At Torc Auto Consulting, we believe that dealership success is built on two inseparable foundations: sales optimization and compliance. Our culture is rooted in the principle that when dealerships integrate structured, high-performing sales processes with strong regulatory discipline, the result is sustainable growth, long-term profitability, and customer trust that endures.

We are more than consultants, we are partners who embed ourselves into your dealership’s culture, ensuring that every sales opportunity is maximized while every compliance obligation is met. By aligning performance goals with regulatory standards, Torc helps California auto dealers not only sell more cars but also protect their business from unnecessary risk.

Torc Auto Consulting was founded with a clear vision: to unite the best practices of dealership sales management with the rigor of regulatory compliance. Christopher Morrison brings over 20 years of dealership leadership, having built and managed high-performing sales and F&I teams. His philosophy has always been that consistent sales growth comes from structured processes and a culture of accountability.

Alongside him, Elaine Morrison brings dual-qualified legal expertise from both the UK and California, specializing in compliance, consumer protection, and dealership regulation. Her approach ensures that compliance is never an afterthought but an integrated element of every sales process. Together, they built Torc as a consultancy where sales optimization and compliance are not competing priorities but complementary drivers of dealership success.

Everything we do at Torc is guided by a culture that connects performance optimization with compliance assurance. We help dealers improve enquiry management, showroom processes, and F&I results, while embedding compliance requirements into each step of the customer journey. This approach not only strengthens profitability but also eliminates the risk of costly errors or regulatory penalties.

When we audit a dealership, our focus is twofold: identifying opportunities for increased conversion and ensuring every touchpoint meets FTC and California DMV requirementsWhen we train sales teams, we coach them to maximize close rates while adhering to compliant disclosure practices. In this way, we make compliance part of the sales DNA, transforming what is often seen as a burden into a competitive advantage.