Micah Tindor joins Jade Terreberry to open the 2026 season with a deep dive into ROI as part of owning the R.O.A.D. and why it must replace gross as the primary success metric and how dealers can shift their strategies to compete in a more informed, margin‑tight market. From consumer affordability to trade‑in valuations and cultural transformation inside the dealership, they outlines the practices that will separate the winners from the rest in the coming year.
Guest Expert:
Micah Tindor
AVP of Consumer Vehicle Disposal
Kelley Blue Book ICO
Top Takeaways:
Gross is shrinking—and ROI must take center stage: Used car gross margins and F&I performance are declining, driven by consumer affordability challenges and the lowest confidence levels seen in years. Dealers must shift from “How much gross?” to “How much ROI per opportunity?”
High‑value customers and trades require lifecycle thinking: Leading dealers are using AI to analyze customer lifetime value and the total ROI potential of each trade, evaluating not just today’s front‑end profit but the multi‑transaction tail that follows.
Website leads aren’t a source—they’re an outcome: With 60–250 touchpoints in today’s shopping journeys, dealers must stop attributing website leads as origin points and instead measure the channels that drove shoppers there.
Trade‑in valuations demand transparency and data: Consumers arrive with 2–6 competing offers. Winning dealers justify their number with market data, perform sight‑unseen appraisals, and train teams on transparent talk tracks that shift emotion to logic.
Culture—not tools—is the real competitive advantage: Dealers who train their teams on new processes, embrace discomfort, and use data to inform every decision will gain market share—even in a tightening economy.
Timestamps:
0:00 – 3:22 — Welcome & 2026 Kickoff
Jade introduces Micah and sets the stage with the year’s guiding acronym: ROAD (ROI, Omnichannel, AI, Data).
3:22 – 6:48 — Why Gross Is No Longer Enough
Micah explains declining margins, consumer sentiment data, and why ROI matters more than ever.
6:48 – 8:14 — From Gross to ROI: What Dealers Are Changing
Dealers begin segmenting consumers by lifetime value and adjusting strategy accordingly.
8:14 – 11:04 — Understanding Full‑Journey ROI
Jade explains why website leads aren’t sources and why weighted engagement across 60+ touchpoints is essential.
11:04 – 14:46 — The New Trade‑In Reality
Micah breaks down shifting valuation expectations, consumer behavior, and how dealers must compete with new‑format retailers.
14:46 – 16:30 — Using Data to Build Trust and Close Gaps
Dealers use competitive set data and transparent conversations to justify their trade numbers.
16:30 – 19:45 — Training Teams for a New Era
Micah outlines the three cultural changes winning dealers are making in trade‑in and appraisal conversations.
19:45 – 22:03 — The Talk Track Every Dealer Should Adopt
Micah shares the simple market‑based script that removes emotion and builds trust.
22:03 – 23:33 — Final Advice & Closing Remarks
Micah encourages dealers to embrace discomfort, take risks, and use real data to guide decisions in 2026.
