How PureCars leverages AI and clean data to drive dealership service, traffic, and profitability

On the latest episode of Driving Solutions, PureCars executives Lauren Donalson, CEO, and Jason Wiley, President and Chief Revenue Officer, outline how dealerships can leverage AI and clean data to drive service visits, improve customer engagement, and increase profitability in 2026. Both leaders, recently promoted within the company, are focused on evolving PureCars from a digital media platform into a data-driven, AI-powered solution for dealerships.

“What we’re looking to do is evolve from the Purecars you’re used to… to one more focused on data hygiene.”– Lauren Donalson 

Donaldson and Wiley emphasized that fixed operations, including service and parts, represent a critical but often underutilized profit center. Dealers who strategically invest in service marketing and nurture customers throughout the ownership lifecycle can significantly boost front-end sales while increasing overall store revenue.

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Clean, accurate data forms the foundation of these efforts. PureCars helps dealerships unify information from multiple sources, including DMS, CRM, and third-party lists, into a single, reliable customer data platform (CDP). This enables dealerships to deploy targeted, omni-channel campaigns across email, SMS, social media, and direct mail, ensuring that messaging reaches the right customers at the right time.

“For us, we see typically anywhere from a 30% range where [dealers] DMS data is bad.” – Jason Wiley 

AI technology plays a central role in maximizing these campaigns. By analyzing customer behavior, lifecycle status, and service history, AI can identify high-probability opportunities, automate outreach, and optimize resource allocation. Dealers using these tools see measurable results, including higher service visits, improved revenue per repair order, and increased customer satisfaction.

PureCars will showcase these innovations at the upcoming NADA Show in Las Vegas, offering live demos and workshops that highlight AI-driven service marketing, clean data management, and strategies for maximizing dealership performance.