Tom Price, Chairman of Price Family Dealerships, has built a distinguished career in the automotive industry, driven by a lifelong passion for cars. His journey began with a leadership role at Ford Motor Company, where he cultivated a deep understanding of the industry. In 1976, Tom took a bold step by acquiring his first dealership, which laid the foundation for what would become First America Automotive—a billion-dollar enterprise with 31 dealerships across California and Nevada. In 1999, Tom merged First America with Sonic Automotive, contributing to the creation of the third-largest automotive retailer in the United States.
After serving as Vice-Chairman at Sonic, Tom chose to pursue his entrepreneurial spirit once again by founding the Price Family Dealerships. Under his leadership, the group has flourished, expanding to 29 franchised dealerships throughout the San Francisco Bay Area and Northern California.
Beyond his professional accomplishments, Tom is renowned as a classic car collector and an avid racer. His passion for vintage cars has taken him to racetracks around the world. “I began racing vintage cars 30 years ago,” Tom reflects. “Since then, I’ve competed in over 1,000 historic races and rallies and won four Ferrari-Maserati Historic Championships. For me, it’s about experiencing these extraordinary cars as they were meant to be driven.”
Tom and his wife Gwen are deeply committed to giving back to their community. They are ardent supporters of Marin County Charities, with particular dedication to “A Dedication to Special Education”, “Giving Marin”, and “To Celebrate Life Breast Cancer Foundation,” along with numerous other local organizations.
Nick Price is the Chief Executive Officer of Price Family Dealerships. He was named to Automotive News’ respected “40 Under 40” list, an award that recognizes standout automotive executives under the age of 40. His ability to build trust, navigate complex challenges, and lead large teams comes from a lifetime spent inside the business. Nick grew up in the dealerships and worked across every department, giving him a grounded understanding of both people and operations.
His hands-on leadership experience includes serving as General Manager of Jaguar/Land Rover/Volvo Marin, where the stores earned recognition as the number two dealership in the country to work for by Automotive News. He also led Ford Fairfield to its first Presidents Award. More recently, Nick oversaw the launch of the first two Polestar spaces in the United States, helping introduce the brand’s innovative retail model to American customers.
Nick graduated from the University of San Diego with a degree in Business Administration and played basketball during his time there. Outside of work, he enjoys spending time with his wife Hannah and their children Noah and Ulla. He also volunteers as a player and mentor in the San Quentin Prison basketball program and spends time surfing and staying active outdoors.
Hamed Parhizkar is a seasoned finance executive bringing over two decades of exemplary leadership to the automotive industry. Currently serving as the Chief Financial Officer at Price Family Dealerships in the dynamic San Francisco Bay Area, Hamed is recognized for his strategic prowess and transformative impact.
Prior to his current role, Hamed held a pivotal position at Potamkin Companies in Miami Beach, Florida, where he orchestrated an enhancement of financial operations across various sectors including automotive, real estate, and investments. During his tenure, Hamed’s visionary initiatives resulted in the addition of substantial revenue streams, showcasing his ability to drive tangible results.
Hamed’s illustrious career trajectory includes pivotal roles such as laying the financial groundwork for startup Southern United Auto Group, and spearheading corporate finance at RML Automotive. His journey began at Penske Automotive Group, where he ascended through the ranks, demonstrating an unwavering commitment to excellence and continuous growth.
Beyond the boardroom, Hamed cherishes moments with his wife Francesca and their two daughters, Ella and Olivia. Together they enjoy the rallies of tennis and the enchanting experiences of Disney World and zoo visits. Hamed also delves into the world of derivative trading, fueling his passion for financial markets.
Brad Barnett is the Chief Operating Officer of Price Family Dealerships, where he has been instrumental in implementing the Simple Price, Simple Process philosophy across 12+ dealerships in various markets. His employee-centric leadership style fosters a strong workplace culture, empowering teams to deliver exceptional customer experiences. Brad’s career began at just 16 years old as a service porter, giving him a deep understanding of dealership operations from the ground up.
With a passion for streamlining processes and fostering teamwork, Brad ensures that employees are equipped with the tools and support needed to excel, which in turn enhances customer satisfaction and dealership performance. His strategic vision and hands-on approach have helped Price Family Dealerships thrive in a competitive market, reinforcing a commitment to transparency, efficiency, and a superior car-buying experience.
June Lee is a seasoned attorney with experience representing privately held businesses in a wide range of corporate matters. She joined PR1CE from ArentFox Schiff, where she was a partner in their automotive group and advised clients on corporate structuring, financing, and mergers and acquisitions. She has led numerous high-value transactions, including asset sales exceeding $150 million, and stock acquisitions in Mexico and Canada, and is known for her meticulous approach to deal management and contract negotiation.
Prior to that, June spent over a decade at Kay & Merkle LLP in San Francisco, where she counseled clients on mergers and acquisitions, commercial real estate development and leasing, business formation and governance, and estate planning.
June began her legal career as a law clerk for the San Francisco Superior Court, then opened and operated her own law practice for several years, serving clients in immigration, estate, and real estate matters.
When June is not working, she enjoys spending time with her husband, two kids and 1 furry kid, trail running, hiking, cooking and learning to play golf.
