OFFICIAL PUBLICATION OF THE MONTANA AUTO DEALERS ASSOCIATION PUB. 5 • 2025 • ISSUE 2 WADE REHBEIN 2026 TIME Dealer of the Year Nominee 111th Annual Family Convention in Photos Catching Up With Congressman Troy Downing
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©2025 The Montana Automobile Dealers Association (MTADA) | The newsLINK Group LLC. All rights reserved. Montana Auto Dealer is published two times per year by The newsLINK Group LLC for MTADA and is the official publication for this association. The information contained in this publication is intended to provide general information for review, consideration and education. The contents do not constitute legal advice and should not be relied on as such. If you need legal advice or assistance, it is strongly recommended that you contact an attorney as to your circumstances. The statements and opinions expressed in this publication are those of the individual authors and do not necessarily represent the views of MTADA, its board of directors or the publisher. Likewise, the appearance of advertisements within this publication does not constitute an endorsement or recommendation of any product or service advertised. Montana Auto Dealer is a collective work, and as such, some articles are submitted by authors who are independent of MTADA. While a first-print policy is encouraged, in cases where this is not possible, every effort has been made to comply with any known reprint guidelines or restrictions. Content may not be reproduced or reprinted without prior written permission. For further information, please contact the publisher at (855) 747-4003. CONTENTS 14 20 We’ve rebranded! Check out our new look! www.mtada.com 6 MTADA EVP’s Message 8 MTADA Office Staff and Executive Committee 9 Board of Directors and Insurance Trust 10 The Clean Air Act, Emissions Controls Deletes and Defeat Devices The EPA Is Visiting Dealers Near You! 13 SAVE THE DATE 2026 NADA Show Las Vegas | February 3-6 14 Catching Up With Congressman Troy Downing 17 Wade Rehbein 2026 TIME Dealer of the Year Nominee 20 111th Annual Family Convention in Photos 26 Thank You to Our 2025 MTADA Sponsors! 28 SPOTLIGHT ON WOMEN IN THE INDUSTRY Yetta Folsom, Don Aadsen Ford Technician 31 Montana Overdrive 32 2025 Washington Conference and Congressional Fly-in Sept. 8-10, 2025 34 Modern Payment Strategies for Automotive Dealerships Leveraging Surcharging for Efficiency and Profitability 36 Meet Your New Intern How Dealers Can Use AI Today 38 Shifting Gears: AI and The Road Ahead 39 NADA Market Beat October 2025 40 SKILLSUSA MONTANA Building the Future Workforce with Industry Partnership MTADA Donates $4,000 This Year to Help Expand Programs and Support Students 42 The 2026 Social Selling Report Your No-Nonsense Guide to Winning on Social 44 Is Your Vendor Cutting Corners with AI? The High Cost of Poorly Implemented ‘Innovation’ in Warranty Reimbursement 46 Montana Dealerships Under New Ownership 47 2025 MTADA Associate Members 50 2025 MTADA Licensed Vendors 53 MTADA’S Employee Benefits Programs Keep Getting Better 54 Driving Montana’s Economy 4 MONTANA AUTO DEALER
MTADA EVP’S MESSAGE Bruce Knudsen Executive Vice President, MTADA Dear members, As 2025 comes to a close, I am filled with great appreciation and pride for all that we have accomplished together. This year has been filled with many challenges and changes, and you have once again risen to the occasion. I want to extend a special thank you to all of you who attended MTADA’s 111th Annual Family Convention. It was an event to remember, featuring a great lineup of industry expert speakers, networking opportunities and a lot of family-friendly fun on Flathead Lake. We took the opportunity to show Don “K” just how much he has meant to our association. Elected officials from across our state showed up to help us honor him, including Montana Governor Greg Gianforte, Montana State Senator Tim Sheehy, Montana Attorney General Austin Knudsen, Montana State Auditor James Brown and Montana State Superintendent Susie Hedalen. We deeply appreciate all of them for taking the time to join us. The relationships we have built with our elected officials help us in our efforts to maintain a strong and prosperous auto industry in Montana. I encourage you to continue engaging in conversations and interacting with our representatives. Additionally, contributing to MONCAR and the NADA PAC is equally important. In this issue, we are featuring Congressman Troy Downing. He was gracious enough to sit down with us and share his story, explaining why he is passionate about helping businesses in Montana and ensuring the American Dream remains accessible to all. We are also featuring a few incredible members of MTADA: Wade Rehbein, our amazing TIME Dealer of the Year nominee and Yetta Folsom, a talented female technician at Don Aadsen Ford. Please keep in mind that Montana Overdrive offers over 1,300 products, from sales and office forms to service drive dispatch numbers, key tags, lot decoration, license plate frames and inserts, and so much more. It is a one-stop convenience shop, just a click away! Using Montana Overdrive is a no-brainer. It’s easy to use, products are offered at a competitive price, and you’re helping to keep MTADA growing strong with each purchase! Visit montanaoverdrive.com to stock up on your dealer supplies. As we look ahead to the upcoming year, please mark your calendars for the 2026 NADA Show in Las Vegas, Feb. 3-6, and the 112th Annual Family Convention in Butte, Aug. 13-16. You won’t want to miss either of these events! As we look ahead to the new year, if you need assistance to help your dealership grow while remaining compliant, I encourage you to turn to our Preferred Partners. These companies have been vetted and endorsed by MTADA to ease your decision-making process about who to partner with. I hope you enjoy reading this issue. Thank you for all that you do to help keep MTADA strong. As always, please reach out to me at (406) 461-7680 if you have any questions or concerns. Sincerely, Bruce 6 MONTANA AUTO DEALER
