Author: DSMA, Interviewees: Danny Skates, Norbie Ronsonnet
For many dealership owners, the decision to sell isn’t just about signing the right deal—it’s about choosing the right moment. With the auto retail landscape constantly evolving, the lingering question remains: Is now the right time to sell? Interest rates, OEM requirements, shifting consumer habits, and industry-wide consolidation all create pressure to time the market perfectly.
But beyond the spreadsheets and valuations lies something deeper: emotion. This is especially true for owners who inherited their dealerships or spent decades building them. For these individuals, selling isn’t just a transaction—it’s a pivotal moment.
Whether you built your store from scratch or carried forward a family legacy, a dealership often represents more than just a business. It’s your identity, your community presence, and your life’s work. So, when the “for sale” conversation begins, hesitation is only natural. Selling can feel like stepping into the unknown, even if the numbers say it’s the right move.
These feelings are especially familiar to those who’ve poured their heart and identity into the business. For many, working in a dealership wasn’t just a job, it was a lifestyle, a community anchor, and often, a multi-generational story of grit and growth. And yet, for those who do take the leap, life after selling doesn’t mark the end; it’s the beginning of a new chapter.
In this article, we share two unique stories from former dealership owners who chose very different paths after selling. Their experiences might just help you envision what your next chapter could look like.
A Lifetime of Legacy and Letting Go
For over four decades, Danny Skates was in love with the business.
“I tell everyone that for the first 45 years, I couldn’t wait to get up and go to work, and I didn’t want to go home,” he says, his voice still carrying the warmth of nostalgia.
Skates’ story as a dealer started when he married into a family that owned a Chevrolet dealership. His father-in-law became a mentor, teacher, and business partner, gradually preparing him to take over. By 2001, after his father-in-law’s passing, he bought the dealership from the family and grew it into a multi-line success, eventually acquiring the neighboring GMC and Pontiac store.
“We kept the Jackson name the whole time we owned it. Never changed it because it was well branded, and the community supported us well.”
Running a small-town business came with its own set of principles.
“If you don’t take care of your customers, you’ll find yourself out of business real fast.”
Integrity was the family trademark: no dealer add-ons, no price gouging, and no “loading customers up on the back end.”
“We didn’t overcharge anyone… could’ve made a heck of a lot more money if we’d done it. But that’s not how we did things.”
Eventually, though, the industry began to change. He felt pressure from the manufacturer, citing endless facility upgrades and corporate mandates. Technician turnover became another source of frustration. And the loyalty that once defined the business was becoming harder to find.
“I spent somewhere between $25,000 and $30,000 training a technician… then someone offered him $3 more an hour, and he’s gone.”
As time went on, the landscape started the change, and the business started to feel different.
“The last couple of years were a little disheartening… I was not as eager to go to work.”
That quiet realization—combined with some wise advice from a longtime friend who had waited too long to sell—pushed Skates toward one of the biggest decisions of his life: selling the family dealership in Lafayette, Georgia.
“My friend couldn’t drive anymore, couldn’t enjoy the fruits of his life. He told me, ‘There comes a time when your time left on Earth is more valuable than the money you’re going to make.’”
That hit home. The dealership was still profitable, but the spark was gone—and more importantly, it was time to live.
Today, he’s still working, but on his own terms. “I work every day now, just doing what I want to do. Not making any money, but I’m having a lot of fun.” Whether it’s helping friends build a house, tending his land, or putting up 3,000 feet of fencing with his grandson, life post-sale is anything but idle. And yet, there is not one ounce of regret or second thoughts, just peace.
“If I were an artist, I’d paint you a picture of how beautiful retirement is. If I were a poet, I’d write you a poem and tell you how nice it is. I’m not either of those… but I can’t say how happy I am.”
The Legacy Continues in a New Role
In contrast, for Norbie Ronsonet—former owner and now senior sales associate of Lake City Buick GMC (formerly Ronsonet Buick GMC) in Lake City, Florida—the decision to sell was not something he necessarily sought out. The opportunity simply “fell on his lap,” as he puts it.
“I did not have any plan to sell,” he admits. “Bill Fields came in and told me the opportunity that I had and held my hand through the whole operation.”
That twist of fate, during the uncertain days of COVID, marked the beginning of a new, less stressful, and surprisingly fulfilling chapter.
A third-generation car dealer, Ronsonet had spent his life at the helm of his small-town General Motors store alongside his brother, Mitchell Ronsonet. But when the offer came from a buyer who valued his legacy and wanted him to stay on, it felt right.
“All the offers were similar,” he recalls, “but the reason I went with [this buyer] was because [they] wanted us to stay.”
That made all the difference. Ronsonet didn’t want to walk away entirely, and the new owner was more than happy to welcome the Ronsonet brothers’ experience and expertise.
Today, he’s in a unique position: semi-retired, but still very much involved.
“They pay me to come every day and be like the liaison. And I also do sell cars because that’s my favorite thing to do.”
Now, he gets to focus on the parts of the job he’s always loved, without the weight of ownership.
“I wasn’t able to do that when I was a dealer.”
Letting go of control wasn’t easy. The dealership, once a tightly run family shop, shifted toward a more corporate model. Some longtime employees moved on, resistant to the new accountability measures.
“It was more of a people thing,” Ronsonet explains. “Some of the people didn’t like… accountability. They weren’t used to being held to such stringent expectations.”
But Ronsonet stayed, and so did his brother, who continues to run the service department. Neither of them were ready to fully retire.
“He’s in the same boat I am. He’s not going to sit at home. No way.”
For Ronsonet, the true reward has been freedom—not from work, but from stress.
“I’m doing very well health-wise because the stress is gone. The money’s in the bank… If I need to leave, I’ll just leave. But right now, I’m happy.”
He’s still a familiar face in the showroom. Customers continue to ask for him by name.
“People still call it Ronsonet GMC, even though it’s not anymore.”
Looking back, he’s confident he made the right call.
“I did the right thing in my own brain, so I’m happy.”
That clarity was thanks in large part to the professional guidance he received.
“Bill was the main reason it went so smoothly… he was very professional and very knowledgeable.”
Different Paths, Shared Insight
Both former owners, one fully retired, the other still involved, faced the same pivotal decision: what to do with their life’s work. One stepped away entirely to embrace peace and quality time. The other stayed on to preserve a legacy and keep doing what he loves.
In both cases, the pivotal moment didn’t come with a contract. It came with a conversation with someone who understood that selling a dealership is never just a business decision.
Their stories highlight a simple truth: there’s no one-size-fits-all approach to exiting the retail automotive space. For some, selling means freedom. For others, it’s a way to reimagine their role while remaining part of the industry they helped shape.
The common thread? Clarity, and the right support system to guide one of the most significant transitions in a dealer’s life. This transition goes far beyond financials and timelines. It’s about understanding the personal stakes, honoring the legacy behind the showroom doors, and helping everyone define what success looks like on the other side of the sale. Whether that means stepping away entirely or staying engaged in a new capacity, the right guidance ensures the path forward is one of purpose, not uncertainty.
Whether you’re still years away from selling or actively weighing your options, know this: the next chapter isn’t something to fear. With the right guidance, it could be the most rewarding part of your journey, and DSMA is ready and equipped with the experience and expertise to accompany and help you along the way
To learn more about our process, or to inquire about selling your business, visit www.dsma.com.
