Client: Toyota / Lexus / Mazda

Team: Saam Ejlali, Bharat Sharma

Project: Dealer-Hub

Duration: 3 years

My role:

• Acted as the sole Design Architect, taking the project from concept to completion (zero-to-one).


• Collaborated with clients, product owners (POs), developers, and legal, to define requirements and solve complex design issues.

Dealer-Hub is an Enterprise Resource planning (ERP) platform that serves as an e-commerce solution for automotive dealerships. DealerHub empowers global brands like Toyota, Lexus, and Mazda to provide seamless, remote car-buying experience for both dealers and customers.

Traditional car dealerships lack an efficient digital sales system. The COVID-19 pandemic underscored the urgent need for online car-buying solutions, but existing software options are costly and incomplete. Current SaaS platforms often fail to address key needs like financing, leasing, and trading in one place, leading to a disjointed experience for dealers and customers.

Toyota Financial Services is introducing DealerHub—a unified platform designed to streamline the car-buying journey. DealerHub not only integrates financing, leasing, and trading into one cohesive system but also allows dealerships to customize the platform to suit their specific needs. This flexibility gives dealerships the freedom to tailor the experience, ensuring it aligns with their unique operations while maintaining brand consistency. Furthermore, customers benefit from a seamless and standardized car-buying experience, no matter which dealership they choose.

This project is a testament to my commitment and resilience, persisting through challenges and uncertainties. As a new hire, I faced a significant hurdle when our creative director resigned just one week into the project, compelling me to adapt quickly and take charge. During the past 3 years, I have taken the project from 0-1. Reflecting on this experience, it not only bolstered my resilience but also significantly enhanced my confidence in managing large, multi million dollar projects.