Our Staff

Meet Our Talented, Friendly Team Members

Meet Our Staff

At Primary Auto Group, our people are the heart of everything we do. We’re more than just a dealership; we’re a team of off-road enthusiasts, financing experts, and customer care professionals who believe in doing things correctly. From your first inquiry to when you drive off the lot, our goal is to deliver a five-star experience built on trust, transparency, and respect. Every member of our team is here to make sure you feel valued, informed, and confident, no matter your credit, your vehicle history, or where your adventure begins.

Whether you're looking to explore in a lifted Jeep, power through the trails in a Sherp or Argo, or secure the financing you need to rebuild your credit, our team is fully committed to helping you succeed. We're proud to be part of a family-owned, veteran-friendly operation that believes everyone deserves a second chance and a great vehicle to match. Meet the people behind the process, each dedicated to making your buying journey as smooth and satisfying as the road ahead.

Nick Jones - Sales - Finance Director

Nick Jones

Sales / Marketing Director

With over 4000 Jeep and Hummer customers nationwide to his credit and a double major from the University of West Georgia, Nick is putting his education to great use by assisting YOU with the Jeep Wrangler or Hummer of your dreams! - Give Nick a call at 706-216-0175 ext 204

Paco Reboller - Sales - Finance

Paco Rebollar

Sales / Finance

From Gainesville, GA, Paco has several years of experience in Sales and Finance. As a bilingual, he can help make that dream vehicle a reality in either language! Call or come by to get to know Paco. Hablamos español

Matt Dean - Service Manager

Matt Dean

Service Director

Matt has a wealth of experience in service and certification. You can rest assured your new Primary vehicle is in tip top shape!



Robert Snyder - Detail - Inventory Operations

Robert Snyder

Detail / Inventory Ops.

From right here in Dawsonville, GA, Robert is responsible for the sharp-looking inventory and making your new Primary dream vehicle dazzle!



Charley Lambert - Inventory Acquisition

Charley Lambert

Inventory Acquisitions

Charley travels the U.S. hand-selecting the cleanest, rust-free Primary Jeeps, Hummers, Tacomas, FJ Cruisers, and more. He is rarely seen at the dealership, but his diligent work and effort are evident everywhere you look!

Trista Paton - Director of Operations

Trista Paton

Director of Operations

With a strong background in Real Estate and Mortgage Banking, Trista brings a phenomenal level of operations management that takes Primary to the next level. Call or come by to get to know Trista!


Holly Reinhardt - CFO - Finance Director

Holly Reinhardt

CFO - Finance Director

With over 30 years of finance experience as a mortgage broker and a consistent top ten performer in the Atlanta market, it's no wonder Holly has the strongest finance options available, GUARANTEED approval, REGARDLESS of credit, or as low as 2.9% with approved credit! "We are prepared to assist EVERYONE, regardless of credit!"

John Reinhardt - President - CEO

John Reinhardt

President / CEO

Before founding the family business, John led a dealership to the top-selling Corvette store on the planet. Subsequently, I operated multi-franchise stores for two of the nation’s largest conglomerates. “I was very fortunate to have mentors who were the best of the best in the automobile industry.” That guidance and experience led to the birth of Primary Auto Group. We are a family operated dealership who treats you like family.

Welcome to Primary Auto Group

Primary Auto Group
Jeep Wrangler
Argo Amphibious

Contact Us