Paving the R.O.A.D. Forward: How Dealers Can Win with ROI, Omnichannel, AI, and Data

Guest Experts:
Elizabeth Stegall
Senior Director of Client Retention
Autotrader, Kelley Blue Book and ICO

Bethany Johnson
Strategic Planning Director
vAuto

Guest Experts: Elizabeth Stegall, Senior Director of Client Retention for Autotrader, Kelley Blue Book, and ICO, and Bethany Johnson, Strategic Planning Director at vAuto, join Jade Terreberry to break down essential strategies for dealers and OEMs to thrive in 2026, focusing on the acronym R.O.A.D.: ROI Focus, Omnichannel Everything, Application and Adoption of AI, and Database Decision Making. Together, they share straightforward ways for dealers to move beyond outdated metrics, simplify inventory management, and harness AI and data in everyday operations. Their advice empowers automotive leaders to connect with customers, run a smoother business, and stay ahead of the competition in the year to come.

Top Takeaways:

1. ROI and real sales matter more than old metrics: Elizabeth and Bethany urge dealers to move beyond lead counts and last-click attribution, focusing instead on actual sales and meaningful customer outcomes.
2. Omnichannel strategies drive engagement and loyalty: Delivering a seamless experience—online and in-store—is now essential. Dealers who connect with shoppers across all channels see higher engagement, better retention, and increased sales.
3. AI and real-time data are transforming operations: Adopting AI-powered tools and leveraging up-to-date data helps dealers optimize inventory, marketing, and customer interactions for greater efficiency and profitability.
4. Inventory acquisition requires discipline and diversification: Bethany highlights the importance of using all seven acquisition channels and continually refining strategies to ensure the right vehicles are available to meet demand.
5. Dealership websites are the new walk-in: Jade’s advice: treat your website as a primary sales channel in your CRM. Understanding where customers originate—virtual or physical—helps dealers capture more opportunities and adapt to changing shopper behavior.

Timestamps: 
0:00 – 0:49 – Introduction

Jade Terreberry welcomes listeners, introduces Elizabeth Stegall and Bethany Johnson, and previews the episode’s focus on automotive trends and strategies for dealers and OEMs.

0:49 – 2:16 – Setting the Stage: R.O.A.D. for 2026

Jade introduces the R.O.A.D. acronym—ROI Focus, Omnichannel Everything, Application and Adoption of AI, and Database Decision Making—as the framework for thriving in the year ahead.

2:16 – 5:40 – R: ROI Focus & Evolving Metrics

Elizabeth discusses the shift away from outdated metrics, the importance of understanding the full consumer journey, and how new attribution models help dealers measure what truly drives sales.

5:40 – 11:10 – O: Omnichannel Everything

Bethany and Elizabeth explore omnichannel strategies, emphasizing seamless connectivity between online and in-store experiences, and the impact on inventory management and customer engagement.

11:10 – 16:17 – A: Application and Adoption of AI

Elizabeth and Bethany share practical advice for adopting AI, leveraging trusted partners, and using real-time data to improve efficiency, personalization, and profitability.

16:17 – 18:26 – D: Database Decision Making

The conversation turns to using data as a daily operating tool, with insights on how real-time, high-quality data enables smarter decisions and drives long-term success.

18:26 – 20:22 – Top Advice for Dealers in 2026

Jade asks Elizabeth and Bethany for their one big piece of advice. Bethany highlights disciplined inventory acquisition across all channels, while Elizabeth stresses efficiency and focusing on the metrics that matter. Jade adds the importance of treating dealership websites as key sales channels.

20:22 – 21:55 – Closing Thoughts

Jade wraps up the episode, previews future topics, and encourages listeners to subscribe for more insights on navigating the road ahead in automotive retail.