Leadership Team

Meet our Executive Leadership Team


Tom Price

Tom Price, Chairman

Price Family Dealerships Chairman, Tom Price, has a long history of success in the automotive industry. His love for cars started as a young boy and he began a career in automotive by working as an executive for the Ford Motor Company. Tom purchased his first dealership in 1976 and grew the company, First America Automotive, into a billion dollar enterprise, with 31 dealerships across California and Nevada. In 1999, he merged First America with Sonic Automotive, to create America’s 3rd largest automotive retailer.

After a short time as Vice-Chairman for Sonic, Tom re-established his entrepreneurial independence and formed the Price Family Dealerships Group which has grown to 28 franchised dealerships located across the San Francisco Bay Area and Northern California.

Tom is well-known as a classic car collector. He’s also an avid driver that has raced on all continents. “I began racing vintage cars 30 years ago,” Tom says, “and since then I’ve competed in over 1000 historic races and rallies and won four Ferrari-Maserati Historic Championships. The fact is, I just love driving special cars in the way they were designed.”

Tom and his wife Gwen are very dedicated to the community and are big supporters of the Marin County Charities with particular support of “A Dedication to Special Education” and “To Celebrate Life Breast Cancer Foundation” along with other various local organizations.


Nick Price

Nick Price, Chief Executive Officer

Nick Price is the Chief Executive Officer for Price Family Dealerships. He was recently named to Automotive News’ prestigious “40 Under 40” list that recognizes the best automotive executives under the age of 40. His ability to build trust, manage complex conditions and lead large teams across different disciplines stems from his experience growing up and working in all the departments throughout the Organization. This includes positions as General Manager at Jaguar/Land Rover/Volvo Marin where the store was ranked #2 in the county to work for by Automotive News and Ford Fairfield, which won its first Presidents Award under his watch. Recently, Nick spear-headed the opening of the first two Polestar spaces in the United States.

Nick attended the University of San Diego where he graduated with a degree in Business Administration and played basketball. In his spare time, he enjoys spending time with his wife Hannah and son Noah, playing basketball in San Quinton Prison as a volunteer and mentor, surfing and other outdoor activities.


Greg Price

Greg Price, Corporate Counsel

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!


Everett Crane

Everett Crane, Chief Financial Officer

A seasoned financial executive, Everett has extensive experience in acquisitions, financial planning and analysis, investment, ROI analysis, executive management, and strategic planning. Prior to joining Price Family Dealerships, Everett was the CFO of Young Automotive Group.

Everett earned his Master of Business Administration (MBA) degree at Brigham Young University. Before receiving his MBA, he graduated with two Bachelor of Science degrees in Accounting and Business Management (with an emphasis in Finance) from Brigham Young University – Idaho.

When he’s not at work, Everett likes to head outdoors for snowboarding, boating, camping, hiking, shooting hoops at the local gym, or watching his kids play sports.

Mitch Kudler

Mitch Kudler

Mitch Kudler, VP of Fixed Operations

Mitch Kudler is the Vice President of Fixed Operations for Price Family Dealerships. Mitch started his automotive career by attending trade school and then landing a job as service technician with Stanford Lincoln Mercury. He quickly reached the level of service advisor and eventually became Service Manager for the Tom Price Automotive Group. In 2001, Mitch completed his Bachelor of Science degree in Business Administration and became Director of Operations at iMotors.

Mitch’s extensive background along with attending NADA Dealer Academy prepared him for the opportunity to become the Director of Operations at Audi San Francisco and then General Manager at Audi Modesto for several years.

Mitch is a big supporter of various local charities and gives a lot of his time to help assist with their efforts. He believes everything falls back to people and process … great people along with solid process opens up to fantastic performance. Mitch’s off time is spent perfecting his art of Taekwondo, Weightlifting, Scuba Diving and Motorcycle riding. Mitch attributes his success to his loving wife, Kris, and his sons Evan, 27 and Ethan, 24.


Dan Sullivan

Dan Sullivan, Director of Human Resources

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.


Paul Schraeder

Paul Schraeder, Director of Marketing

Paul Schraeder is the Marketing Director at Price Family Dealerships. He joined the company in 2020 and has 20+ years of experience in leading creative agency teams and omni-channel marketing efforts for esteemed news, automotive, and entertainment brands.

Paul is a Bay Area native that enjoys traveling with his family and being outdoors. He’s also an avid European football and F1 racing fan.


Alan Ziffer

Alan Ziffer, Digital Director

Alan Ziffer is the Digital Director for Price Family Dealerships and started in 2017 after several years with AutoNation. Alan graduated from Northwood University and currently assists each of the dealership sales teams and their CX strategies on various digital platforms.

Alan likes to spend his free time mountain biking, boating, and watching live music.


Jennifer Bardales

Jennifer Bardales, Corporate Auditor

Price Family Dealerships Corporate Auditor, Jennifer Bardales, has been in the Automotive Industry for 24 years. She started as a receptionist and maximized her growth opportunities to now lead team members across the Bay Area at our 26 dealerships.

A first-generation, SF Bay Area native, Jennifer loves spending time with her family, and enjoys the outdoors and traveling.

Price Family Dealerships 37.94471340483972, -122.503575802252.