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MTADA OFFICE STAFF Bruce Knudsen Executive Vice President bknudsen@mtada.com Cell: (406) 461-7680 Office: (406) 442-1233 Bruce Knudsen is the executive vice president, Government Relations for the Montana Auto Dealers Association (MTADA). He earned a BA in Japanese language and literature from Brigham Young University and an MBA from Regis University. Bruce has led MTADA since 2014 and has years of experience in managing large groups and organizations, as well as a deep knowledge of health insurance and employee benefits. Bruce has lived in Montana for 16 years. He has four children and six grandchildren. In his free time, he enjoys golf, cooking, attending concerts and traveling, especially to the beaches of Baja, Mexico. Jillian March Communications Manager jmarch@mtada.com Cell: (253) 561-2889 Office: (406) 442-1233 Jillian March graduated from Carroll College in 2019 and began working with the Montana Auto Dealers Association as an intern from 2018 to 2020. She returned to the association in 2022 as communications manager, starting the Sunday before the annual convention. Jillian and her husband, Colton, welcomed their first child, a son named Mason, in September 2025. They have two dogs, a corgi and a wirehair/lab mix. Jillian enjoys hunting, camping, traveling and spending summer days on a boat on Canyon Ferry Lake. Jillian also loves visiting her dad’s home in southeast Georgia. Debbie Jean Office Manager/Insurance Coordinator/ Bookkeeper bkkpr@mtada.com Cell: (406) 461-6333 Office: (406) 442-1233 Debbie Jean was born and raised in Helena, Montana, and has resided there her entire life. Her favorite thing to do is spend time with her beautiful grandchildren, hang out with her husband and family at their cabin and ride snowmobiles and side-by-sides. She has been the office manager at Montana Auto Dealers Association for 131/2 years and manages the self-funded Health Insurance Trust for the member auto dealers’ staff. Debbie’s prior work experience for the last 30 years has been in agency insurance work and self-funded insurance trusts. She takes pride in her organizational and customer service skills by being able to put herself in the customer’s position — if a dealer or HR staff calls or emails her, she knows they want an answer now, not tomorrow or the next day or week, so she tries to respond ASAP. EXECUTIVE COMMITTEE Wade Rehbein Rehbein Ford Chairman Eric Henricksen Don Aadsen Ford President Peder Billion Billion Auto Group President-Elect Jackson Bell Bell Motor Co. Vice President Craig Tilleman Tilleman Motor Co. NADA Director 8 MONTANA AUTO DEALER
Eric Henricksen Don Aadsen Ford District 1 Wade Rehbein Rehbein Ford District 2 Erick Anderson Placer Motors District 3 Jackson Bell Bell Motor Co. District 4 Aaron Jones Courtesy Ford District 5 Peder Billion Billion Auto Group District 6 BOARD OF DIRECTORS James Johnson High Plains Motors Inc. District 7 Jason Davis Archie Cochrane Ford District 8 Ryan Tuttle Lithia Chevrolet Buick GMC of Helena Group Dealership Director Chad Notbohm Two Rivers Ford Next Gen Craig Tilleman Tilleman Motor Co. NADA Director INSURANCE TRUST James Johnson High Plains Motors Inc. Chairman Jackson Bell Bell Motor Co. Executive Member Eric Henricksen Don Aadsen Ford Executive Member Erick Anderson Placer Motors Rob DeMarois DeMarois Buick GMC Bill Underriner Underriner Motors Craig Tilleman Tilleman Motor Co. NADA Director 9 MONTANA AUTO DEALER
THE CLEAN AIR ACT, EMISSIONS CONTROLS DELETES AND DEFEAT DEVICES The EPA Is Visiting Dealers Near You! By R. J. “Jim” Sewell Jr., MTADA General Counsel As they say, “a word to the wise . . .” The Clean Air Act (CAA) was enacted by Congress in 1970 and amended in 1977 and again in 1990. Section 42 U.S.C. § 7522(a)(3)(B) of the CAA prohibits the manufacture, sale or offer to sell or install a part or component for a motor vehicle, where a principle effect of the part or component is to bypass, defeat, or render inoperative any emission control device. Further, it is a crime under 42 U.S.C. § 7413(c)(2)(C) to falsify, tamper with, render inaccurate, or fail to install any “monitoring device or method” required under the CAA. Vehicle Onboard Diagnostics (OBD) are such a “monitoring device or method” required by the CAA. Criminal penalties can include large fines and jail time. The civil penalties alone are significant. Manufacturers or dealers are exposed to $45,268 per violative vehicle or engine. Max penalty for individuals is $4,527 per violative vehicle or engine. Max penalty per defeat device is $4,527. Penalties are in addition to the cost of bringing the violative vehicle or engine back into compliance. In addition to the CAA regulations, under Mont. Code Ann. §75-2-204 and Rule 17.8.325, MAC, it is unlawful under Montana law to remove, alter or otherwise render inoperative, exhaust emission control, crank case ventilation or any other air pollution control device which has been installed as a requirement of federal law or regulation AND it is unlawful to operate a motor vehicle originally equipped with air pollution control devices as required by federal law or regulation on the highways of this state unless such devices are in place and in operating condition. A violation is punishable by a fine of not more than $10,000 per violation or imprisonment for a period not to exceed two years, or both under Mont. Code Ann. §75-2-412. Most dealers understand, or are at least aware of, these prohibitions. However, the proliferation of “deleted” vehicles — particularly diesel pickups — in the stream of commerce shows that not everyone appreciates the risk. A 2020 EPA report estimates that between 2009 and 2019, 9,199 (10.9%) of the 84,114 registered diesel vehicles in Montana were deleted. This places Montana 18th in the nation, behind North Dakota (18%), Idaho (15%), Wyoming (14%), and Washington (13%). A significant number of these deleted vehicles pass through nearby auction markets each week, indicating strong public demand. Taken literally, it is not illegal under the CCA or the Montana Code to buy or to sell vehicles with, for instance, the EGR valves removed; however, once the EGR valve is removed, it is illegal to operate the vehicle on the roads of Montana. Since it is not lawful to operate a modified vehicle here, we have advised Montana dealers for a long time not to sell deleted vehicles at retail. A retail sale raises the risk that the consumer will come back on the dealer to remedy the problem or seek to unwind the deal or recover damages under the Consumer Protection Act. It’s a no-win situation, and there appears to be more trouble on the horizon. 10 MONTANA AUTO DEALER
