Palmer, who joins from Suzuki GB where he was sales and marketing director for its motorcycle division, said he was “fort-unate that robust processes were already in place” in the network.
“Dealers are our customers – we need to listen to and understand their needs.”
Palmer (pictured) added: “In the current environment, where sales are challenging across the market, aftersales are critical to a dealer’s survival. Service and parts provide a valuable opportunity.”
Palmer said his previous job in the motorcycle division was “dynamic and emotional but a relatively small business”.
“Opportunities to grow and develop were limited. Automotive has a lot more life in it.”
He replaces Stephen Blackburn, who has taken on the role of director of business development.
Before joining Suzuki, Palmer was operations manager at Ford Retail UK.
His career at Ford included the position of European director of customer relationship marketing for Ford, Jaguar and Land Rover in the UK and managing director of Ford of Poland.