JASON PRADO

President, CEO

Jason Prado began his career in the automotive industry over 30 years ago, in his hometown of San Antonio, TX selling cars at Sterling McCall Toyota. He quickly excelled at each level of leadership, including Finance Director and General Sales Manager, and soon after becoming a successful General Manager and Managing Partner. As Jason expanded his career ambitions, he held Dealer Operator and Executive Level Positions with industry power houses; Ford, Lincoln, General Motors, Toyota and Mazda new vehicle franchises. His extraordinary achievements include being nominated by Edsell Ford for the much-celebrated “Salute to Dealers” award for providing exceptional Sales & Service, while giving back to those in need in local communities and restoring profitability to several under-performing dealerships while simultaneously meeting OEM Consumer Satisfaction and Market Share objectives. 

With extensive knowledge in every aspect of the automotive field, Jason recognized the need for a true Dealer Agency that not only support the Dealer Principle, but also to equip the Dealer with the training and products necessary to produce a thriving business. Because of this, he opened Horizon Equity Group, an all-encompassing Dealer Agency that provides both franchise and independent Dealers with a full suite of products and services. Here, he leads his team at HEG to provide guidance and solutions for Dealer Wealth, Dealership Acquisitions, Financial Planning, Analytical F&I Data, Recruitment, Training & Support, Telecom Services and AI Advertising. 

Jason currently resides in Dallas, Tx with his wife of 35 years, his 4 children and 2 grandchildren. He can often be found dining at the historical Javier’s, taking his grandchildren to fish at White Rock Lake or walking around his Lakewood neighborhood with his wife and their bernese mountain dog.