Automotive Ventures General Partner and host of CBT News’s “Future of Automotive,” Steve Greenfield shares his outlook from the floor of the 2026 NADA Show in Las Vegas, where dealer sentiment remains cautiously optimistic despite affordability pressures and retail challenges. Greenfield outlines why dealership margins remain resilient, explains how rising vehicle prices may shape the year ahead, and offers guidance on how dealers should approach the growing wave of AI solutions.
Key Takeaways:
- Dealers enter 2026 with cautious optimism as profits remain stronger than historical levels despite expected slight declines in new and used vehicle sales. Greenfield notes that affordability remains a major challenge, with rising vehicle prices and potential tariff-driven MSRP increases likely to widen the gap for many consumers, requiring dealers to find new ways to maintain accessibility without sacrificing profitability.
- AI solutions dominate vendor conversations, but Greenfield emphasizes that dealers should judge technology investments based on measurable results rather than marketing claims. Tools that reliably answer customer calls and improve communication are already proving their value by preventing missed opportunities, raising customer satisfaction, and generating incremental service and sales revenue without adding staff.
- Dealer participation in technology investment continues to grow as retailers seek both operational advantages and financial upside. Through Automotive Ventures, dealers gain early exposure to emerging companies, allowing them to test new tools in their stores while also benefiting if those startups succeed, creating a direct link between dealership innovation and long-term investment returns.
Catch all of CBT News’ coverage of the 2026 NADA Show here.
