At Dave Sinclair Lincoln in St. Louis, luxury begins with a simple and rare element: people feeling like they matter. For dealer principal Megan Sinclair Rosso, that belief is the foundation of everything she does.
As the first woman in her family to lead one of the Sinclair dealerships, Megan is known for bringing a forward-leaning approach to a deeply rooted family business. She says her leadership is shaped by a lifetime spent inside the dealership. “I grew up on these showroom floors,” she explains. “Customers still stop me to share stories about my grandpa. Funny enough, most of them revolve around food. He was always giving people doughnuts, cookies, farm-fresh tomatoes. It was his own version of luxury hospitality, and people never forgot it.”
Megan began working at the dealership at age 13 as a file clerk. She then moved through nearly every department, including rental, reception, service advising, sales, finance and service management. She says her father believed that one cannot lead a store without understanding the work behind every position. She embraced that challenge, gaining firsthand experience.
She became general manager during the COVID-19 pandemic and officially stepped into the role of dealer principal on August 1, 2024, becoming the first woman in her family to reach that milestone.
Megan says her leadership style centers on clarity, consistency and an unwavering commitment to customers. That philosophy helped the dealership earn the Lincoln President’s Award, the brand’s highest recognition for excellence in both sales performance and customer satisfaction. The Sinclair family has earned the award multiple times across three generations, and Megan proudly secured her first in 2023.
One of the most significant shifts in recent years has been the dealership’s success with mobile service. Megan invested in the program early, trusted her service manager’s vision and gave him the space and support to build the right structure and the right team. “It was his strategy, and he did a remarkable job,” Megan says. “My role was to invest in it, back him and not be afraid to grow something new.”
That partnership paid off. Mobile service saw more than100 percent growth in its first full year under the new structure. Repair order volume rose, technician utilization improved and customer satisfaction scores climbed as clients embraced the convenience of having certified Lincoln technicians come directly to them.
For larger repairs, the dealership expanded pickup-and-delivery options, creating a seamless experience that aligns with today’s definition of luxury: personalized, efficient and built around the customer’s time, not the dealership’s.
Mobile service now has become a defining strength of the store and a reflection of Megan’s leadership philosophy.
The Sinclair name has been part of St. Louis since her grandfather, Dave Sinclair, opened the family’s first dealership in 1966. Today, Megan’s father, James Sinclair, serves as the owner and patriarch of three of the family’s stores: Dave Sinclair Ford, Dave Sinclair Lincoln St. Louis and Dave Sinclair Lincoln St. Peters. He began his career washing cars and worked through every level of the business. By the 1980s, he was a key manager when the Ford store became the number one Ford dealership in the nation.
Beyond her leadership inside the dealership, Megan is an influential voice in both the automotive industry and the St. Louis communities. She was named to Automotive News’ 40 Under 40 Class of 2025, a recognition that highlights her impact, results and role in shaping the future of luxury auto retail.
She serves on the board of Equine-Assisted Therapy, a nonprofit that supports children with disabilities and veterans through therapeutic riding programs. It's a cause she's volunteered with for years and one that reflects her family’s strong connection to horses and ranch life.
Professionally, she's the vice chairwoman of the Missouri Auto Dealers Association’s Next Generation committee, where she helps engage and develop rising dealership leaders across the state. She also helped establish MADA’s Women in Auto committee, which will support and connect women working in all areas of the industry. At the national level, she's the vice chairwoman of NADA’s first Women Leaders 20 Group, a groundbreaking peer network designed to strengthen the influence and expertise of women running dealerships.
At home, Megan and her husband, Tim Rosso, are raising their three young children and growing a cattle operation that reflects their shared love of the outdoors and hard work.
Dave Sinclair Lincoln is located at 13980 Manchester Road. Hours of operation are Mondays, Wednesdays and Fridays 9 a.m. to 7 p.m.; Tuesdays and Thursdays 9 a.m. to 6 p.m.; and Saturdays 9 a.m. to 5 p.m.
“I want the store to feel the way my family always intended it to feel,” she says. “When people walk in, they should feel welcomed, cared for and part of something bigger. That is the legacy I am here to continue.”
Sales: 314.729.2700
Service: 314.729.2700
DaveSinclairLincolnStLouis.com
“I want people to feel like they matter here. That’s what luxury should feel like, not intimidating, but empowering."
Megan's new era of leadership has seen sales and service grow year over year, proving her capability and vision for the future.