In less than a decade, Chris Liu has risen from the sales floor to the executive office, now leading one of the largest and most successful BMW dealerships in the country. As General Manager of United BMW, he oversees the #1 most profitable BMW store within the Penske Automotive Group and a six-time BMW Center of Excellence award recipient, a distinction earned by fewer than 10 percent of BMW dealers nationwide.
Chris’s leadership is rooted in vision, determination, and a deep understanding of every level of the business. Having advanced through every sales-related role, he leads with empathy and firsthand experience, building a culture where excellence, accountability, and growth are part of the everyday rhythm. In Chris’s own words, “At 36, I’m not just running a dealership — I’m redefining what leadership can look like in this industry, proving that with vision, grit, and execution, anything is possible.”
