Ascent Dealer Services CEO and host of CBT News series “Training Camp“, Adam Marburger takes the stage with Kevin Liles, GM and partner and Edwards Chevrolet and Edwards Honda. At this year’s NADA Show, they dig into the real work of running dealerships—the service floor, retention strategies, and where AI fits in without taking over.
Key Takeaways:
- Liles emphasizes that retention starts with service. Dealerships can sell thousands of cars, but if the customer experience on the service side isn’t solid, they won’t come back. It’s about intentional communication, consistent updates, and making a service visit, such as an oil change or repair, feel like it matters. Dealers spend a ton acquiring new customers, but the real leverage comes from the ones already walking in the door.
- It’s important to treat AI as a tool, not a magic bullet. It should be used as a thought partner that supports staff rather than replacing them. Liles is careful about picking solutions that actually work, seeing AI as a way to roleplay training scenarios or streamline processes, not to inflate sales. It’s a practical approach: experiment, find what fits, and use it to make teams stronger.
- Growth and culture are front and center at Edwards. After a recent acquisition, Liles and his team are focused on instilling their values and maintaining high standards. They’re looking to expand intelligently, strengthening Chevrolet’s dominance in their market while selectively exploring Honda opportunities. The emphasis is on employee development, consistent excellence, and scaling without losing the foundation that makes their dealerships successful.
Catch all of CBT News’ coverage of the 2026 NADA Show here.