The EPA appears to be expanding its interpretation of the prohibition against selling defeat devices to include the sale of a vehicle received in trade or purchased at the auction with defeat devices already installed. This represents an expansion of the prohibition over that applied in prior caselaw and EPA’s prior applicable written guidance. We’ve become aware of expanded enforcement activities in Montana as the EPA has recently visited Montana dealerships looking for deleted vehicles in inventory and initiating investigations into the extent of the dealer’s trade practices. While the buying and selling of deleted vehicles is not prohibited by the CCA on its face as noted above, the legal basis and incentive for the present EPA activity appears to be the expanded interpretation of the prohibition of selling defeat devices noted above and a recent Utah case in Federal Court, Utah Physicians for a Healthy Environment v. Diesel Power Gear, LLC 21 F. 4th 1229 (December 2021). There, a nonprofit organization of healthcare professionals and citizens sued several businesses and individuals involved in modifying diesel trucks in Federal Court, alleging they tampered with or removed emission-control devices, installed “defeat devices,” and bought and sold vehicles with defeat devices installed. The organization sought declaratory and injunctive relief, as well as civil penalties. After a bench trial, the District Court found in favor of the nonprofit, holding the defendants liable for hundreds of violations and imposing over $760,000 in civil penalties, along with injunctive relief. The 10th Circuit Court of Appeals (based in Denver, where the EPA has its regional offices, including jurisdiction in Montana) upheld most of the District Court decision, holding: • The Clean Air Act (CAA) prohibits any person from selling or offering to sell vehicles with parts (“defeat devices”) that bypass or render inoperative emission-control systems, if the seller knows or should know the part is being offered or installed for such use. • Liability attaches regardless of whether the sale is “as-is” or if the defeat device was installed by a previous owner; the statute does not provide an exception for “as-is” sales. • Sellers must have actual or constructive knowledge of the defeat device to be liable, but ignorance is only a defense if the seller genuinely did not know and could not reasonably have known about the device. Related CAA enforcement actions in the Northwest by the EPA include criminal prosecution of manufacturers and installers of delete devices, including that of Sturgis mechanic Troy Lake for tampering with emissions systems. The events of his case are chronicled in an Aug. 2, 2025, online article from Cowboy State Daily. On Oct. 18, 2018, the federal government executed a search warrant on the Elite Diesel shop, which was then based in Windsor, Colorado. To the Lakes, it was a raid. “It looked like a military operation,” Holly recalled. Black SUVs converged on the block; agents emerged “in tactical gear” and rifled through the business, the equipment, the personnel files, she said. Ultimately, Troy was sentenced to 12 months and one day in federal prison by a judge who was previously a lawyer for diesel manufacturer Cummins. HOT OFF THE PRESS In mid-November, President Trump issued a full pardon to Lake, who spent seven months in federal prison before being moved to home confinement earlier in 2025. The pardon comes on the heels of Wyoming lawmakers arguing that Lake had been unfairly targeted. U.S. Sen. Cynthia Lummis, R-Wyo., publicly criticized the prosecution and personally petitioned Trump for a pardon. In a statement, Lummis said Lake’s case was an example of federal overreach, calling the Biden administration’s handling of environmental enforcement “weaponized.” Lummis also introduced a bill that seeks to undo emissions systems requirements on motor vehicles, free diesel “delete” mechanics from jail and expunge their civil liability judgments. If it becomes law, the “Diesel Truck Liberation Act” would signify a victory for diesel truck drivers and other diesel fleet holders — such as fire trucks, ambulances and school buses — who have removed or tampered with the mandatory emissions systems on those vehicles. The U.S. EPA’s recent shift into prosecuting delete mechanics has changed the course of at least two Wyoming mechanics’ lives and businesses. Lummis said in a statement Tuesday that Lake’s case inspired her bill. A similar filing against Levi Krech was dismissed on Nov. 26, 2025, by Wyoming U.S. Attorney Darin Smith against Gillette-raised mechanic Levi Krech. In April 2022, federal agents in bulletproof vests raided Krech’s shop, sparking small-town rumors that he’d been running drugs or that a murder had happened in the shop, he said. The rare dismissal, and a Trump pardon for Troy Lake, may signal a less aggressive approach toward the practice. Deleting emissions devices is still illegal, and many prosecutors treat it as a crime. But Lake’s pardon and Krech’s dismissal also could signal a shift from the White House and other governmental spheres. U.S. Attorney General Pam Bondi on Feb. 5 issued a notice to all U.S. Department of Justice employees, warning against pursuing criminal charges where not “appropriate.” The EPA in July announced a plan to relax rules regarding tailpipe emissions. And the U.S. House Committee on Oversight and Government Reform discussed the exact issue in September, contemplating whether the federal government should criminalize diesel delete “tunes” or take a lighter touch (Cowboy State Daily, Nov. 26, 2025). Only time will tell. IF THE EPA COMES CALLING In the meantime, if the EPA comes calling on your dealership and you happen to have (or have recently had) a deleted diesel on the lot and the EPA calls 11 MONTANA AUTO DEALER
