Head of Business is the title used by a number of franchised manufacturer networks in place of Dealer Principal to describe the most senior leader at a franchised dealership. The role carries the same commercial accountability as a Dealer Principal - full P&L responsibility, manufacturer relationship management, team leadership and customer experience ownership - but the Head of Business designation is specific to the franchise networks that have adopted it, most notably Volkswagen Group brands including Volkswagen, Audi, SEAT, Cupra and Skoda, alongside BMW, Mercedes-Benz and a number of prestige and specialist retailers.
The Head of Business is the manufacturer's primary contact at site level, accountable for the dealership's composite performance, its compliance with the franchise agreement, its brand standards and its position within the manufacturer's retail network. In larger dealer groups the Head of Business reports to a General Manager or group operations director and manages the site as a profit centre. In single-site or owner-operator environments the Head of Business may carry the full strategic and operational weight of the business as sole leader.
Venatu recruits Heads of Business for permanent and interim appointments across franchised car dealerships, multi-franchise dealer group sites and prestige retailer networks throughout the UK. Senior and executive-level Head of Business appointments at group scale are managed through Venatu Executive. This role sits within our car dealership recruitment division.
Who We Recruit For
We place candidates with:
- Volkswagen, Audi, SEAT, Cupra and Skoda franchised retailer networks
- BMW and MINI franchised retailer networks
- Mercedes-Benz franchised retailer networks
- Other prestige and specialist manufacturer retailer networks using the Head of Business designation
- Multi-franchise dealer groups operating sites under brand networks that use the Head of Business title
- Private equity-backed automotive retail businesses acquiring or restructuring franchise operations
Roles We Place
- Head of Business (Franchised Dealership)
- Head of Business (Volkswagen)
- Head of Business (Audi)
- Head of Business (BMW)
- Head of Business (Mercedes-Benz)
- Head of Business (SEAT / Cupra / Skoda)
- Interim Head of Business
- Head of Business Designate / Deputy - see also General Manager (Dealership)
Who Can Apply
Strong Head of Business candidates typically come from:
- Experienced Heads of Business at franchised dealerships within the relevant manufacturer network who want to move to a new site, a higher-volume or more prestigious location, a better-resourced dealer group or an improved package
- General Sales Managers at Volkswagen Group, BMW or prestige dealerships who have been managing the full vehicle sales function with P&L accountability and have developed sufficient aftersales commercial awareness and people management depth to take on full Head of Business responsibility
- General Managers at manufacturer networks that use the Dealer Principal title who want to move into a franchise network that uses the Head of Business designation, bringing their full P&L and site leadership experience with them
- Heads of Aftersales or Senior Aftersales Managers at prestige franchise operations who have developed strong commercial leadership and manufacturer relationship management skills and want to broaden into a full Head of Business role covering vehicle sales alongside their aftersales expertise
- Deputy Heads of Business or Operations Managers at Volkswagen Group or BMW dealerships who have been managing departmental performance across sales and aftersales and are ready for their first full Head of Business appointment
- Senior Fleet Sales Managers or Area Sales Managers** at manufacturer level who want to move to the retail side and take on full dealership Head of Business accountability
Heads of Business are assessed on composite performance delivery, CSI results, management team development, brand representation quality and the depth of their manufacturer relationship. P&L accountability at department or site level is non-negotiable. Venatu confirms the franchise network, site footprint, current composite performance and ownership structure with each employer before presenting candidates.
Head of Business Salary Guide
| Role | Base Salary Range | OTE Range |
|---|---|---|
| Head of Business (Volume VAG / SEAT / Skoda) | £55,000 - £75,000 | £70,000 - £100,000 |
| Head of Business (Volkswagen / BMW) | £65,000 - £88,000 | £82,000 - £120,000 |
| Head of Business (Audi / Mercedes-Benz / Prestige) | £72,000 - £98,000 | £92,000 - £135,000 |
| Interim Head of Business | £500 - £800 per day |
Packages typically include a company vehicle appropriate to the brand, pension contributions, private healthcare and a performance bonus structure linked to composite results, units delivered, aftersales revenue and customer satisfaction scores. Dealer groups with multi-site bonus schemes and LTIP participation at senior level pay towards the upper end of each range. Venatu Executive benchmarks total package expectations comprehensively for senior appointments. Visit the HR Hub for broader context on automotive retail senior management remuneration.
