2026 TDOY Nominee

Jim Marsh 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. Marsh was chosen to represent Nevada in the national competition — one of only 47 auto dealers nominated for the 57th annual award from more than 20,000 nationwide. 

A U.S. Army veteran (1954–1955), Jim Marsh (91) grew up in his father’s Ford dealership in Denver, then began his professional career in retail as a salesperson before joining Pontiac Motor Division, rising to area/district manager in the San Francisco Bay Area. In 1966, he took the entrepreneurial leap, purchasing a ground-up Pontiac dealership in Longview, Washington, which he owned until 1971 before relocating to Las Vegas, where he has built a multi-decade automotive career and civic legacy. In 2008, he founded Jim Marsh Automotive, today operating Jim Marsh Kia. 

“I grew up in my father’s Ford dealership in Denver from 1951 to 1961, which inspired me in my automotive career,” Marsh said. “I first went to work for Pontiac Motor Division, worked through the ranks and ended up as an Area Manager in the San Francisco Bay and surrounding area.”  

Under Marsh’s leadership, the dealership has invested heavily in customer and employee experience, including building Nevada’s largest body shop — a 43,000-square-foot addition to the dealership campus — and constructing a new facility for the Chrysler-Jeep franchise the organization successfully regained following national franchise terminations (one of only four dealers to win reinstatement among 783 affected). The Kia operation has posted strong volumes, retailing 1,810 new and 2,499 used vehicles in 2024, with service and parts representing roughly a third of total sales. 

“We added Nevada’s largest body shop — 43,000 square feet — and regained our Chrysler–Jeep franchise,” Marsh noted. “We built a new store next to our Kia store for the Chrysler–Jeep franchise. We’re one of only a small number of independently owned stores in Southern Nevada, with a strong presence in our community and the ability to continue to grow even stronger.” 

A NADA member since 1966, Marsh has provided steadfast industry leadership for decades, serving as NADA Director (1996–2025), President of the Las Vegas New Car Dealers Association (1991–1992) and Director of the Nevada Franchised Auto Dealers Association. Throughout his tenure, he has championed integrity in retailing and vigorous advocacy to protect the dealer-franchise system and the jobs it supports. 

“Maintaining integrity, values and striving to make sure all dealers and their employees have their interests, rights and laws advocated for and preserved for future generations has always been my priority,” Marsh said.  

Marsh and his team are deeply engaged in Southern Nevada. The dealership is a major contributor to St. Jude Children’s Research Hospital, the Nevada Arts Society, and numerous animal rescue organizations — even adopting two beloved on-site burros, Prunes and Peaches, that customers and employees routinely visit. A hallmark of the store’s people-first ethos: gifting a reliable vehicle to Jeffery Comer, a local math teacher who lost his wife to cancer and later his home and car to a fire — an act that sparked an outpouring of appreciation from across the community. 

“At Jim Marsh Kia, customer satisfaction goes beyond sales — it's about making a real difference in the lives of those in our community,” Marsh said. “We had the incredible honor of gifting a free car to Mr. Jeffery Comer…The outpouring of support and appreciation touched our entire team and reminded us why we do what we do. We’re proud to be a dealership that cares — not just about cars, but about people.” 

He added, “We’ve also adopted two burros on our property — Prunes and Peaches — and our employees and customers love visiting them. They even have a misting system for the hot summer days, shade, hay, treats and toys!” 

Employee wellness is prioritized through an annual on-site mobile health clinic (vaccinations, mammograms, screenings), indoor recreation (ping-pong and billiards) and walking groups adapted for Nevada’s climate. During the COVID shutdown, Marsh preserved jobs by trimming fixed costs and rotating hours rather than laying off staff —allowing the store to rebound without the disruption of rehiring and retraining.  

“When the state shut down business due to COVID, our business survived by cutting fixed costs and reducing payroll by curtailing working hours to retain staff,” Marsh said. “We were able to maintain all of our staff and come out on the other side without having to hire new employees.” 

“Each year, our wellness truck offers vaccinations, mammograms and wellness checks on-site,” he added. “We also encourage activities like ping pong, billiards and walking groups, which are great options in our Southern Nevada climate.” 

Recent process upgrades — including an integrated Cisco phone system with the Reynolds & Reynolds DMS, expanded DMS capabilities, and productivity-tied incentives — have streamlined customer communications and boosted team satisfaction, positioning the dealership for continued growth. 

“Our new Cisco phone system integrated with Reynolds & Reynolds has streamlined the customer experience and improved employee satisfaction,” Marsh said. “Upgrading our DMS and incentivizing bonuses have created more productivity — and together these changes should help us have one of our best years yet.”  

Marsh’s recent recognitions include the Nevada Franchised Auto Dealers Award (2025) for service and advocacy, Patriotism Projects (2023–2024) acknowledgments, and the Keystone Corporation Monte Miller Economic Freedom Award (2022) for advancing free-market principles in Nevada. 

In 1978, Marsh opened Nevada Auto Auction, the first successful auto auction in Southern Nevada, which he operated until 1994. The auction was later sold to Jim Moran and Denny Hecker, who subsequently sold it to Manheim, now the largest auction on the West Coast. 

Reflecting on the defining choices of his career, Marsh said, “The biggest risk was resigning my position with the Pontiac Motor Division and purchasing a ground-up facility to be a Pontiac dealer in Longview, Washington. I owned that store until 1971, then moved to Las Vegas and began my automotive career in Southern Nevada, where I remain today.” 

“Being an automotive dealer in Las Vegas and being able to give back to people in our community is the most rewarding experience — being able to make someone smile, make someone happy, give someone life,” Marsh said.

Marsh was nominated for the TIME Dealer of the Year award by the Nevada Franchised Auto Dealers Association. Marsh has one daughter, Stacy.