you or sends you a letter requesting a lot of confidential dealership information, what do you do? Here are a few tips: • Ask for written requests. ⸰ If contacted by phone, do not provide substantive information on the call. Request that the inquiry be put in writing. • Do not ignore an EPA letter. ⸰ The EPA has broad investigative authority. If needed, request an extension, but respond by the deadline, even if your response is partial. • Involve counsel immediately. ⸰ Engage counsel with Clean Air Act experience. If your regular counsel lacks this background, ask for a referral to a CAA specialist. • Notify your insurer. ⸰ Contact your garage keeper’s carrier. Coverage may be available, and the insurer may provide counsel even if fines are not covered. • Take corrective action and document good faith. ⸰ In consultation with counsel, review and correct issues promptly. This may not prevent enforcement, but can mitigate consequences and demonstrate good faith. • Protect confidentiality and object where appropriate. ⸰ Anything submitted to the EPA becomes a public record. You can raise targeted objections (e.g., overbreadth, relevance, undue burden, lack of authority). ⸰ Protect confidential business information and legally protected personal data. Clearly mark all produced records “Confidential Business Information.” BOTTOM LINE Given the current enforcement posture and penalty structure, Montana dealers should assume that any involvement with deleted vehicles carries outsized legal and financial risks that are high and increasing. For Montana dealers, the safest course is to stay out of the deleted vehicle market entirely. The Smith Law Firm provides quality legal services to our clients through our stability, professional standards and competent attorneys and staff. They are here to serve Montana’s auto dealers. To learn more, please visit smithlawmt.com or email Jim Sewell at jsewell@smithlawmt.com or Craig Charlton at ccharlton@smithlawmt.com. 12 MONTANA AUTO DEALER
SAVE THE DATE The Auto Industry Event of the Year https://www.nada.org/nada-show-attend 13 MONTANA AUTO DEALER
Congressman Troy Downing is currently serving his first term as the United States Representative for Montana’s Second Congressional District. We recently had the opportunity to catch up with him and discuss his experience so far. The following are excerpts from our conversation. What inspired you to pursue public service? To answer that, I would need to start with my beginnings. I was the unplanned pregnancy of an unwed teenage mom. She worked in the local grocery store and did her best to provide for us. She didn’t have family to lean on for support, so growing up, I often went home to an empty house. I don’t say that as a negative; I actually see that as a positive. When kids grow up that way, they develop a different set of survival skills. If you wanted something, you had to work for it. You had to figure things out on your own. And I did. I ended up attending New York University (NYU), which proved challenging for someone with limited financial means. I used to spend hours in the library, going through big phone CATCHING UP WITH CONGRESSMAN Troy Downing books of scholarships, applying to every one that I possibly could. I took out student loans, worked hard and did everything I possibly could to eke through. I ended up being successful and was hired at New York University as a research scientist at the Courant Institute of Mathematical Sciences. Later on, I was hired as a teacher in the Computer Science Department at the NYU Institute of Technology. For a poor kid growing up with nothing, I had made it. So, what did I do? I quit. My mom was so confused, I remember her saying, “What do you mean you quit?” I told her that I was going to launch a startup company. Long story short, that startup company ended up merging with a nascent Yahoo, and it changed my life. The next thing you know, I’m asking my mom where I can build a house for her. I parlayed that into trying to help others do the same. I did a lot of angel investing in startups and seed-funded about 150 companies. Some of those were really famous failures, and some of them were really famous successes. After a while, I started looking for something different and began 14 MONTANA AUTO DEALER
dabbling in commercial real estate while I was figuring out what was next, when something profound happened that changed the direction of my life. My friend Jerry and I were moose hunting in Alaska. We were dropped off by a 1941 Grumman Goose in the remote wilderness, and our only means of communication was aviation radio. When a plane flew overhead, I could relay a message back to the bush pilot who dropped us off to come pick us up. We ended up shooting a large moose way outside of camp. It took us three-plus days to hike it back to camp. While we were hiking, I never saw an airplane or any contrails which was odd. I remember saying to Jerry, “Something bad has happened. What could have happened to make airplanes stop flying?” My gut reaction was that some kind of nuclear holocaust had happened. I told Jerry that if they didn’t pick us up by the planned date, we needed to start hiking to Anchorage, which was 350 miles of mountains, glaciers, rivers and lakes. On the day we started packing up camp, we heard the plane that dropped us off in the distance. It landed on the lake and tailed into shore, the pilot shut down the engines, stuck his head out the window and said, “They blew up the World Trade Center. They took them both down.” As my brain was trying to process this, it hit me in the chest. First, an overwhelming sadness, I had no idea how many people lost their lives. Then I felt the anger of being attacked on our own shores. As all these emotions welled up in me, and I thought, “I came from nothing, and look what I was able to do. This country, which has been so good to me, is under attack. What have I ever done to deserve this?” And I didn’t have a good answer. Despite travel restrictions being in place, I was still able to make it to Ketchikan, Alaska. It was like