parts, apparel, and accessory inventory levels.Implement daily, weekly, and monthly performance reporting.Ensure operational discipline in documentation, compliance, cash control, vendor coordination, and internal processes.Work with ownership on budgets, forecasts, performance reviews, and strategic initiatives.Brand, Community & Stakeholder ManagementRepresent the business professionally with clients, vendors, brand partners, riding groups, and the broader motorcycle community.Help build the dealership as a destination for riders, not just a retail outlet.Support events, rides, launches, community engagement, and brand-building initiatives.Protect and elevate the dealership’s reputation at every client touchpoint.Qualifications RequiredProven leadership experience as a General Manager, Operations Manager, Dealer Principal, Sales Manager, Fixed Operations Manager, or similar senior role.Strong experience in retail, automotive, motorcycle, powersports, luxury goods, or premium client-facing businesses.Demonstrated ability to lead teams, manage performance, and build accountability.Strong commercial understanding of sales, gross margin, inventory, expenses, client experience, and profitability.Ability to work in a hands-on launch-stage environment where systems, teams, and processes are still being built.Excellent communication, problem-solving, and decision-making skills.High standards of professionalism, ownership, and follow-through.Willingness to maintain confidentiality regarding brand, launch, and business details until public announcement.Strongly PreferredExperience in motorcycle, powersports, automotive retail, or premium dealership operations.Familiarity with sales, service, parts, accessories, apparel, and after-sales operations.Passion for motorcycles, performance vehicles, motorsport, or enthusiast communities.Experience launching or scaling a new retail location, dealership, or business unit.Comfort working directly with ownership and senior leadership.EducationBachelor’s degree in Business, Management, Marketing, Automotive Management, or a related field preferred, but not required. Relevant dealership, automotive, motorcycle, powersports, luxury retail, or operational leadership experience will be prioritised.Ideal Candidate ProfileThe ideal candidate is a disciplined operator, a strong people leader, and a commercially minded business builder.We are looking for someone who can bring structure without bureaucracy, ambition without ego, and premium service standards without losing operational discipline.This person should be comfortable leading from the front, making decisions, managing details, and building a dealership culture that is serious, premium, and performance-driven.Why JoinThis is an opportunity to help launch and lead a premium motorcycle dealership from the ground up.The General Manager will play a central role in shaping the team, culture, client experience, operating systems, and long-term reputation of the business.Brand and launch details will be shared with shortlisted candidates under appropriate confidentiality.For confidential hiring inquiries, please contact: atl_hiring@vfm.group