Jason LaCroix Wins National Recognition for Community Service and
Industry Accomplishments
(New York, NY, October 14, 2026) – The nomination of Jason LaCroix, vice president, general manager and partner of AutoFair Honda in Manchester, New Hampshire, for the 2027 TIME Dealer of the Year award was announced today by TIME.
LaCroix is one of a select group of 48 dealer nominees from across the country who will be honored at the 110th annual National Automobile Dealers Association (NADA) Show in Orlando, FL on February 19, 2027.
The TIME Dealer of the Year award is one of the automobile industry’s most prestigious and highly coveted honors. The award recognizes the nation’s most successful auto dealers who also demonstrate a long-standing commitment to community service. Jason LaCroix was chosen to represent the New Hampshire Automobile Dealers Association in the national competition – one of only 48 auto dealers nominated for the 58th annual award from more than 20,000 nationwide.
“Being nominated by my peers as New Hampshire’s Dealer of the Year is incredibly meaningful,” LaCroix said. “After more than 30 years in the automotive business, it gives me an opportunity to reflect on the long hours, challenges, successes and sacrifices that shaped my career. I feel extremely fortunate to have built a career in an industry that has given me so much.”
After earning an associate degree in business management from New Hampshire Technical Institute in Concord in 1991, LaCroix began his automotive career in 1994 as a salesperson at a Mazda, Pontiac and Cadillac dealership. In 1995, he joined the AutoFair organization as a salesperson at AutoFair Ford.
Through hard work, perseverance and a commitment to continuous learning, LaCroix advanced from sales into finance and insurance, sales management and dealership leadership. He eventually became general manager of AutoFair Honda, which was then a small operation with modest sales volume. Under his leadership, the dealership experienced sustained growth and ultimately relocated to a significantly larger facility to meet increasing customer demand.
“I have always believed that the fundamentals of this business are simple: work hard, treat people the right way, develop those around you and never lose sight of the customer,” LaCroix said. “The automotive industry has changed considerably throughout my career, but those principles have remained at the center of how I lead.”
Following a change in ownership, LaCroix was entrusted with broader responsibilities, serving as general manager of AutoFair’s Hyundai and Ford dealerships. His success in those roles eventually brought him back to AutoFair Honda as general manager and equity partner. He was later appointed vice president of AutoFair Automotive Group, where he helps lead the company’s eight dealerships and shape its strategic direction.
When AutoFair underwent another ownership transition in 2021, LaCroix reinvested in the organization and continued serving as vice president and managing partner of AutoFair Honda. Having successfully navigated multiple ownership changes throughout his career, he is particularly proud of providing stability and continuity for employees, customers and the communities AutoFair serves.
“Ownership transitions can create uncertainty, but our priority has always been protecting our culture and providing consistency for our employees and customers,” LaCroix said. “I am proud that we have continued to grow while holding on to the customer-first values that have defined AutoFair for decades.”
LaCroix believes the true measure of success is not simply the growth of a business but the growth of its people. Under his mentorship, numerous AutoFair Honda employees have advanced into leadership positions throughout the automotive industry. Two AutoFair dealerships are currently led by general managers who developed their careers at AutoFair Honda, while other former employees have gone on to become dealership owners or general managers elsewhere.
“The people are what make this career so rewarding,” LaCroix said. “Watching employees develop their talents, advance into leadership roles and create opportunities for other people means more to me than any individual sales record. When someone you mentored becomes a general manager or dealership owner, you know your impact extends well beyond one store.”
That commitment to people has translated into sustained operational excellence. Under LaCroix’s leadership, AutoFair Honda has earned Honda’s prestigious President’s Award 18 times, including in 2021, 2022 and 2023. The honor recognizes the dealership’s performance in customer satisfaction, sales, training and facility standards.
Since 2010, AutoFair Honda has continued investing in its Manchester facility to support its growth and improve the experience for customers and employees. The dealership expanded its showroom, added service lifts and constructed a third service-drive lane. In 2026, it completed a comprehensive Honda Blue Stage renovation to create a more modern, welcoming and efficient environment.
Over the last 18 months, LaCroix has also led operational changes designed to make doing business with the dealership easier. AutoFair Honda opened its service department on Sundays, becoming the only dealership in its area to offer Sunday service. It also eliminated appointment requirements for routine maintenance and introduced a “50 Minutes or Free” oil-change commitment.
In sales, the dealership moved away from the traditional business development center model and created a salesperson workroom where consultants personally manage leads from the initial inquiry through the showroom visit. The change has increased accountability, improved the customer experience and contributed to stronger customer satisfaction and closing rates.
“We continually challenge ourselves to remove friction from the sales and service experience,” LaCroix said. “Our customers’ expectations are evolving, and we have to evolve with them. Whether it is opening our service department on Sundays or allowing sales consultants to manage relationships from the first inquiry, every change begins with asking how we can make the experience more convenient.”
LaCroix’s leadership extends throughout the automotive industry. He serves as chairman of the New Hampshire Automobile Dealers Association, president of the New England Honda Dealers Advertising Association and a member of Honda’s Regional Dealer Advisory Board.
His association service has allowed him to collaborate with fellow dealers, association leaders and government officials on issues affecting New Hampshire’s automotive industry. He has also joined NADA representatives in Washington, D.C., to meet with lawmakers and advocate for dealers and their customers at the national level.
“Serving the industry outside of our dealership has given me a deeper appreciation for the issues facing dealers throughout New Hampshire and across the country,” LaCroix said. “It is important for dealers to have a voice, work together and advocate for policies that support our employees, customers and communities.”
