250 Million Car Shoppers – How Dealers Are Turning Big Data Into A Secret Weapon | Brian MacDonald, CEO & President of CDK Global

The automotive industry faces a challenging 2026 characterized by flat growth, necessitating a return to foundational dealership metrics like service retention and cost management. Success hinges on transforming vast data assets into actionable insights, particularly through the deployment of Consumer Data Platforms (CDP) that consolidate fragmented customer records to enhance lifetime value. Brian MacDonald, CEO of CDK Global, emphasizes that artificial intelligence is most effective when integrated directly into core workflows rather than applied as peripheral tools. By leveraging proprietary data—including 900 million repair orders—dealers can automate warranty reimbursements, personalize marketing, and streamline service scheduling. Beyond technology, the most resilient dealerships prioritize organizational culture and internal succession planning to mitigate high employee turnover, ensuring that human capital remains a competitive advantage in an increasingly automated retail environment.