a new world. There was police tape everywhere, snipers on the roof, Humvees patrolling the roadways, and I wondered what I was coming back to. When they finally opened the borders, I flew home and walked straight into a recruiter’s office and said, “I used to teach at NYU. I have my pilot’s license. What can you do with me?” The recruiter asked me how old I was. I told him I was 34 and he said “Good, 35 is the cutoff.” I ended up getting sworn into a combat search and rescue squadron, which was a great mission. Nobody’s ever upset when search and rescue show up. I ended up doing a couple of tours to Afghanistan during Operation Enduring Freedom. After that, I served eight years in the Air National Guard. When we weren’t deployed, we did a lot of domestic search and rescue and domestic counterdrug work. This experience helped me to find the answers I was looking for when 9/11 first happened: This country’s been good to me, and I needed to feel like I deserved it. From there, I started building a commercial real estate company with my partners, then, our own broker-dealer and then some investment banking in commercial real estate. When our commercial real estate portfolio got big enough, I saw an opportunity to self-insure. So we started a captive insurance program and then turned that into a national program of renters insurance. Then I saw another opportunity in Montana — there’s never been a commissioner of securities and insurance who actually had a securities and insurance background. And, I thought it was a great opportunity. I ran for and won the seat of state auditor. I was in that office for four years, after which time I assembled a team and ran for Congress, and here I am today in Washington, D.C. Similar to my military experience, I have yet another opportunity today to give back. I look 15 MONTANA AUTO DEALER
at young families today, trying to start off, build careers and buy their first home, and too often, that is so far out of reach. As a child who came from humble beginnings and has achieved great success, I want to ensure that opportunity remains available, that there is a path to the American dream. As a newly elected Congressman, has anything surprised you about working in D.C.? Not necessarily a surprise, but working in D.C. is a non-stop experience. It is a series of leaving one meeting early to arrive late to another one. You can work all day, every day, and still not accomplish everything. There is always more to be done. I’m used to working hard, and I’ve put together an incredible team to ensure things get done. Even when I’m home in the District, I’m constantly traveling to make sure that I’m doing the District work — meeting with farmers and ranchers, natural resource folks and small business owners — listening and hearing from stakeholders and constituents. What are your thoughts on the direction of the new administration and how it has been to work with President Trump? Trump ran on certain issues that he was very bold about, and many of the issues he campaigned on were also issues that many Republicans, including myself, ran on. For the most part, we’ve been very aligned. I’ve been to the White House a couple of times, and in person, the president is very likable, funny and friendly. I’ve really enjoyed working with this administration. We’re accomplishing a lot for the American people. And, for me, this administration allows me to get policy done that I ran on and promised my constituents. What are the main issues you’re currently working on? Montana is an energy- and agricultural-based state, and I am dealing with a lot of issues that surround those industries. In terms of both of those, I think they’re national security issues. Energy independence absolutely is a national security issue. And when it comes to our farmers and ranchers, if we lose the ability to grow food, that is probably one of our biggest national security issues. Throughout the history of humanity, if you want to bring a country down, you make it so it can’t feed itself. The other issues I am focused on are right-sizing regulations so that we’re not putting bottlenecks on access to capital, so that capital markets are available. We don’t want a weaponized Consumer Financial Protection Bureau (CFPB) that is essentially slowing down the ability of community lenders to provide money to farmers, ranchers and individuals seeking car loans. By reigning in the CFPB, we allow bankers to do what they know best: underwrite the person they know, the business they know, the product they know, the house they know and the industry they know. At the end of the day, whether you’re a family starting out, a small business or an auto dealer, one of the biggest limiting factors in being able to not just survive but grow is access to capital. That’s a big thing that I’m working on in the Financial Services Committee. If people aren’t accessing capital, they’re not buying cars, fixing cars or doing any of those things. So, making sure that, on the financial services side, we are right-sizing regulations and protecting the consumer so they can invest in their family, invest in their future, buy their house and buy their car, is a priority. What message would you like to give to Montana auto dealers? I want them to know that my goal is to make sure that there’s still a path to build that American dream — anything that I can do to make sure that small businesses and auto dealers, many of which are family businesses, succeed. I sit on the Small Business Committee and the Financial Services Committee and I, along with my colleagues, am trying to limit the hurdles that have to be met. I want constituents to build their small businesses and have their family businesses thrive. The other thing that affects everybody, and not only affects the auto dealers, is access to capital. I want the auto dealers who are reading this to know that we’re doing everything we can to ensure that business in Montana and across the country, not just survives, but thrives. 16 MONTANA AUTO DEALER
