The Dealer Playbook

In this episode of The Dealer Playbook, I sit down with Matt VanDyke, President of Shift Digital, to unpack some of the most pressing—and overlooked—topics in automotive marketing right now. From mobile-first lead strategies to AI-powered insights, Matt brings a rare, high-altitude perspective that cuts through the fluff and actually makes sense of what’s happening in the trenches.

We talk about:

• Why phone calls and text messaging are quietly dominating lead conversions
• How to rethink click-to-call and ditch the outdated obsession with form submissions
• The $30 out of every $100 you’re losing due to poor website performance (yes, it’s that bad)
• The AI conversation everyone’s having—but few are applying correctly
• Why accountability isn’t a buzzword—it’s the hidden driver of innovation

Matt also drops a sobering stat: fewer than 1% of dealer websites in North America pass Google’s Core Web Vitals. Which means most are unintentionally sabotaging their own ad budgets. If you’re tired of wasting money, or just want to know where the puck is really heading, this conversation is a must-listen.

Whether you're running a store, managing an OEM program, or working at an agency, there’s something in here that’ll shift how you think about performance.

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FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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In this episode, my guest is Barry Hillier, co-founder of Auto Agentic A.I. and someone I’ve known and respected for years. Barry’s got a deep background in SaaS and marketing, and he’s one of those rare people who can make complex tech make sense—and more importantly, make it useful.

We talk about what AI actually means for dealerships, business owners, and people in general—not in the theoretical sense, but in the “what should I be doing about this right now?” kind of way.

Here’s a glimpse of what you’ll get from this conversation:

• How AI can make you better at your job instead of taking it
• What dealerships need to know before jumping into AI tools
• Why people with strong emotional intelligence (EQ) might be more valuable than ever
• How AI changes the way we train, learn, and lead teams
• What this all means for the next generation—including your kids

Barry also shares how he fell into building tech solutions for the auto industry, what he’s learned from saying “yes” before knowing how, and why we’re just scratching the surface of how AI can elevate human potential.

If you're a dealer, leader, entrepreneur—or just someone trying to figure out where you fit in this next chapter—this one’s worth a listen. The ideas we explore could shift the way you think about tech, talent, and your future.

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This Episode's Sponsor

FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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In this episode, my guest is Jacqui Barker, Global OEM Strategy Director at Keyloop, joining me from the floor of the Toronto International Auto Show.

We get into the real stuff—the behind-the-scenes friction points in today’s car buying journey and what needs to change now if dealerships want to stay relevant in a world of evolving tech and rising customer expectations, and let me tell you—this conversation will challenge how you see digital retailing, data integration, and the customer experience in automotive.

This one’s a must-listen if you’re serious about evolving your dealership experience with purpose (not panic).

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This Episode's Sponsor

FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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In this episode, my guest is Shahin Alizadeh, President and CEO of Downtown Auto Group – a powerhouse in the automotive and real estate industries. Shahin has redefined what a dealership can be, transforming a small, struggling lot to then developing a leading edge Auto Complex

But this isn’t just another dealership success story. Shahin dives deep into how he leveraged prime real estate to create a hybrid model that generates revenue from car sales, fixed operations, and real estate development – a strategy that’s turning heads across the industry.

We explore the bold moves that took him from washing cars to managing multiple brands under one roof, the challenges of convincing OEMs to embrace a non-traditional model, and why he believes every dealer should think like a developer.

Plus, we get into the rise of Chinese auto brands, the impact of skyrocketing land values on the dealership model, and the future of automotive retail in urban markets.

If you’re looking for practical ways to elevate your dealership and tap into new revenue streams, Shahin’s story is the blueprint you need.

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This Episode's Sponsor

FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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My guest in this episode is Agnes Di Leonardi — an automotive executive, a lawyer, and one of the few recipients of the prestigious Order of Canada for her contributions to the industry. With over 30 years of experience across companies like Ford, Mazda, and Sym Tech Dealer Services, Agnes brings a wealth of knowledge about leadership, inclusion, and the evolution of the auto business.

In this episode, we talk about why representation matters, how resilience and curiosity fuel career growth, and what practical steps dealers can take to create more inclusive and successful organizations.

If you’re serious about growing your business, future-proofing your leadership team, and building an organization that mirrors and serves today’s customer base — this conversation is a must-listen.

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This Episode's Sponsor

FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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In this episode I’m hanging out in person with my good friend Kyle Mountsier—COO at ASOTU (Automotive State of the Union), we talk about everything from AI implementation in dealerships to the real reason human connection is the most valuable currency in retail auto.

We’re recording this one in person from New York City, floor-sitting style (yep, you read that right)—and it’s one of the most candid, dynamic convos I’ve had.

