Cars Commerce study uncovers evolving dealer priorities for 2026 – Brian Kramer

A new Dealer Pain Points Study from Cars Commerce illustrates that affordability, differentiation, and operational efficiency are emerging as the most prominent and consistent challenges for dealers navigating 2026. On this special pre-NADA edition of Driving Solutions, Brian Kramer, Executive Vice President of Dealer Growth and Success at Cars.com, joins us to discuss the findings and what it means for dealers.

The study revealed that dealers are grappling with affordability pressures across both new and used vehicles while increasingly focusing on operational efficiency and customer trust. Kramer notes that dealers are more receptive than in past years to addressing these pain points, which signals a shift toward proactive strategies in the changing market. The study also highlights that success in the coming year will rely less on marketing spending and more on executing smarter, faster, and more transparent strategies throughout the entire customer journey.

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Differentiation in the dealership is also shifting from purely transactional interactions to a focus on trust and transparency. With AI-powered search tools and user reviews exposing prices and service commitments, Kramer argues that dealers need to adapt beyond traditional tactics. He asserts that transparency is now essential for attracting quality leads and maintaining a positive online reputation.

“From a differentiation standpoint, we’re going out of a world of transactional into a world of trust, transparency, and you can’t hide from AI anymore.”

Moreover, lead quality, rather than sheer volume, remains a critical challenge, as overloaded staff and outdated workflows are reducing ROI. Kramer notes that most friction continues between initial lead capture and appointment setting. Therefore, he emphasizes the importance of multi-touch attribution and intent-driven lead management, noting that legacy methods fail to address the complexity of today’s consumer journey.

According to Kramer, sourcing used vehicles with healthy margins is becoming more challenging due to AI-powered search tools and major aggregators. Dealers that emphasize transparent pricing, trade-in offers, and detailed vehicle info are attracting higher-quality leads and enjoying better online visibility. Conversely, those who withhold information risk losing customers and reducing operational efficiency.

Pricing transparency remains another major pain point, as many dealers still rely on outdated pricing approaches, including “call for details” tactics, which undermine search performance and increase paid media costs. Those who adopt clear, accurate pricing strategies see better lead quality and reduced marketing spend.

Looking ahead, Kramer identified used-vehicle acquisition and trade-in traffic as the most strategic priorities for 2026. Dealers that capture and retarget trade-in leads effectively and align sourcing strategies with predictive insights are better positioned to improve funnel efficiency and profitability.

As dealers get ready for the 2026 NADA Show, Cars Commerce will be located at Booth 3723W in the West Hall.