2025 TDOY Nominee

Rick Curia is one of a select group of 49 dealer nominees from across the country who will be honored at the 108^th annual National Automobile Dealers Association (NADA) Show in New Orleans, Louisiana, on January 25, 2025.

The TIME Dealer of the Year award is one of the automobile industry’s most prestigious and highly coveted honors. The award recognizes the nation’s most successful auto dealers who also demonstrate a long-standing commitment to community service. Curia was chosen to represent the Illinois Automobile Dealers Association in the national competition — one of only 49 auto dealers nominated for the 56^th annual award from more than 20,000 nationwide.

“Seeing the growth of our organization and advancement of employees over 30 years has been incredibly rewarding,” nominee Curia said. “The automotive industry has its ups and downs, but I've been fortunate to have a dedicated team by my side.”

In 1976 Curia graduated from Franklin Center High School in Franklin Grove, Illinois. After that, Curia worked as an apprentice for a plumbing, heating, and electric company before landing a job in sales at Ken Nelson Buick Pontiac in 1981.

Curia’s knack for selling and providing outstanding customer service generated strong referrals and propelled him to be named sales manager at the store within three years. He later moved to two other dealerships to run the sales departments before accepting a buy-in opportunity at Ken Nelson Auto Group in 1989. He later attended General Motors University in the early 1990s to better understand the workings of dealership operations.

“During my time in sales, I made it a point to sign thank-you notes and send birthday and Christmas cards to every customer who bought a vehicle,” he said. “As a co-owner, I implemented a variety of innovative policies and procedures that contributed to our growth and success but continued to focus on the importance of customer appreciation.”

In 2010, Curia became sole owner of the auto group, which represents 10 brands at its Dixon location. His two children, Jamie and Mandy, are the next generation to join the company and carry on his legacy.

“Thanks to our dedicated employees, loyal customers, and strong relationships with manufacturers and lenders, we expanded over the years,” he said. “My goal has always been to foster a positive and productive work environment where everyone succeeds. I am proud that my valued team — which now includes my children — carry that philosophy through their hard work and unwavering commitment to our business.”

Curia credits his NADA 20 Group with providing invaluable insights that helped move his company forward.

“Chairing my NADA 20 Group was a turning point for our business,” he said. “It required me to look beyond my auto group and analyze the performance of all members. I encourage dealers to get involved to share best practices and receive peer support that is essential to furthering our industry.”

Curia also advocated on behalf of fellow dealers during his tenure on the board of the Illinois Automobile Dealers Association, where he served as a board member and secretary/treasurer. He traveled to Washington, D.C., to meet with legislators and NADA officers to discuss the issues most important to the auto industry in his state.

In the area of community service, Curia is proud of his partnership with Sauk Valley Community College (SVCC) Auto Technician Program in Dixon, where he provides internships.

“By offering students practical job opportunities, we provide a bridge between classroom learning and real-world application, helping students develop hands-on experience in the automotive industry,” he said. “This not only boosts their employability but also nurtures a skilled local workforce, creating a talent pipeline that benefits both the students and the community.”

Curia also provides funding for the SVCC Impact Program, which provides full scholarships to students in the region who complete 100 hours of community service before their high school graduation (25 hours per year). This innovative initiative helps students attain higher education and allows local nonprofits to do more for citizens.

“We have gained so much from being a part of Dixon's strong community that we find it is imperative to give back,” he said.

For almost 30 years, Curia and his sister, Sherri Cooper, have partnered with the Dixon Family YMCA to honor their father by sponsoring the Joe Curia Memorial Golf Outing. This annual event raises funds for the group’s Strong Kids Campaign, which helps low-income families pay for YMCA programs.

Other organizations and events Curia focuses his time, talent, and resources on include the Dixon Petunia Festival, Katherine Shaw Bethea Hospital where he’s a current board member, Dixon Police Department K-9 Patrol Unit, Kreider Services which offers support programs for people with disabilities, Saint Patrick Catholic Church, United Way of Lee County and many others.

Curia was nominated for the TIME Dealer of the Year award by Joe McMahon, executive director of the Illinois Automobile Dealers Association. Curia and his wife, Barb, have two children.