Jason in the community and supporting NHADA at annual events
Community involvement is another defining part of LaCroix’s leadership. AutoFair Honda supports more than 20 local organizations and contributes more than $100,000 to community causes annually. Its partners include the McKeryn Bridge Foundation, Hoops for Healing, Families in Transition, Veterans Count, Girls Inc. and Friends of Aine, as well as numerous local youth sports teams.
The dealership encourages employees to become personally involved by attending charitable events, participating in fundraisers and golf tournaments, volunteering, and serving as youth coaches and mentors.
“Our responsibility goes beyond operating a successful business,” LaCroix said. “We should use our success, resources and people to strengthen the communities we call home. The impact is even greater when our employees have opportunities to participate and experience firsthand what it means to help others.”
LaCroix is also captain of Team Honda Marathon, an initiative created through the New England Honda Dealers Advertising Association’s partnership with the Boston Athletic Association. As the Official Vehicle of the Boston Marathon, the association receives 15 marathon entries each year and uses them to assemble a team of runners from across New England who raise money for Dana-Farber Cancer Institute.
LaCroix has led Team Honda for five years and completed the Boston Marathon five times. Since its inception, the team has raised approximately $380,000 for cancer research and expects to surpass $500,000 in cumulative fundraising in 2026.
“Team Honda has grown into a meaningful annual commitment that brings Honda dealers and associates together for a cause that affects so many families,” LaCroix said. “Leading the team and running alongside people who are committed to supporting cancer research has been one of the most rewarding experiences of my life.”
AutoFair Honda also promotes employee wellness through its partnership with Millennium Running, a local organization that produces more than 30 road races and triathlons annually. The dealership provides race entries to its employees and recently organized a team of more than 20 participants for a community 5K. It also created a dedicated pathway connecting the dealership to an adjacent recreational rail trail, giving employees and customers convenient access for walking and running.
For LaCroix, receiving the call that his peers had nominated him as the New Hampshire Dealer of the Year marked the most rewarding moment of his automotive career.
“This career has required hard work and sacrifice – long hours, missed events and times when I was not as present with my family as I would have liked,” LaCroix said. “I have always tried to do the right thing for our customers, employees and community. To have my peers recognize that commitment after more than 30 years made those sacrifices feel truly meaningful.”
Dealers are nominated by the executives of state and metro dealer associations around the country. A panel of faculty members from the Tauber Institute for Global Operations at the University of Michigan will select one finalist from each of the four NADA regions and one national Dealer of the Year. Three finalists will receive $5,000 for their favorite charities and the winner will receive $10,000 to give to charity, donated by Ally.
In its 16th year as exclusive sponsor, Ally also will recognize dealer nominees and their community efforts by contributing $1,000 to each nominee’s 501(c)3 charity of choice. Nominees will be recognized on AllyDealerHeroes.com, which highlights the philanthropic contributions and achievements of TIME Dealer of the Year nominees.
“The TIME Dealer of the Year program recognizes dealers who pair excellence in the automotive industry with an enduring commitment to the communities they serve,” said Jessica Sibley, CEO of TIME. “TIME is proud to partner with Ally to celebrate their achievements and spotlight the standard of leadership they set across the country.”
"Great dealerships are built by people, and the 2027 TIME Dealer of the Year nominees prove it," said Doug Timmerman, President of Dealer Financial Services, Ally Financial. "These leaders invest in the teams who help customers through one of the biggest purchases of their lives and show up for the communities they call home. We've seen it firsthand at Ally, where dealers who lead this way do it not for recognition, but because it's who they are. That's what it means to do it right, and we're proud to celebrate it."
LaCroix was nominated for the TIME Dealer of the Year award by Dan Bennett, President of the New Hampshire Automobile Dealers Association. He and his wife, Samantha, have five children: Austin, Bailey, Delanie, Aiden and Maddie.
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About TIME
TIME is the 102-year-old global media brand that reaches a combined audience of over 120 million around the world through its iconic magazine and digital platforms. With unparalleled access to the world's most influential people, the trust of consumers and partners globally, and an unrivaled power to convene, TIME's mission is to tell the essential stories of the people and ideas that shape and improve the world. Today, TIME also includes the Emmy Award®-winning film and television division TIME Studios; a significantly expanded live events business built on the powerful TIME100 and Person of the Year franchises and custom experiences; TIME for Kids, which provides trusted news with a focus on news literacy for kids and valuable resources for teachers and families; the award-winning branded content studio Red Border by TIME, and more.
About Ally Financial
Ally Financial Inc. (NYSE: ALLY) includes the nation's largest all-digital bank and an industry leading auto finance business, driven by a mission to "Do It Right" for its customers and communities. Ally is a U.S. financial holding company with $200 billion in assets and 9.6 million customers (June 30, 2026). Ally Bank, Member FDIC, offers online banking products, including high-yield savings and no hidden fee checking, and was the first major U.S. bank to eliminate overdraft fees. Ally also provides investing solutions through Ally Invest, including online brokerage, automated investing, IRAs and personal financial advice. As a leader in auto finance, Ally provides consumer and dealer financing, insurance, and vehicle remarketing services. Ally’s seasoned corporate finance business provides capital to equity sponsors and middle-market companies. Visit ally.com.
About the NADA Show
The National Automobile Dealers Association (NADA), founded in 1917, represents more than 16,000 light-vehicle and commercial-truck dealerships with 32,500 domestic and international franchises. New-vehicle franchised dealers are directly responsible for more than one million U.S. jobs.