NORCROSS, Ga. — EasyCare has appointed Steve Richards as national director of its MOTOR TREND Certified program. Richards brings a wealth of experience in the automotive retail industry, according to the company, including extensive knowledge of consumer behavior and the path to the purchase in today’s market.

Prior to joining EasyCare, Richards was the managing partner at RedZone Sales Strategies, where he was responsible for the automotive consulting and training firm's marketing and sales strategies.

“While the consumer’s purchase process continues to rapidly evolve, most dealership sales strategies are parked in neutral, having changed little in the last forty years. The skills necessary to meet the challenge of today’s Internet-savvy consumer are different than those that traditional sales teams possess,” said Richards. “The MOTOR TREND Certified program and EasyCare occupy a unique position in the industry in that we are well positioned to help the dealer modernize the process and provide the sales and service teams the necessary skills to help the customer buy, finance and protect their purchase with the backing and assurance of the iconic MOTOR TREND brand.”

Richards will report to Chairman and CEO Larry Dorfman and will work out of EasyCare's Norcross, Ga.-based headquarters.

“Steve brings a history of success with OEMs and individual dealers to the MOTOR TREND Certified program. His vision and insight into today’s market is a perfect match for the MOTOR TREND Certified program’s  objective of creating a better buying and ownership experience for the consumer and a more profitable platform for the select MOTOR TREND Certified Dealerships around the country,” said Dorfman. “We are fortunate to have Steve join us as we continue to grow the program for MOTOR TREND.”