Price Family Dealerships

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Larkspur, CA
Price Family Dealerships

Our dealerships are more than just a place to buy a car. We take pride in serving those who make our communities a great place to live!

We're a community of car enthusiasts who are passionate about helping you find the perfect vehicle for your needs. Price Family Dealerships have been proudly serving local neighborhoods throughout Northern California since 1976, and our vision is to provide excellence to the community, with value, integrity, and trust. We supply the vehicles that power our local police and fire departments, constr

uction and utility companies, schools and families on the move. Price Family Advantage

With 14 convenient family–owned locations, and 28 franchised dealerships to choose from, we’ve got mobility solutions for all your needs. It is our philosophy to be completely upfront and transparent about everything we do, and our fast, fair, and simple process is designed to save you time by eliminating the back and forth when purchasing a new vehicle. Our goal is to provide you with an exceptional experience that you’ll share with all your friends and family!

10/16/2025

We are proud to share that our founder and chairman, Tom Price, has been nominated for the 2026 TIME Dealer of the Year Award by the California New Car Dealers Association. Tom is one of only 47 dealer nominees selected from more than 20,000 dealers nationwide who will be recognized at the 109th National Automobile Dealers Association Show in Las Vegas on February 5, 2026.

The TIME Dealer of the Year award honors dealers who combine outstanding business performance with deep community impact and Tom’s nomination for the 2026 TIME Dealer of the Year recognizes nearly five decades of leadership in business and service to community. From that first Daly City store to a family of dealerships across Northern California, his journey proves that excellence is built choice by choice and day by day.

Please join all of us at Price Family Dealerships in congratulating Tom Price on this well deserved honor!

06/02/2025

Having fun at Modesto Toyota this weekend! ...

05/27/2025

At Price Family Dealerships, we are driven by excellence, and today, we’re proud to celebrate one of our own who exemplifies that standard in every way: Colin Wells, Master Technician.

Colin isn’t just one of the best in our company … he’s one of the best in the country! With elite certifications across some of the world’s most prestigious automotive marques, Colin sets the bar for what technical mastery looks like. He currently holds the following distinctions:

• Bentley Master Technician
• Lamborghini Master Technician
• Jaguar Master Technician
• Aston Martin Silver Level Technician
• Maserati Certified Technician
• McLaren Master Technician

His most recent achievement, the coveted McLaren Master Technician certification, is a rare and prestigious honor awarded to only the most skilled and well-rounded professionals in the industry.

To be eligible, technicians must complete all McLaren-required training. From there, candidates are thoroughly vetted by McLaren’s Aftersales, Technical Support, and Training departments, and only those who meet McLaren’s highest standards are extended an invitation.

The final assessment is designed to push even the most seasoned technicians. It includes:

• Five proctored hands-on evaluations conducted by McLaren factory trainers

• A simulated coaching session with an apprentice

• A mock client interaction exercise

• A written exam with essay-style questions assessing technical understanding and judgment

Only 15 technicians worldwide passed the most recent Master Technician assessment … of those, just 8 are based in North America, and only 3 are located on the West Coast – one in Southern California, one in Seattle, and one right here at Price Family Dealerships! As part of this recognition, the winners were flown to McLaren Headquarters in Woking, England to receive their awards … a once-in-a-lifetime honor at the heart of McLaren’s legendary motorsport and engineering legacy.

What makes this even more impressive is that Colin’s achievement reflects the future of certification standards. Brands like Lamborghini and Aston Martin are preparing to evolve their highest certification levels to include the same rigorous client and coaching components already featured in the Bentley and McLaren Master Technician programs, and Colin’s proactive pursuit of excellence has him ahead of the curve.

Please join us in congratulating Colin Wells for this extraordinary accomplishment … we’re honored to have him on our team, and proud to share in this moment of well-earned recognition!

05/19/2025

What a day ... what a team! Our first-ever Price Family Golf Classic Tournament brought together associates from across the company for an unforgettable afternoon of team building, connection, and friendly competition. Together, we raised $40,000 for our Employee Emergency Relief Fund, which helps support Price Family employees during unexpected times of need.

Huge thanks to our incredible sponsors - Duane Crewse from Granitize Products for keeping everyone well-fed and Spencer Solaz at Solaz Productions for taking all the great photos!

Congrats to the team from Downtown Ford Sacramento for winning our first ever tournament!

We’re already looking forward to the next tournament later this summer and the chance to come together again in support of our team and community.

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03/10/2025

Over $1 million raised for Special Education ... we are so proud of Toyota Marin and their dedication to our communities!

12/04/2024

30 dealerships and counting! Price Family Dealerships is proud to announce the acquisition of MODESTO TOYOTA, marking a significant milestone as our fourth Toyota dealership in Northern California and the 30th dealership under 16 rooftops across the region. For 48 years, Price Family Dealerships has been dedicated to delivering exceptional automotive experiences, guided by our core focus: Delivering a Simple, Honorable Experience.

We are also excited to welcome Stacy Barnett to the Price Family Dealerships team as the General Manager of Modesto Toyota. Stacy’s leadership and dedication to excellence will play a vital role in ensuring the continued success of Modesto Toyota.

