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At the NY Auto Forum, Tom Castriota, former NADA Chairman and Owner of Castriota Chevrolet, breaks down the growing pressure dealers are facing from regulation, affordability challenges, and shifting market dynamics. With increased scrutiny from the FTC around pricing practices, the industry is being pushed toward greater transparency—creating both clarity and new competitive realities.

This conversation goes beyond compliance to explore what’s happening at ground level. From inconsistent pricing practices to the need for a level playing field, the discussion highlights why most dealers actually welcome clearer rules. At the same time, broader challenges—like limited inventory and rising vehicle costs—continue to make affordability the biggest issue facing the market.

Castriota makes a clear case: the future of the industry depends on trust and accessibility. With fewer affordable vehicles, aging trade-ins, and monthly payments out of reach for many consumers, dealers must navigate a complex environment where transparency, value, and inventory strategy all intersect.

Timestamped Takeaways

0:00 Intro & Tom Castriota Background

0:36 FTC Crackdown on Dealer Pricing

0:58 What “Clear Pricing” Actually Means

1:24 Why Dealers Want Industry Cleanup

1:42 FTC Enforcement & Consistency Across Industries

2:06 Fee Transparency & Legal Ambiguity

2:26 Level Playing Field for Dealers

2:47 Competing Against Misleading Pricing Tactics

3:25 Why Transparency Builds Trust

3:50 Right to Repair Debate Introduced

4:08 What “Right to Repair” Really Means

4:31 Risks Around Data Access & Privacy

5:04 Why This Raises Consumer Data Concerns

5:22 Global/Data Risks (Including China Concerns)

5:58 Status Update: Legislation Slowing Down

6:19 Affordability Still the Core Issue

6:38 Inventory Shortages Across Key Models

7:06 Why Consumers Can’t Afford Current Prices

7:32 Aging Vehicles & Trade-In Challenges

7:47 Impact on Used Car Supply

8:10 Why Industry Growth Is Capped Near-Term

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the NY Auto Forum, Lance Woelfer, Vice President of Automobile Sales at American Honda, breaks down a major shift in strategy as the EV transition slows across the U.S. market. While early momentum was driven by government incentives and aggressive timelines, changing consumer demand and infrastructure gaps are forcing automakers to rethink their approach.

This conversation goes beyond headlines to explain why Honda is doubling down on hybrids and value-driven vehicles instead of rushing further into EV expansion. From affordability pressures to regional demand differences, the focus is shifting toward flexibility—meeting customers where they are, not where the industry expected them to be.

Woelfer makes a clear case: the future isn’t one-size-fits-all. With EV adoption still in the single digits, dealers need the right mix of hybrid, gas, and electric options to serve their markets effectively. This is a practical look at how product strategy, pricing, and consumer behavior are reshaping the next phase of automotive retail.

Timestamped Takeaways

0:00 Intro

0:20 Lance Woelfer’s Role at American Honda

1:00 The Current State of EV Strategy

2:00 Why Honda Shifted Away from Certain EV Plans

3:10 The Impact of Government Incentives and Infrastructure

4:20 Why Consumer Demand Isn’t Matching EV Supply

5:30 The Role of the Prologue in Honda’s Lineup

6:40 What Happens After the EV Lease Cycle Ends

7:50 Hybrid Vehicles as the Bridge to the Future

9:00 Global vs U.S. EV Strategy Differences

10:10 EV Adoption Rates and Market Reality

11:20 Living with Past Industry Decisions

12:20 What Dealers Are Asking For: Affordability

13:30 Balancing Hybrid and Gas Production

14:40 Why Regional Demand Shapes Inventory

15:50 The Importance of Flexibility in Product Mix

17:00 The Honda “Base Station” Concept Explained

18:20 Expanding Customer Experience Beyond the Vehicle

19:30 Final Thoughts on Consumer-Centric Strategy

Connect with Lance Woelfer at https://www.linkedin.com/in/lance-woelfer-62a6a861/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the NY Auto Forum, Liza Borches, President of Carter Myers Automotive, breaks down a growing disconnect in the service lane. Despite years of innovation and record service growth, only a fraction of customers are receiving basic transparency tools like video multipoint inspections. The result: a widening gap between what customers expect—and what dealers consistently deliver.

This conversation moves beyond surface-level service tactics to address a deeper issue. As direct-to-consumer models and global competitors continue to evolve, dealers can no longer rely on being “essential”—they must prove their value every day through experience, trust, and consistency. Borches highlights a critical mindset shift: the best time to innovate isn’t when business slows down—it’s when things are working.

Borches makes a clear case: the future of the franchise model depends on how well dealers fight for the customer in their own communities. From leveraging real-time customer feedback to investing in service transparency and local relationships, this is a ground-level look at how dealers can build long-term loyalty—and why waiting to adapt may come at a cost.

