Leadership Team

Meet the Price Simms Executive Leadership Team


Tom Price

Tom Price, Chairman

Price Simms Chairman, Tom Price, has a long history of success in the automotive industry. His love for cars started as a young boy and he began a career in automotive by working as an executive for the Ford Motor Company. Tom purchased his first dealership in 1976 and grew the company, First America Automotive, into a billion dollar enterprise, with 31 dealerships across California and Nevada. In 1999, he merged First America with Sonic Automotive, to create America’s 3rd largest automotive retailer.

After a short time as Vice-Chairman for Sonic, Tom re-established his entrepreneurial independence and formed the Price Simms Auto Group with Adam Simms. Their first partnership together was Toyota Sunnyvale and have since grown the group to 26 franchised dealerships located across the greater San Francisco Bay Area.

Tom is well-known as a classic car collector. He’s also an avid driver that has raced on all continents. “I began racing vintage cars 30 years ago,” Tom says, “and since then I’ve competed in over 1000 historic races and rallies and won four Ferrari-Maserati Historic Championships. The fact is, I just love driving special cars in the way they were designed.”

Tom and his wife Gwen are very dedicated to the community and are big supporters of the Marin County Charities with particular support of “A Dedication to Special Education” and “To Celebrate Life Breast Cancer Foundation” along with other various local organizations.


Adam Simms

Adam Simms, CEO

Adam Simms is the co-founder and CEO of Price Simms Family Dealerships and is well-known in the automotive industry for his numerous technology innovations and out-of-the-box sales strategies. For over 30 years he has successfully led various companies and dealership groups, and is recognized for pioneering the development of the automotive online retail experience.

His passion for automotive started young when his mother got him into car sales at the age of 20. It wasn’t long before Adam was managing the dealership and his career started to skyrocket. He was VP at AutoNation before founding iMotors and several other tech start-ups. His entrepreneurial spirit led him to buy his first dealership in 2003 as he partnered with Tom Price on purchasing Toyota Sunnyvale – the very first Price Simms dealership.

Today he leads over 1,000 employees at 26 franchise dealerships located throughout the Bay Area. In his free time, Adam enjoys sailing, fishing, and restoring vintage cars and boats.

Adam and his wife Erin are actively involved in numerous local charities, helping those in need when it matters most. Napa Valley’s Queen of the Valley Hospital, the American Cancer Society, and many other organizations are on the long list of groups they enthusiastically support.


Nick Price

Nick Price, Vice-President of Operations

Nick Price is the Vice-President of Operations for Price Simms Family Dealerships. He was recently named to Automotive News’ prestigious “40 Under 40” list that recognizes the best automotive executives under the age of 40. His ability to build trust, manage complex conditions and lead large teams across different disciplines stems from his experience growing up and working in all the departments throughout the Price Simms Organization. This includes positions as General Manager at Jaguar/Land Rover/Volvo Marin where the store was ranked #2 in the county to work for by Automotive News and Ford Fairfield, which won its first Presidents Award under his watch. Recently, Nick spear-headed the opening of the first two Polestar spaces in the United States.

Nick attended the University of San Diego where he graduated with a degree in Business Administration and played basketball. In his spare time, he enjoys spending time with his wife Hannah and son Noah, playing basketball in San Quinton Prison as a volunteer and mentor, surfing and other outdoor activities.


Greg Price

Greg Price, Corporate Counsel

Greg Price is Corporate Counsel for Price Simms Family Dealerships. Greg got his degree from the University of Pennsylvania and completed his law degree at the University of San Diego where he is a member of the Phi Delta Phi legal honor society.

In his free time, Greg enjoys reading (mystery, sci-fi and philosophy), hiking around the bay area, and he’s an amateur mixologist!


Everett Crane

Everett Crane, Chief Financial Officer

A seasoned financial executive, Everett has extensive experience in acquisitions, financial planning and analysis, investment, ROI analysis, executive management, and strategic planning. Prior to joining Price Simms, Everett was the CFO of Young Automotive Group.

Everett earned his Master of Business Administration (MBA) degree at Brigham Young University. Before receiving his MBA, he graduated with two Bachelor of Science degrees in Accounting and Business Management (with an emphasis in Finance) from Brigham Young University – Idaho.

When he’s not at work, Everett likes to head outdoors for snowboarding, boating, camping, hiking, shooting hoops at the local gym, or watching his kids play sports.


Dan Sullivan

Dan Sullivan, Director of Human Resources

Dan Sullivan joined Price Simms Family Dealerships in 2021 as Director of Human Resources. He grew up in Riverside, got his bachelor’s degree from UC Davis and HR Certification from San Jose State University, earning the title of SPHR. Dan formerly worked for Marriott Hotels and Ritz Carlton.

While not at work, Dan enjoys scuba diving, snorkeling, and snow skiing.


Katie Garren

Katie Garren, Corporate Controller

Katie Garren is the Corporate Controller for Price Simms Family Dealerships. Automotive is what drives her, starting her career in 2006 as a receptionist for AutoNation, she worked up through the service department and business office, eventually becoming a Controller in 2012 after earning her MBA at Cal State University, Northridge.

Katie joined Price Simms in March of 2020 and quickly established herself as a leader. She is one of the founding members of the Price Simms Women’s Circle and helps support fellow employees through mentorship, education, and outreach.


Paul Schraeder

Paul Schraeder, Director of Marketing

Paul Schraeder is the Marketing Director at Price Simms Family Dealerships. He joined Price Simms in 2020 and has 20+ years of experience in leading creative agency teams and omni-channel marketing efforts for esteemed news, automotive, and entertainment brands.

Paul is a Bay Area native that enjoys traveling with his family and being outdoors. He’s also an avid European football and F1 racing fan.


Alan Ziffer

Alan Ziffer, Digital Director

Alan Ziffer is the Digital Director for Price Simms Family Dealerships and started in 2017 after several years with AutoNation. Alan graduated from Northwood University and currently assists each of the dealership sales teams and their CX strategies on various digital platforms.

Alan likes to spend his free time mountain biking, boating, and watching live music.


Jennifer Bardales

Jennifer Bardales, Corporate Auditor

Price Simms Corporate Auditor, Jennifer Bardales, has been in the Automotive Industry for 24 years. She started as a receptionist and maximized her growth opportunities to now lead team members across the Bay Area at our 26 dealerships.

A first-generation, SF Bay Area native, Jennifer loves spending time with her family, and enjoys the outdoors and traveling.

Price Simms Family Dealerships 37.94471340483972, -122.503575802252.