Roger Holler III is president and CEO of the Holler-Classic Family of Dealerships based in Winter Park, Florida. He is responsible for the expansion of the company to 17 dealerships, with more than 1,000 employees, and vehicle sales exceeding 20,000 annually.

Most recently he negotiated the company’s acquisition of four dealerships in South Carolina, expanding Holler-Classic’s footprint in the Southeast. In addition to two Honda, two Mazda and three Nissan dealerships, Holler-Classic also represents Audi, Genesis and Hyundai; adding Vinfast, Mitsubishi, Ford, Nissan (3) as well as an Infiniti dealership in just the past 18 months. In addition, Holler-Classic will soon be celebrating the opening of Audi Daytona and its first ECCCO Car Club. Mr. Holler also created Driver’s Mart superstores, a wholly-owned independent brand of used vehicles.

Mr. Holler began his career as a teenager part-time, earning his way up each level, as was required by his family company which dates its beginnings all the way back to 1938. In 1986 he joined the company’s management trainee program. By 2024 he was both president and CEO.
Under his leadership, Holler-Classic has earned recognition as an Automotive News’ Top 150 Dealership Group, and many other high distinctions such as Audi Magna Society, Mazda President’s Club, and Honda President’s Award. He has personally received the Northwood University Automobile Dealer Education Award and the Time Magazine Quality Dealer Award.

He currently serves as president of the Central Florida Honda Dealers LLC, which is a Tier II advertising association serving 13 Honda dealers. Mr. Holler has long been active on the Central Florida Automobile Dealers Association board, serving as its president in 1994, and as a past chairman of Central Florida International Auto Show.

A strong supporter of education, Mr. Holler graduated from Florida Southern College with a Bachelor of Science degree in economics, and now serves as a member of its prestigious Board of Trustees. The list of charities his company supports is long, with many more endeavors quietly supported.