Jeronimo M.
Esteve III
President & Chief Executive Officer

Jeronimo M. Esteve is the President and Chief Executive Officer of Headquarter Automotive. Under his leadership, Headquarter Automotive has become one of the top 100 dealer groups in the nation, has won countless of awards for customer service, sales and market share, and has won eight Toyota President Cabinet Awards—the highest honor a dealership can be awarded.

Mr. Esteve is also the recipient of the Ellis Island Medal of Honor, which “pays homage to the immigrant experience,” and the immigrant contribution made to America. Past recipients include President Bill Clinton, Henry Kissinger, and Martin Scorsese.

Mr. Esteve runs one of the country’s 500 largest US Hispanic-owned companies. He was born in Cuba and raised in Puerto Rico where he began his automotive career as a sales representative, before working his way through the ranks to become Vice President. In 1985, he became President of Bella International, a Puerto Rican-based distributor of Honda manufactured products. In this capacity, he expanded the business and became the sole distributor of Honda products in Puerto Rico and U.S. Virgin Islands.

During his tenure as Bella International’s President, the Honda Accord captured 40% of the market share in its product category, and ranked as the number one purchase-intent brand among all the imports in Puerto Rico. He was also invaluable in launching the Acura brand, which at the time became the number one luxury import in the market.

From there, Mr. Esteve founded Headquarter

Automotive in 1990 – a privately-owned company that includes Toyota, Honda, Hyundai and Mazda dealerships, in addition to Champion Rent-a-Car and Best Insurance. The group’s flagship dealer, Headquarter Toyota is celebrating its 27th successful year as an industry leader in sales efficiency, CSI, and customer retention. These efforts have been commemorated with eight Toyota President’s Cabinet Awards, 20 President’s Awards, and 23 Board of Governors Awards.

In 2008, Mr. Esteve expanded Headquarter Automotive with the addition of Headquarter Honda in Clermont, Florida. Construction on the state-of-the-art facility (and Florida’s first LEED Platinum-certified automotive dealership) began in the summer of 2009, and opened its doors in March 2010. As a direct result of Mr. Esteve’s leadership and expertise, Headquarter Honda has become a community fixture in Central Florida and a market leader in customer satisfaction, customer retention, market share, sales efficiency and loyalty.

Mr. Esteve introduced another brand into the Headquarter family in May of 2013, with the purchase of Bob Dance Hyundai – a struggling dealership in Sanford, Florida. The dealer rebranded as Headquarter Hyundai, and with that ownership change came customer satisfaction and dealership profitability. Headquarter Hyundai has earned one of the best customer satisfaction indices in the district and has an outstanding online reputation. Since joining the Headquarter fleet, sales volume at Headquarter Hyundai have jumped to become one of the higher volume stores in the Orlando district.

In addition to being a respected industry veteran, Mr. Esteve brings professional management experience, having built a solid team that specializes in customer service. Mr. Esteve and team credit much of their success to the group’s 2006 partnership with the Ritz Carlton Hotel Company. Headquarter managers received Ritz Carlton customer service training to become knowledgeable on how to continually exceed customer expectations in a professional and ethical manner. Now, each new Headquarter employee must undergo rigorous customer service training based off of the Ritz Carlton model. Altogether, Headquarter Automotive employs more than 500 team members – all who provide excellent customer service while delivering value, integrity, affordability and quality to each customer—a tradition Mr. Esteve ensures takes top priority within the company.

Mr. Esteve credits his success to making thoughtful, analytical and well-informed decisions—all while staying committed to a core set of values: integrity, generosity, innovation, a true desire to improve the world, and of course, hard work.

He received his undergraduate degree from the University of Miami in Economics, and has also taken graduate programs at Tufts University and Harvard Business School.

Mr. Esteve is celebrating his 40th wedding anniversary with Yazmin Salgado. They have three children and four grandchildren.

