Jeremy Tucker, who spent four years as the top marketer of Nissan North America, is taking over the CMO duties at AutoNation, one of the nations’s largest used vehicle companies. 

Effective today, Tucker joins AutoNation’s senior leadership team and reports directly to the company’s CEO Mike Manley. He replaces Rich Lennox, who served as the CMO for two years.

Before leaving Nissan in 2019, Tucker pioneered high-impact integrated marketing campaigns resulting in four straight years of market share growth. Earlier, at The Walt Disney Company as vice president of strategic marketing, Tucker increased global market share of the Disney Princess franchise.

“Jeremy’s exceptional experience fostering brand loyalty, leading high-performing teams, and delivering innovative marketing strategies is aligned with our commitment to customer excellence,” Manley says in a statement.

Tucker is arriving at AutoNation at a pivotal moment. Wholesale used-vehicle prices rose sharply from March prices in the first 15 days of April, according to Cox Automotive. 

The mid-month Manheim Used Vehicle Value Index increased to 207.1, showing a rise of 4.3% from the full month of April 2024, with the seasonal adjustment dampening the non-adjusted price increase. The non-adjusted price change in the first half of April rose 2.7% compared to March, and the unadjusted price is higher by 3.7% year over year. The average move for the full month of April is an increase of 1.3 percentage points on non-adjusted values, indicating the appreciation observed so far in April is quite a bit higher than normal, influenced by the impact of tariffs on new vehicles.

Tucker most recently served as executive vice president, global chief marketing officer and chief franchise officer at Spin Master, where he spearheaded the launch of new entertainment franchises. Previously, as Planet Fitness’ CMO,  he accelerated a digital transformation, boosted brand loyalty and grew membership to record levels. 

Tucker told Marketing Daily he is excited to be back in the automotive sector. He says his goals at AutoNation include elevating the brand, connecting with customers in meaningful ways, and building on AutoNation’s legacy of innovation and excellence.

AutoNation is one of the largest automotive retailers in the United States, with a nationwide network of more than 300 dealerships in 21 states.