Cherokee Media Group is recognizing up-and-coming leaders in retail automotive through the annual “Dealers Under 40” program, and we’re spotlighting the 2026 honorees in the June issue of Auto Remarketing and at Used Car Week in November.

As part of the print edition, we asked these leading dealers, “What has been the top key to your success in automotive?”

This is what they had to say:

Alexander Morris  
General Sales Leader 
Morgan Automotive-HOPR  

“People. It will always be and always has been people. I firmly believe we as car professionals forget we are in the people business. If you build a winning culture, a dynamic sales team, and lead from within, your results can truly be limitless.”

Amanda Rosenberg  
Director of Marketing  
DSR Motor Group  

“It is imperative to be adaptive to change and open to looking at things from a new perspective. The top key to my success lies in being an active learner and listener, surrounding myself with people who are experts in their fields, and forging strong relationships. I believe in fostering open dialogue with partners, ensuring communication is reciprocal, clear, and consistently proactive.

“The way we reach our customers may continue to change but providing accessible and transparent information remains at the forefront of all we do at DSR Motor Group. By staying curious and being flexible, I ensure we are prepared for the future of the industry while staying anchored in the authenticity and partnerships that drive our business forward.”

Blaise Rorie
Sales Manager
John Hiester Automotive

“They say the best way to lead is by example. I believe the biggest key to my success has been living out our dealership’s core values. They are to have character / integrity, professionalism, a servant attitude, to love people, and have a get it done attitude.”

Chris George  
Divisional Performance Director  
Morgan Auto Group  

“I came into this business with a young family to support and no college degree, just drive and a willingness to outwork the room. From sales professional to GSM, to becoming a top performing district manager at a top TPA, and now leading F&I performance across a mega dealer group, every step has been shaped by leaders who took a chance on me early and pushed me to get better. Many of them are still pouring into me today. They taught me to stay humble, keep learning, and put people first. I try to lead our F&I leaders the same way, helping them grow through every challenge they face and pushing their performance and results to be the best in the industry. Hard work opened the door. Mentorship walked me through it. And developing those around me is what makes the hard work matter.”

Elizabeth Welch  
Sales Manager  
McGee Toyota of Epping  

“The key to my success in automotive has been grit and purpose. After losing my brother in 2008, I fought to help my family buy back my father’s first dealership — a moment that shaped my work ethic and commitment to this industry. I spent nearly 10 years there learning every part of the business.

“At 23, I took a leap into the Toyota network to grow further, where I was fortunate to learn from some of the best leaders in the industry. For the past nine years, I’ve continued that journey at my current store, advancing from BDC to sales manager and finance.

“I believe in earning respect through consistency, hard work, and developing others—because success is never individual, it’s built through your team.”

Felicia Barr 
Service Director  
Bertera Auto Group  

“Starting at the ground level and working my way up has been the foundation of my success. It gave me a deep understanding of every role within the dealership and a true appreciation for the people behind the operation. That perspective shaped how I lead today.

“The key to my continued success has been investing in people, building strong teams, developing future talent, and creating a culture where growth and accountability go hand in hand. I’ve always believed that when you invest in your people through training, mentorship, and real opportunity, you’re not just building employees, you’re building future leaders.”

Jaymin Harris  
Used Vehicle Director  
Hennessy Lexus of Atlanta  

“I’m inspired by seeing individuals from all walks of life get the opportunity to build a career and provide for their families. That perspective keeps me grounded and reminds me that this industry is about more than just sales, it’s about changing lives.

“Helping people is at the core of what I do. Whether I’m assisting a customer in finding the right vehicle or supporting someone’s growth, I focus on making a real impact and building trust. My first GM always told me, ‘Take care of the customer, take care of the dealership, then they will take care of you.’

“Connections are my advantage. I believe strong relationships create lasting success, turning everyday interactions into long-term opportunities.”

Part II is available here.