Auto Collabs

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AI is a powerful tool, but the human element is still the key ingredient in great customer experiences.

Whether it’s selling wine or cars, relationships matter. 🚗🍷

In this episode of Auto Collabs, the crew welcomes Ted Rubin, CEO and Founder of ActivEngage, to talk about the ever-evolving role of AI in automotive retail.

Before diving into tech, we take a quick detour through Europe—because when your wife is a sommelier, you don’t just visit France and Italy, you experience them. Ted shares insights on how wine, like the car business, is full of nuance, timing, and expertise that AI has yet to master. From the human element in dealership conversations to the strategic use of AI for efficiency, this episode is packed with wisdom from someone who’s been in the trenches of automotive for decades.

The conversation gets deep on how AI can enhance but not replace the personal touch in sales. Ted emphasizes that consumers aren’t just looking for information online—they’re testing the dealership, seeing if they’ll be treated with care. ActivEngage aims to make that first impression count, not by pushing leads, but by building relationships. And just like a well-paired wine and steak, the best sales experiences come from knowing your customer, understanding context, and delivering a tailored approach—something AI isn’t quite ready to do on its own.

🔑 Episode Takeaways:

⏱ 0:00 – Intro with Paul J. Daly, Kyle Mountsier (with a roast of Michael for not showing up).

⏱ 2:42 – Ted Rubin’s European adventure: wine, champagne, and a VIP New Year’s Eve in Paris.

⏱ 5:44 – Can AI replace a sommelier? The answer reveals deeper truths about human interaction.

⏱ 10:01 – Why AI belongs in dealership operations—but not in direct customer conversations (yet).

⏱ 17:15 – Trust in online interactions starts lower today than it did 20 years ago—here’s how to fix it.

⏱ 22:53 – Customers don’t chat for information; they chat to test how they’ll be treated.

Ted Rubin is the Founder/CEO of ActivEngage

https://www.linkedin.com/in/ted-rubin/

https://www.activengage.com/

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Endurance and innovation go hand in hand, whether you're running races or reshaping automotive data strategies.

In this episode of Auto Collabs, the team catches up with Bobby Gaudreau, VP of Sales & Marketing at Activator Dealer Solutions, to discuss his passion for ultra-running and his relentless drive to transform automotive marketing. Bobby reflects on his recent 50-mile race, the Squamish 50, which served as both a personal milestone and a metaphor for his professional journey—both require vision, perseverance, and a clear plan to achieve success.

Shifting gears to business, Bobby dives into the evolution of Customer Data Platforms (CDPs) in automotive. He explains how Activator is bridging the gap between siloed dealership data and actionable marketing strategies, emphasizing the importance of clean data and well-defined outcomes. The conversation touches on the challenges of implementing CDPs effectively, avoiding the pitfalls of past buzzwords like “digital retailing,” and preparing for a future where emotional intelligence takes center stage in customer interactions.

Timestamped Takeaways:

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

2:42 Running the Squamish 50: Bobby shares his experience completing a 50-mile race in British Columbia, an achievement marking his 50th birthday.

5:08 What Makes a True CDP: Bobby outlines the foundational elements of a real CDP, emphasizing data quality and marketing execution.

14:01 Avoiding the "Digital Retailing" Trap: Strategies to ensure CDPs deliver meaningful outcomes rather than becoming another overhyped tech trend.

19:50 Major Advancements in Auto Tech: Bobby highlights how CDPs can unify data silos and drive incremental lift in dealership performance.

24:02 The Future of Work: A discussion on how emotional intelligence and human connection will outweigh technical skills as automation takes over repetitive tasks.

Bobby Gaudreau is the VP of Sales & Marketing, GM/Project Owner at Activator Dealer Solutions - A Division of Dominion Dealer Solutions

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When innovation meets obsession you get: data-driven inventory strategies and… lawn care AI?"

Colby Joyner, VP of Growth at Liftkit.io and serial starter of “what’s next,” joins the Auto Collabs crew for a wide-ranging conversation about the current state of the automotive industry and where it’s headed. With 2025 shaping up to be a year of recalibration, Colby shares his thoughts on leveraging data for smarter inventory strategies and why dealers need to focus on building a solid foundation during these transitional times. From creating flexibility in merchandising to rethinking how vehicles are marketed across platforms, Colby’s insights highlight the importance of agility in a rapidly evolving space.

And if you think that’s all Colby’s been up to, think again. The self-proclaimed lawn care enthusiast reveals a side project that’s as innovative as it is niche: a conversational AI dedicated to solving lawn woes. Whether it's crafting smarter dealer solutions or the perfect turf, Colby brings his signature mix of precision and creativity to every endeavor.

Timestamped Takeaways:

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

3:35 A Year to Build: Colby discusses why 2025 is a pivotal year for the auto industry to focus on preparation and foundational growth for future success.

10:10 Smarter Inventory Strategies: How dealers can leverage predictive analytics and data to optimize their inventory decisions and marketing efforts.

15:25 Platform-Specific Marketing: The importance of tailoring vehicle merchandising to specific third-party platforms for better engagement and ROI.

18:50 Solving the "Coming Soon" Problem: Colby’s take on speeding up photo uploads and improving vehicle presentation to eliminate unappealing placeholders.

22:25 Lawn Care AI, Anyone? Colby unveils his experimental AI that helps homeowners tackle lawn challenges with step-by-step guidance.

28:21 Creative Energy Fuels Innovation: A look at how entrepreneurial spirit drives fresh ideas in automotive and beyond.

Colby Joyner is the VP of Growth at LiftKit

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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:

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 Takeaways0:00 - Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo04:09 - 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 Cirillo5:58 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 Cirillo2:28 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 Cirillo04:32 - 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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