2026 TIME Dealer of the Year Nominee Wade Rehbein is the owner and dealer principal at Rehbein Ford. He has owned the store since 2008 and is proud to carry on the Ford tradition that has been a part of the Plains, Montana, community since 1924. As a long-time member of MTADA, Wade served as the association’s president and has held several other positions. We recently had the opportunity to speak with Wade about his life, career and TIME Dealer of the Year nomination. The following are excerpts from our conversation. How long have you been working in the industry, and what has been the most rewarding part of your career? My background has always been in the service business. I studied diesel technology at college, and then I went into road construction. At the same time, I’ve always been into cars, from repairing them to fixing them up and selling them. It’s always been a hobby I enjoy. I quit working in the construction industry and took a job with the county for a year. I continued to repair cars in the evenings, at first by myself and then with a friend when it got busy. Eventually, I opened an independent used car dealership and began selling pre-owned vehicles. In 2006, the Ford garage was in need of a manager, and the then-owner was interested in selling the dealership. I shut down my independent store, and I managed the dealership until Ford approved our franchise purchase. Having the chance to purchase a Ford store was great because, in small towns, you don’t have many opportunities like that. Where else, but in a small town, can you buy a dealership when you don’t have a background in the industry? I completed everything and had the dealership in my name by October 2008. It was both good timing and bad timing. I owned my own store, but the nation’s financial crisis hit hard in 2009, and it was the worst time to own anything, especially since we had just built a new building. Two months after we opened our doors, we couldn’t even sell one car. But looking back, I don’t know if Ford would’ve ever let me buy the store if I had waited or tried to buy it later, so it worked out. You learn a great deal when you go through really difficult times. This can be a challenging business, but it’s very rewarding as well. Did you have any mentors along the way, and what did they teach you? When I came to work at the dealership, an older gentleman named Clyde Terrell was working there. We already knew each other, having both grown up in Plains, Montana. When I bought the dealership, he became a mentor to me and taught me a lot about running a dealership. Coming from an independent dealership, working at a new car dealership was a whole different ball game. I had a decent handle on customer service and treating people well, but Clyde knew Wade Rehbein 17 MONTANA AUTO DEALER
so much about everything else, and he helped me a lot. He worked here until he was 84 years old. He became a very close, personal friend. In fact, while my kids were growing up, they would often visit him; he was like a bonus grandpa to them. What have you learned during your career that you would pass on to someone you are mentoring? One thing I’ve learned is that many people come in thinking that buying a car is going to be the worst thing in the world. They don’t want to do it, or they haven’t done it before, and they’re anticipating this awful experience. So it’s important to me to make people comfortable. After all, this is the second biggest purchase many people will make, and it should be a fun decision. I really enjoy putting people at ease and teaching them what they don’t know, such as what the interest rates are or how payments work. Connecting with people and making sure they understand the process and have a good experience is one of the best parts of the job. If someone comes here and learns something from me that helps them make an informed purchase later, I’ve done my job. It doesn’t matter if they bought a car from me or not, though obviously it’s great if they do. Please tell us about your community involvement and how the dealership gives back. I visited Thompson Falls School the other day and spoke with the students about dealerships, workflows and different job opportunities available. I always try to share a little bit of wisdom, whether they listen to it or not. Talking to kids is a fun part of my job. I also do a lot of work with the Sanders County Fair. This year, I partnered with Studs Hardware store and sponsored free live music concerts at the fairgrounds. We paid for all the bands, and after the rodeos, we pulled semi-trailers into the arena to serve as the stage. The community was welcome to come and see the bands play for free. That was a lot of fun because it wasn’t really a fundraiser — it was just a way to get people out and show them a good time. I also love helping out the fire department. For one of their fundraisers last spring, we cooked tacos for people and matched all the donations they made to the fire department. The fire department brought their trucks to the dealership and had their gear on display to show the kids. What does the best day in this business look like for you? For me, the best days are the ones when I feel like I helped someone. I don’t look at it like I’m selling somebody a car; I look at it like I’m helping someone solve a problem. We sell a lot of construction-type vehicles, since that’s my background — flatbeds, service trucks and things like that — many of our customers come in with a specific need. Whether they’re going to do concrete work or they’re an 18 MONTANA AUTO DEALER
