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AI may be the future, but Carol Marshall reminds us it’s the human touch that keeps the automotive industry thriving.

Carol Marshall, COO of ActivEngage, brings a refreshing blend of wisdom, innovation, and a touch of "grandparent vibes" to this episode of Auto Collabs. As the pioneer of conversational commerce for car dealerships, Carol shares how her team has spent the past 17 years fostering genuine, trust-building interactions between dealers and their customers. From developing AI-powered tools like Theo to enhance—not replace—human interactions, to advocating for a thoughtful integration of technology in customer communication, Carol is on a mission to keep the automotive industry personal, efficient, and data-smart.

In this engaging conversation, the crew dives into the nuances of deploying AI in dealership operations, the unique power of a personal touch in service scheduling, and why focusing on relationships—not just leads—drives higher revenue. Carol also explores how ActivEngage’s solutions are evolving to meet the shifting demands of both consumers and dealers, ensuring the human connection stays at the heart of every interaction.

Timestamped Takeaways:

1. 0:00 Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
2. 3:25 The Grandparents in Automotive Group: Carol’s creative metaphor for industry wisdom and evolving relationships.
3. 6:54 Activating AI: How ActivEngage uses AI as a tool to support—not replace—human agents.
4. 13:55 Centralized Communication: Why integrating multiple touchpoints into a unified experience is crucial for customer satisfaction.
5. 17:58 Personal Service Scheduling Wins: Data shows real conversations increase service show rates and RO revenue.
6. 22:06 Industry Predictions for 2025: Carol’s vision of tighter processes, renewed customer service focus, and balanced AI integration.

Carol Marshall is the Chief Operations Officer at ActivEngage

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Why do dealership customers leave bad reviews? Matt Murray of Widewail breaks it down with insights from over 8 million Google reviews—and the answer might surprise you.

In this episode, we’re diving into the world of customer feedback. Matt shares how his company transformed millions of unstructured reviews into actionable insights for automotive dealers.

The 2024 Voice of The Customer report shows a 20% increase in negative staff-related reviews this year, the conversation centers on why people leave bad reviews and what dealers can do to improve.

From the rising complexity of EV sales to the long-tail effects of pandemic-era pricing, Matt highlights the importance of well-trained staff and clear communication in building trust.

Plus, the crew explores the psychology behind reviews, the value of people in the dealership experience, and how dealers can stay ahead in a rapidly evolving market. 

Timestamped Takeaways:

0:00 Intro Banter and Teasers

2:17 Meet Matt Murray of Widewail

5:14 Why Do Customers Leave Bad Reviews?

16:13 Rising Negativity in Staff Interactions

21:52 EV Buyers and Knowledge Gaps

24:56 Aging Vehicles = Higher Service Costs

27:22 Back to Basics: The Importance of Training

28:59 Customers Still Want Human Interaction

30:38 Closing Thoughts and Wrap-Up

Matt Murray is the CEO at Widewail

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Susanna Cunningham’s automotive journey is all about harmonizing passion with precision.

In this episode of Auto Collabs, Susanna Cunningham, the Regional Group Manager at automotiveMastermind, shares her fascinating journey from missing choir practice to becoming a data-driven force in the automotive industry. Susanna talks about how her love for cars started at a young age and evolved into a full-fledged career, emphasizing the importance of data and people in driving success. With nearly two decades of experience, she dives into the pivotal moments that shaped her path and how she now leverages data to help dealerships thrive.

Understanding customer demographics is an often-overlooked key to dealership success, and Susanna Cunningham knows it firsthand. In the interview, she highlighted how aligning inventory with the right market can make or break a dealership. Take the example of a Toyota store stocked with high-end Tundras and Sequoias in an area where the median income just doesn't support those price tags—those vehicles sit unsold, eating into profits. But by digging into local census data, Susanna helped the dealership realize they needed to shift their focus to more affordable options or target wealthier zip codes with strategic marketing campaigns. This simple yet powerful adjustment not only moves inventory faster but also builds stronger connections with the community by offering what customers actually need and can afford. It’s this kind of smart, data-driven approach that turns inventory from a costly challenge into a valuable asset.

Timestamped Takeaways:

0:00 - Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo

05:00 - Susanna’s first encounter with the auto industry at just 15, buying a car at an auction before she even had a license.

09:00 - The surprising power of a portfolio analysis and how it can reveal where dealers might be losing money.

