Regional Sales - California Territory & Dealer Sales (Automotive)

Regional Sales Director California Territory & Dealer Sales

We're raising the standard for what a medium-duty truck should be - delivering vehicles, infrastructure, and support designed to work for you.

About the Role

The Regional Sales Director California Territory & Dealer Sales is a customer-facing sales role responsible for driving revenue growth across the state of California through the sale of Workhorse commercial electric trucks, fleet solutions, and related services.

This role is responsible for managing and expanding relationships across all small to medium fleet customers in segments, including transportation, logistics, fleet, municipal, utility, dealer, and public sector accounts. The position will lead strategic business development efforts throughout California while also supporting and strengthening California dealer relationships to drive market expansion, customer satisfaction, and long-term growth.

The ideal candidate has experience managing complex sales cycles, developing strategic customer relationships, navigating fleet procurement processes, and partnering closely with dealer networks and channel partners. This individual should be comfortable operating across both direct and indirect sales channels while serving as a trusted advisor to customers and partners alike.

While titled "Director," this position functions as an individual contributor sales leadership role with responsibility for pipeline development, deal execution, strategic account growth, and dealer engagement across California.

What You Will Do

• Originate and develop new sales opportunities for Workhorse commercial electric vehicles and fleet solutions throughout California
• Manage strategic relationships across all small to medium customer segments, including fleet operators, transportation companies, logistics providers, utilities, municipalities, school districts, and public agencies
• Develop and execute regional sales strategies focused on growing Workhorse market share across direct and dealer-led channels
• Build, support, and maintain strong relationships with California dealer partners, helping drive sales activity, customer engagement, pipeline development, and market expansion in partnership with Workhorse's Director of Dealer and Upfitter Partnerships
• Identify, qualify, and pursue new business opportunities through direct outreach, dealer partnerships, cooperative purchasing programs, and fleet procurement channels
• Manage the full sales lifecycle, including prospecting, product demonstrations, pricing discussions, negotiations, RFP/RFQ participation, and contract execution
• Serve as the primary point of contact for customers and dealers throughout the sales process and initial delivery phase
• Collaborate closely with internal teams including Operations, Manufacturing, Finance, Legal, Service, and Customer Support to ensure successful customer outcomes
• Maintain accurate pipeline management, forecasting, and customer activity within CRM systems
• Monitor California market trends, EV incentives, CARB regulations, HVIP funding opportunities, competitive activity, and fleet electrification initiatives
• Represent Workhorse at industry events, trade shows, dealer meetings, conferences, and customer engagements throughout the region
• Provide regular sales forecasts, business updates, and market intelligence to executive leadership

Requirements

• Proven experience in sales, business development, fleet sales, or strategic account management
• Strong experience managing complex, long-cycle sales opportunities and multi-stakeholder buying processes
• Experience working with dealer networks, channel partners, or distribution relationships preferred
• Background selling commercial vehicles, fleet solutions, capital equipment, transportation solutions, EV infrastructure, or related products preferred
• Understanding of California fleet, transportation, public sector, and electrification markets strongly preferred
• Knowledge of public procurement processes, cooperative purchasing contracts, and fleet incentive programs is a plus
• Ability to independently manage a full sales cycle while balancing direct customer and dealer relationships
• Strong communication, negotiation, and executive presentation skills
• Proficiency with CRM systems and sales reporting tools
• Comfortable operating in a fast-paced, growth-oriented environment

What Makes You Eligible

• Must reside within California
• Willingness to travel throughout the state as required
• Ability to successfully complete a background investigation and drug screen as a condition of employment
• Authorization to work in the United States

Why Workhorse

• Lead the Future of Electric Mobility Workhorse is a leading electric vehicle company focused on delivering sustainable, purpose-built solutions that are transforming last-mile delivery and commercial transportation.
• Make Executive-Level Impact This role sits on the Sales and Executive Team, offering direct influence on enterprise growth, strategic partnerships, and company-wide direction.
• Dog-Friendly Workplace We believe great ideas come from people who feel comfortable being themselvesfour-legged teammates included at many of our locations.
• Strong, People-First Culture We foster a collaborative, respectful, and transparent culture where teams are empowered, accountability is valued, and leaders are trusted to lead.
• Innovation Meets Execution Workhorse combines cutting-edge technology with real-world manufacturing and operational excellenceturning innovation into vehicles on the road.
• Growth-Oriented Environment Join a company in an exciting phase of growth where your leadership, ideas, and results will directly shape what's next.

Workhorse Group Inc. is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, age, national origin, protected veteran status, or disability.