Managing partner of Cascade Auto Group

Bringing people together creates paths, paths break boundaries, and boundaries result in meaningful conversations which lead to meaningful initiatives, which finally create an impact

Michelle's path wasn’t linear. From office manager at her family’s Cleveland-area dealership, she made the bold decision to explore life beyond the showroom floor. She earned a double major in economics and finance, bartended to support herself, and took on the role of financial controller at a security firm. She even considered relocating — but ultimately, Ohio pulled her back. “I discovered that Ohio is where I belong,” she says.

Her return to the automotive world came after her father introduced her to the dealership's Finance & Insurance (F&I) operations — a turning point. There, she found her passion for numbers, negotiation, and, most importantly, people.

But her most defining moment came not from a title or accolade — it came on Capitol Hill. “Helping families navigate legislative issues through the Dealers Day in Court Act reminded me of the value of fairness and the need for regulation rooted in common sense,” she says.

That experience laid the foundation for her rise to general manager, and later, managing partner at Cascade Auto Group — now home to Audi, Mazda, and Subaru brands, operating across six buildings in Cuyahoga Falls, Ohio.

Working alongside her two brothers, Michelle represents not only a legacy of leadership but also a powerful voice for progress. She’s served on the National Automobile Dealers Association (NADA) board of directors and was honored as one of Automotive News’ 100 Leading Women in the North American Auto Industry in 2015.

A Voice for Women — and the Next Generation

Michelle acknowledges that her journey as a woman in a male-dominated industry wasn’t always easy — but it was empowering.

Communication as the Cornerstone of Success

The interviewee identifies effective communication as a critical factor for success. Its primary function is to align the entire organization with its strategic objectives and to clarify each individual's role. He emphasized that clear communication is vital for proactively solving problems and mitigating risks. He asserted that a breakdown in communication inevitably erodes trust, which he considers the bedrock of teamwork and lack of trust is the primary reason for the failure of major initiatives.

“Yes, I was often the only woman in the room. But I never saw it as a disadvantage,” she explains. “If you speak from knowledge and fact, people will listen — no matter who you are.”

“We’ve built a strong bench. Women have done the work — in the trenches, behind the scenes — and it’s paying off.”

Michelle is also focused on reshaping how young people, especially women, view the auto industry. Through her “elevator pitch,” she highlights the industry's practical career paths — ones that don’t necessarily require a four-year degree or massive student debt.

“It’s not going to be all rainbows and unicorns,” she tells newcomers. “You won’t be handed anything. But if you’re a car washer or a receptionist, be the best one. Own your role. Learn. Plan your next move.”

She encourages dealership employees to take advantage of NADA’s Professional Series, where they can learn about sales, service, and front-end operations — often online and on their own schedule.

Her Message Is Clear: Looks Don’t Matter — Tenacity Does

“We don’t care what you look like,” Michelle says. “Be tenacious. Be curious. Be ready to work hard — and we’ll teach you everything you need to succeed.”

From sweeping floors to shaping policy, Michelle Primm’s story is more than inspiring — it’s a blueprint for future leaders in the automotive world.