Nino Sita, general manager at Lindsay Dodge Chrysler Jeep Ram, has helped steer the Virginia-based dealership to the number one CPO ranking in the region and number seven nationally, while also driving the store’s new car sales up 196% year-over-year.
The 20-year-plus retail veteran, who has worked on both the sales and fixed ops sides of the business, credits the success to a one-team philosophy and prioritizing used car sales.
“Everybody's important in the dealership, from used to new to parts to service to BDC…It's got to be one team and everybody's on the same page,” Sita told Daily Dealer Live hosts, Sam D’Arc and Uli De’ Martino.
Teaming up: Sita’s strategy includes weekly cross-departmental meetings with 10 team members, from the controller to the BDC director, to discuss goals and challenges—amid growing market competition and rising operational costs in areas like customer acquisition.
Complete transparency is also a key component of Sita’s management philosophy, whether it involves how the Lindsay team approaches creating customer videos or reconditioning vehicles.
Full disclosure: “Video has to be 100%. Last month, we sent 1,200 videos. We do an introduction video, of course. I don't do templates. We don't do the regular stuff most people send out. I walk around in the car with a salesperson. The car is the stars. You talk about the car more than about yourself,” Sita explained.
“And then the manager does an introduction video, especially if they're out of the state and they're remote deals. I have a process where a manager puts a VDP (vehicle display page) up, puts a worksheet up with a breakdown of the out-the-door numbers on the other side… we make it as easy as possible for the customer,” he added.
In addition, Sita does a cash blast for the dealership’s parts and service advisors. Lindsay Dodge Chrysler Jeep Ram also has an aggressive vehicle acquisition strategy, which includes incentivizing salespeople.
Upping the ante: “The first time you buy a car is a salesperson, I pay you $200. The second car of the month is ($300). Third car of the month is $400. Fourth car is $500, and the last car is $600 for the rest of the ones you buy through that,” said the GM.
Sita acquired 72 cars himself last month through auctions, Facebook groups, and off the street—with Lindsay Dodge Chrysler Jeep Ram selling a total of 117 certified vehicles for the month.
Owning your lane: The dealership’s new vehicle sales success is even more notable given the current market challenges associated with Stellantis, which Sita has been working to overcome with a highly localized approach to sales.
“You got to know what's in your market and know what people are looking for and just know your backyard. And develop a niche for yourself. Have a name for yourself. I’ve been here for a year, and if you want to buy a supercharged Hemi, I'm the guy to come to,” he said.
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