Author: DSMA, Interviewee: JC Price
From the bustling floors of Findlay Automotive Group to the entrepreneurial challenge of running a multi-location bakery, JC Price’s career is a testament to vision, resilience, and the power of partnership. Today, as the General Manager of Findlay Honda Henderson, a proud member and contributor to the National Association of Minority Automobile Dealers (NAMAD), and soon-to-be owner and operator of Findlay Toyota Castle Rock, Price’s journey illustrates what it truly takes to build a dealership—strategy, persistence, and heart.
JC Price: Building a Vision Within a Legacy
Price’s story has evolved alongside the growth of Findlay Automotive Group. Founded in 1961 by Pete Findlay and carried forward by Cliff Findlay, the group today is led by CEO Tyler Corder, with Robby and Justin Findlay serving as vice presidents. Under this leadership, Findlay Automotive Group has grown into a powerhouse with 35 dealerships across five states, driven by a vision of expansion through acquisitions and open-point opportunities, while promoting from within and maintaining deep ties to the community
Price entered this world in 2006 at Saturn of Henderson, starting in sales and finance despite originally aiming for a career in wealth management. “I had no idea what a new car dealership was,” he recalls. That journey eventually led him to his role as to Finance Director at Findlay Toyota Flagstaff, where he worked closely alongside Robby Findlay, sharing an early dream of one day owning a store together. Over the years, Price progressed to Finance Director at Findlay Toyota Flagstaff, working closely with Robby, before taking a detour into entrepreneurship, owning and growing Square Donut Richmond into a multi-location, million-dollar business.
Returning to Findlay in 2019 as Internet Finance Director at Toyota Henderson, Price brought with him the lessons of hands-on leadership: “Running a bakery taught me you need to do everything and be everything… you have to build a firm foundation and take care of the community that takes care of you.”
This philosophy of community care and leadership would play a crucial role as Price’s career continued to evolve. As he grew within Findlay, it became clear that the same principles that had guided his previous successes would be tested in new ways. His return to the company marked a pivotal moment, where his hands-on experience and commitment to strong foundations were about to intersect with new challenges, and new opportunities.
An Unexpected Ally: Charting a New Course with DSMA
As Price’s career progressed, so too did the ambitions of Findlay Automotive Group. Under the leadership of Tyler Corder, the group had grown into a major force, and in 2024, a tremendous opportunity had presented itself to the group: Toyota Castle Rock.
After being shortlisted by Toyota as a potential candidate to take ownership of the dealership, Findlay Automotive Group approached Eric Levitt, Vice President and Partner, Central-West at Dealer Services Mergers & Acquisitions (DSMA)—North America’s premier automotive M&A firm, with over 501 successful dealer transactions and a comprehensive OEM Approval Application Program to guide every step—to inquire about setting up an Open Point Package (OPP) to present to Toyota. From the onset, Price and his team at Findlay were clear about their intentions and the direction they wanted to take, and after discussions with Levitt and introductions to the DSMA Marketing and Finance teams, they kicked off the OPP process—one in which, as Levitt reflects, “their attention to detail was great, and their engagement in the project was top notch,” even as they navigated a few challenges along the way.
“When we got the first copy of the [OPP from DSMA] for Castle Rock, we knew we wanted to come in with a different approach, one that would define exactly who we are” Price recalls. The traditional acquisition methods felt rigid and uninspiring, like trying to fit a square peg into a round hole. That’s when DSMA really stepped up, bringing expertise, creativity, and bold innovation. Working closely Tommy Rayl, Director of Operations, who had a significant influence on shaping the open-point package, Price and DSMA were able to reimagine the OPP formula and turn a vision into reality. “DSMA helped us create a vision for the dealership that was different, that set us apart from the competition,” he says.
With Levitt’s continued guidance, and the critical support of Xana Hodgson, the newly appointed Marketing Manager at DSMA, Price and his team began to reimagine what Toyota Castle Rock could truly be. They didn’t just follow the standard OPP processes; they dared to build something extraordinary, blending strategic precision with creativity, diversity, and innovation.
