Force Marketing, Bernie Moreno discuss key industry challenges

At this year’s J.D. Power Automotive Forum, Force Marketing went beyond a typical networking event, creating a forum for open dialogue among automotive leaders. The gathering featured a discussion between Force Marketing CEO John Fitzpatrick and U.S. Senator Bernie Moreno, focusing on policy, strategy, and dealer-relevant insights instead of formal presentations. Attendees engaged in candid conversations on the industry’s most pressing challenges, highlighting collaboration, transparency, and long-term planning.

Key discussion points affecting dealership operations, strategy, and profitability included:

Chinese vehicles pose long-term risks
Senator Moreno highlighted the ongoing challenge of limiting Chinese automaker influence in the U.S., citing economic and national security concerns. He emphasized that protecting domestic and allied-brand vehicles is critical for long-term market stability. For dealers, this underscores the importance of prioritizing domestic and allied-brand inventory while monitoring policy changes that could impact vehicle sourcing and partnerships.

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Affordability remains the industry’s top challenge
Rising vehicle prices, along with higher financing and insurance costs, continue to strain consumers and slow vehicle turnover. Moreno and Fitzpatrick stressed that improving affordability is key to reducing the average vehicle age and expanding buyer access. For dealers, this translates into focusing on inventory that delivers clear value, implementing flexible financing options, and maintaining transparent pricing to build customer trust. Strategic attention to affordability can directly enhance sales velocity and customer satisfaction.

Global uncertainty, market outlook
Macroeconomic pressures such as inflation, fuel prices, and international conflicts, like the ongoing tensions in Iran, create short-term disruptions. Moreno advised dealers to concentrate on controllable factors: operational excellence, customer trust, and strong internal processes. Aligning all aspects of dealership operations with customer needs remains essential for sustaining performance amid uncertainty.