Brian Wayne, President of OEM Development at Affinitiv, joins CBT News at the 2025 NADA Show to discuss the evolving automotive landscape and how Affinitiv equips dealers to meet growing customer expectations. From innovative tools that enhance the customer experience to strategies for retention and loyalty, Affinitiv continues to position itself as a key partner for dealers navigating a competitive industry. Wayne emphasized the importance of personalization, effective processes, and consistent communication with customers to ensure dealership success.
Key Takeaways:
- According to Wayne, he notes the importance of dealerships understanding their customers’ knowledge level, especially as many enter showrooms better informed than ever. He noted that having a well-trained and educated team is essential to meeting these elevated expectations, particularly for complex products like EVs.
- Wayne also discussed Affinitiv’s comprehensive suite of services, which includes marketing, retention, and post-sale engagement. He explained how the company tailors solutions to dealership needs, making it easier for dealers to stay connected with customers and ensure long-term loyalty while reducing vendor fatigue.
- Affinitiv sets itself apart by providing dealers with dedicated, consultative support, including in-person evaluations and process refinement. Wayne stressed the importance of having “boots on the ground” to help dealerships identify areas for improvement, adapt to challenges, and achieve growth objectives.
Catch all of CBT News’ coverage of the 2025 NADA Show here.
