2026 TDOY Nominee

James Bernstein is one of a select group of 47 dealer nominees from across the country who will be honored at the 109th annual National Automobile Dealers Association (NADA) Show in Las Vegas, NV, on February 5, 2026. 

The TIME Dealer of the Year award is one of the automobile industry’s most prestigious and highly coveted honors. The award recognizes the nation’s most successful auto dealers who also demonstrate a long-standing commitment to community service. Bernstein was chosen to represent the Georgia Automobile Dealers Association in the national competition — one of only 47 auto dealers nominated for the 57th annual award from more than 20,000 nationwide. 

Bernstein has led Milton Ruben Chevrolet since 1996, bringing a strategist’s mindset and a service-first culture to one of Augusta’s most recognized automotive campuses. A graduate of the University of Michigan (B.A., 1985), Emory University (MBA, 1989), Wayne State University Law School (J.D., 1993) and Harvard Business School’s OPM Program (2017), Bernstein began his career as a Mergers & Acquisitions consultant at Price Waterhouse and later practiced law before joining the family business.  

“My journey into the automotive industry began while I was practicing law in Detroit,” he said. “My wife Amy wanted to return to her home in Augusta. Initially, I had no intention of joining the car business, but time spent with seasoned Chevrolet dealers changed everything.”   

He added, “I joined the dealership with no title, no office, a small salary but a promise of hope… I set up a card table just off of the shop floor and worked from that ‘office’ for three years,” noting, “My philosophy has always been: if you're not directly producing gross, you must excel at supporting those who do.” 

On the industry front, he’s served on the SET Dealer Council, as President of the Chevrolet Local Marketing Association (2008–2022), on the Dealer Council for the Chrysler Southeast Business Center and as Southeast designee to Toyota’s National E-Commerce Committee.  

Under his leadership, the dealership has earned recognition including CarFax Top Dealer (2020–2025), vAuto Top Performer (2023–2025), Cyber City Community Dealers Awards (2022–2025) and Chevrolet Mark of Excellence/Certified honors. “I built a culture of integrity, hard work and continuous improvement,” Bernstein said. “I told my father-in-law that he would never again have to face an angry customer — I would take that heat.” 

Bernstein has invested heavily in facility upgrades — expanding the campus from 8 to nearly 18 acres, rebuilding and modernizing all stores, and adding technology that elevates customer experience and employee safety. “I don’t believe hope is a plan — when something needs to be done, I act immediately,” he said. “I relocated the Toyota store to our campus… reconfiguring space to accommodate three franchises in two buildings.  

“Over the years, I’ve rebuilt all three facilities from the ground up… These capital improvements total in the double-digit millions.” He added, “I won’t tolerate weeds growing through pavement or unsafe conditions. I’m not interested in shortcuts or temporary fixes. I believe in doing things right, and doing them now.” 

In marketing, he spearheaded the relaunch of DriveBaby.com, a community-forward brand platform that has boosted engagement across digital and streaming channels. “We partnered with a full-service agency and re-launched DriveBaby,” Bernstein said. “Kids recognize it, adults smile when they see it… I can’t walk through a grocery store without someone singing the DriveBaby.com jingle to me.” 

Deeply committed to his team’s well-being, Bernstein raised the dealership’s minimum wage, funded college tuition for team members, and maintained full pay during major disruptions, including the COVID-19 shutdown and Hurricane Helene (2024) — when the dealership also operated a relief tent providing essentials to employees and neighbors.  

“Employee wellness is not just a priority —  it is a foundational principle,” he said. “I have always believed that education is the silver bullet… During COVID… I made the difficult but necessary decision to close our stores for three weeks to protect our employees… I immediately raised our minimum wage to $15 per hour.” In employee interviews for the state nomination, staff echoed the culture: “They always have your back,” said a 15-year Toyota manager; “I feel very supported on a daily basis,” added a 12-year accounting team member.  

When Hurricane Helene struck, Bernstein focused first on people. “Everyone would be paid,” he said. “I didn’t see job titles — I saw people with kids, aging parents and real needs… We sourced cash, gas, diapers, food, flashlights — everything essential… I couldn’t fix the damage, but I could restore certainty. That’s what leadership is in crisis.” 

Recently, he also modernized the store’s brand presence. “DriveBaby felt like the perfect homage,” Bernstein said. “We’ve leveraged every channel — social media, streaming platforms, search engines — to ensure DriveBaby.com is omnipresent.” 

Customer care remains a personal commitment. “Customer satisfaction isn't just a goal — it’s a philosophy,” he said. “I’ve always told my senior managers, if I’m in front of the customer, the answer is going to be yes.” Long-time client and friend Brian Prince — who later served on Georgia’s State Motor Vehicles Committee — once told him, “Jim is one of those folks that you never take more than you give. He’s always seemed to be giving.” 

Bernstein was nominated for the TIME Dealer of the Year award by the Georgia Automobile Dealers Association. James and his wife, Amy, have two children, Lily and Charles.