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Simeon Yetarian is a minor villain in Grand Theft Auto V and a central character in Grand Theft Auto Online.
He was voiced by Demosthenes Chrysan.
Simeon is an automotive dealer of a Armenian heritage. His car dealership business, however, is crooked; he sells cars to people who cannot afford them and then repossesses them.
In the liberal atmosphere of Los Santos, he has learned to use his ethnicity to his advantage and accuse anyone who gives him any sort of bother of being racist.
Events of GTA Online
Simeon makes an appearance in GTA Online and gives the protagonist a few repossesion jobs to do as he considers them to be in his debt after giving them free upgrades to their car at Los Santos Customs. In this mode, he refers to himself as the protagonist's "uncle".
Events of GTA V
Simeon has employed Franklin Clinton and Lamar Davis as repo men (his only employees alongside his unseen nephew, Sacha). He is first seen making a sale to Jimmy De Santa. After naming Franklin "employee of the month", he sends Franklin and Lamar into Vagos-controlled territory to repossess a motorbike. After a shootout with Vagos gang members, Lamar decides to keep the bike. Simeon subsequently accuses Franklin of having stolen it, and orders him to repo a yellow SUV that had been sold to James De Santa. Although Franklin recovers the SUV, Michael De Santa, who saw him coming and hid in the back seat, ambushes him at gunpoint. Michael informs Franklin that James could not have problems yet, since he only just got the car and accuses Simeon of running credit fraud. He forces Franklin to drive the SUV through the window of Simeon's dealership at gunpoint; Michael reimburses Franklin and roughs up Simeon, who proceeds to fire both Franklin and Lamar. Later on, Simeon phones Franklin and threatens him for what he did.
If either Michael or Franklin enter his shop in the time between "Complications" and "Mr. Philips" they will be treated as hostiles and several armed men will try to execute them, prompting them to kill them in order to survive. Simeon can be killed during this event. After setting his guards on either Michael or Franklin, he will either run out of the shop or cower and hide in his office, where he can be confronted and killed, though he still posts Bleeter and Lifeinvader messages until the end of the main storyline. Either way, this random encounter will be his final physical appearance in the game.