• Volvo
  • Toyota
  • Jaguar
  • Mercedes-Benz
  • Ford
  • Lincoln
  • McLaren
  • Land Rover

Price Simms Auto Group

About Us

Our Mission
We promote a culture of professionalism that operates at the highest level of integrity. By investing in hiring the best associates, providing them substantial training, competitive compensation and significant career growth opportunities, we ensure that our Associates' success is our success. Our people listen to our Customers, genuinely understand their wants and needs, and deliver an excellent sales and service experience they can recommend to their friends, family and community.
Our Company
Price-Simms spans across 21 auto manufacturers brands at 7 locations throughout the Bay Area. From Toyota to McLaren, we offer a wide selection of new, pre-owned, and certified, cars, trucks, and SUVS. As a family-owned business, our associates work together across stores to ensure that our customers get the right vehicle at a competitive price.

In addition to vehicle sales, we offer retail and wholesale parts as well as full service shops at most of our locations. Our growth provides substantial career opportunities for our associates. We like to promote from within and do so often.
Our People
Our belief is that good associates create exceptional customer experiences. We aim to hire the best. We look for friendly, passionate people who embrace learning, continuous improvement, and who put the customer first. Often our associates come from outside of the automotive industry, and they all share a commitment to excellence.

Our goal is to be an employer of choice. As such, we provide exceptional, on-going training, the latest technology tools and competitive compensation. We prefer to grow our own managers. In fact, many of our Managers started their automotive careers with us in entry-level positions.

Price-Simms currently has over 850 Associates across 7 locations.
View our current job postings.


Our Leadership
Tom Price and Adam Simms, our two leaders are auto industry veterans known for building great dealerships and strong team and being innovative pioneers of new technology.

Tom Price

Our CEO, Tom Price, has a long history of success in the Northern California Automotive market. He always loved cars and started in the business working for Ford Motor Company for eight years. He then spent two years working for San Francisco Lincoln-Mercury, before buying an Oldsmobile dealership in 1976. From that dealership, Tom grew First America Automotive into a 30-dealership enterprise with revenue of $1.6 billion. Plans for an IPO changed when the public market cooled in mid-1999 and the company merged with Sonic Automotive, America's 3rd largest automotive retailer.

After 3 years as Vice Chairman, Tom reestablished his entrepreneurial independence and formed the Price Family Dealership Group, a collection of dealerships operated with equity partners. In 2003, he partnered with Adam to buy Toyota Sunnyvale and form Price-Simms.

Tom is well-known as a classic and exotic car collector. "I began racing vintage cars 25 years ago," Tom says, "and since then I've competed in over 600 races and rallies and won 4 Ferrari-Maserati Historic Championships. The fact is, I just love driving special cars in the way they were designed."

Tom is also very dedicated to the community and is one of the largest supporters in Marin County of Special Olympics and breast cancer.

Adam Simms

Combining the talents of both an innovative visionary and a hands-on operator, Adam leads the day-to-day operations of Price Simms Inc. His proven experience in creating new products and services demanded by the marketplace, launching complex new businesses, and successfully turning around under-performing automobile dealerships have helped drive Price Simms growth.

Adam is committed to building an organization that invests in its leaders and helping others meet their full potential. He is convinced that the only sustainable competitive advantage lies in the people within the organization.

Prior to partnering with Tom to buy and turnaround Toyota Sunnyvale, Adam was a Vice President at AutoNation, the Hall Auto Group, and the Walser Auto Group.

Adam also founded both iMotors.com-the industry's largest online used vehicle marketing and sales organization-and Responselogix, a technology company focused on internet lead response and ongoing follow-up solutions. Digital Airstrike now serves over 4,500 dealerships, including high-end brands such as Mercedes, Lexus and BMW.

Adam is an avid collector of historic wooden boats, and vintage cars, and formerly a competitive sailor. These days he enjoys spending time with family in Napa and discovering new wines.