As new tariffs threaten to raise prices on imported vehicles and auto parts, dealership leaders and consultants are urging the industry to stay focused on the customer experience. In today’s episode of Inside Automotive, we’re joined by Ed Roberts, COO of Bozard Ford Lincoln; Tully Williams, fixed ops director at The Niello Company; and Skyler Chadwick, director of Product Consulting at Cox Automotive, to break down how tariffs could impact dealerships—and why operational excellence, software utilization, and mobile service expansion are more important than ever.
Chadwick opens the discussion by stressing that dealerships should operate with a “business as usual” approach, despite tariffs, and avoid major disruptions. He emphasizes that dealers are strong entrepreneurs who should maintain focus on delivering a transparent and high-quality customer experience rather than getting caught up in pricing concerns.
Williams agrees, reinforcing the message that dealerships are moving full speed ahead. He explains that while tariffs might eventually cause some price increases on parts or services, the primary goal remains retaining customers through excellent service, even if the market shifts slightly toward used vehicle sales and service repairs.
Roberts addresses the internal challenges dealerships face, cautioning against letting tariff-related noise create unnecessary stress. He points out that pricing has never been something dealers could control, and the focus should instead be on equipping teams with the right information and solutions to serve customers confidently. He also highlights that vehicles currently in stock are not yet affected by tariff changes, creating urgency for customers considering purchases.
Beyond tariffs, all three experts identify a more immediate operational challenge: the underutilization of dealership technology. Chadwick notes that staff often use only about 40% of available software solutions. He urges dealerships to maximize tools like Multi-Point Inspection (MPI) integrations with marketing platforms, especially with the summer service season approaching.
Williams stresses the importance of demonstrating the value of dealership tools to employees rather than simply instructing them to use them. Roberts warns that prolonged service wait times, often celebrated as signs of high demand, actually indicate missed opportunities and customer dissatisfaction if not addressed.
To manage capacity issues, Roberts details how his dealership has expanded mobile service operations, running 41 trucks with more on the way, which helped reduce service appointment backlogs from six weeks to 24–48 hours. Williams adds that his stores are also expanding mobile offerings, particularly for special-order parts and programming.
All three experts conclude that 2025 is poised to be a strong year for dealerships, provided they remain focused on service quality, operational efficiency, and customer engagement despite broader economic challenges.
"We've never been able to control pricing before. You can't control it now. Make the most of it. Make sure your team's got answers to give to them." – Ed Roberts
"We're full speed ahead, and we're not slowing down. If there's gonna be a little markup on something, so be it. The goal is that we're going provide great customer service and drive retention." – Tully Williams
"Dealers are the best entrepreneurs in the business. We learn how to tackle issues that arise." – Skyler Chadwick