12:04 - The inspiring origin story of automotiveMastermind, starting with a U-Haul and a dream at their first NADA convention.

17:44 - Practical insights on leveraging census data to align inventory with the right market demographics.

20:49 - The importance of mentorship in the auto industry and how Susanna helps dealership staff reach their full potential.

Susanna Cunningham is the Regional Group Manager at automotiveMastermind

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The top rule from this human resources star? Good vibes only.

Bethany Sobczak, Corporate Director of HR at Fitzgerald Auto Mall and 2023 Automotive News 40 Under 40 winner, brings a refreshing perspective to HR in the automotive industry. Her career might have started as car salesperson straight out of high school, but today, Bethany is spearheading Fitzgerald’s transition to a 100% employee-owned company. She leverages her love for cars and people to cultivate a workplace culture that emphasizes transparency, trust, and shared success.

In this episode, Bethany dives into the cultural shift that comes with an Employee Stock Ownership Plan (ESOP), the rebranding of HR as a fun and supportive partner rather than just the rule enforcer, and how maintaining an optimistic mindset can transform even the most challenging situations.

From her early days selling cars to managing HR for an organization of 4,000+ employees, Bethany shares how she balances the need for policy with a genuine love for people. Her insights into managing egos, encouraging proactive communication, and the importance of maintaining an employee-first culture show practically how to align business goals with employee well-being.

Timestamped Takeaways
0:00 - Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
04:09 - Bethany shares how her early success in car sales led to a long-lasting passion for the automotive industry.
08:00 - Bethany explains the decision behind Fitzgerald Auto Mall's shift to a 100% employee-owned model and how it's transforming company culture.
10:07 - The cultural shift: How employee ownership has increased accountability and team cohesion across the organization.
13:59 - Bethany discusses how her optimistic approach in HR helps her handle difficult situations and maintain a positive work environment, even when delivering bad news.
15:36 - Rebranding HR: Bethany’s mission to shift the perception of HR from the office “Grim Reaper” to a supportive, strategic partner in the workplace.
17:21 - Bethany highlights why the automotive industry is the best place to be in HR, emphasizing the unique, fun culture that allows HR professionals to be themselves and connect more authentically with employees.
19:00 - Managing egos in the car business: Bethany discusses how to leverage ego positively while maintaining a collaborative environment.
22:03 - Proactive HR: The importance of training and relationship-building to prevent issues before they arise.

Bethany Sobczak is the Corporate Director of Human Resources at Fitzgerald Auto Mall

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Remembering faces at events isn't so different understanding a shopper's journey online. They both require seeing and knowing a person.

Tina Cuatto, Director of Product Management at DealerOn, joins the crew to discuss website personalization and its impact on the automotive industry. From her early days as a Public Affairs intern at the Smithsonian to her current role, Tina shares her journey in navigating fast-paced industries and her focus on making technology more human. With a background in journalism and a love for the arts, Tina brings a different perspective to how she helps dealerships create more personalized, intuitive online experiences for their customers.

The conversation covers everything from Tina's love for Philly sports to her work with website personalization at DealerOn, where she’s helping to make car shopping more tailored and less invasive. Web personalization involves tailoring online car shopping experiences by showing relevant content and recommendations based on each visitor's behavior and preferences. By making it easier for users to find what they need, this approach not only enhances the user experience but also significantly improves conversion rates.

Timestamped Takeaways:
0:00 Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
5:58 Tina’s background in Public Affairs at the Smithsonian honed her ability to understand and connect with people—skills she now applies in product management.
10:47 Website personalization is about more than just matching products; it's about creating a user experience that feels natural and non-intrusive.
15:02 Early metrics show that personalized content on dealer websites can increase conversion rates by 250%, signaling a significant impact on user engagement.
17:09 Tina emphasizes the importance of trust and transparency in personalization, ensuring that users feel known without feeling stalked.
20:25 Despite initial reservations about entering the auto industry, Tina has found a supportive community and sees opportunities for growth and innovation.

Tina Cuatto is the Director of Product Manager at DealerOn

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In this episode of Auto Collabs, we welcome back Greg Uland, VP of Marketing for The Reynolds and Reynolds Company, who has the most appearances on the show out of any guest! Greg dives into the significance of in-person events like the upcoming Amplify event, emphasizing the unparalleled value they bring to the automotive industry. With Reynolds' dedication to fostering innovation, Greg highlights how these gatherings are pivotal for sharing best practices, enhancing processes, and unveiling the latest tools.

