What happens when the automotive industry’s biggest blind spots finally get called out?
In this new episode of In Search Of, Dan Barker and Wikimotive Co-Founder Zach Billings sit down with Brian Pasch – author, researcher, conference founder, and one of automotive retail’s most respected voices. Together, they unpack what’s actually hurting dealership performance today: bloated websites, missing ASC events, broken measurement, AI hype cycles, and an industry-wide lack of continuing education. This conversation is an unfiltered look at the uncomfortable truths dealers need to face – and the actions leaders can take right now to get ahead.
In this episode of In Search Of, Dan Barker and Zach Billings welcome Brian Pasch to discuss the overlooked issues in automotive digital retailing—from bloated dealership websites and invisible data siphoning to the industry’s resistance toward adopting transparency standards like the ASC specification. The conversation turns critical, shedding light on the systemic challenges dealers face in marketing, tech stack management, and ongoing education.
Brian shares findings from his recent website optimization research, where some dealers were found running over 20 GTM containers and dozens of abandoned vendor scripts. These slow down site performance, reduce conversions, and—more concerning—can siphon customer data even after vendors are canceled. The culprit? Lack of accountability and overreliance on bolt-on tools without cleanup or measurement.
Brian critiques the poor mobile design choices still rampant on dealer sites—chat bubbles blocking CTAs, redundant “Call Us” buttons, and cluttered layouts. He urges dealers to reduce the number of CTAs, prioritize mobile UX, and begin measuring what he calls the CTA Conversion Rate (CCR). His early findings show that buttons like “Schedule Test Drive” remain on sites despite generating near-zero actual test drives.
Dealers often pile on DR tools, chat popups, trade-in calculators, and third-party plug-ins without strategy—resulting in broken UX and bloated tech stacks. Website providers, handcuffed by OEM requirements and limited budgets, can’t prioritize optimization. Brian argues for a new model: website companies should offer optimization services for a higher fee, which many dealers would gladly pay for.
Despite wide support for the ASC specification, Pasch notes that adoption has stalled due to fear—OEM program managers and vendors worry about offending big players like Tekion, CDK, or Roadster. Tools like pop-up lead forms dominate CRMs by being “first touch,” despite offering no real sales value or transparent event tracking. Without ASC-compliant tools, agencies and OEMs alike are left in the dark.
Brian critiques the lack of required continuing education for dealership leadership. In an industry managing billions in revenue, there is no standard curriculum for digital marketing, data strategy, or tech adoption. Conferences like NADA and 20 Groups often stay in safe, outdated topics like “how to answer leads,” while modern topics like AI, CDPs, and data compliance are left off the table.
While traditional 20 Groups focus on operational KPIs and peer benchmarking, Brian believes they lack true innovation. His CXO Network aims to fill that gap, bringing leaders together to share experiments, test new technologies, and inspire change without judgment or sales pitches. He challenges more dealer groups to prioritize learning that actually drives transformation.
Pasch warns that AI is becoming the next major challenge for dealers. With every vendor slapping “AI” on their name and few offering measurable outcomes, the risk of stacking too many disconnected tools is high. PCG is conducting a new market research study to report dealer feedback on current AI voice tools—highlighting a lack of consistency, transparency, and happy users across the board.
Zach and Brian agree that growth starts by seeking discomfort. Dealers must test their tech, vet their tools, and take time to learn new systems. The fear of “being sold” at every turn has led to cynicism, but real change demands curiosity and courage. As AI continues to evolve, data literacy and digital fluency will be required leadership skills—not just optional expertise.
The episode ends with an open invitation to MRC 2025, where first-to-market research on AI tools, CDP adoption, and CTA performance testing will be presented. Dealers can register to attend in person or purchase a virtual pass at modernretailingconference.com.
In this episode of In Search Of, Dan Barker and Zach Billings welcome Brian Pasch to discuss the overlooked issues in automotive digital retailing—from bloated dealership websites and invisible data siphoning to the industry’s resistance toward adopting transparency standards like the ASC specification. The conversation turns critical, shedding light on the systemic challenges dealers face in marketing, tech stack management, and ongoing education.
Brian shares findings from his recent website optimization research, where some dealers were found running over 20 GTM containers and dozens of abandoned vendor scripts. These slow down site performance, reduce conversions, and—more concerning—can siphon customer data even after vendors are canceled. The culprit? Lack of accountability and overreliance on bolt-on tools without cleanup or measurement.
Brian critiques the poor mobile design choices still rampant on dealer sites—chat bubbles blocking CTAs, redundant “Call Us” buttons, and cluttered layouts. He urges dealers to reduce the number of CTAs, prioritize mobile UX, and begin measuring what he calls the CTA Conversion Rate (CCR). His early findings show that buttons like “Schedule Test Drive” remain on sites despite generating near-zero actual test drives.
Dealers often pile on DR tools, chat popups, trade-in calculators, and third-party plug-ins without strategy—resulting in broken UX and bloated tech stacks. Website providers, handcuffed by OEM requirements and limited budgets, can’t prioritize optimization. Brian argues for a new model: website companies should offer optimization services for a higher fee, which many dealers would gladly pay for.
Despite wide support for the ASC specification, Pasch notes that adoption has stalled due to fear—OEM program managers and vendors worry about offending big players like Tekion, CDK, or Roadster. Tools like pop-up lead forms dominate CRMs by being “first touch,” despite offering no real sales value or transparent event tracking. Without ASC-compliant tools, agencies and OEMs alike are left in the dark.
Brian critiques the lack of required continuing education for dealership leadership. In an industry managing billions in revenue, there is no standard curriculum for digital marketing, data strategy, or tech adoption. Conferences like NADA and 20 Groups often stay in safe, outdated topics like “how to answer leads,” while modern topics like AI, CDPs, and data compliance are left off the table.
While traditional 20 Groups focus on operational KPIs and peer benchmarking, Brian believes they lack true innovation. His CXO Network aims to fill that gap, bringing leaders together to share experiments, test new technologies, and inspire change without judgment or sales pitches. He challenges more dealer groups to prioritize learning that actually drives transformation.
Pasch warns that AI is becoming the next major challenge for dealers. With every vendor slapping “AI” on their name and few offering measurable outcomes, the risk of stacking too many disconnected tools is high. PCG is conducting a new market research study to report dealer feedback on current AI voice tools—highlighting a lack of consistency, transparency, and happy users across the board.
Zach and Brian agree that growth starts by seeking discomfort. Dealers must test their tech, vet their tools, and take time to learn new systems. The fear of “being sold” at every turn has led to cynicism, but real change demands curiosity and courage. As AI continues to evolve, data literacy and digital fluency will be required leadership skills—not just optional expertise.
The episode ends with an open invitation to MRC 2025, where first-to-market research on AI tools, CDP adoption, and CTA performance testing will be presented. Dealers can register to attend in person or purchase a virtual pass at modernretailingconference.com.
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