Greg Price is Corporate Counsel for Price Family Dealerships. Greg got his degree from the University of Pennsylvania and completed his law degree at the University of San Diego where he is a member of the Phi Delta Phi legal honor society.
In his free time, Greg enjoys reading (mystery, sci-fi and philosophy), hiking around the bay area, and he’s an amateur mixologist!
With more than 25 years of experience in the automotive industry, Ramin Naimi brings deep expertise and a customer-first philosophy to his leadership of the Price Family luxury dealerships. Known for his unwavering belief that the customer always comes first, Ramin is dedicated to earning business through trust, transparency, and exceptional service.
His extensive knowledge of the automotive business, guided by integrity and professionalism, has earned him the respect of clients and colleagues across the industry while aligning perfectly with the core values of our organization.
Ramin can often be found working across our different luxury locations, supporting teams and connecting with clients wherever he’s needed most. His presence ensures that every showroom benefits from his leadership, and he always welcomes the chance to personally meet customers and help them enjoy an exceptional dealership experience.
Paul Schraeder is the Marketing Director at Price Family Dealerships. He started with the company in 2020 and brings more than 20+ years of experience in leading creative agency teams and omni-channel marketing efforts for esteemed news, automotive, and entertainment brands.
Before joining Price Family Dealerships, Paul worked in entertainment and media. His career began in the music industry, first as a recording artist and later moving into entertainment marketing. From there, he led creative efforts in news and sports marketing, working closely with community leaders, sports teams, and local universities to support their marketing initiatives through audience focused storytelling and thoughtful brand development.
Paul is a Bay Area native that enjoys traveling with his family and being outdoors. He’s also an avid European football fan (go PSG!) and loves driving Price Family race cars!
Price Family Dealerships Corporate Controller, Jennifer Bardales, has been in the Automotive Industry for 25 years. She started as a receptionist and maximized her growth opportunities to now lead team members across the Bay Area at our 27 dealerships.
A first-generation, SF Bay Area native, Jennifer loves spending time with her family, and enjoys the outdoors and traveling.
Eric’s automotive career started with a set of keys and a delivery route as a parts runner at a NAPA Auto Parts store (in the town of Napa). That early exposure to the automotive world sparked an interest that has now come full circle. With a degree in accounting and over 12 years of experience leading finance and data analytics teams, Eric has built a career turning numbers into strategic insights.
Now back in the car industry, he combines his deep financial expertise with data-driven decision-making to drive efficiency and performance. Whether it’s optimizing reporting processes or uncovering key trends, Eric is passionate about using analytics to fuel smarter business strategies. Not to brag, but he is also a “Freak in the Sheets,” Excel sheets that is!
Outside of work, you might find him making divots at local golf courses, putting miles on his bicycle, exploring hiking trails, or spending time with family.
Liliana Zappia is the Director of DMV & Training at Price Family Dealerships, bringing over a decade of experience in DMV administration. With a proven track record of driving efficiency and ensuring compliance across multiple teams and locations, Liliana has consistently delivered results.
During the California wildfires, Liliana managed a significant portion of all claims and led a team of over fifty DMV clerks, ensuring swift and accurate processing.
As a strong leader, Liliana excels at streamlining processes and enhancing team performance. She is deeply committed to employee growth, leading by example through hard work and a focus on continuous improvement.
Outside of work, Liliana enjoys spending time with her husband, Mario, and daughter, Gianna. Together, they actively volunteer at community events, giving back and making a positive impact on their community.
Dan Sullivan joined Price Family Dealerships in 2021 as Director of Human Resources. He grew up in Riverside, got his bachelor’s degree from UC Davis and HR Certification from San Jose State University, earning the title of SPHR. Dan formerly worked for Marriott Hotels and Ritz Carlton.
While not at work, Dan enjoys scuba diving, snorkeling, and snow skiing.
Keith Hernandez brings more than 15 years of automotive industry experience to his role as Director of Training at Price Family Dealerships. Throughout his career, Keith has gained valuable insights and skills from his time at Toyota Motor North America and Subaru of America, where he held impactful roles ranging from Service and Sales District Manager to regional positions in Certified Used Vehicles, Market Development, Sales Training, and Marketing.
Within Price Family Dealerships, Keith has built a well-rounded perspective through roles including Sales Manager, Internet Manager, General Sales Manager, and Service Manager. His broad experience gives him a unique ability to guide, coach, and inspire dealership teams toward excellence.
Outside of work, Keith is committed to giving back to his hometown of Livermore, where he coaches Little League baseball and softball, volunteers at his local church and elementary school, and cherishes family time with his wife, Rachael, and their three children, Ben, Annie, and Eve. When he’s not with family or volunteering in the community, you can usually find him mowing lawns at the local Little League fields or working out at the gym.
Lacey is an experienced administrative and operations leader with a background in venture capital, private equity, and technology before transitioning into automotive. Prior to joining Price Family Dealerships, she supported senior executives at Lightspeed Venture Partners, Emergence Capital, TPG Capital, and Facebook. A graduate of the University of California, Berkeley, Lacey now serves as Director of Administration, overseeing organizational administration and strategic executive support.
In her spare time, she enjoys being outdoors, staying active, and spending quality time with her two children.