 

Jeronimo M. Esteve III
President & Chief Executive Officer

Jeronimo M. Esteve is the President and Chief Executive Officer of Headquarter Automotive. Under his leadership, Headquarter Automotive has become one of the top 100 dealer groups in the nation, has won countless of awards for customer service, sales and market share, and has won six Toyota President Cabinet Awards—the highest honor a dealership can be awarded. Mr. Esteve is also the recipient of the Ellis Island Medal of Honor, which “pays homage to the immigrant experience,” and the immigrant contribution made to America. Past recipients include President Bill Clinton, Henry Kissinger, and Martin Scorsese.

Mr. Esteve runs one of the country’s 500 largest US Hispanic-owned companies. He was born in Cuba and raised in Puerto Rico where he began his automotive career as a sales representative, before working his way through the ranks to become Vice President. In 1985, he became President of Bella International, a Puerto Rican-based distributor of Honda manufactured products. In this capacity, he expanded the business and became the sole distributor of Honda products in Puerto Rico and U.S. Virgin Islands.

During his tenure as Bella International’s President, the Honda Accord captured 40% of the market share in its product category, and ranked as the number one purchase-intent brand among all the imports in Puerto Rico. He was also invaluable in launching the Acura brand, which at the time became the number one luxury import in the market. From there, Mr. Esteve founded Headquarter Automotive in 1990 – a privately-owned company that includes Toyota, Honda, Hyundai and Mazda dealerships, in addition to Champion Rent-a-Car and Best Insurance. The group’s flagship dealer, Headquarter Toyota is celebrating its 27th successful year as an industry leader in sales efficiency, CSI, and customer retention. These efforts have been commemorated with six Toyota President’s Cabinet Awards, 19 President’s Awards, and 23 Board of Governors Awards.

In 2008, Mr. Esteve expanded Headquarter Automotive with the addition of Headquarter Honda in Clermont, Florida. Construction on the state-of-the-art facility (and Florida’s first LEED Platinum-certified automotive dealership) began in the summer of 2009, and opened its doors in March 2010. As a direct result of Mr. Esteve’s leadership and expertise, Headquarter Honda has become a community fixture in Central Florida and a market leader in customer satisfaction, customer retention, market share, sales efficiency and loyalty.

Mr. Esteve introduced another brand into the Headquarter family in May of 2013, with the purchase of Bob Dance Hyundai – a struggling dealership in Sanford, Florida. The dealer rebranded as Headquarter Hyundai, and with that ownership change came customer satisfaction and dealership profitability. Headquarter Hyundai has earned one of the best customer satisfaction indices in the district and has an outstanding online reputation. Since joining the Headquarter fleet, sales volume at Headquarter Hyundai have jumped to become one of the higher volume stores in the Orlando district.

In addition to being a respected industry veteran, Mr. Esteve brings professional management experience, having built a solid team that specializes in customer service. Mr. Esteve and team credit much of their success to the group’s 2006 partnership with the Ritz Carlton Hotel Company. Headquarter managers received Ritz Carlton customer service training to become knowledgeable on how to continually exceed customer expectations in a professional and ethical manner. Now, each new Headquarter employee must undergo rigorous customer service training based off of the Ritz Carlton model. Altogether, Headquarter Automotive employs more than 500 team members – all who provide excellent customer service while delivering value, integrity, affordability and quality to each customer—a tradition Mr. Esteve ensures takes top priority within the company.

Mr. Esteve credits his success to making thoughtful, analytical and well-informed decisions—all while staying committed to a core set of values: integrity, generosity, innovation, a true desire to improve the world, and of course, hard work.

He received his undergraduate degree from the University of Miami in Economics, and has also taken graduate programs at Tufts University and Harvard Business School. Mr. Esteve is celebrating his 38th wedding anniversary with Yazmin Salgado. They have three children and four grandchildren.