The following months were grueling. Late nights bled into early mornings, phone calls stretched long into the evening, and the pressure mounted with every draft and revision of their OPP. Frustration and fatigue tested their resolve, yet every obstacle only strengthened their determination. When the day finally came to present to Toyota, the tension was palpable. Castle Rock wasn’t just another acquisition. It represented the culmination of years of experience, risk, and relentless effort.
In the days following the presentation, Price remembers sitting beside Robby Findlay—Vice President of Operations at Findlay Auto Group—phones at the ready, hearts racing, eyes glued to the line, hoping for a sign. Each passing hour felt like a lifetime. Then, the call came. “They asked to speak to just me and Robby, so we had everyone else leave the room” he recalls, the memory still vivid. “We sat there, holding our breaths, until we heard them say, ‘Congratulations!’” In that moment, the weight that had pressed down on him for months lifted, replaced by a flood of excitement, pride, and gratitude. “It was something I could never have dreamed of,” he says, the emotion still clear in his voice.
Levitt, who had worked closely with Price and the Findlay team on the project, summed it up perfectly: Their entire team was very professional, and it was no surprise to us that they were awarded the Toyota franchise. This professionalism is how they do business every day, how they treat their clients, and how passionate they are about customer service.”
Lessons Learned: Partnerships, People, and Purpose
Price’s path, from finance novice to bakery entrepreneur to dealership leader, has taught him one overarching principle: success is built on relationships. “You have to be the best partner you can be to the factory. Without that partnership, you’re not going to succeed,” he emphasizes.
But partnerships extend far beyond the OEM. Price stresses the importance of trust and collaboration across the industry: with colleagues, other stores, associations like NAMAD, and, most importantly, with the people within your dealership. “Don’t go into any situation trying to get something out of it. Focus on building trust and being a good partner,” he advises.
He also draws from his entrepreneurial days at Square Donut Richmond: “You need to do everything and be everything. Take care of the community that takes care of you.” It is specifically that attention to detail, that empathy for employees and customers, and an unrelenting commitment to excellence, which has guided every step of his dealership-building journey.
Looking Ahead: Bringing Findlay Toyota Castle Rock to Life
As JC Price prepares to step into his role as owner/operator at Findlay Toyota Castle Rock, the vision he helped shape alongside DSMA is finally coming to life. “I’m incredibly grateful to Findlay for choosing me to lead this new venture. With the support of DSMA, we’ve built something truly special, and I’m looking forward to seeing it grow,” he says.
For Price, DSMA was far more than a consultant. They were collaborators, mentors, and champions of the team’s vision. From rethinking the initial OPP plans to navigating the long, emotional OEM presentation process, DSMA helped Price and Findlay craft a strategy that was both bold and uniquely their own. “The focus wasn’t just on following the process; it was about crafting a future for the dealership that truly aligned with our goals,” JC reflects. In his words, the DSMA team played and continue to play an especially critical role in bringing that vision to life.
Castle Rock represents the culmination of years of experience, creativity, and hard work for Price. For Findlay, the acquisition signified both trust and confidence in Price’s leadership. “They could have picked anyone, but they chose me” he adds.
From a novice car salesperson in Las Vegas to a successful entrepreneur and now a GM leading a transformative project, Price’s journey demonstrates how perseverance, innovation, and strong partnerships can turn ambition into reality. “With Castle Rock, our focus is clear: build a dealership that stands out for customers, employees, and the community. We’ve set the stage, and now it’s time to bring that all to life.”
Price’s story is a testament to what can be accomplished when vision, grit, and collaboration intersect. And when trusted partners like DSMA help turn a dream into something truly special. Findlay Toyota Castle Rock is set to open in 2027, so be sure to swing by and say hello when they are up and running!
To further inquire about DSMA’s DPP and OPP processes, and to start your own OEM Approval journey, visit www.dsma.com or contact John Hill, Director of Acquisition Management, at john.hill@dsma.com
