Inside NADA 2026: The Conversations That Mattered

NADA 2026 may have wrapped, but the ideas, insights, and strategies shared on the showroom floor will continue shaping the automotive industry well into 2026. This year, one theme was clear: while technology and AI are transforming marketing and sales, the service department can’t be left behind. Dealerships that connect service, sales, and marketing through a unified platform are the ones poised to thrive.

As automotive retailers face rising costs, fragmented data, and more complex customer journeys, PureCars will show how dealerships are leveraging first-party data and AI across the entire customer journey at NADA Show 2026 in Las Vegas. From February 3-6, PureCars will be at Booth #3551W, demonstrating how its unified customer data and marketing platform helps dealerships identify high-intent shoppers, automate engagement, and drive measurable sales and service outcomes.

NADA 2026 is shaping up to be a pivotal moment for the automotive industry, and PureCars will be at the center of the conversations driving meaningful change. From service revenue and AI-powered audience strategy to partnerships that accelerate innovation, PureCars sessions at this year’s show are designed to move beyond buzzwords and focus on what’s actually working for dealerships today. Across the week in Las Vegas, PureCars leaders and partners will share practical insights, real-world examples, and forward-looking strategies that dealerships can apply immediately.

As the automotive industry moves deeper into 2026, dealerships are navigating a familiar mix of pressure and opportunity. Inventory is tightening, monthly payments remain elevated, and competition for both customers and vehicles continues to intensify. At the same time, clean customer data and artificial intelligence are opening the door to smarter, more effective ways to drive growth—particularly in fixed operations. Recently, Lauren Donalson, CEO, and Jason Wiley, President & Chief Revenue Officer of PureCars, sat down with CBT News to discuss how dealerships can adapt to these realities, what PureCars is bringing to NADA 2026, and why clean data and AI are becoming essential to modern service marketing.

As the automotive industry gears up for NADA 2026, one thing is clear: PureCars is coming in with momentum, intention, and a lot of energy. In a recent Car Guy Coffee podcast episode, the Car Guy Coffee Podcast hosts sat down with Kate Colacelli, CMO of PureCars, and Hannah Lifson, Director at PureCars, to talk about what’s ahead for NADA, how the industry continues to evolve, and why relationships still sit at the center of everything they do.

NADA is always big, but this year PureCars is showing up with purpose alongside the V20 Group. From an industry party that sets the tone for the week to an immersive booth experience focused on education, collaboration, and fast-moving conversations, this is where meaningful connections turn into real momentum.

Service marketing has always been a tough area for dealerships. When customer information is outdated, systems don’t talk to each other, and marketing lists aren’t accurate, it becomes almost impossible to reach the right people at the right time. Add rising ad costs and shrinking returns, and it’s clear why many dealerships feel stuck.That’s where PureCars’ Customer Data Platform (CDP) and AI come in. Together, they clean up your data, automate your outreach, and help you communicate with customers in a more personal, effective way—ultimately boosting service visits and revenue.

Loyalty is one of the most powerful drivers of dealership revenue—but only if it's activated strategically. A Nissan dealership in the Southeast discovered just how impactful first-party data and automation could be when they set out to engage existing customers from a Nissan North America (NNA) Loyalty manifest list. The goal was clear: turn known customers into returning buyers.

This case study demonstrates the power of a well-executed Performance Max campaign to drive growth and market share. By utilizing geo-targeting and Google’s suite of marketing channels, the dealership was able to reach and convert customers displaced by the closure of a competitor. With the right strategy, dealerships can turn unexpected opportunities into real growth.