{"id":12551,"date":"2026-10-19T08:12:31","date_gmt":"2026-10-19T12:12:31","guid":{"rendered":"https:\/\/www.coxautoinc.com\/retail\/?page_id=12551"},"modified":"2026-10-19T08:14:58","modified_gmt":"2026-10-19T12:14:58","slug":"dealer-success-study","status":"publish","type":"page","link":"https:\/\/www.coxautoinc.com\/retail\/dealer-success-study\/","title":{"rendered":"Dealer Success Study"},"content":{"rendered":"\n
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What do the most profitable dealerships have in common?<\/h1>\n\n\n\n
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Data discipline.<\/p>\n\n\n\n

Shiny showroom.<\/p>\n\n\n\n

Big budget.<\/p>\n\n\n\n

Smooth salespeople.<\/p>\n<\/div><\/div>\n\n\n\n

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17<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

Meet their profitability goals<\/p>\n\n\n\n

<\/div>
<\/div>
19%<\/span><\/div>
36%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div><\/div><\/div>\n<\/div>\n\n\n\n
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Meet Departmental Profitability Goals<\/p>\n\n\n\n

Vehicle sales<\/p>\n\n\n\n

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21%<\/p>\n\n\n\n

vs.<\/p>\n\n\n\n

29%<\/p>\n<\/div>\n\n\n\n

<\/div>
<\/div>
<\/div><\/div><\/div>\n\n\n\n

Fixed operations<\/p>\n\n\n\n

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24%<\/p>\n\n\n\n

vs.<\/p>\n\n\n\n

42%<\/p>\n<\/div>\n\n\n\n

<\/div>
<\/div>
<\/div><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

22% of franchise dealers strongly agree their decision-making is primarily data-driven<\/strong>, rather than driven by gut instinct or experience. Those data-driven dealers hit their profitability goals far more often than the rest \u2014 36% of them, versus 19% of everyone else.<\/p>\n\n\n\n

The advantage shows up across the business. Data-driven dealers outperform on profitability targets in vehicle sales (29% vs. 21%)<\/strong> and, widest of all, in fixed operations (42% vs. 24%)<\/strong>.<\/p>\n\n\n\n

What separates the most profitable dealerships from the rest? Five plays that dealerships can consider and adapt to their own operations. Being data-driven isn\u2019t about dealership size or sales volume.<\/p>\n\n\n\n

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October 20, 2026<\/p>\n\n\n\n

8 min read<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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FIVE PLAYS<\/h2>\n\n\n\n
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\"Play<\/figure>\n\n\n\n

Play 1<\/a><\/h3>\n\n\n\n

Evaluate every tool against data quality.<\/p>\n<\/div>\n\n\n\n

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\"Play<\/figure>\n\n\n\n

Play 2<\/a><\/h3>\n\n\n\n

Plan the rollout before you sign the contract.<\/p>\n<\/div>\n\n\n\n

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\"Play<\/figure>\n\n\n\n

Play 3<\/a><\/h3>\n\n\n\n

Assign a technology champion to make new tools stick.<\/p>\n<\/div>\n\n\n\n

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\"Play<\/figure>\n\n\n\n

Play 4<\/a><\/h3>\n\n\n\n

Measure every tool early and often.<\/p>\n<\/div>\n\n\n\n

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\"Play<\/figure>\n\n\n\n

Play 5<\/a><\/h3>\n\n\n\n

Connect your
data across departments and work toward one customer record.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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PLAY<\/p>\n\n\n\n

1<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Evaluate every tool against data quality.<\/h2>\n\n\n\n

Also Asked<\/p>\n\n\n\n

What should dealers look for when evaluating dealership technology?<\/p>\n<\/div>\n<\/div>\n\n\n\n

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20<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

Weigh whether a tool improves their data quality<\/p>\n\n\n\n

<\/div>
<\/div>
22%<\/span><\/div>
42%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div><\/div><\/div>\n<\/div>\n\n\n\n

Data-driven dealers evaluate dealership technology<\/a> differently: they judge a new tool by what it does to their data. 42% weigh whether a tool improves data quality before signing, versus 22% of other dealers <\/strong>\u2014 the widest gap in how the two groups choose technology.<\/p>\n\n\n\n

The data question gets answered before the contract, not after the first login.<\/p>\n\n\n\n

Here\u2019s what these dealers ask:<\/h3>\n\n\n\n
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Does it integrate with the systems already in place?<\/h4>\n\n\n\n