Connect with Liza Borches at https://www.linkedin.com/in/lizaborches/

Learn more about the Carter Myers Automotive Group at https://cartermyersautomotive.com/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the NY Auto Forum, Alan Cooper shares a deeply personal perspective on an often-overlooked reality in the automotive industry—mental health. After decades in retail and leadership, Cooper opens up about his own battle with depression and the hidden toll of an industry that demands resilience but rarely creates space for vulnerability.

This conversation goes beyond surface-level discussion to address a hard truth: behind the performance, pressure, and long hours, many in the industry are struggling in silence. From the stigma around opening up to the real consequences seen across colleagues and teams, Cooper highlights the urgent need for change.

Cooper makes a clear case: it’s time for the industry to normalize these conversations. Through his initiative, Men in Automotive, the goal isn’t exclusivity—it’s creating a safe space for people to talk, connect, and support one another. This is a raw look at the human side of automotive—and why building stronger people is just as important as building stronger businesses.

Connect with Allan Cooper at https://www.linkedin.com/in/allancooper/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the NY Auto Forum, Stewart Stropp, VP of Customer Success at J.D. Power, breaks down how service is becoming one of the most critical drivers of customer retention and long-term profitability for dealers. As consumer expectations evolve, transparency, convenience, and communication are no longer differentiators—they’re becoming baseline requirements.

This conversation goes beyond surface-level service tactics to highlight what the latest data is actually showing. From the growing demand for photo and video updates to the rise of mobile service expectations shaped by Tesla and Rivian, the gap between what customers want and what dealers deliver is still significant. That gap represents both a risk—and a major opportunity.

Stropp makes a clear case: service is no longer just operational—it’s strategic. With one in four customers servicing outside their selling dealer and retention increasing significantly after just a few visits, the service lane has become a powerful lever for growth. This is a data-driven look at how dealers can turn service into a competitive advantage in a rapidly changing market.

Connect with Stewart Stropp at https://www.linkedin.com/in/stewartstropp/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the NY Auto Forum, Steve Greenfield, CEO of Automotive Ventures, breaks down how dealers need to rethink their business for the next 5–10 years. While most operators are stuck managing a 30-day cycle, the real challenge is building long-term resilience in a market shaped by AI, affordability pressure, and global disruption.

This conversation moves beyond short-term tactics to focus on structural change. From rising cost pressures to shrinking margins, Greenfield argues that profitability—not just sales—is the key to survival. With nearly half of dealership costs tied to labor, emerging AI tools present a massive opportunity to drive efficiency, improve customer experience, and unlock new margins

Greenfield makes a clear case: the future dealership will look fundamentally different. From AI-powered operations to frictionless buying experiences, the winners will be the ones who adapt early. This is a forward-looking view of how technology, consumer behavior, and operational strategy are converging—and what dealers must do now to stay competitive.

Connect with Steve Greenfield at https://www.linkedin.com/in/stevegreenfield416/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the New York Auto Show, Mark Schienberg, President of the show, breaks down what it actually takes to bring one of the largest automotive events in the world to life. With nearly 2,800 workers, millions of pounds of equipment, and just days to execute, the scale is massive—but the bigger story is what these events represent in a post-COVID, increasingly digital industry.

As manufacturers doubled down on digital during the pandemic, many questioned whether auto shows still had a role. This conversation goes beyond surface-level assumptions to reveal why in-person experiences are not only relevant—but essential. From hands-on product discovery to real-time consumer insights, auto shows create a unique environment where dealers, OEMs, and buyers converge without the pressure of a transaction.

Mark Schienberg makes a clear case: you can’t replicate the emotional connection of sitting in a vehicle through a screen. With 40% of attendees actively in-market, the show floor becomes a powerful driver of demand, not just awareness. This is a ground-level look at how consumer behavior is reshaping automotive retail—and why physical experiences are making a strong comeback.

Timestamped Takeaways

0:00 Intro

0:15 The Scale of Building the NY Auto Show

1:05 Attendance Expectations and Public Opening

1:50 Why This Could Be the Biggest Show Since COVID

2:40 The Return of In-Person Experiences

3:30 What Makes the NY Auto Show Unique

4:20 Expanding Beyond Cars: Safety and Industry Conversations

5:30 Bridging Dealers, OEMs, and Consumers

6:40 The Role of Auto Shows in the Buying Journey

7:50 40% of Attendees Are In-Market Buyers

9:00 Why No Salespeople Are Allowed on the Floor

10:10 Creating Demand vs. Forcing Sales

11:10 Manufacturer Strategy: Digital vs Physical

12:20 Why Physical Experience Still Wins

13:20 The Rebound of Auto Shows

14:10 Final Thoughts on Industry Impact

Connect with Mark Schienberg at https://www.linkedin.com/in/mark-schienberg-6756ba/

Learn more about the Greater NY Automobile Dealers Association at https://www.gnyada.com/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the NY Auto Forum, Senator Bernie Moreno lays out a blunt, high-stakes reality facing the U.S. auto industry. With China’s massive overcapacity, government-backed subsidies, and global expansion strategy, the threat isn’t theoretical—it’s structural. Moreno argues that without decisive action, the Western auto industry risks being undercut at scale, with long-term consequences for jobs, innovation, and economic stability.

