Celebrating a new chapter in our unwavering commitment to excellence and integrity, Price Family Dealerships recently launched our new Core Values with grand festivities held at all 13 locations, featuring music, food, and drinks at all the showrooms. Guided by CEO Nick Price, Chairman and Founder Tom Price, COO Brad Barnett, and CFO Hamed Parhizkar, these gatherings showcased our vibrant dedication to both excellence and our valued team members.
Our Core Values are more than just principles – they are the essence of our identity, designed to guide us in all we do:
- Driven by Excellence: We are committed to self-improvement, top-notch quality, and refining our processes.
- Fueled by Good People, Doing the Right Thing, Together: We stand for integrity, cherish our customers, and support our teammates.
- Racing to Win: We are unyieldingly competitive, performance-driven, and always seek win/win outcomes.
- Grounded by Humility: We stay selfless, embrace vulnerability, and are always eager to learn and be coached.
Amidst the cheerful atmosphere, the launch also introduced our new branding – PR1CE. The ‘1’ in PR1CE symbolizes our commitment to straightforward, negotiation-free pricing, represented by an oval that echoes our rich racing heritage. The secondary logo, featuring the letter ‘P’ with “1976” at its heart, pays tribute to the year Tom Price opened our first dealership (Serramonte Oldsmobile).
A highlight of the celebration was the premiere of two videos (see links below), crafted by our very own employees from all 27 dealerships! These videos gave a voice to our team, sharing personal reflections on what the Core Values mean to them, truly making it a celebration ‘for us, by us’.
The response from our team has been nothing short of fantastic. Everyone received a new company hat with our new logos and a beautifully engraved metal card with the Core Values – symbols of our shared commitment to these principles.
As we move forward, these Core Values will be embedded into every aspect of our operations, influencing our hiring and training processes to ensure that our team exemplifies these values every day. To keep these principles alive in our daily activities, we will also install posters at each dealership and prominently feature our Core Values on all our websites.
We encourage everyone to check out the videos and the full presentation from Toyota Marin, available for those who missed the events or want to relive the experience. These are not just informational resources – they are a testament to our culture and spirit at Price Family Dealerships.
Thanks again for all you do!
Price Family Dealerships Brand Anthem Video
Price Family Dealerships Core Values
PHOTOS OF OUR EMPLOYEES OF THE YEAR
PHOTOS OF THE FUN FOOD!