I try to start with something that’s in decent shape, and I don’t paint them because I prefer the older look, and painting just isn’t my thing. Then I completely rebuild them: new interior, engine, transmission, wiring, digital gauges and fuel injection. In the end, they’re modern cars, but have that great classic look. Right now, I’m working on a ’79 Bronco. What does earning the TIME Dealer of the Year nomination mean to you? It’s not something you can apply for; you have to be chosen by your peers, so that’s really cool, especially since we’re a small dealership with only 14 to 15 employees. That makes it even more meaningful. When you consider how big Montana is, and how many dealerships it has, it makes me take a step back and think, “Holy cow, I got picked out of all of that.” It’s an honor. Any last thoughts? This experience has been a whirlwind with all the interviews and getting ready for the Vegas event, where the winner will be announced. It’s not something I’m used to. But, I’m getting older, and while my career isn’t over yet, I’m closer to the end than the beginning, and this nomination just caps it off for me. electrician who needs a van configured for cabinets, it’s a good day when you can find or build just the right vehicle to make their job easier. We also do a lot of custom work, like putting flatbeds on regular trucks or outfitting trucks with toolboxes and beacons and things like that. We do it all, so our customers don’t have to shop around. When you find a kid a great car they can afford, or you can outfit a truck with the rim and tire package they want, you can see how happy they are, and that’s what it is all about. What is your favorite way to spend your free time? Do you have any hobbies? I have a granddaughter whom I love spending time with. I have three kids as well, so anytime we can get together is great. But if I had a Saturday afternoon with nothing going on, I’d be in the garage working on cars. Restoring old cars is a big hobby of mine. I love rebuilding something and putting it back on the road. That’s my ultimate passion. There’s nothing better than dragging a car out of the weeds in a field somewhere and getting it running again. 19 MONTANA AUTO DEALER
111th ANNUAL FAMILY CONVENTION in Photos MTADA’s 111th Annual Family Convention was held in Polson, Montana, on Aug. 14-17. Attendees heard from industry leaders, networked and enjoyed the good food and fun activities. Elected officials from both state and national offices joined us in wishing Don “K” Kaltschmidt a happy retirement and thanked him for all his contributions. A big thanks to our sponsors who make events like these possible. We hope to see you again at the next Annual Family Convention, Aug. 13-16, 2026 in Butte! 20 MONTANA AUTO DEALER
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BUCKLE UP. And this year, so will you. Join us at MTADA’s 112th Annual Convention August 13–16, 2026 Copper King Convention Center Butte, Montana Social media moves fast.
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DON AADSEN FORD TECHNICIAN SPOTLIGHT ON WOMEN IN THE INDUSTRY As a part of our ongoing series, we highlight exceptional women in the industry. There is a misconception that the auto industry is only for men, and it is time to break this stereotype. The most effective way to encourage women to explore career opportunities is by highlighting the success stories of women who have achieved success in the industry. According to the Bureau of Labor Statistics, women comprise approximately 12% of all automotive technicians in the U.S. This figure, combined with an ongoing skilled labor shortage and a projected need for around 76,000 new technicians each year over the next decade to account for retirements and new job growth, highlights the importance of addressing this issue. One way to fill that gap is to increase the number of women in the automotive technician field. In this issue of Montana Auto Dealer, we are featuring Yetta Folsom, an automotive technician at Don Aadsen Ford. Yetta loves riding dirt bikes, snowmobiles and surfing. She has one daughter and lives life to the fullest. We recently sat down with Yetta and discussed her career, her experiences in the industry and what can be done to encourage other women to choose this career path. The following are excerpts from our conversation. Yetta Folsom, 28 MONTANA AUTO DEALER
Please tell us about yourself. I spent most of my childhood in the Wicks, Montana, area before moving to Ronan, Montana, which is where I graduated from high school. I immediately joined the military, serving six years in the U.S. Coast Guard. I started as a deckhand and decided that navigation and charting weren’t for me. I wanted to explore the engineering side of things, so I made the switch to diesel mechanics. After leaving the military, I attended school for a short period to further my education. I then stopped for a while. I went on to sell dirt bikes and enjoyed it, but was open to change. My friend told me about a job opening at Don Aadsen Ford and figured I could get my foot in the door there. I started as a lube tech, which involves doing the basics, oil changes, tires, etc. Because I had a military background, they said I’d be a good candidate for their military program, and they sent me to school to get my certifications. Now I am proud to be working as a mechanic here. What inspired you to go into this line of work? My parents always encouraged me to keep an open mind and to learn from each experience I had. Additionally, my dad always taught me to take care of myself and not to rely on anybody else to take care of me. Self-reliance and independence were essential skills he wanted all of his children to have. Growing up, he taught us how to do a lot. We were his right hands when it 29 MONTANA AUTO DEALER
came to working on things, changing oil or tires and basic mechanics to keep the vehicle running. While I was in the military, there were very few female mechanics. So, I became friends with my male counterparts; that’s when I really found my passion for building things and fixing cars. As a woman, you are in the minority; what has your experience been like? What can be done to hire more women? I feel like many women are intimidated when it comes to this line of work because it is a very male-dominated field. And from my experience, not all men want a female in the shop. When I was in the military, I had men refuse to help me because I’m a woman. They made it known that they thought a woman should not work in a mechanic shop. I don’t know if it’s because they worry that females could outshine them, or if they were scared because maybe a female would pick things up a little bit quicker or possibly slower, and they would have to help out. If you can look past those types of experiences, there are good people out there. There are good men who are more than willing to help you out