The nomination of Steve Pleau, CEO and dealer principal at Future Ford Lincoln of Roseville in Roseville, California, for the 2024 TIME Dealer of the Year award was announced recently by TIME.
Pleau is one of a select group of 49 dealer nominees from across the country who will be honored at the 107th annual National Automobile Dealers Association (NADA) Show in Las Vegas, Nevada, on Feb. 3, 2024.
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.
Pleau was chosen to represent the California New Car Dealers Association in the national competition — one of only 49 auto dealers nominated for the 55th annual award from more than 16,000 nationwide. Additionally, Steve will act as the association’s nominee as CNCDA celebrates 100 years of protecting and promoting CA’s franchised new car dealer members.
“What truly fills me with pride is witnessing our employees’ growth and progression within the organization,” nominee Pleau said. “Knowing that I’ve played a role in their development and career advancement is immensely satisfying.”
A 1969 graduate of California State University, Sacramento, where he earned a BS in Business Administration, Pleau always knew he wanted to be a car dealer. His father, Gene Pleau, acquired a Ford dealership in Sacramento in 1963, and Pleau was introduced to the industry at a young age.
During his teenage years and early 20s, he washed cars, maintained the lot, managed parts inventory and assisted in the service department. When he later transitioned into a sales associate role, he realized he had a knack for selling and forging relationships with customers.
“It was during those formative years that I knew I wanted to be a part of this fiercely competitive yet immensely rewarding industry, following in my father’s footsteps,” Pleau said. “My dad’s dedication and hard work paved the way for our family’s automotive legacy.”
After college, Pleau, who also served in the California National Guard from 1968-1974, started his career at the dealership full-time. He rose to General Sales Manager and in 1981, took a leap of faith and opened his own store, Future Ford of Roseville.
“Armed with an extensive skillset, in-depth knowledge of the Ford product line, and a profound understanding of the value of treating customers and employees like family, I embarked on this entrepreneurial endeavor,” he said. “I owe much of my career growth to my father’s invaluable mentorship and the many roles I undertook in all departments at his dealership, which laid a solid foundation.”
Pleau began to grow his footprint and acquire dealerships in northern and central California. Today, the Future Automotive Group encompasses 14 new-car dealerships with 23 franchises and three commercial fleet service centers, employing more than 1,300 Californians. His son, Geoff, is the next generation to carry on the family legacy.
One of Pleau’s proudest moments came in 2018 when he was inducted into the Ford Dealer Hall of Fame, becoming the sixth inductee to receive this prestigious honor from Ford Motor Company. “This recognition stands as a highlight of my career, symbolizing the culmination of years of hard work, dedication, and a genuine passion for the automotive industry,” he said. “I share it with my team of hardworking, competent colleagues who have provided me with invaluable support and inspiration over the years.”
In the area of community and civic service, Pleau focuses on activities that have a significant impact locally. He believes it is a privilege and duty to give back to the communities that his dealerships serve and that have been integral to his success.
He is currently on the board of the Greater Sacramento Economic Council, a public-private partnership that promotes economic development, job creation, sustainability, equity and competitiveness in the region. “Whether a company is looking to relocate, expand or build, our experts are ready to assist them by navigating and identifying solutions to meet their business goals,” Pleau said. “As a founding board member, I have spent countless hours helping businesses and supporting the local economy.”
Future Automotive Group also encourages its employees to be good corporate citizens and to give back to the organizations and causes that mean the most to them. The company supports time off for community service and donates to many charities and nonprofits, fostering their social responsibility.
In addition, Pleau’s dealerships and his customers join him in supporting Shriners Children’s Northern California through a biannual toy drive; local food banks by holding canned food drives; the American Cancer Society’s Making Strides Against Breast Cancer of Sacramento by organizing events and fundraising activities and by wearing pink during October, Breast Cancer Awareness Month.
“I am also actively involved in supporting public and private schools, as well as their athletic programs,” he said. “On a personal level, my wife and I recently donated $1 million to the University Foundation at Sacramento State, our alma mater, to help build a new health and wellness facility.” Pleau added, “By giving back and investing in the betterment of our society, I aim to ensure that future generations can enjoy the same opportunities that have enabled me and my dealerships to flourish over the years.”
