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Scott Biehl has been named dealer principal of Mercedes Benz of Fresno. Image via Mercedes Benz of Fresno

published on April 23, 2019 - 10:51 AM
Written by Edward Smith

Mercedes-Benz of Fresno is handing over the keys to new leadership as one owner moves on and another moves up.

Scott Biehl has become dealer principal for the luxury car dealer following approval from Mercedes-Benz USA, according to a press release. He bought out Ray Beshoff, who is stepping away from the dealership.

The terms of the deal were not disclosed.

“I’m humbled,” Biehl said. “Being a shareholder is one thing, becoming a dealer principal is a culmination of serving in key capacities and proving to Mercedes-Benz USA that you qualify as a leader who can make the ultimate decisions to best affirm their brand.”

Biehl joined the award-winning dealership as general sales manager in 2003 after 16 years in the business, the release stated. Mercedez-Benz USA immediately approved Biehl’s application for ownership.

Biehl acquired a minority ownership stake in 2011 when Beshoff became dealer principal. Beshoff will retain his ownership of Fresno’s professional soccer team, the Foxes.

“Ray’s been an expert partner, but he also wanted to spend more time with his soccer franchise, the Fresno Football Club. My dream of expanding what I could do in the industry and his soccer dream came true in perfect timing,” Biehl said.

With his new position, Biehl said he has acquisition on the mind, according to a news release. Given the number of “mom-and-pop” dealerships who feel they can’t compete with the big automotive groups or are ready to retire, “there are still good opportunities to buy a dealership at a fair price,” said Biehl. “Fair always works.”

Beshoff acquired the dealership when Mercedes-Benz approached him about ownership in 2011, according to an executive profile with The Business Journal. He established Fresno’s first professional soccer club in 2017, bringing its amateur men’s-and-women’s Fuego teams under the umbrella of Fresno FC. Beshoff will retain ownership of an Infiniti dealership in San Jose, according to Fresno FC spokesman.

Filling Biehl’s old position will be Cal Sager, who will take over as general manager and partner at Mercedes-Benz of Fresno. Sager has worked in the automotive industry for three decades, according to the press release. He has earned titles with the Lithia Corp. as well as the Ford Motor Co.


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