Jeronimo M. Esteve III
President & Chief Executive Officer

Judy Farcus
Serra
Chief Financial Officer

Judy Farcus Serra is the Chief Financial Officer (CFO) for Headquarter Automotive, a group consisting of four dealerships: Toyota, Honda, Mazda and Hyundai. In this role, she is responsible for Headquarter’s financial health and growth. Much of her day is spent on project planning and implementation, manufacturer relations, vendor relations and negotiations, finance negotiation and lending source dealings. Judy also oversees the development and management of Headquarter Automotive’s senior management. She is an industry veteran with three decades of experience in the automotive sector. As CFO, Judy continues to remain heavily involved in Headquarter Automotive’s operational leg.



Judy came to Headquarter Toyota in 1997 as Office Manager, after working at two Chevrolet dealers for 12 years. From there, Judy continued to earn promotions being that she is innovative and resourceful. In 2001, Judy was promoted to Controller; and in 2005, to Assistant General Manager due to her invaluable involvement in long-term planning, and in matters relating to the financial and operational sides of Headquarter Automotive – a transition that led her to earn the group’s first (and only) Chief Financial Officer title.

Judy has been instrumental in expanding Headquarter Automotive’s portfolio. Most recently, in 2019, she spearheaded the group’s Hyundai store relocation – a project she executed in under 7 months from clearing the land to constructing the building to getting the store fully operational. Throughout the Hyundai store build out, Judy prioritized the development and execution plan to recruit and retain talent from the emerging workforce, while ensuring Headquarter’s recruitment efforts encourage diversity. The Hyundai store saw a 30% revenue growth in 2019 versus 2018. Judy has been critical in expanding Headquarter Automotive’s portfolio. In 2013, she took the lead on acquiring a Hyundai dealership. Shortly thereafter in 2014, she took the lead on applying for—and helping secure a new point—a Mazda dealership in Clermont, Florida. In 2010, she played an invaluable role in opening Headquarter Honda, a then-newly awarded franchise to Headquarter Automotive.

Judy is celebrating her 24th year with Headquarter Automotive. She is married to Gregory Serra and they have a 21-year-old son, Justin. Outside of the dealerships, she enjoys spending time with her family, being involved with dog rescues, cooking, deep sea fishing, and volunteering and advising at a local middle school as a Miami-Dade business partner. Judy is also incredibly passionate about empowering women—in and out—of the automotive industry. She has taken on numerous mentorship roles.

Judy Farcus Serra
Chief Financial Officer

Judy Farcus Serra serves as Headquarter Automotive’s Chief Financial Officer. In this role, she is responsible for Headquarter’s financial health and growth. Much of her day is spent on project planning and implementation, manufacturer relations, vendor relations and negotiation, finance negotiation and lending source dealings. Judy also oversees the development and management of Headquarter Automotive’s senior management. She is an industry veteran with three decades of experience in the automotive sector. As such, Judy remains heavily involved in Headquarter Automotive’s operational leg.

Judy came to Headquarter Toyota in 1997 as Office Manager, after working at two Chevrolet dealers for 12 years. From there, Judy continued to earn promotions being that she is innovative and resourceful. In 2001, Judy was promoted to Controller; and in 2005, to Assistant General Manager due to her invaluable involvement in long-term planning, and in matters relating to the financial and operational sides of Headquarter Automotive.

Since then, Judy has been instrumental in expanding Headquarter Automotive’s portfolio. In 2010, Judy played a critical role in opening Headquarter Honda in Clermont, Florida --- a new franchise awarded to the group. In 2013, she took the lead on acquiring a Hyundai dealership. Immediately following the Hyundai acquisition, she took the lead on applying for a Mazda franchise in Clermont, Florida. Along with the rest of the group’s executive team, Judy planned and developed the interest in Mazda, and shortly thereafter Headquarter Automotive was awarded a Mazda franchise in mid-2014. From there, her role as Headquarter Automotive’s Chief Financial Officer began evolving. Currently Judy has the lead role of relocating the group’s Hyundai store to a new location, in addition to overseeing the construction of the new facility. In 2019, Judy is prioritizing the development and execution for a plan to recruit and retain talent from the emerging workforce, while ensuring Headquarter’s recruitment efforts encourage diversity. Currently, Judy has the lead role of relocating the group’s Hyundai store to a new location, in addition to overseeing the construction of the new facility. In 2019, Judy is prioritizing the development and execution for a plan to recruit and retain talent from the emerging workforce, while ensuring Headquarter’s recruitment efforts encourage diversity.

