Karen Sarmast

Above: Karen & show horse Pazookie, featuring a Platinum Autohaus G 63 AMG Mercedes-Benz at Maverick Farms/Peter Weber Equestrian Center

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Highlights

• Luxury Auto Dealership
• Sales & Buying
• Advice
• Financing

Sarmast assists her husband, Ali Sarmast, at their luxury auto dealership. Karen previously worked as executive assistant to the owner of Porsche Beverly Hills. She met Ali in 1997. Later that year, Platinum Autohaus was established, starting with one car lot. They have now expanded to three lots and will soon celebrate 30 years together.

What are the top traits that make a great business leader?

Smile and reflect positivity, even if it’s your worst day. Incorporate kindness even if the customer has a complaint. Always be helpful and listen to new ideas.

Who opened a door for you professionally that made a huge impact? Whose door are you opening now?

Geoff Emery, the previous owner of Porsche Beverly Hills, gave me advice that still holds in my mind: Don’t ever lose your passion for creating good energy in your workplace, wherever you may go. That great advice gives me ideas to encourage my two children. This year my son has innovated new ideas while working for our family dealership, and my daughter is working with horses. I look at them now and see me—we are all creators!

When people tell the story of your business years from now, what do you hope they’ll say?

Whatever I did, I did it with passion and creativity of the heart.

What can we each do to support other women in business?

First, give a big hug! Then lift each other up. Women can go through so much in life, and we deserve to listen and help one another be our best.

What keeps you going on difficult days?

Coffee, tea, my horses and dogs, listening to good upbeat songs.

What inspired you to pursue your interests? Any words of advice for other women?

I’ve always loved the smell of leather in a foreign car. I’ve always loved to play the piano and write a good song. I think in any field you find yourself in, you must find passion.  Passion fuels creativity and the energy to carry on.   

What is your current passion project?

Music. When I have free time, I play piano and write songs. I’m looking forward to writing more songs and finally releasing some in 2027.

What are the latest trends in the automobile industry that you’re loving?

The new custom design experience in the luxury auto industry! I love the fact that some of these cars and SUVs are coming out in bolder colors, with options to add personalized art or even colored interior art. I love that you can create and build your own design—online and with a tap of a button.

Tell us about your background.

My father was the planning engineer for the Caterpillar tractor company headquarters in Peoria, Illinois. We lived on a ranch with horses, cows, dogs, cats and goats. A third-generation German, my father loved the farm! My first job at age 8 as an only child was to help him take care of all the animals. To this day, I thank my him for that; it taught me responsibility at a young age.

I first attended a nearby two-year college, where I could take my horse with me for the equestrian basic care program. I then transferred to Bradley University and went to California on spring break, staying with my aunt and uncle. I decided to try my luck and enroll at UCLA. It was always my dream to live in California. I got accepted, and my family helped me move to California.

How has the community impacted your business journey?

Shout-out to the South Bay for 29 years of a great, supportive community and repeated clientele. It’s always a great beach collaboration when the weather is awesome and our clients’ coastal lifestyles need a luxury car! This makes the South Bay very special, like a luxury planet. We are also so grateful for the years of Southbay magazine. There’s just something about giving our small business a spotlight that’s so wonderful!

Photographed by Fabien & Laura Castro |  Equestrian stylist: Valencia Saddlery