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Own the R.O.A.D. in 2026
Four Winning Strategies Every Dealer Needs Now
2026 demands a sharper, more disciplined strategy than ever before. With market pressure rising, consumer expectations accelerating, and competition intensifying across every channel, dealers can’t afford scattered tactics or outdated metrics. You need clarity, focus, and a plan that brings your teams into alignment. You need the R.O.A.D. framework!
HOW YOU’LL OWN THE R/O/A/D
Return on Investment (ROI) What actually pays the bills.
A
Omnichannel Everything Seamless experiences from click to close → showroom → back online. O AI Adoption Efficiency, personalization, and competitive advantages.
62 AVERAGE CAR-SHOPPER TOUCHPOINTS FROM CLICK TO CLOSE
Data-Based Decision Making Real-time signals that drive better decisions & outcomes. D
Return on Investment (ROI)
ROI is your dealership’s reality check. In 2026, volume-based metrics like VDPs or raw lead counts no longer reflect what’s driving profit — especially when buyers take 62 touchpoints of average before they purchase. True ROI comes from seeing the entire journey, not just the first or last click. When you move from chasing volume to measuring value, you stop guessing where your dollars go, eliminate blind spots, and finally understand which efforts influence real sales outcomes.
3 ACTIONS TO TAKE IN 2026
1. Shift from lead volume to lead value by focusing on high-intent behaviors instead of surface-level activity.
2. Implement Multi-Touch Attribution + Identity Resolution to see the full impact of your marketing across all touchpoints.
3. Use a Weighted Engagement Formula to prioritize channels and actions proven to proven to result in sold units — not inbox noise.
"ROI - Get out of your own way. And that starts with removing your cost per goggles. Take them off. It's gut wrenching. It's scary. But it’s time."
-JADE TERREBERRY
JADE TERREBERRY SENIOR DIRECTOR OF STRATEGIC PLANNING - COX AUTOMOTIVE
ROI OFFICER
Omnichannel Everything
Today’s shopper doesn’t take a linear path — they jump between online research, marketplace browsing, showroom visits, and back online again. They expect every interaction to feel connected and consistent, no matter where they start or how many times they switch channels. When your website, listings, showroom experience, and follow-ups all mirror each other, you create trust, reduce friction, and keep shoppers engaged instead of losing them mid-journey. And if your inventory isn’t visible everywhere they look, they assume you don’t have the car — not that you’re simply not advertising there.
3 ACTIONS TO TAKE IN 2026
1. Unify your inventory story across marketplaces, your website, social channels, and in-store workflows.
2. Identify and fix channel disconnects that cause customers to repeat steps or re-enter information.
3. Ensure visibility everywhere shoppers search so your dealership shows up at every consideration point.
"In the digital retail era the importance of dealer, and dealership staff, is increasing as 89% of consumers will start their experience online but end it in a dealership to finish the deal. Make sure your dealership staff provide the continuity from digital to in-person transaction, providing peace of mind around that the digitally investigated transaction works in real life."
- MICAH TINDOR, AVP OF CONSUMER
AI Adoption
AI is now the dealership multiplier — amplifying speed, precision, and personalization across every stage of the shopper journey. It helps you price smarter, stock smarter, and engage smarter by revealing buyer intent signals earlier than humans can spot on their own. And the proof is undeniable: AI-powered solutions consistently deliver higher close rates, stronger engagement, and more efficient operations. This isn’t just about technology — it’s a culture shift. Dealers who embrace AI as part of daily workflow will outpace those who wait.
3 ACTIONS TO TAKE IN 2026
1. Start using AI in one key workflow (pricing, inventory, or lead engagement) and scale adoption as confidence grows.
2. Use AI insights to prioritize hot shoppers and guide your team’s follow-up strategy.
3. Assign internal AI champions to build comfort, momentum, and accountability across the dealership.
“Don’t evaluate AI by what it promises, instead evaluate it by the problems it solves and the outcomes that it produces.”
- ROB DEGEORGE DIRECTOR OF PRODUCT CONSULTING AND AI CHAMPION - COX AUTOMOTIVE
"Data is not reporting. It is decision speed. If you cannot trust the numbers, you cannot trust the move."
-YURIY DEMIDKO
SENIOR
VP / CHIEF INFORMATION OFFICER - FOX MOTORS
SENIOR VP / CHIEF INFORMATION OFFICER
YURIY DEMIDKO
Data-Based Decision Making
Data becomes powerful when it drives daily action — not just reporting. With real-time consumer and vehicle signals, your teams can personalize communication, tailor offers, improve follow-up timing, and allocate budget with far greater precision. And with shoppers taking on average 62 touchpoints from click to close, data removes guesswork and gives your dealership visibility into what truly influences conversion, loyalty, and lifetime value. When your decisions become data-driven, every department works smarter and the customer experience becomes sharper, faster, and more relevant.
3 ACTIONS TO TAKE IN 2026
1. Use daily data signals to set follow-up priorities and guide sales activity.
2. Personalize offers and communications based on behavior, preferences, and vehicle interest.
3. Reallocate marketing spend monthly based on channels that consistently influence actual sales outcomes.
Own the R.O.A.D. in 2026
Owning the R.O.A.D. in 2026 starts with clarity, but success requires action.
When you align your dealership around ROI, build a seamless omnichannel experience, embrace AI as a competitive advantage, and use data to drive daily decisions, you create a foundation that grows market share, protects your profit, and elevates every customer interaction. The dealers who prioritize these four strategies — and put them into motion — will be the ones who win in a market defined by complexity, competition, and constant change. Your next move determines your direction and future successes. Let R.O.A.D. guide the way.
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