Today we’d like to introduce you to Esau Gonzalez.
esau, we appreciate you taking the time to share your story with us today. Where does your story begin?
my family migrated to the states when I was 12 years old, we are originally from michoacan Mexico mother past away when I was 13 years old my father was not around I had to work all kind of jobs from selling pics portraits at mall fast food restaurants selling Kirby vacuum cleaners construction what ever I had to do to survive, at 17 years old I started washing cars for a small buy here pay here lot, thats when my storie changed the manager offer to sell cars on the weekend $125 per car I was exited and the weekend i sold 7 cars never made the much money before I never looked back started early in my carrer at 18 years old I was working at auto gallery used car dealership in gainesville worked for 2 years but wanted more so I joined carriage Automotive Group at carriage Nissan with mr david basha that was my school of hard knocks where I learned how to manage and sell cars, and a very high level from there I had to go I didn’t have any documents to work in the states so I looked for a different job that accept it me, ended up at used car independent dealer in buford georgia managing the store and selling over 400 used cars month, got caught driving with out license and ended up in a immigration prison for not having documents to work here fought my case for 8 months incarcerated in immigration prison came out got won the case and was approved for work permit came back to same dealer wanted more I wanted to keep climbing up the ladder I then joined atlanta toyota were im a finance director for the past 10 years I been working here and our store is also the #1 toyota dealership in south east all this succes is based on hard work and perseverance i have broken every record here and I want more! I have a beautiful family that I love the most 5 children and my beautifully wife thats there to support trough out all strugles.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
being young adult with no parents in a diferent country language all was difficult understanding the life here with no help and staying away from trouble was hard when u come from nothing people dont accept u
Appreciate you sharing that. What else should we know about what you do?
im a finance director at the #1 Toyota dealership in the south east for 11 years in a row.
financial Leadership & Strategy
Set the financial vision and long-term goals for the dealership/company
Analyze performance trends and adjust strategies to maximize profitability
Guide upper management on budgeting, investments, and cost control
2. Financial Planning & Forecasting
Build monthly, quarterly, and yearly forecasts
Track performance vs. targets and adjust plans
Manage cash flow and ensure financial stability
3. Budget Management
Create department budgets and monitor spending
Approve or adjust department financial decisions
Ensure all areas of the business operate within financial limits
4. Compliance & Risk Management
Ensure compliance with all financial, legal, and regulatory requirements
Oversee audits and internal controls
Reduce risk through proper documentation, processes, and oversight
5. Reporting & Analysis
Provide accurate monthly financial statements
Deliver detailed reports to ownership and senior leadership
Identify inefficiencies or opportunities for improvement
6. Team Leadership & Development
Oversee finance departments such as F&I, accounting, and billing
Train, coach, and develop finance managers and office staff
Ensure processes are followed and performance standards are met
7. Profitability Management
Optimize revenue streams like F&I, warranties, service contracts, reserve, etc.
Improve deal structure and overall gross profitability
Create processes that improve sales-to-delivery efficiency
8. Vendor & Lender Relations
Build strong relationships with banks, lenders, warranty companies, and partners
Negotiate better rates, programs, and terms
Keep the dealership updated on incentives and financial programs
9. Operational Oversight
Ensure the dealership runs smoothly on the financial side
Oversee deal jackets, contract funding, chargebacks, schedules, and reconciliations
Fix bottlenecks that slow down sales, deliveries, or accounting
10. Strategic Decision-Making
Participate in executive-level decisions
Help drive the direction of sales, service, marketing, and overall operations
We’d love to hear about how you think about risk taking?
risk taking is so important dont just sit there and watch get up every day with same mentality to win and overcome obstacles life brings us and also in a professional level have a vision and take all risks as long its for a better future.
Contact Info:
- Instagram: https://www.instagram.com/esauthecarman
- Facebook: https://www.facebook.com/esaugonzalez