Information stays in one place, instead of one more login.<\/p>\n<\/div>\n\n\n\n

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Can the vendor show it running on real dealership records?<\/h4>\n\n\n\n

See how it works with dealership data before you commit.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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What have other dealers seen from it in everyday use?<\/h4>\n\n\n\n

Learn what other dealers are saying after putting it to work.<\/p>\n<\/div>\n\n\n\n

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How will success be measured, and by when?<\/h4>\n\n\n\n

Get it in writing before you sign, so nothing is assumed.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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\"quote<\/figure>\n<\/div>\n\n\n\n
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If we didn\u2019t trust the platform or data, we wouldn\u2019t sign up or work with them. We only keep the ones that we feel confident that it\u2019s accurate data, because we base our decisions on that information.<\/p>\n\n\n\n

\u2014DIRECTOR OF BDC, LARGE DEALERSHIP<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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PLAY<\/p>\n\n\n\n

2<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Plan the rollout before you sign the contract.<\/h2>\n\n\n\n

Also Asked<\/p>\n\n\n\n

How should a dealership roll out new technology?<\/p>\n<\/div>\n<\/div>\n\n\n\n

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18<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

Set a plan for evaluating a tool\u2019s success before rolling it out<\/p>\n\n\n\n

<\/div>
<\/div>
55%<\/span><\/div>
73%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div><\/div><\/div>\n<\/div>\n\n\n\n

Data-driven dealers plan their technology rollout before they sign: exactly how a new tool will be used, and by whom. 73% set a plan for judging a tool\u2019s success before rolling it out, versus 55% of other dealers.<\/strong><\/p>\n\n\n\n

That preparation is why they can move fast once they commit. 49% of data-driven dealers say they move as quickly as possible when adopting new technology, versus 30% of other dealers.<\/strong> The planning is what makes the speed possible.<\/p>\n\n\n\n

Here\u2019s how they do it:<\/h3>\n\n\n\n
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Shop on a set schedule.<\/h4>\n\n\n\n

Look at tools mid-year, then roll them out after a busy season.<\/p>\n<\/div>\n\n\n\n

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Bring in one tool at a time.<\/h4>\n\n\n\n

Don’t start the next until the last one is up and running.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Train the team before the tool goes live.<\/h4>\n\n\n\n

Make sure everyone knows how to use it before launch day.<\/p>\n<\/div>\n\n\n\n

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Protect the rollout timeline.<\/h4>\n\n\n\n

Decide how long it should take, then stick to that timeline.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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\"quote<\/figure>\n<\/div>\n\n\n\n
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I\u2019ll spend the third quarter of the year looking at vendors, ideas, referrals \u2014 here\u2019s my problem, here\u2019s what I\u2019d like to solve, who is best suited for this? I roll out everything basically in December or first of the year.<\/p>\n\n\n\n

\u2014General Manager, Medium Dealership<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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PLAY<\/p>\n\n\n\n

3<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Assign a technology champion to make new tools stick.<\/h2>\n\n\n\n

Also Asked<\/p>\n\n\n\n

How do dealerships get their team to adopt new technology?<\/p>\n<\/div>\n<\/div>\n\n\n\n

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14<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

Assign a champion or core user group to own a rollout<\/p>\n\n\n\n

<\/div>
<\/div>
19%<\/span><\/div>
33%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div>

Base: Dealers who implemented technology in the past year<\/p><\/div><\/div><\/div>\n<\/div>\n\n\n\n

At data-driven dealerships, technology adoption is somebody’s job. 33% assign a champion or core user group<\/a> to own a rollout, versus 19% of other dealers.<\/strong><\/p>\n\n\n\n

That ownership doesn’t mean data-driven dealers avoid the usual problems. 80% ran into at least one technology challenge in the past year, about the same as everyone else at 78%.<\/strong> Interviewed dealers described working through those problems rather than walking away from the tool \u2013 explaining the \u201cwhy\u201d to staff, coaching through resistance, and letting early results build buy-in.<\/p>\n\n\n\n

Here’s what interviewed dealers said makes it stick:<\/h3>\n\n\n\n
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Explain why the tool matters.<\/h4>\n\n\n\n

Show people what good use looks like, so expectations are clear.<\/p>\n<\/div>\n\n\n\n

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Inspect what you expect.<\/h4>\n\n\n\n

