Summary
Overview
Work history
Education
Skills
Affiliations
Timeline
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Laurence Mills

Leicestershire

Summary

Personal Summary

A highly experienced and driven motor industry professional with a proven track record of progression from Sales Executive to Sales Manager and ultimately Dealer Principal across a range of respected automotive businesses. Recognised for consistently delivering high sales performance, underpinned by a strong focus on customer loyalty, service excellence, and sustainable business growth.

A confident and ethical leader with strong communication and coaching skills, adept at motivating teams and individuals through an inclusive, performance-driven management style. Committed to fostering a positive workplace culture while maintaining high staff engagement and retention. Skilled in setting clear targets, performance reviewing, and driving continuous improvement to exceed business objectives.

Overview

30
30
years of professional experience

Work history

Career Break

Reason: Redundancy & Relocation
12.2024 - Current

Following the closure of the Slough Audi site as part of Sytner Group’s wider site reduction strategy.

Used this period to relocate from Berkshire to East Midlands, taking a planned career break; to refocus, recharge, and realign with what matters most.


Now fully settled and refreshed, I’m actively seeking a new leadership opportunity. Ready to bring renewed energy, perspective, and experience to an exciting new chapter.



Audi Accredited Sales Manager

Sytner Audi
Slough, Berkshire
01.2010 - 12.2024
  • Successfully managed and developed New Car Retail Department, increasing unit volume by 300%.
  • Achieved significant turnover growth while maintaining strong profit margin. Implemented effective cost controls, consistently meeting or exceeding budgeted Direct Profit targets.
  • Stock management for a high-volume dealership, delivering over 2,000 new car units per year in conjunction with Corporate Sales Department.
  • Managed both New and Used Car Departments during periods of business need or management transition.
  • Managed Used Car stock. Coordinated preparation processes for overall departmental performance and profitability.

Dealer Principal

Chrysler Oxford
01.2000 - 12.2009
  • Led team of 35 employees, overseeing all operational aspects of high-performing dealership.
  • Reported directly to Sytner Group Directors and Managing Director of Chrysler UK, maintaining close alignment with group strategy and manufacturer expectations.
  • Studied economic conditions; forecasted market trends accurately.
  • Attended international industry events to stay current with trends and expand professional network.
  • Held full responsibility for dealership performance, including budgeting, management accounts, and financial reporting.
  • Drove strong performance across Sales and Aftersales departments through effective KPI monitoring, team leadership, and strategic decision-making.
  • Achieved Gold Academy Status (2005/2006)
  • Recognised with International Ambassadors Award by Chrysler for outstanding dealership performance.

Sales Manager

Varsity Chrysler Jeep - Ixion Motor Group
Oxford
09.1995 - 12.1999
  • Recognised with multiple achievement awards, including Sales Manager of the Year for outstanding performance within the Ixion Motor Group.
  • Played key role in developing successful new business start-up, leading sales team of five and consistently delivering approximately 700 prestige vehicle sales annually.
  • Promoted to Dealer Principal in 2000 following acquisition by the Sytner Group, reflecting strong leadership, commercial acumen, and consistent performance.

Education

Diploma Course in Automobile Engineering - Motor Trade Practice and Management

Bournemouth & Poole College of Further Education

Skills

Skills & Accreditations

Leadership & Management

  • Audi Sales Manager Accreditation
  • Performance & Profit Management, Financial Awareness
  • Team Leadership, Coaching, & Developing Talent
  • Management Accounts & Budgeting
  • Profit Margin Enhancement & Expense Control
  • Disciplinary Processes & Dispute Resolution
  • Brand Promotion Strategies
  • Implementing Performance Campaigns & Incentives
  • KPI Monitoring & Analysis


Human Resources & Compliance

  • HR Management: Inclusivity & Diversity Training
  • Employment Law & Motor Trade Law
  • Accredited Mental Health First Aider
  • FCA Accredited & SAF Recognized
  • COSHH (Control of Substances Hazardous to Health) Certified
  • Health & Safety Compliance


Customer Experience & Product Expertise

  • Customer Experience Management & Retention Tactics
  • Customer Satisfaction Strategy & Delivery
  • Extensive Audi Technical & Product Training (UK & Germany)
  • Audi Sport Expert & Audi Pro Status

Affiliations

  • Passionate about motorsport, with a lifelong interest spanning from grassroots karting to Formula 1. Active member of Motorsport UK, regularly attending events and following a wide range of racing disciplines. Currently working towards a Motorsport UK Certificate in Coaching qualification to support and mentor others within the sport.

Timeline

Career Break

Reason: Redundancy & Relocation
12.2024 - Current

Audi Accredited Sales Manager

Sytner Audi
01.2010 - 12.2024

Dealer Principal

Chrysler Oxford
01.2000 - 12.2009

Sales Manager

Varsity Chrysler Jeep - Ixion Motor Group
09.1995 - 12.1999

Diploma Course in Automobile Engineering - Motor Trade Practice and Management

Bournemouth & Poole College of Further Education
Laurence Mills