Judy is celebrating her 23rd year with Headquarter Automotive. She is married to Gregory Serra and they have a 20-year-old son, Justin. Outside of the dealerships, she enjoys spending time with her family, being involved with dog rescues, cooking, deep sea fishing, and volunteering and advising at a local middle school as a Miami-Dade business partner. Judy is also incredibly passionate about empowering women—in and out—of the automotive industry. She has taken on numerous mentorship roles.

Jeronimo Jose
Esteve IV
Sales, VP / General Manager

system and processes to the Clermont/West Orange market.

Within its first three years of operation and under Jeronimo’s management, Headquarter Honda took control of owning approximately 20% market share, became—and continues to be—a leader in customer service, and was awarded the prestigious Honda President’s Award in 2013. In 2016, Headquarter Honda received its second President’s Award.

In 2013, as Headquarter Automotive’s Vice President of Sales, Jeronimo identified a struggling Hyundai dealership that he thought had the potential to be a solid acquisition/expansion for the group. Shortly after identifying the opportunity, Headquarter Automotive purchased Bob Dance Hyundai, a poor-performing dealership based in Sanford, Florida. Jeronimo lead the negotiation process and sale of the transaction. The dealership was rebranded as Headquarter Hyundai. Under Jeronimo’s supervision, the dealership made a complete turnaround. Headquarter Hyundai had a breakout sales year in 2013, and has earned one of the best customer satisfaction indices in the district. Sales volume have also jumped, making

Headquarter Hyundai one of the higher volume stores in the Orlando district.

Headquarter Hyundai and Headquarter Honda have both been classified by Edmunds.com as “5-star dealership” – a distinction few dealerships hold. Both continue to operate under Jeronimo’s supervision and expertise.

Jeronimo earned his Bachelor’s degree from Dartmouth College in 2003. He also attended NADA University at Babson College Center for Executive Education. NADA is the National Automobile Dealers Association.

During his free time, Jeronimo enjoys spending time with his wife Maritere and their two sons Jeronimo Andres and Nicolas. Competitive by nature, Jeronimo also enjoys fishing tournaments, racing cars, and competing in National and International Amateur golf tournaments.

Jeronimo Jose Esteve IV
Sales, VP / General Manager

Jeronimo Jose Esteve IV is Headquarter Automotive’s Vice President of Sales and General Manager to three of its dealerships: Headquarter Honda, Headquarter Hyundai, and Headquarter Mazda. He has a keen understanding of the industry and how to successfully grow and manage dealerships as he has held nearly every position within a dealership. He is a fourth-generation automotive insider.

Before becoming Headquarter’s VP of Sales, Jeronimo worked as a body shop customer representative and assistant parts manager at Headquarter Toyota. Additionally, he held positions within the service department as a technician, service advisor, and assistant service manager. Jeronimo moved to variable operations in 2007 where he became the used car manager.

In 2009, Jeronimo was promoted to General Manager of Headquarter Honda in Clermont, Florida. He served as Headquarter’s point person during the expansion, overseeing the construction of the LEED Platinum-certified facility, recruiting and staffing the Honda dealership. He was also responsible for growing the talent in Central Florida to prepare for further expansion. Jeronimo leveraged his experience from Headquarter Toyota to effectively implement proven dealership

Jeronimo Jose Esteve IV is Headquarter Automotive’s Vice President of Sales and General Manager to three of its dealerships: Headquarter Honda, Headquarter Hyundai, and Headquarter Mazda. He has a keen understanding of the industry and how to successfully grow and manage dealerships as he has held nearly every position within a dealership. He is a fourth-generation automotive insider.