This conversation goes beyond policy headlines to unpack what’s already changed—from the removal of EV subsidies and emissions fragmentation to new legislative efforts aimed at blocking Chinese vehicles from entering the U.S. market entirely. Moreno makes a clear case: protecting the industry isn’t about protectionism, it’s about survival in the face of a system designed to dominate globally. On the retail side, the discussion shifts to dealer accountability, FTC enforcement, and why cleaning up the last 5% of bad actors may be critical to preserving consumer trust.

It’s a direct look at the forces reshaping the auto industry—from global trade battles to showroom-level transparency—and what needs to happen next.

Timestamped Takeaways

0:00 Intro

0:18 Reflecting on Major Industry Wins (EV mandates, CARB changes)

1:20 The $100B Cost and Missed Innovation Opportunity

2:10 China’s Overcapacity and Global Strategy

3:25 Why the U.S. Must Block Chinese Vehicles

5:10 Economic Stakes: Jobs, GDP, and Industry Survival

6:30 Canada, Mexico, and Global Trade Tensions

8:05 The Push for Western Market Alignment

9:20 Refocusing on Affordability and Innovation

10:15 FTC Enforcement and Dealer Transparency

11:40 Cleaning Up the “Final 5%” of Dealers

13:10 Why Bad Pricing Practices Destroy Trust

14:30 Competing on Customer Experience, Not Deception

15:40 Final Thoughts on Mindset, Leadership, and Longevity

Connect with Senator Bernie Moreno at https://www.linkedin.com/in/bernie-moreno-4251884/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the NY Auto Forum, John Bozzella, CEO of the Alliance for Automotive Innovation, breaks down one of the most critical moments facing the global auto industry. With rising geopolitical tension, China’s growing dominance, and shifting retail dynamics, the stakes for U.S. dealers and OEMs have never been higher. This conversation goes beyond headlines to unpack what “fair competition” actually means—and why it’s not the current reality.

Bozzella makes a clear case: the franchise model only works if the industry stays aligned. From Tesla’s early disruption to today’s policy debates and global overcapacity concerns, the conversation highlights a hard truth—dealers and OEMs must compete together or risk losing the customer entirely. This is a front-line look at the structural forces reshaping automotive retail and what leaders must do now to stay competitive.

Timestamped Takeaways

0:00 Intro

0:20 Why U.S.–China Talks Matter for Auto

1:05 The Auto Industry’s Role in U.S. GDP

1:50 The Problem with “Unfair” Global Competition

3:05 China’s Overcapacity and Global Impact

4:10 Breakdown of Dealer Struggles in Global Markets

5:20 Why the Franchise Model Still Wins

6:35 The Tesla Effect and Policy Consequences

8:05 One System or No System at All

9:10 Why Alignment Between Dealers and OEMs Matters

10:15 Competing for the Modern Customer

11:20 Building a More Competitive Industry Together

Connect with John Bozzella at https://www.linkedin.com/in/john-bozzella/

Learn more about the Alliance for Automotive Innovation at https://www.autosinnovate.org/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the NY Auto Forum, Force Marketing CEO John Fitzpatrick breaks down the real forces shaping automotive retail right now—from tariffs and policy shifts to EV adoption and affordability pressures. With insights tied directly to Senator Moreno’s surprisingly accurate market predictions, this conversation challenges the “doom and gloom” narrative and reframes where dealers actually stand today.

Fitzpatrick dives into what’s actually working on the ground: transparency, consistent communication, and operational fundamentals that most high-performing dealers already execute well. He also unpacks the FTC’s latest enforcement stance, the opportunity in used EV inventory, and why AI isn’t about perfection—it’s about speed. For dealers navigating uncertainty, this is a grounded, operator-level look at what matters now and what’s coming next.

Timestamped Takeaways

0:00 Intro

0:18 Why This Moment Matters for Dealers

1:05 Senator Moreno’s Market Prediction Accuracy

2:10 Tariffs, Policy, and Dealer Sentiment Shift

3:05 Dealers at the Intersection of Economy and Consumer

4:12 FTC Enforcement and Advertising Transparency

6:02 The “Bad Actor” Narrative vs Reality

7:25 What Consumers Actually Respond To

8:40 Used EV Opportunity and Affordability Shift

10:05 Toyota’s Strategy Dealers Should Copy

11:15 Why Service Drives Repeat Purchases

12:05 AI as Speed, Not Perfection

13:20 The Future Impact of Decisions Made Today

Connect with John Fitzpatrick at https://www.linkedin.com/in/jwfitz/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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