We dive into:

• How to responsibly integrate AI into your dealership without breaking trust or compliance.
• Why most dealers are thinking about AI all wrong—and what to do instead.
• The importance of internal GPT models and why uploading your P&Ls might be the smartest move you make this year.
• The shift from hours worked → problems solved, and what that means for your business.
• Why connection is the real ROI (and always has been).
• A sneak peek at ASOTUCON and why it’s more than just another auto event—it’s where the others gather.

There’s a lot of noise out there about AI, digital retail, and operational efficiency—but very few voices are cutting through with the clarity, care, and conviction that Kyle brings to the table.

If you’ve ever wondered how to blend emerging tech with real human moments in the dealership, this conversation will give you clarity (and maybe even a few goosebumps).

Grab your ASOTUCON tickets here: https://www.asotucon.com/

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This Episode's Sponsor

FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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In this episode, my guest is Christine Mitchell—aka The Car Lady— founder of The Car Lady Canada, and we talk about what it really takes to build dealership loyalty, elevate women in automotive, and create a culture that actually sticks.

Christine’s been in the car business since she was 16—and what started as a gig in the lube lane turned into a national movement that’s helping dealers across the country retain customers and talent.

We talk about:

• Why most “women in automotive” conversations are missing the mark—and what needs to happen instead
• The real ROI behind Know Your Car Night (87% retention)
• How to create dealership culture that isn’t just pizza Fridays but real leadership from the ground up
• The surprising power of post-sale follow-up that doesn’t involve a birthday email or another push notification
• Why empowering the receptionist might be the smartest move you make this year

Christine dropped a line that really stuck with me:

“The diamonds are in your store. You just have to harvest them.”

If you’ve ever said “we want to improve our culture” or “we need more loyalty” or “we want more women on our team”—this is your playbook.

It’s not about checking boxes. It’s about building something better—together.

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This Episode's Sponsor

FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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In this episode, my guest is Edwin Frizzell, Regional Vice President and General Manager at the legendary Fairmont Royal York, and we’re talking about what it really takes to create unforgettable guest experiences, build strong internal culture, and lead with purpose in fast-paced, high-expectation environments.

Edwin shared a real-world example of how a single gesture at a car dealership completely changed his perception—and potentially his buying decision.

“I’m actually considering buying a car from a dealership out of town—not because of the brand, but because one entry-level employee made me feel seen and valued. That one moment of connection changed everything.”

Let that sink in. A single moment. A small gesture. Not the fancy showroom, not the logo on the building—but a human interaction.

And that’s exactly what we unpack in this episode, we dig into:

•  How to turn everyday interactions into powerful emotional connections
•  Why Mary in the laundry room is just as important as any executive (and why Edwin knows her by name)
•  The importance of brand promises—and how to activate them through your people
•  What automotive dealers can learn from hospitality pros when it comes to service that sticks

If you're in the auto industry and you want to know what today's customer really values, this is something you can't afford to miss.

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This Episode's Sponsor

FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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In this episode, my guest is Miranda Pyette, founder of Purpose Automotive and one of the sharpest minds in the game when it comes to dealership social strategy.

She’s been in the trenches. From hustling newspaper ads to helping dealers make the massive leap from print to digital. Now, she’s leading a powerhouse team of women helping dealerships across Canada crush it on platforms like TikTok, Instagram, Facebook, and more.

In this episode, we unpack:

• How dealers can stop getting crushed by “vanity metrics” and start crafting a social presence that actually drives results.
• Why every platform isn’t created equal (and how to tailor your strategy without burning out your team).
• What big brands are doing right—and how you can localize it to win in your own market.
• The exact moment when social becomes more than “clicking post” and turns into real brand-building.

If you're a dealership leader wondering, “Where do we even start with social?” or “How do I get my team on board without overwhelming them?”—this episode is your blueprint.

So whether you’re deep into your content game or still stuck in 2012 with a drone video and a dusty Facebook page—hit play. 

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This Episode's Sponsor

FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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In this episode, my guest is Omar Gandhi, founder of Omar Gandhi Architects (OG) and the architectural genius behind Audi Haus.

Omar’s firm, Omar Gandhi Architects, has built a reputation for creating spaces that do more than just exist—they make people feel something. And as it turns out, when people feel something, they’re more likely to engage, connect, and even buy.

In this episode, we talk about the power of intentional design and how Omar, the brilliant architect behind Audi Haus shares insights on how design isn’t just about aesthetics—it’s about business, customer psychology, and ultimately, ROI.

We get into:

•  How retail spaces (not just products) can shape customer perception and influence buying decisions
•  The ROI of great design—why creating the right environment can make or break a brand’s impact
•  The wild ride of Omar’s career—from losing his job to building one of Canada’s most respected architecture firms
•  Why saying yes to the smallest projects early on led to massive opportunities later
•  And the secret sauce behind Audi Haus—how a single space can shift someone’s entire experience with a brand

This episode is packed with real-world insights that go way beyond architecture. Whether you’re in retail, marketing, or just someone who loves a great underdog story, there’s something here for you.

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This Episode's Sponsor

FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.

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