Live from ASOTU CON 2026, Kyle Mountsier sits down with Ed Roberts, COO and General Manager of Bozard Ford Lincoln, to discuss the evolution of customer experience, mobile service, and what it takes to build a dealership culture centered on service. Ed shares the remarkable growth story of Bozard Ford Lincoln, from a team of 43 employees to more than 440, while reflecting on the leadership principles and community-first mindset that continue to drive the organization forward.

The conversation focuses heavily on mobile service and why Ed believes it should become the rule rather than the exception across the automotive industry. Drawing on years of experience helping Ford dealers implement mobile service programs, he explains how removing friction, leveraging connected vehicle data, and improving the ownership experience can dramatically increase customer loyalty, retention, and long-term profitability. Along the way, he challenges dealers to stop assuming what customers want and start designing experiences around what customers actually value.

Timestamped Takeaways

0:00 Intro

0:11 Meet Ed Roberts and Bozard Ford Lincoln

0:43 Growing From 43 Employees to More Than 440

1:20 The Meaning Behind “Do Good Recklessly”

2:08 Building a Culture of Community and Service

3:02 Inside Bozard's Mobile Service Operation

3:37 Running 46 Mobile Service Vehicles Every Day

4:18 Creating Structure Instead of Reacting to the Day

5:18 Helping Dealers Scale Mobile Service Success

6:36 Why Mobile Service Must Become the Rule

7:38 The Biggest Roadblocks to Adoption

8:32 Removing Friction From the Ownership Experience

9:20 How Competitors Capitalize on Dealer Friction

10:09 Taking Ownership of Customer Retention

11:00 The Loyalty Impact of Mobile Service

11:53 Why Ownership Experience Matters More Than the Sale

12:25 Building Long-Term Customer Loyalty

12:43 Final Thoughts

Connect with Ed Roberts at https://www.linkedin.com/in/ed-roberts-00948b36/
Learn more about Bozard Ford Lincoln at https://www.bozardford.com