On Thursday, Xcite Automotive promoted Ryan Gee from president to chief executive officer in a move the company said marks its next phase of operational excellence, product innovation, and customer-focused growth.

Xcite highlighted Gee has provided crucial leadership since 2024, helping scale the company’s merchandising services and platform while expanding relationships with dealer groups, OEMs, and strategic partners across the United States.

“Over the past few years, Ryan has shaped the modern Xcite Automotive,” Xcite executive chairman Cam Smith said in a news release. “His strategic mindset, focus on operational excellence, and commitment to customer success make him the ideal person to lead Xcite in its next chapter of growth, innovation, and market leadership.”

Under Gee’s leadership, Xcite said it will prioritize three core strategic areas:

—Accelerating new products and digital merchandising capabilities

—Delivering high quality, plus-one services

—Scaling intelligently and sustainably through operational discipline and customer focus

“Our focus remains simple: helping dealers move inventory faster through better merchandising, stronger workflows, and innovative digital experiences,” Gee said. “We’re continuing to invest in the operational capabilities that create measurable outcomes for our customers and help them compete and sell more effectively.”

For more information, visit xciteauto.com.