What the Role Involves
Commercial and P&L Management:
- Owning the dealership P&L across vehicle sales, aftersales, finance and insurance and delivering composite return targets set by the dealer group or manufacturer network
- Setting monthly, quarterly and annual department targets in collaboration with the General Sales Manager and Aftersales Manager, reviewing performance weekly and holding department heads accountable for delivery
- Managing the dealership's used vehicle strategy including sourcing, pricing, stock turn and margin against manufacturer-approved programme parameters
- Maximising manufacturer bonus, dealer development fund support and co-op marketing income across all eligible programmes within the franchise agreement
People and Operational Leadership:
- Leading and developing the dealership management team, conducting structured reviews, managing succession and identifying development opportunities for high-performing department heads
- Maintaining a brand-compliant, customer-first culture across every touchpoint, reviewing CSI results, mystery shop outcomes and customer feedback trends and acting on them with the team
- Managing recruitment, performance, absence and disciplinary matters across the site in line with company and employment law obligations
- Overseeing facilities, health and safety, environmental compliance and brand standards for the dealership site
Manufacturer and Network Relations:
- Managing the manufacturer relationship at site level, attending brand-specific business reviews, responding to performance action plans and representing the dealership's results with commercial credibility
- Ensuring compliance with the full franchise agreement including brand standards, facility requirements, digital standards, product range representation and manufacturer audit obligations
- Reporting site performance to the dealer group, ownership or board in the format required and to the frequency agreed
How the Process Works
For employers:
- Submit a vacancy or contact Venatu Executive for senior appointments with the franchise brand, current composite performance, site footprint and ownership context.
- We confirm candidate availability and present a pre-screened shortlist within five working days.
- Candidates are assessed for P&L management track record, franchise-specific brand knowledge, multi-department leadership experience and manufacturer relationship capability.
- Interview and offer supported by Venatu throughout.
For candidates:
- Register your CV with your current or most recent dealership leadership role, the franchise brand and scale of the operation, your composite performance results and team structure managed.
- A Venatu consultant will review your profile and contact you directly. All senior approaches are handled in complete confidence.
- Roles are matched to your franchise experience, management level and geography.
- Venatu manages the full process including package negotiation support.
Browse current vacancies or create a job alert to be notified when relevant roles become available.
FAQ
What is the difference between a Head of Business and a Dealer Principal? Head of Business and Dealer Principal describe the same seniority and accountability at a franchised dealership but are used by different manufacturer networks. Volkswagen Group brands, BMW, Mercedes-Benz and several other networks use Head of Business as their standard designation for the most senior role at a franchised site. Other manufacturers and dealer groups use Dealer Principal. The commercial accountability - full site P&L, manufacturer relationship management, team leadership and customer experience ownership - is identical in both cases. Venatu advises candidates on the title conventions used by each manufacturer network.
Is a Head of Business position always the most senior role at a dealership? In a single-site or owner-operated environment yes, the Head of Business is the most senior leader. In a dealer group context, the Head of Business typically reports to a Group Operations Director, General Manager or group board and manages the site as a profit centre within the group's structure. The reporting line and degree of commercial autonomy varies between groups. Venatu confirms the exact management structure with each employer before presenting candidates.
What brand knowledge does a Head of Business need? Manufacturer-specific knowledge is highly valued and in many cases expected. Each franchise network has its own composite structure, bonus programme mechanics, brand standards requirements, facility standards, manufacturer-specific DMS integration and customer satisfaction framework. Volkswagen Group brands share many structural elements but differ in product positioning and brand standards. BMW and Mercedes-Benz each have distinct franchise agreement requirements and network management approaches. Candidates moving between manufacturer networks are supported by Venatu with context on the specific requirements of the new franchise. Venatu confirms the manufacturer-specific requirements with each employer before presenting candidates.
What does a Head of Business earn in the UK? Heads of Business at Audi, Mercedes-Benz and prestige franchise operations typically earn between £72,000 and £98,000 base with OTE of £92,000 to £135,000. Volkswagen and BMW sites typically carry base salaries of £65,000 to £88,000 with OTE of £82,000 to £120,000. Volume VAG sites including SEAT and Skoda sit between £55,000 and £75,000 base with OTE of £70,000 to £100,000. Interim rates typically range from £500 to £800 per day. Venatu benchmarks package expectations with each employer before beginning a search.
What is the progression from Head of Business? Common progression routes include Group Operations Director, Regional Director, Managing Director and board-level appointments within large dealer groups or automotive retail businesses. Heads of Business who deliver consistent multi-year composite and CSI performance and build strong team development track records are in the strongest position for multi-site and group leadership appointments. For Director and Group Managing Director appointments, visit Venatu Executive. Read about the commercial landscape shaping automotive retail leadership in The Evolution Of Automobiles.
Register or Enquire
Candidates - Register your CV with your franchise experience, site scale, P&L scope, composite results and team structure. All senior enquiries handled in strict confidence. Visit Venatu Executive for our full senior automotive leadership practice. Browse live vacancies or create a job alert.
Employers - Submit a vacancy or visit the client hub to discuss your Head of Business requirements. For senior or executive appointments contact Venatu Executive directly.