Paul, Kyle, and Michael engage Greg in a lively discussion about the behind-the-scenes efforts that make events successful and the tangible benefits attendees can expect. From cybersecurity to AI advancements, Greg shares insights into the critical topics that will shape the future of automotive retail. Plus, get a sneak peek into the fun and shenanigans planned for Amplify, ensuring a blend of valuable content and networking opportunities.

Timestamped Takeaways:
0:00 Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
2:28 Planning and Innovation: Greg talks about the importance of planning in the dealer world versus the industry partner side, highlighting the necessity of strategic events like Amplify.
3:10 The Role of In-Person Events: Greg explains why Reynolds hosts the annual Amplify event, focusing on the benefits of bringing people together to share best practices and hands-on learning.
5:02 Cybersecurity Focus: Greg underscores the significance of cybersecurity in the automotive industry, announcing sessions led by experts including Frank Abagnale of "Catch Me If You Can" fame.
10:57 Efficiency Through AI: Discussing the future of AI in automotive retail, Greg shares how Reynolds' new AI-driven products aim to enhance dealer efficiency and reduce operational costs.
14:14 Event Details and Invitations: Greg provides details on the Amplify event, encouraging dealers and industry partners to register and join the innovative and fun-filled gathering.

Greg Uland is VP of Marketing for The Reynolds and Reynolds Company.

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Mentorship is a secret weapon in helping teams overcome being average.

Jack Pearson, Centre Manager at Jaguar Land Rover South Shore, joins the Auto Collabs podcast to share his insights on mentorship, training, and the transformative power of nurturing potential in the automotive industry. Jack's journey from a student-athlete in the UK to a top leader in the U.S. car market reminded us of so many similar stories that run throughout the industry. His passion for fostering talent and his innovative approaches to customer experience are reshaping the way his dealership operates, ensuring every client interaction is memorable and meaningful.

In this episode, Jack dives into the importance of mentorship in unlocking potential, recounting stories of how personal connections and deep understanding of individual goals can drive success. He also highlights the evolution of his dealership's approach during the inventory challenges of the COVID-19 pandemic, demonstrating resilience and adaptability. From customized customer experiences to leveraging his own experiences as an athlete, Jack's insights provide a blueprint for achieving excellence in the auto industry.

Timestamped Takeaway:
0:00 - Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
04:32 - Jack's Journey to the U.S.: From a soccer scholarship in Ohio to a successful career in the automotive industry.
09:09 - Mentorship Matters: How deep conversations and understanding individual goals can unlock potential in team members.
17:36 - Customer Experience Excellence: The unique approaches Jaguar Land Rover South Shore employs to create memorable customer experiences.
22:53 - Unreasonable Hospitality: The power of personalized touches in enhancing customer satisfaction and loyalty.
27:08 - A Simple Thank You: The impact of genuine appreciation in customer interactions and the dealership's culture.

Jack Pearson is the Centre Manager at Jaguar Land Rover South Shore

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Cultivate loyal customers by turning your service drive into fertile ground with Nick Shaffer’s farming strategies.

In this episode, the hosts welcome Nick Shaffer, the VP of Sales at TVI-MarketPro3, to discuss innovative approaches to improving customer retention. Shaffer, who recently moved from Northern California to Houston, brings a wealth of experience from his extensive career in automotive retail, particularly in fixed operations. The conversation delves into the importance of shifting focus from customer satisfaction to customer retention, likening the process to farming rather than hunting. Shaffer emphasizes the necessity of a cohesive effort across departments and the value of establishing a robust handoff from sales to service.

The discussion highlights the groundbreaking approach of integrating mobile service drives into the customer experience. Shaffer shares a compelling story of a Ford dealership that effectively markets its mobile service by displaying it live in the service drive, providing customers a tangible and reassuring experience. This fundamental yet radical approach has proven successful in retaining clients by making the service process transparent and convenient.

Timestamped Takeaways

0:00 Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
3:32 From Northern California to Houston: Nick shares his recent move and how it impacted his mountain biking hobby.
4:32 Extensive Experience in Fixed Ops: Nick discusses his journey in the automotive industry, starting from 2005, and his roles, including being a service manager at Hendrick Automotive Group.
7:15 Shift from Customer Satisfaction to Retention: Nick talks about the industry's pivot from focusing on customer satisfaction to measuring and enhancing customer retention, explaining why it's crucial for business success.
11:25 The Farming vs. Hunting Mentality: The conversation dives into the analogy of treating customer retention like farming, which requires patience and consistency, versus the immediate results-driven hunting approach.
16:02 Mobile Service Drives: A Radical Fundamental: Nick shares a story from ASOTU CON about a Ford dealership successfully integrating mobile service into their customer experience by showcasing it in the service drive.
19:02 The Sales-to-Service Handoff: Nick emphasizes the importance of a smooth handoff from sales to service, which is crucial for retaining customers and ensuring they return for service.