The leadership team at Modesto Toyota includes Stacy Barnett as General Manager and the ownership group: Tom Price, Nick Price, Greg Price, Hamed Parhizkar, and Brad Barnett. Together, they bring a wealth of experience, integrity, and passion to ensure Modesto Toyota thrives while continuing its tradition of exceptional customer service and innovation.

As Modesto Toyota joins the Price Family Dealerships network, we look forward to serving the Modesto community and continuing the legacy of trust, innovation, and community involvement in Northern California and beyond!

11/06/2024

🎃🧙‍♂️ Halloween Hijinks Across Price Family Dealerships! 🧛‍♀️👻

Halloween was a blast again this year, with our teams bringing out their spookiest (and sometimes goofiest!) costumes ... and the results were fang-tastic! 🕸️ From wacky witches to boo-tiful displays, each of our dealerships put their own eerie twist on the holiday spirit.

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09/03/2024

Please come out to support our great friend and co-worker, Chase Johnson!

07/24/2024

We're Growing!! Welcome to the family LOTUS SAN FRANCISCO!

We’re excited to announce the grand opening of our 28th dealership, Lotus San Francisco, located on the Marin Luxury Cars campus in Corte Madera! This new addition to our family represents our commitment to offering the best in luxury and performance vehicles … please join us in celebrating this exciting new chapter!

06/03/2024

We are so very excited to announce the launch of our new Price Family Core Values, marking a significant milestone in our unwavering commitment to excellence and integrity. The grand festivities at all 13 locations were a testament to our vibrant dedication to both excellence and our valued team members.

Guided by CEO Nick Price, Chairman and Founder Tom Price, COO Brad Barnett, and CFO Hamed Parhizkar, the celebrations featured music, food, and drinks in all showrooms. It was a joyful occasion to introduce our new Core Values, which are the essence of our identity, guiding us in all we do.

Our Core Focus is to be the very best in the industry at Delivering a Simple and Honorable Experience, and our Core Values are:

Driven by Excellence: We strive for excellence in everything we do with a mindset of continuous improvement.

Fueled by Good People, Doing the Right Thing, Together: We work as a team with transparency, integrity, and kindness.

Racing to Win: We compete for top performance and create WIN/WIN situations for everyone involved.

Grounded by Humility: We remain humble, share credit, and foster a culture of gratitude.

Amidst the cheerful atmosphere, we also unveiled our new branding – PR1CE. The '1' in PR1CE symbolizes our commitment to straightforward, negotiation-free pricing, represented by an oval that echoes our rich racing heritage. Our secondary logo, featuring the letter 'P' with "1976" at its heart, pays tribute to the year Tom Price opened our first dealership (Serramonte Oldsmobile).

A highlight of the celebration was the premiere of two videos, crafted by our very own employees from all 27 dealerships! These videos shared personal reflections on what the Core Values mean to them, truly making it a celebration 'for us, by us'.

Watch the video: https://lnkd.in/gu3EMT4R

The response from our team was nothing short of fantastic. Everyone received a new company hat with our new logos and a beautifully engraved metal card with the Core Values – a token of our journey forward together.

As we move forward, these Core Values will be embedded into every aspect of our operations, influencing our hiring and training processes to ensure that our team exemplifies these values every day. To keep these principles alive in our daily activities, we will also install posters at each dealership and prominently feature our Core Values on all our websites.

Here's to a future driven by excellence, fueled by good people, racing to win, and grounded by humility. Together, we will continue to achieve greatness!

02/27/2024

This past weekend marked a momentous occasion for Price Family Dealerships as we proudly unveiled our new McLaren Walnut Creek showroom! The event was nothing short of spectacular, attended by a distinguished lineup of guests including McLaren America’s President Nicolas Brown, esteemed members of our local government, CEO Nick Price and Chairman Tom Price, and of course our cherished McLaren customers.

The evening was a vibrant celebration of innovation, craftsmanship, and community, featuring an interactive live painting exhibit, dynamic music, and a selection of gourmet food and drinks. We’re profoundly grateful for the support of our distinguished guests, loyal customers, and the passionate McLaren community!

The highlight of the night was the unveiling of a customer’s unique MSO 750S supercar, handcrafted by McLaren Special Operations … this bespoke creation symbolizes the pinnacle of innovation and customization that McLaren offers.

We are tremendously grateful to all who helped commemorate this milestone … the new showroom represents our commitment to delivering unmatched customer service and fostering a community around a shared passion for the McLaren brand.

02/06/2024

Last week, our team from Downtown Ford of Sacramento proudly participated in the Future Student Workshop at the Universal Technical Institute (UTI) campus in Sacramento, and it was a day of inspiration, empowerment, and commitment to the next generation of automotive professionals!

We shared insights into the dynamic career opportunities within the Price Family Dealerships, highlighting the importance of focused education and specialized training like the MSAT program. The workshop was not just an event – it was a chance to connect with young, local, aspiring minds and their families, offering them a glimpse into a fulfilling career in the automotive industry.

At Price Family Dealerships, we're dedicated to nurturing talent and building lasting relationships, and as we continue to support and invest in our community's youth, we're excited to see the impact they will make in the automotive world.

Address

135 E Sir Francis Drake Boulevard
Larkspur, CA
94939

Telephone

+14158140558

Website

https://pricefamilydealerships.com/

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