In a recent interview hosted by Susan Givens, PureCars CEO Lauren Donalson shared her insights on the biggest opportunities and challenges facing dealerships today. The conversation touched on data, service operations, AI, and what she’s looking forward to continuing conversations around at NADA.

Dealerships Need Clarity, Not More Data

Lauren explained that while dealers have more data streams than ever, much of it is fragmented, messy, or incomplete. She emphasized the importance of transforming raw CRM and DMS data into something clean, structured, and usable. Poor-quality data — missing emails, outdated addresses, vehicles no longer owned — continues to hold dealerships back.

She noted that modern CDPs give dealerships the ability to normalize this information and activate it across the entire customer journey, from call lists to direct mail to digital advertising.

Why First-Party Data Matters More Than Ever

Lauren discussed how PureCars strengthens first-party data by layering in ten years of nationwide vehicle transaction history and behavioral insights collected from thousands of dealership websites. When combined and cleaned, this creates highly accurate audiences that perform better across marketing channels.

She highlighted that when dealerships pair CDP data hygiene with PureCars’ digital advertising capabilities, many have already seen stronger results — including measurable increases in performance.

A Major Fix-Ops Advantage

Service remains one of the largest revenue opportunities in the store, and Lauren spoke passionately about how much untapped potential exists in the average DMS. She noted that roughly 30% of records are typically “waste” until the CDP cleans and enriches them.

She also pointed out how effective recall awareness campaigns are, especially when dealerships lean on timely text messages. These efforts not only drive service appointments but often turn into service-to-sales opportunities when customers become interested in upgrading their vehicle.

AI That Makes Work Easier — Not Harder

Lauren shared excitement about PureCars’ launch of new AI functionality designed to support dealership teams. She explained that AI is especially valuable for high-volume lead sources, overnight submissions, and weekend inquiries. The goal is simple: ensure customers get timely, helpful replies while allowing sales teams to focus on higher-value conversations once the lead is warmed.

She emphasized that this blend of automation and human follow-up helps dealerships increase efficiency without adding complexity.

Women in Automotive: Progress and the Path Ahead

Reflecting on her years in the field, Lauren noted meaningful growth in the presence of women across dealership departments. She has seen more women on the front lines in sales and service — areas where transparency and communication are critical. She hopes the next decade brings even more women into management and leadership roles to continue that momentum.

Looking Toward NADA

Lauren shared that she is looking forward to being part of the conversations happening at the show. PureCars will be highlighting its latest advancements — particularly in AI and digital strategy — and engaging with dealership leaders who are focused on efficiency, service performance, and data-driven decision-making.

WATCH THE FULL INTERVIEW HERE