What happens when the automotive industry’s biggest blind spots finally get called out?
In this new episode of In Search Of, Dan Barker and Wikimotive Co-Founder Zach Billings sit down with Brian Pasch – author, researcher, conference founder, and one of automotive retail’s most respected voices.Together, they unpack what’s actually hurting dealership performance today: bloated websites, missing ASC events, broken measurement, AI hype cycles, and an industry-wide lack of continuing education. This conversation is an unfiltered look at the uncomfortable truths dealers need to face – and the actions leaders can take right now to get ahead.
Why Watch
- Learn why dealer websites have become overloaded – and how extra GTM containers, scripts, and legacy tools quietly destroy performance
- Understand ASC compliance: which vendors support it, which don’t, and how the lack of standards breaks measurement, CDPs, and OEM reporting
- See why most CTA stacks fail (and which CTAs actually convert on SRP + VDP)
- Hear why 20 Groups often become echo chambers – and what true education and innovation should look like
- Get a candid breakdown of AI in retail: what’s real today, what’s smoke, and how many AI tools a dealership can realistically manage
- Learn the mindset shift every GM and marketing leader needs to make to survive data-driven retail
In This Episode00:00 – Introductions01:00 – Why dealer websites became cluttered and overloaded03:00 – GTM containers, scripts, site speed, and data leaks05:10 – CTA simplification, mobile UX problems, and consumer confusion08:05 – Why Schedule Test Drive performs poorly and how to measure CCR10:55 – How vendor add ons create bloat and why removal rarely happens13:15 – ASC adoption, vendor resistance, and data transparency issues17:05 – OEM programs, politics, and why key tools fail to support ASC20:40 – GA4 experience gaps among vendors and why half compliant tools cause problems23:55 – Pop ups, early leads, and how CRM attribution gets distorted26:40 – Why dealers still lack accurate analytics across their stack28:20 – The education gap in automotive and why NADA programs are falling behind31:10 – Conference attendance, learning culture, and the 30 day cycle trap34:00 – Twenty groups as echo chambers vs true innovation networks36:45 – Data skills GMs absolutely need today38:35 – AI realities, hype cycles, and findings from upcoming voice AI research41:25 – How many AI tools a dealership can actually manage42:40 – Final thoughts and where to follow Brian Pasch
About In Search OfA candid, data-driven podcast for dealership leaders and marketers who want clarity – not hype.Each episode features conversations with industry experts who cut through the noise and reveal the truths shaping modern automotive retail.
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