Why dealerships are breaking up with widgets for good

In today’s competitive automotive landscape, leveraging data and technology effectively is no longer optional—it’s the key to staying ahead.

Few people understand this better than Brian Benstock, GM, VP and Partner at Paragon Honda & Paragon Acura, and owner at White Plains Honda. 

Drawing on decades of experience, Benstock emphasizes the transformative potential of predictive marketing and artificial intelligence (AI) at the first-ever Automotive Leadership Roundtable in Washington, D.C., led by Yossi Levi, founder and CEO of Car Dealership Guy.

The future is predictive: Benstock envisions a future where dealerships don’t just react to customer needs—they anticipate them.

• “I think that's where the game is going to be more in the future,” he says, “who can do the best job with the data that they have, accessing customers in advance of their needs. Not when they need, but in advance.”

• Predictive marketing uses AI-powered tools to analyze customer data, identify patterns, and proactively deliver solutions.

• “It’s easy to tell the customer when they come to you, but what about using the data to get out in front of them?” Benstock asks.

Falling behind isn’t an option: For dealerships hesitant to adopt this data-first mindset, Benstock offers a stark warning: falling behind now could mean falling behind permanently.

• “If you're not using AI and predictive tools today, you won’t catch up in 30 days, 60 days, or even years. The gap will only widen.”

• Success comes from small, consistent steps:

  • Start learning the products and tools available.

  • Work with vendors.

  • Take small steps daily.

On top of that—with dozens of disconnected widgets slowing websites—fragmented technology is frustrating customers and dealerships are grappling with inefficiencies that erode the buying experience.

• “We had more than 37 different widgets across the board. The way they were competing for space on our website was crazy. Not only that, they were slowing it down. They said, hey, you got 1,000 clicks. Yeah, but they didn't finish the form, so it doesn't matter. The customers were so annoyed,” says panelist Patricia Muyshondt, CMO at Sames Auto Group.

The issue goes deeper than just poor user experiences. Many third-party vendors prioritize their goals—standing out and maximizing their visibility—over dealership efficiency or customer satisfaction. 

• “I think the individual certification of individual vendors is potentially outdated. We can’t focus very much on the customer experience,” adds Lindsay Lee, senior manager of Dealer Digital and Relationship Marketing at Toyota Motor North America.

This misalignment leads to overloaded websites, sluggish performance, and a fragmented journey for shoppers.

• “There's a lot of websites out there where there's pop up chat boxes. Every time you click to another screen, you have to keep closing them down. I mean, it's whac-a-mole, right? And it's getting past that and creating that simplified view,” comments Dean Stoneley, CEO at FordDirect.

In an era where disruptors like Carvana leverage simplicity and speed, dealerships must rethink their approach. Integration isn’t just about better tools, it’s about creating an experience customers expect and competitors can’t match.

Benstock and his partners, like David Boice, Co-Founder and CEO of Team Velocity, often draw inspiration from Apple’s integrated ecosystem to address tech fragmentation at the dealership level. 

• “We don’t care how the customer enters the loop as long as they enter and continue to cycle through the loop,” Benstock says.

Boice highlights how this approach shaped Team Velocity’s tools:

• "The fundamental challenge that our industry faces, I think, is a technology ecosystem problem. It's outdated with vendor silo solutions and 25 year old technology. It hasn't been rethought in a long time, so we decided to go all in and fix it."

Closing the gaps: Stoneley notes that direct-to-consumer retailers like to exploit gaps in traditional dealership systems, especially in customer experience.

• “Those gaps shouldn’t exist,” Stoneley says, urging dealerships to take responsibility for creating seamless experiences.

For dealerships like Paragon Honda, filling these gaps means:

• Embracing advanced technology.

• Building cohesive systems.

• Understanding customer behavior at every touchpoint.

A call to action: The automotive industry is at a crossroads. Dealerships that invest in data, AI, and predictive tools will lead in customer experience and operational efficiency.

• “Take small steps, learn the tools, and embrace AI as a partner, not a threat. Consistency over time leads to stunning results,” Benstock advises.

As dealerships adapt to this new reality, those that prioritize innovation and customer-centric strategies will define the future of automotive retail.

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