Who We Are
Torc Auto Consulting was created with a clear vision: to build a consulting firm where sales performance and compliance are not separate priorities but two sides of the same coin. Based in California, we work exclusively with auto dealers who want to grow profitably while safeguarding their business from risk.
Our philosophy is simple. Sales optimization is the engine that drives dealership revenue, but without compliance it can create dangerous vulnerabilities. Compliance, meanwhile, is often viewed as a burden, yet when implemented effectively it provides the structure and trust that make consistent sales success possible. At Torc, we bring these two forces together. Every system we design, every training we deliver, and every audit we perform is built around the idea that growth and protection must operate in harmony.
Our Background
Torc is led by Christopher Morrison and Elaine Morrison, a husband-and-wife team whose combined expertise bridges the worlds of dealership operations and legal compliance.
Christopher has spent more than 20 years leading sales and management teams in the automotive sector. His career began on the showroom floor and progressed to senior leadership, including roles as dealer principal. Along the way, he was consistently recognized for his ability to increase conversion rates, grow F&I profitability, and build high-performing teams. His accolades include the Lookers Group Guild Excellence Award for Business Manager in 2017 and recognition as a finalist for the Peugeot Guild of Gold Lion Dealer Principal Award in 2019. These awards underscore his passion for structured sales processes, his dedication to customer satisfaction, and his proven ability to deliver measurable growth.
Elaine is a dual-qualified attorney, licensed in both the UK and California. Her background includes advising on consumer protection law, financial compliance, and dealership regulations. She brings attorney-level knowledge of the FTC, CFPB, and California DMV requirements that govern dealerships. Having seen first-hand how even large dealer groups can be penalized for compliance failures, she understands the risks dealers face daily — and how to prevent them. Her approach ensures that compliance obligations are not just met but embedded seamlessly into dealership culture.
Together, Christopher and Elaine created Torc to serve as a partner to auto dealers who want to thrive in a complex, competitive, and highly regulated market.
Who We Work With
We partner with a wide range of dealerships across California. Independent dealers often come to us for structured systems that help them compete with larger groups while staying aligned with strict DMV requirements. Franchise dealers work with us to improve sales performance at the rooftop level, protect brand reputation, and ensure every store is audit-ready. High-volume used-car operations rely on us for deal jacket compliance, advertising reviews, and customer journey optimization.
Our clients share one thing in common: a desire to improve performance without sacrificing compliance. They recognize that long-term growth requires both. Whether it’s coaching a sales team to increase close rates, auditing F&I disclosures, or designing a compliant advertising campaign, Torc tailors its services to the dealership’s size, structure, and goals.
Our Mission
Not every dealership requires ongoing membership, and some challenges demand immediate, targeted solutions. That is where Torc’s On-Time Projects come in. These project-based engagements deliver the same culture of sales optimization and compliance but focused on specific initiatives.
For new store launches, we set up compliant and performance-driven processes from day one, ensuring sales teams are equipped to succeed and documentation meets DMV standards. For advertising campaigns, we provide pre-launch reviews that make marketing both persuasive and regulation-proof. For dealerships experiencing bottlenecks in their sales funnel, we conduct focused workshops that address enquiry handling, showroom journey, or F&I presentation.
Each On-Time Project is tailored to deliver quick, measurable impact without compromising compliance. Our short-term support often becomes the spark that reshapes long-term dealership culture, showing that every improvement in sales performance is more sustainable when supported by compliance discipline.
Our Values
Not every dealership requires ongoing membership, and some challenges demand immediate, targeted solutions. That is where Torc’s On-Time Projects come in. These project-based engagements deliver the same culture of sales optimization and compliance but focused on specific initiatives.
For new store launches, we set up compliant and performance-driven processes from day one, ensuring sales teams are equipped to succeed and documentation meets DMV standards. For advertising campaigns, we provide pre-launch reviews that make marketing both persuasive and regulation-proof. For dealerships experiencing bottlenecks in their sales funnel, we conduct focused workshops that address enquiry handling, showroom journey, or F&I presentation.
Each On-Time Project is tailored to deliver quick, measurable impact without compromising compliance. Our short-term support often becomes the spark that reshapes long-term dealership culture, showing that every improvement in sales performance is more sustainable when supported by compliance discipline.
Why Torc?
Dealers choose Torc because we represent more than just consulting. We represent a way of working where sales processes and compliance requirements support each other rather than compete. Our background gives us the authority to guide dealers through both the art of selling and the discipline of compliance, while our culture ensures those lessons stick.
In a marketplace where margins are tight, competition is fierce, and regulators are watching closely, dealers need a partner who can help them sell more cars and stay safe from risk. Torc Auto Consulting is that partner
Your dealership’s growth depends on more than just selling cars — it requires a culture where sales performance and compliance work together. At Torc Auto Consulting, we help California auto dealers achieve measurable sales growth while embedding the compliance structures that protect their license, their reputation, and their bottom line.
Getting started is simple. Whether you are interested in joining one of our membership programs, booking an on-time project, or learning more about how we can support your dealership, we make it easy to connect.
Contact Us
Office No 1214, Suite 1200, 2020 Main Street, Irvine, California, 92614