Home arrow Campus Info arrow The Faculty arrow Rich LaLonde
Rich LaLonde
Campus Information - The Faculty
University President
Retail Automotive Experience: 20 years
Positions Held: Finance Manager, Sub Prime Manager, General Manager, CPA - Comptroller, CFO, Dealer

The ACE Group, LLC. was founded in 2003 by Rich LaLonde. Rich is a CPA who was first a dealership comptroller and then a dealership president.

In 1992, after realizing the immense profit available in sub prime finance, he formed Profit Source, Inc.; a corporation dedicated to training the dealership community on how to conduct sub prime finance. Rich, and the employee's he trained, have traveled the country training dealerships in the art of sub prime finance.

In 1996, Rich formed Special Finance Systems, Inc., the nation’s largest sub prime finance consulting company. With the fast turn over in sub prime finance managers at his dealer clients, Rich received many requests to find qualified applicants to fill vacated positions. At his clients’ request, Rich hired and placed contract employees at dealer locations permanently. This concept was not only successful but beneficial to his clients. They no longer had to worry about their sub prime finance department.  In addition, the net profit after Rich’s fee was higher that the gross profit with the dealers own employee.

In 1999, Rich launched aggressive sub prime advertising campaigns and Auto Credit Express, Inc.  A stand alone sub prime department within existing franchised dealers.  An employee of Auto Credit Express was stationed onsite at scores of dealerships throughout the Great Lakes region.

In 2001, Rich pioneered efforts to increase sub prime traffic for his employees and dealers.  He was one of the first to foresee the magnitude of the internet.  That year he launched a major internet campaign that is not only still in force, but is unrivaled to this day.

In 2003, Rich formed ACE Tech, Inc. which acquired LotPro. A sub prime software solution that he had used for years at his dealer locations.  In addition to ACE Tech, Rich formed ACE iNet, Inc,. formerly the internet marketing arm of Auto Credit Express.  Combined the three companies make up the ACE Group.

In 2004, Rich enhanced and re-introduced his training program to the dealer community.  After an overwhelming response from dealers and their employees Rich formed Sub Prime University, a certification program for special finance professionals.
Back