and give you a hand to get you moving in the right direction. The guys I work with now have been very good to me. I’m just like one of them; they don’t see that there’s any difference. You can’t be afraid to ask for help if you need it. As my mom says, “You’ve got to bite your ego a little bit because you’re not going to be able to do everything.” That advice applies to everyone. I enjoy what I’m doing because it gives me a chance to stand on my own. I have a set schedule, and the pay is good. I’m happy with what I’m doing, but I am always looking for opportunities to learn more. In fact, my boyfriend works on Dodges, and I’m a Ford person. I’ve learned quite a bit from him about working on Dodges. What do you love about the industry? There is so much that I love about this industry, especially when I have been able to fix something — I’ve taken it apart and put it back together. It brings a great sense of accomplishment. What would you change in the industry if you could? It might sound funny, but I sometimes feel that when the industry decides to build a new vehicle, it doesn’t look at it from the mechanic’s perspective. I feel that engineers sometimes place certain components in hard spots for mechanics to reach. On occasion, I find myself thinking, “Why would they do this? or “Why put that one thing there and not leave any room to get to it?” I hope that, as new vehicles are being designed, a mechanic or someone with experience in the industry who has dealt with design difficulties is consulted or has the opportunity to provide feedback. What advice would you pass on to someone entering the industry? My best advice: If this is a career you are set on, don’t let the bad days or harsh comments get to you. Keep moving forward; you’ll find that there are many people who are decent and will help you along the way. Don’t get scared or give up on something that you want to do. 30 MONTANA AUTO DEALER
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2025 WASHINGTON CONFERENCE AND CONGRESSIONAL FLY-IN Sept. 8-10, 2025 In efforts to promote the industry and to lobby Congress on issues of importance, MTADA’s delegation, including, Bruce Knudsen, MTADA EVP; Wade Rehbein, MTADA Chairman, Rehbein Ford; Craig Tilleman, NADA State Director, Tilleman Motor Company and Wendy Tilleman; Erick Anderson, MTADA board member, Placer Motors and Renee Anderson, Placer Motors; Chad Notbohm, MTADA board member, Notbohm Motors and Janelle Notbohm, Notbohm Motors; joined NADA and many other state auto associations for the annual NADA Washington Conference and Congressional Fly-in. The delegation met with leaders, including Rep. Troy Downey, Sen. Steve Daines, and Sen. Tim Sheehy, and representatives from Rep. Ryan Zinke’s office and discussed current issues within the industry and the importance of business-friendly policy with a focus on: • Overturning EPA’s EV Mandate • Protecting consumers and small businesses from catalytic converter theft • Opposing the so-called “Right to Repair” legislation MTADA will continue to work closely with NADA and policymakers to address these issues and more, ensuring that Montana’s franchised dealers remain well-positioned to thrive in a rapidly changing economy. 32 MONTANA AUTO DEALER
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MODERN PAYMENT STRATEGIES FOR AUTOMOTIVE DEALERSHIPS Leveraging Surcharging for Efficiency and Profitability The automotive retail landscape is evolving rapidly, and payment acceptance at dealerships is no exception. Dealers across Montana and the nation are adopting new technologies, responding to shifting consumer expectations and managing rising costs associated with credit and debit card acceptance. Among these trends, credit card surcharging has emerged as a practical strategy to control expenses, improve cash flow and maintain compliance. THE CHANGING PAYMENTS LANDSCAPE Dealerships historically relied on straightforward credit and debit card processing. Today, consumers expect flexible payment options, from digital wallets to instant funding. Meanwhile, processing fees continue to climb, impacting profitability. Surcharging, the practice of passing a portion of card processing costs to the customer, is a legal and increasingly common way for dealerships to manage these rising costs. Surcharging is particularly effective because it offsets costs directly without affecting the overall pricing structure. COMPLIANCE MATTERS Surcharging is not just about cost savings — it also requires strict compliance. Under the Truth in Lending Act (TILA) and card-brand rules, dealerships must clearly disclose any surcharges. Key compliance considerations include: • Transparency: Fees must be displayed at the point of sale and included in all invoices and documentation. • Consistency: Surcharges must be applied uniformly across locations, transaction types and payment methods. • Profit: The merchant cannot profit from any transaction. Failure to follow these rules can result in disputes, fines or reputational damage. It is important to note that surcharging is not a DIY project. Attempting to implement a program without professional guidance can lead to errors in fee application, disclosure omissions and compliance violations. Dealers should work with knowledgeable payment partners to ensure proper setup, system configuration and adherence to all regulatory requirements. Clear communication and expert oversight are critical for success. OPERATIONAL AND FINANCIAL BENEFITS Beyond compliance, surcharging impacts cash flow, reconciliation and customer experience. Benefits for dealerships include: • Reduced Processing Costs: Recover a portion of card fees rather than absorbing them. • Simplified Accounting: Transparent fee structures streamline reporting and reconciliation. • Customer Choice: Offering clear options allows customers to make informed decisions about payment methods. Operational alignment is essential. Sales, finance and accounting teams must understand how surcharges interact with invoicing, contracts and customer communications. By Amberly Allen, Dealer Merchant Services 34 MONTANA AUTO DEALER
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