Leaders keep checking the metric they said they’d track.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Keep training past week one.<\/h4>\n\n\n\n

Continue coaching as people build the tool into their routine.<\/p>\n<\/div>\n\n\n\n

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Give it time to catch on.<\/h4>\n\n\n\n

Full adoption takes time, practice, and continued support.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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\"\"<\/figure>\n<\/div>\n\n\n\n
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The key to successful adoption and optimal use is having training sessions that are consistent and fully aligned with the people attending them. This way, we are able to hold our people accountable and responsible for using the applications we pay for.<\/p>\n\n\n\n

\u2014Digital Marketing Director, Large Dealership<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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PLAY<\/p>\n\n\n\n

4<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Measure every tool early and often.<\/h2>\n\n\n\n

Also Asked<\/p>\n\n\n\n

How do you measure ROI on dealership technology?<\/p>\n<\/div>\n<\/div>\n\n\n\n

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13<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

Track specific, targeted performance metrics<\/p>\n\n\n\n

<\/div>
<\/div>
26%<\/span><\/div>
39%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div>

Base: Total dealers<\/p><\/div><\/div><\/div>\n<\/div>\n\n\n\n

Data-driven dealers don’t wait for a quarterly review to find out if a tool is working. They put a metric on every tool and a set time to check it: 39% track a specific, targeted set of performance metrics, versus 26% of other dealers.<\/strong><\/p>\n\n\n\n

They also get more from their vendor relationships: 76% of data-driven dealers regularly consult their vendor reps to optimize how they’re using a tool, versus 61% of other dealers.<\/strong><\/p>\n\n\n\n

Measurement and vendor follow-through are how these dealers judge technology ROI.<\/p>\n\n\n\n

Here’s the routine:<\/h3>\n\n\n\n
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Put your vendor rep to work.<\/h4>\n\n\n\n

Ask which features you aren’t using and where you’re leaving value on the table.<\/p>\n<\/div>\n\n\n\n

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Check the metric weekly.<\/h4>\n\n\n\n

Monthly reviews catch trends. Weekly reviews catch problems.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Track efficiency alongside revenue.<\/h4>\n\n\n\n

A tool that takes work off people’s plates is earning its keep.<\/p>\n<\/div>\n\n\n\n

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Let the metric evolve.<\/h4>\n\n\n\n

Start with adoption, then track time saved, retention and profit.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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\"\"<\/figure>\n<\/div>\n\n\n\n
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We look at the numbers. Okay, we’re at this point now, this was our target. We don’t stop there. We say, what if another 10%? What do we need to do to get to the next 10%?<\/p>\n\n\n\n

\u2014CFO\/Controller, Large Dealership<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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PLAY<\/p>\n\n\n\n

5<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Connect your data across departments and work toward one customer record.<\/h2>\n\n\n\n

Also Asked<\/p>\n\n\n\n

How can a dealership connect customer data across departments?<\/p>\n<\/div>\n<\/div>\n\n\n\n

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14<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

Say their data is seamlessly integrated between tools or vendors<\/p>\n\n\n\n

<\/div>
<\/div>
38%<\/span><\/div>
52%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div><\/div><\/div>\n<\/div>\n\n\n\n

Data-driven dealers connect their systems so information moves between departments. 52% say their data is seamlessly integrated between tools or vendors, versus 38% of other dealers<\/strong>.<\/p>\n\n\n\n

Interviewed dealers described the goal this way: what one part of the dealership learns, the rest can see, so when a customer moves from the sales floor to the service drive, their history moves with them.<\/p>\n\n\n\n

Here\u2019s how they do it:<\/h3>\n\n\n\n
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Pick tools that talk to each other.<\/h4>\n\n\n\n

So a customer’s history follows them from the sales floor to the service drive.<\/p>\n<\/div>\n\n\n\n

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Use consistent reporting.<\/h4>\n\n\n\n

Give every department the same numbers, definitions and views of performance.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Share insights across departments.<\/h4>\n\n\n\n

Use sales and service records to guide outreach across the dealership.<\/p>\n<\/div>\n\n\n\n

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Name one system as the source of truth.<\/h4>\n\n\n\n

When numbers don’t match, everyone knows which one to trust.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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\"quote<\/figure>\n<\/div>\n\n\n\n
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Our CRM is our source of truth. That’s where all leads are submitted, that’s where all of our data really hones in from. The CRM tracks sales, service, and parts, so we have all three areas of the business in there.<\/p>\n\n\n\n

