T

he rules of automotive marketing have changed — and most dealers are still playing by yesterday’s playbook.

Shoppers don’t see your campaigns in isolation; they see the broken puzzle when your website says one thing, your ads say another, and your social posts feel random. Meanwhile, AI search engines are shaping buyer decisions faster than Google ever did — and if your dealership isn’t discoverable, you don’t exist. In this NADA session, Jorge Lafosse of Dealers United and Bobby Sight of Rob Sight Ford will expose the six marketing mistakes that cost dealers sales every day — and show how AI can turn those gaps into growth opportunities.

In this session, you’ll learn how to:

• Align messaging across every channel so AI and customers see a consistent story.

• Use AI prompts and workflows to create content and video that actually convert.

• Repurpose assets into multiple platforms to maximize reach and recognition.

• Tap into AI-driven market intelligence to build content that buyers are already searching for.