NORCROSS, Ga. – EasyCare has appointed Steve Richards as National Director of the MOTOR TREND Certified program. Richards brings with him a wealth of experience in the automotive retail industry, including extensive knowledge of consumer behavior and the path to the purchase in today’s market. With specific expertise rooted in both sales and management, Richards differentiates himself from others in the industry by consistently executing what he teaches on the dealership lot and applying his ongoing learning to enhance his ability to effectively communicate today’s buying experience to sales people.

Prior to joining EasyCare, Steve was the Managing Partner at RedZone Sales Strategies, where he led the marketing and sales strategies of automotive consulting and training services around the country.

“While the consumer’s purchase process continues to rapidly evolve, most dealership sales strategies are parked in neutral, having changed little in the last forty years. The skills necessary to meet the challenge of today’s internet savvy consumer are different than those that traditional sales teams possess,” said Richards. “The MOTOR TREND Certified program and EasyCare occupy a unique position in the industry in that we are well positioned to help the dealer modernize the process and provide the sales and service teams the necessary skills to help the customer buy, finance and protect their purchase with the backing and assurance of the iconic MOTOR TREND brand.”

Richards will report to Chairman/CEO Larry Dorfman, and work from the EasyCare headquarters location in Norcross, GA.

“Steve brings a history of success with OEMs and individual dealers to the MOTOR TREND Certified program. His vision and insight into today’s market is a perfect match for the MOTOR TREND Certified program’s objective of creating a better buying and ownership experience for the consumer and a more profitable platform for the select MOTOR TREND Certified Dealerships around the country. We are fortunate to have Steve join us as we continue to grow the program for MOTOR TREND,” said Larry Dorfman, CEO of APCO Holdings and EasyCare.