Although the weather put a slight damper on this year’s NADA show, that didn’t stop the automotive industry’s top professionals from gathering and having insightful, thoughtful discussions. In today’s episode of CBT Now, John Fitzpatrick, CEO of Force Marketing, joins us to share the insights he gathered on technology, marketing, and the future of dealerships.
Fitzpatrick was slated to speak at the J.D. Power Auto Summit but could not attend due to a delayed flight. Cody Tomczyk, senior vice president at Force Marketing, filled in seamlessly, leading a session on modernizing dealership playbooks. The discussion revolved around the critical need for dealerships to update their systems and workflows, emphasizing how technology must integrate with existing operations to drive success.
One of the significant trends Fitzpatrick noticed during the show was the increasing complexity of dealership technology. Many dealers are adopting multiple systems and tools but struggle to integrate them effectively. To address this, Force Marketing has prioritized partnerships with technology providers to simplify processes. Their collaboration with Foureyes, for example, has integrated CRM data with Force Marketing’s Audience IQ platform, helping dealers track lead performance and marketing impact more efficiently. This integration helps dealers better understand the effectiveness of their data systems without requiring expertise in multiple technologies.
There’s a lot of enthusiasm in the industry, and many people believe that 2025 will be an excellent year, with industry analysts projecting strong new-vehicle sales. However, tighter margins on new car sales are pushing dealers to focus more heavily on fixed operations and finance and insurance departments as key profit centers. Fitzpatrick emphasizes that this shift makes after-sales retention more critical than ever, with strategies like lifecycle marketing and customer retention becoming essential for long-term success.
Force Marketing has also invested in tools that help improve after-sales performance and customer loyalty. These solutions assist dealerships in not only retaining customers but also boosting operational efficiency.
Additionally, the growing importance of used car sales is another area of focus for dealers, especially as margins remain under pressure. Force Marketing has worked to develop retention metrics and marketing strategies that empower dealers to optimize profitability across the sales and service lifecycle.
Fitzpatrick’s perspective underscores the importance of strategic partnerships, technology integration, and data-driven decision-making for dealerships looking to thrive in 2025. As the industry continues to evolve, his message is clear: dealers must embrace innovation but stay focused on what matters most—building relationships with customers and providing exceptional service.
"You have to have the best strategy and fantastic technology to scale in the automotive market. It's equally important to have a world-class client success team and professionals who [know what they're doing] so that you increase market share and ensure retention rates are good." – John Fitzpatrick
