Roger Keller didn’t set out to chair two state automobile dealer associations. In fact, he wasn’t even looking to leave Indiana. But after nearly four decades in the automotive industry, Keller has proven himself to be a leader defined by consistency, humility, and a deep respect for the people and communities he serves.
Today, Keller serves as vice president and platform director for Sheehy Auto Stores, overseeing seven dealerships in Virginia (three in Richmond, one in Warrenton, and three in Fredericksburg). And as of July 1, he is the newly appointed chair of the Virginia Automobile Dealers Association — believed to be the only person to serve as an automotive trade association chair in two different states, having previously held the role in Indiana.
“I never really aspired to be chairman,” Keller says. “I just wanted to serve — to make sure our team at Sheehy had a voice and to support the work of the Association.”
Don Hall, VADA’s longtime president and CEO since 1988, says Keller brings a rare mix of operational excellence and personal integrity to the role.
“Roger is a statesman, a steady hand, and a servant leader,” Hall says. “He listens more than he talks, puts people first, and leads with humility. While Roger doesn’t come from a family of auto dealers, this industry is absolutely in his blood and dealers and their teams across Virginia will benefit from his wisdom and quiet strength.”
Adds Vince Sheehy, president of Sheehy Auto Stores: "Roger brings a coach’s mindset — lifting others, fostering integrity, and driving positive change. His dedication to his family, our Sheehy team, their performance and purpose reflects the best of our industry. We are proud to see him lead VADA as chairman.”
Rooted in the Midwest. Growing on the East.
After graduating from Troy University, Keller joined the auto industry in 1987 following a stint in business phone sales at AT&T. Encouraged by his wife, Teresa, and intrigued by the opportunity and entrepreneurial nature of dealership life, he joined Tom Wood Automotive Group in Indianapolis. It turned out to be a near 31-year career with the company, one that saw him rise from finance manager to Chief Operating Officer.
I’ve always believed in staying the course. I’m not the smartest guy in the room, but I’ll outwork anyone.
— Roger Keller, 2025-2026 VADA Chair
Roger Keller, right, with Dan Banister, left. Banister served as VADA Chairman for 2024-2025, and will now serve as Immediate Past Chair for the 2025-26 fiscal year.
In 2017, Keller made the leap to Sheehy, prompted by longtime industry colleagues and a serendipitous series of conversations — including a memorable Zoom interview with Paul Sheehy, conducted by the co-owner and used car director from a pub in Ireland. Sheehy Auto Stores is the 32nd largest dealer group in the nation and sells more than 45,000 vehicles a year across 30 dealerships from Hagerstown, Md. to Richmond.
The decision meant moving his family from Indiana to Northern Virginia — a change he didn’t take lightly. “My wife stayed behind for three years while our kids finished school,” recalls Keller.
“She held the fort down. She deserves so much credit. I couldn’t have made this transition without her.”
Today, the couple lives in Great Falls. Their daughter, Kate, works at a Montessori school in Herndon, and their son, Sam, is in his third year of medical school at Penn State.
Leadership Built on Trust and Transparency
At Sheehy, Keller leads by example. As platform director, he works directly with general managers on everything from financial performance to hiring, training, and advertising.
He’s a visible presence in stores — “my office is really my car,” he says — and a constant advocate for transparency and customer experience, particularly in finance and insurance (F&I), where he got his start. “We want to be up front and build trust,” he says. “That’s how you earn repeat business.”
When it comes to emerging trends, he views artificial intelligence a tool for efficiency — particularly for routing calls and supporting customer service — but warns that it can never replace the human touch. “People still want real connections. They want to know someone is listening and ready to help.,” he says.
Giving Back to the Industry
Keller’s involvement with dealer associations began in Indiana, where he served on the board and eventually became chairman of the Automobile Dealers Association of Indiana (ADAI). He brought that same energy and thoughtfulness to Virginia, where he joined the VADA Board in 2019. “I never really aspired to be chairman,” Keller said. “I just wanted to serve — to make sure our team at Sheehy had a voice in meetings, and to kind of give our thoughts and ideas on certain topics that would come up throughout the industry. One thing led to another, and here I am.”
He is believed to be the first dealer to hold chair positions at two separate state automotive trade associations.
He also praises the leadership of VADA's Hall. “I’ve worked with great association leaders,” he says, “but Don Hall runs the best association I’ve seen. He treats it like a business, and that’s exactly what it is — an extension of our own businesses.”
As chair, Keller hopes to amplify the voices of dealers across Virginia, bringing lessons from his experience while continuing to advocate for policies that support auto retailers and the communities they serve.
Advice for the Next Generation
With nearly 40 years in the industry, Keller is quick to share advice with rising leaders: stay humble, work hard, and stay put when you can.
“It’s easy to chase the next opportunity,” he says. “But there’s real value in building something where you are. We promote from within at Sheehy, and we’re always looking for people ready to grow.”
He also places a strong emphasis on training — something he says faded during COVID and must now be rebuilt. From emerging leader programs to executive leadership development, Sheehy is investing in its people.
“If we take care of our employees,” Keller says, “they’ll take care of our customers.”