A complete Automotive
Experience

Jeronimo M. Esteve, a visionary leader in the automotive industry, is the founder and CEO of Headquarter Automotive. With a degree in economics from the University of Miami and further studies at Harvard Business School, Esteve began his career in Puerto Rico, quickly advancing to executive roles before founding Headquarter Toyota in Miami in 1990. His leadership has since expanded the company to include Toyota, Honda, Mazda, Hyundai, and Genesis brands.

Driven by a commitment to innovation and customer satisfaction, Esteve introduced Florida’s first LEED Platinum-certified dealership at Headquarter Honda and partnered with Ritz-Carlton to implement a world-class customer service program. His leadership has earned numerous accolades, including the Ellis Island Medal of Honor and recognition from the Hispanic Chamber of Commerce.

Jeronimo believes in creating lasting relationships and delivering exceptional customer experiences. “We don’t just sell cars,” he says. “We create long-lasting relationships by valuing hospitality and making every customer feel important.” His vision is reflected in the company’s culture of integrity, innovation, and service.

Judy Farcus Serra, with over 30 years in the automotive industry, leads Headquarter Automotive as COO and CFO, overseeing the group’s financial health and spearheading key expansions. Since joining the company in 1997, she has played a pivotal role in launching new franchises like Headquarter Honda and Hyundai, and securing a Mazda franchise.

In 2024, Judy was honored as a Women at the Wheel by Auto Success Magazine for her leadership and contributions to advancing women in the automotive industry. She serves on the boards of the Florida Automobile Dealers Association and the non-profit Women in Automotive, where she is also a keynote speaker, sharing her insights on leadership and empowerment. Judy is passionate about empowering women, mentoring future leaders, and giving back to her community through various initiatives, including her involvement with Miami-Dade public schools and veteran support organizations.

Her advice to women: “Take the chance and say ‘Yes!’ If you’re offered the role, you’re more than qualified to succeed in it.” Judy’s leadership continues to inspire and shape the future of the automotive industry.

Jeronimo Jose Esteve IV is the Vice President of Headquarter Automotive and the General Manager of Headquarter Honda. With extensive experience in the automotive industry, he has held nearly every position within a dealership, establishing himself as a knowledgeable leader in dealership management.

Under Jeronimo’s leadership, Headquarter Honda became Florida’s first LEED Platinum-certified dealership and achieved approximately 20% market share within its first three years, earning the prestigious Honda President’s Award. He led the successful acquisition of Bob Dance Hyundai, which was rebranded as Headquarter Hyundai. Under his management, the dealership underwent a remarkable turnaround, achieving 158% sales efficiency and earning the highest customer satisfaction index in the district. Headquarter Honda and Headquarter Hyundai have been recognized as “5-star dealerships” by Edmunds.com, highlighting their commitment to excellence. Additionally, his strategic leadership was instrumental in establishing Headquarter Mazda as one of the top three volume stores in the district, consistently recognized for its outstanding sales efficiency.

Jeronimo earned his Bachelor’s degree from Dartmouth College in 2003, where he captained the golf team. He has been recognized in Automotive News’ “40 Under 40” and is actively involved in various industry boards, including Honda’s Visionary Dealer Board, Mazda’s Product Planning Board, and the Executive Board of the Florida State Golf Association. He also attended NADA University at Babson College Center for Executive Education, further enhancing his expertise in dealership management.

He serves the community on the board of Lake Highland Preparatory School. Jeronimo lives by the Golden Rule: “Treat others how you want to be treated,” which he credits as a key to his success in the automotive industry.

Alexandra Esteve has been at the forefront of Headquarter Automotive’s marketing efforts, driving innovative strategies and overseeing all corporate marketing initiatives and external communications. Her leadership has been instrumental in the company’s expansion, representing major brands like Honda, Hyundai, Mazda, and Genesis.

In 2009, Alexandra pioneered the creation of Headquarter Toyota’s Internet sales department, propelling the dealership into the world of online sales. Her forward-thinking approach also led to the founding ofWeelz, a cutting-edge software company tailored to the automotive retail sector, further cementing her position as a leader in retail technology innovation.
Her creative vision is best exemplified by the“Lázaro, El Lechón” campaign, a corporate influencer initiative launched before the term “influencer” was mainstream. This campaign, along with others for Headquarter Toyota, earned her two ADDY Awards, helping the company connect with new audiences and expand its digital presence for over 14 years.

Alexandra’s passion for growth is matched by her commitment to the company’s core values of family, respect, and community. “We want to keep expanding our market presence while staying true to our roots,” she says. “Our goal is to make a lasting, positive impact on the lives of our employees, customers, and the communities we serve.”