Before becoming Headquarter’s VP of Sales, Jeronimo worked as a body shop customer representative and assistant parts manager at Headquarter Toyota. Additionally, he held positions within the service department as a technician, service advisor, and assistant service manager. Jeronimo moved to variable operations in 2007 where he became the used car manager.

In 2009, Jeronimo was promoted to General Manager of Headquarter Honda in Clermont, Florida. He served as Headquarter’s point person during the expansion, overseeing the construction of the LEED Platinum-certified facility, recruiting and staffing the Honda dealership. He was also responsible for growing the talent in Central Florida to prepare for further expansion. Jeronimo leveraged his experience from Headquarter Toyota to effectively implement proven dealership system and processes to the Clermont/West Orange market.

Within its first three years of operation and under Jeronimo’s management, Headquarter Honda took control of owning approximately 20% market share, became—and continues to be—a leader in customer service, and was awarded the prestigious Honda President’s Award in 2013. In 2016, Headquarter Honda received its second President’s Award.

In 2013, as Headquarter Automotive’s Vice President of Sales, Jeronimo identified a struggling Hyundai dealership that he thought had the potential to be a solid acquisition/expansion for the group. Shortly after identifying the opportunity, Headquarter Automotive purchased Bob Dance Hyundai, a poor-performing dealership based in Sanford, Florida. Jeronimo lead the negotiation process and sale of the transaction. The dealership was rebranded as Headquarter Hyundai. Under Jeronimo’s supervision, the dealership made a complete turnaround. Headquarter Hyundai had a breakout sales year in 2013, and has earned one of the best customer satisfaction indices in the district. Sales volume have also jumped, making Headquarter Hyundai one of the higher volume stores in the Orlando district.

Headquarter Hyundai and Headquarter Honda have both been classified by Edmunds.com as “5-star dealership” – a distinction few dealerships hold. Both continue to operate under Jeronimo’s supervision and expertise.

Jeronimo earned his Bachelor’s degree from Dartmouth College in 2003. He also attended NADA University at Babson College Center for Executive Education. NADA is the National Automobile Dealers Association.

During his free time, Jeronimo enjoys spending time with his wife Maritere and their two sons Jeronimo Andres and Nicolas. Competitive by nature, Jeronimo also enjoys fishing tournaments, racing cars, and competing in National and International Amateur golf tournaments.

Peter Salgado
General Manager, Headquarter Toyota

Peter Salgado serves as the General Manager at Headquarter Toyota. Since stepping into the position in 2004, the dealership has won Toyota’s most coveted awards, including the exclusive and prestigious, President’s Cabinet Award – an honor awarded to the top 12 performing Toyota dealers in the country, based off of sales satisfaction and sales volume. Headquarter Toyota has been a recipient of the President’s Cabinet Award since 2006. Peter joined the Headquarter Automotive family in 1992 as Sales Manager for Headquarter Toyota in Miami, Florida. As the company expanded, Peter relocated to Melbourne, Florida to oversee the construction and management of Headquarter’s newest dealership, Lexus of Melbourne.

The dealership opened in 1993. Under his management, the dealership received the Elite of Lexus Award—the most prestigious award a Lexus dealer can receive. The store was sold in 1996. Peter returned to Miami shortly thereafter to continue working for Headquarter Automotive. From there, Peter was named General Manager of Headquarter Lincoln Mercury in 1998, where he increased sales and grew the store to be the third largest dealer in the district. In 2003, Headquarter sold the Lincoln Mercury franchise, and Peter was made Director of Sales and Operations at Headquarter Toyota. As director, Peter increased sales volume by more than 25%.

Peter is a seasoned industry professional having started his career in the car business at the age of 16, working part time through high school and college. He continued his career after graduating from the University of Puerto Rico, accepting a full-time position as District Manager of Retail Operating at Bella International – distributors for Honda and Acura in Puerto Rico, Dominican Republic and U.S. Virgin Island. Peter was born and raised in San Juan, Puerto Rico.