Richard Appleby

Managing Director,
Dealership Optimization


Rich began his decades-long involvement with the automotive industry at a dealership in his native Detroit. After success in sales and as finance director, he was asked to overhaul the Service and Parts Department despite his lack of mechanical experience. To tackle this challenge, Rich developed the “Service Department Profitability System” which transforms traditional service operations into service sales operations focused on profitability and customer satisfaction. Under his leadership, the dealership’s underperforming, 8-technician shop became a highly profitable, 37-technician operation. 

Rich wanted to share his innovative Service Department Profitability System with the industry, and founded the consulting firm Performance Management Training. Today, Rich’s system of profitability and customer satisfaction has been applied to all sizes and types of operations by franchised dealers across the U.S. In addition, Rich has been a general manager of and partner in numerous dealerships. His franchise experience includes GM, Nissan, Saab, Toyota, Honda, Kia, Hyundai, Volvo, Suzuki, Dodge, Fiat, GMC, Chrysler, Ford, Infinity, BMW, Jeep, Land Rover, Mazda, Saturn, Subaru, and Volkswagen.