Dealer Principal / General Manager

The role of a dealer or general manager in achieving the goals of an automotive business

The Dealer Principal/General Manager Award recognises the role played by an individual in helping a successful vehicle retailer in Northern Ireland achieve its business objectives.

The award winner will demonstrate his or her excellent leadership skills, professionalism, drive and innovative thinking in leading a team to profitability, growth, and long-term sustainability.


Essential Eligibility Criteria

  • The individual must hold the position of Dealer Principal or General Manager within a vehicle dealership in Northern Ireland.


Award Criteria

Leadership and Management Skills: Demonstrate the ability to lead, motivate, and manage a team effectively in the past 12 months.

Business Growth and Profitability: Evidence of how the individual’s role in driving the dealership’s profitability and growth.

Innovation and Strategic Thinking: Demonstrate innovative thinking or approaches that the individual has introduced to the dealership.

Professionalism and Industry Knowledge: Demonstrate in-depth knowledge of the automotive industry and market trends and a commitment to uploading high professional standards

Customer Satisfaction and Engagement: Demonstrate initiatives or practices implemented by the individual to enhance customer satisfaction and loyalty.

Team Development and Training: Demonstrate commitment to staff development, including training programmes or career development opportunities provided to the team.

Financial Management: Demonstrate ability to effectively manage the dealership’s finances, including budgeting, cost control, and revenue generation.

Corporate Social Responsibility: Evidence of initiatives undertaken to give back to the community or to improve the environmental sustainability of operations.

Sustainability and Long-Term Vision: Demonstrate steps taken by the individual to ensure the long-term sustainability and resilience of the dealership.


Submissions should be clear, concise, and supported by verifiable evidence or data where possible. Each criterion should be addressed individually, providing specific examples or case studies that demonstrate excellence and distinguish the individual from his/her peers.

The judging panel may request to interview or set a test for an entrant as enhanced assessment if required.

Making Your Entry Stand Out

When you’re making your application, take your time to be clear. It’s easy to over explain your achievements, to go into too much detail or to spend time only on one item.

Try to break down your application into sections that are clear, concise and really tell a story about who you or your brand are. Our judges want to understand you, get to know you and to understand the authentic contribution you’re making to the industry.

Keep it simple

Be clear and concise in your application, the judges want to see exactly what you can do.

Use examples

If you have stats or specific stories, include them. Our judges want to get to know you.

Be yourself

Be authentic. Tell us what your experiences are, not what you think our judges want to read.

Sing your own praises

This is your chance to really shout about what you’ve been doing. Don’t be modest!

Let's get started

Hit the ignition on your entry to this year’s awards. Click the link to be sent to our online awards application portal, create a login and save your entry as you progress. Then, when you’re ready, submit ahead of the deadline.