If my previous post was about the why, this one is about the how. NADA 2026 made it clear that the gap is widening between dealers who “buy software” and dealers who “build systems”.

After digging into the sessions on 20 Group best ideas, Dealer DSPs, and AI-driven Service Ops, I’ve mapped out the specific frameworks you need to move the needle this year.

1. The “RIPE” Framework for AI Engineering

One of the most practical sessions focused on how to stop getting generic, “robotic” results from AI. If you want AI to actually sound like your dealership, you have to use the RIPE Framework for your prompts:

• Role: Define exactly who the AI is, e.g., “You are a seasoned fixed-ops auditor”.
• Instruction: Specify the core task, like summarizing a vendor’s technical claims.
• Parameters: Set the tone and success criteria, using industry benchmarks.
• Examples: Provide your own brand’s voice samples to mirror.

Tactical Tip: Don’t just use AI; build an “AI Vendor Vetting Agent” using this framework to audit new software claims and identify “hand-waving” before you sign a contract.

2. Fixed Ops: The “Recall & Rain” Strategy

We often treat the service bay as an afterthought in digital marketing, but NADA 2026 showed it’s your most predictable revenue engine if you use a Customer Data Platform (CDP).

• Hyper-Timely Marketing: Imagine sending a wiper blade coupon the second it starts raining in a customer’s zip code, that’s the level of precision possible now.
• Active Recall Campaigns: Don’t wait for customers to check for recalls. Cross-reference OEM data with your CDP to target affected owners via SMS and dynamic video ads.
• The 3-Day Recon Goal: To reduce “time-to-line,” prioritize vehicles under 40,000 miles by marking windshields and using Express Techs to bypass mainline backlogs.

3. Moving to “Level 3” Marketing Maturity

A major theme this year was Dealer DSP Ownership. Most dealers are currently at “Level 1”, you get a PDF report every month, but the vendor “owns the keys” to your data.

• Level 2: You have joint access and use reporting dashboards to make better decisions.
• Level 3 (The Goal): Full ownership. You control the logins, and your first-party data (DMS/CRM) is fully integrated for an 85% match rate versus the industry standard of 35%.
• Closed-Loop Attribution: At Level 3, you stop measuring clicks and start measuring Sales by VIN and ROs by Customer ID.

4. The “Trust Crisis” and Video Testimonials

Standard text reviews are losing their punch; only 50% of consumers trust them today compared to 91% six years ago. The solution presented at NADA is the DCMA Strategy:

1. Delight: Build the foundation with an exceptional experience.
2. Capture: Don’t ask for a “testimonial”; ask them to “share their story”.
3. Market: Use those videos (under 60 seconds) in retargeting ads and on your website.
4. Attract: Consistency is key, aim for 15-20 of these a month.

5. Cybersecurity: The “Triple Extortion” Reality

Ransomware has evolved from simple data encryption to Triple Extortion. Attackers now get into your network, escalate their privileges to delete backups, and then exfiltrate your customer data to use as leverage.

• The Action Item: Move beyond standard passwords. Your customer data is your most valuable asset; securing your CDP and DMS is now a requirement for business continuity, not an IT “nice-to-have”.

The Bottom Line for 2026

Success this year isn’t about being “pro-AI” or “anti-AI.” It’s about being process-driven. As we discussed in the “Wired to Win” session, every digital interaction, from the “First Quality Response” to the online price calculator, is a handshake. Make it count.