Nick Shaffer is the VP of Sales at TVI-MarketPro3

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For dealers and marketers looking to enhance their online presence and drive sales, Daniel Able highlights real-world examples and the tangible benefits of excellent merchandising.

In this episode of Auto Collabs, the crew chats with Daniel Able, National Sales Manager at CarCutter, about the transformative power of proper vehicle merchandising. Daniel shares his journey from the dealership floor to the vendor side. Amidst laughs and a few unexpected revelations, Daniel emphasizes the critical need for consistency and quality in online vehicle presentations to boost sales and customer satisfaction.

The conversation takes a deep dive into the significance of effective vehicle merchandising. Daniel and the hosts discuss how poorly presented vehicle listings can deter potential buyers, drawing a striking comparison to the seamless and visually appealing listings on platforms like Amazon. They emphasize that in the digital age, a dealer’s website is the new front line, and having high-quality, consistent images can significantly impact a customer’s decision-making process. Daniel shares insightful anecdotes and practical strategies for improving merchandising efficiency, such as streamlining the photo-taking process and ensuring every vehicle is showcased at its best. 

Here's what is covered:

0:00 Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
01:39 Daniel Able Introduction: The hosts introduce Daniel Able, National Sales Manager at CarCutter, and tease some surprising facts about him.
03:02 Daniel’s Volunteer Work: Daniel shares about his volunteer work with a water rescue organization in South Carolina.
05:15 Daniel’s Journey From Dealer To Vendor Partner: Daniel describes his path in the automotive industry, from starting in car sales to transitioning to digital retail and eventually moving to the vendor side with CarCutter.
14:24 Importance of Quality Images: Daniel discusses how vital high-quality, consistent images are for online vehicle listings and compares this to product listings on Amazon.
16:07 The Website Is The New Front Line: The conversation highlights that a dealer’s website is now the new front line and emphasizes the need for speed and efficiency in getting vehicles market-ready online.
22:02 Merchandising Challenges and Solutions: Daniel explains the common challenges dealers face in merchandising and how CarCutter helps streamline the process, ensuring better presentation and faster turnaround.
24:57 Evolution of Merchandising Mindset: The hosts reflect on the evolution from print to digital merchandising in the automotive industry and the ongoing need for dealers to adapt and improve their online presence.

Daniel Able is the National Sales Manager at

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Impel's acquisition of Outsell is supercharging AI-driven marketing and re-thinking the way we buy and sell cars.

In this episode of Auto Collabs, Paul J Daly and Kyle Mountsier chat with Devin Daly, co-founder and CEO of Impel. Devin shares his fascinating journey from Wall Street to transforming the automotive industry through innovative merchandising and marketing solutions. He explains how Impel started by focusing on 360 product visualizations for fashion and later pivoted to the automotive sector, leading to rapid growth and success. Devin also highlights Impel's data-driven approach to personalized marketing, which leverages unique consumer insights to enhance the customer experience and drive conversion rates.

A significant highlight of the conversation is Impel's recent $100 million acquisition of Outsell, a move that underscores the company's ambition to become the AI authority in the automotive vertical. Devin reveals that Outsell's extensive 20-year consumer data history, tracking around 70 million American consumers, was a key factor in the acquisition. This rich data set allows Impel to train its AI models on auto-specific use cases, enabling long-tail personalization and more effective marketing strategies. By integrating Outsell's capabilities, Impel aims to deliver even greater value to dealerships and consumers alike, solidifying its position as a leader in automotive AI solutions.

Here's what is covered:
0:00 Intro with Paul J Daly and Kyle Mountsier
1:32 Devin Daly shares his background and how Impel started.
3:26 The pivot from fashion to automotive merchandising.
6:14 The importance of data in personalized marketing.
9:50 Where Outsell fits into Impel's growth trajectory.
12:53 The value of Outsell's extensive consumer data.
16:08 Impel's structure and commitment to in-person collaboration.

Devin Daly is the Co-Founder/CEO of Impel

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