Two car guys who knew there had to be a better way.

Ethan started selling cars in 2023 at Pinkerton Chevrolet in Lynchburg — and won Salesman of the Year his first year in the business. In April 2024, still working the floor, he founded AutoLister Pro to kill the hours he was losing to manual Facebook Marketplace listings; it grew to 618+ dealers across multiple countries.

When Jonathan took the GSM chair at Pinkerton Salem, he brought Ethan with him — as a finance manager and sales manager. Selling, desking, and running finance inside a franchise store meant living the software problem from every seat: slow websites, clunky CRMs, invoices that read like franchise fees. DealerForge is the answer — built from scratch, priced like software.

Jonathan brings fifteen years inside dealerships — finance manager, sales manager, and general sales manager. He's run the desk, worked the funding, and owned the number. He also has an eye for talent: he hired Ethan twice — first onto the floor in Lynchburg, then into management in Salem.

As GSM at Pinkerton Salem, Jonathan took the store from 18 sales a month to a 70-per-month average in the span of two months — the kind of turnaround that comes from process, follow-up, and knowing exactly where every deal stands. That operator's eye is built into DealerForge: the CRM works the way a desk actually runs, and the websites are judged by one metric — do they put more deals on the board.