\u2014Director of Technology and Marketing, Large Dealership<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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More data discipline, more reported trust.<\/mark><\/h2>\n\n\n\n

Also Asked<\/p>\n\n\n\n

Why does trusted data drive dealership profitability?<\/p>\n<\/div>\n<\/div>\n\n\n\n

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24<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

say staff fully trust the data in their systems<\/p>\n<\/div>\n\n\n\n

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<\/div>
<\/div>
52%<\/span><\/div>
76%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Data discipline is associated with something dealerships don\u2019t take for granted: data the whole team trusts. 76% of data-driven dealers say their staff fully trust the data in their systems, versus 52% of other dealers.<\/strong><\/p>\n\n\n\n

Interviewed dealers said trusted data can help a team answer a customer faster, catch a problem sooner, and make the call with confidence instead of guessing. Data-driven dealers also reported greater improvement on metrics that run a store.<\/p>\n\n\n\n

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16<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

report show-to-close rate improved in the last year<\/p>\n<\/div>\n\n\n\n

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<\/div>
<\/div>
37%<\/span><\/div>
53%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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14<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

report gross profit per deal improved<\/p>\n<\/div>\n\n\n\n

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<\/div>
<\/div>
39%<\/span><\/div>
53%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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14<\/p>\n\n\n\n

point gap<\/p>\n<\/div>\n\n\n\n

report repeat business improved<\/p>\n<\/div>\n\n\n\n

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<\/div>
<\/div>
42%<\/span><\/div>
56%<\/span><\/div><\/div>
15%<\/span>50%<\/span>80%<\/span><\/div>
<\/span>Other dealers<\/span><\/div>
<\/span>Data-driven dealers<\/span><\/div><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Over the past year, 53% of data-driven dealers reported a better show-to-close rate, versus 37% of other dealers; 53% reported better gross profit per deal, versus 39%; 56% reported more repeat business, versus 42%.<\/p>\n\n\n\n

Data-driven dealers are also more likely to say a tool is being used to its full potential: 55% versus 39% of other dealers. And across all franchise dealers, those using their tools to full potential reported better profitability over the past year.<\/p>\n\n\n\n

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Improved profitability by reported utilization<\/h3>\n\n\n\n

Dealers who use their tools to full potential report improved past-year profitability:<\/p>\n\n\n\n

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Fixed operations:<\/h4>\n\n\n\n
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52%<\/p>\n\n\n\n

vs<\/p>\n\n\n\n

62%<\/p>\n<\/div>\n\n\n\n

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Not full potential use<\/p>\n\n\n\n

Full potential use<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Vehicle sales:<\/h4>\n\n\n\n
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33%<\/p>\n\n\n\n

vs<\/p>\n\n\n\n

54%<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Base: franchise dealers using tech to full potential (n=215) vs. not (n=285); excludes \u2019not sure.\u2019 A different base than the 22%\/78% segment split. Self-reported results; the study shows an association and does not establish that fuller technology use caused the reported profitability changes.<\/p>\n<\/div>\n\n\n\n

Interviewed dealers consistently emphasized disciplined adoption, measurement, and continuous improvement over simply adding more technology. As AI reshapes<\/a> the showroom, the service drive<\/a>, and beyond, the data underneath it \u2014 and the discipline to keep it clean \u2014 matters more than ever.<\/p>\n\n\n\n

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Data discipline and AI<\/h3>\n\n\n\n

Dealers point to their own data as a reason to adopt AI: 55% of franchise dealers say getting more out of the data they already have would motivate them to bring on new AI tools, and 52% say the same about making better decisions with better data.<\/p>\n\n\n\n

Source: Cox Automotive AI in Auto Retail Tracker,<\/a> Q2 2026. Franchise dealers, n=337.<\/p>\n\n\n\n

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See the full AI adoption picture: AI in Auto Retail Tracker<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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\u201cDealers have a vast amount of life experience and gut instinct, and they want to combine that with real-world data to drive the best decisions. The dealers doing that well are intentional about keeping their data clean and putting it to work in every part of the store.\u201d<\/p>\n\n\n\n

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\"Lori<\/figure>\n\n\n\n
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Lori Wittman<\/mark>
President, Retail Solutions at Cox Automotive:<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Frequently Asked Questions<\/h2>\n\n\n\n

Cox Automotive 2026 Dealer Success Study<\/p>\n\n\n\n

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