OFFICIAL PUBLICATION OF THE MONTANA AUTO DEALERS ASSOCIATION PUB. 6 • 2026 • ISSUE 1 CATCHING UP WITH CONGRESSMAN RYAN ZINKE Reducing Delays, Minimizing Risks Why Dealers and Jurisdictions Choose Digital Titling
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©2026 The Montana Automobile Dealers Association (MTADA) | MBR Connect™, formerly The newsLINK Group LLC. All rights reserved. Montana Auto Dealer is published two times per year 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 (801) 676-9722. CONTENTS 16 28 Get customized products and more from Montana Overdrive! See pg. 44 6 MTADA EVP’S MESSAGE Staying Ahead of Change 8 MTADA Office Staff and Executive Committee 9 Board of Directors and Insurance Trust 10 Montana’s Lemon Law 12 Catching Up With Congressman Ryan Zinke 15 Contribute to MONCAR Today! 16 SPOTLIGHT ON WOMEN IN THE INDUSTRY Katie Jones Courtesy Ford 18 Convention Speakers 20 PURPOSE AUTOMOTIVE Is Social the New Showroom? 21 AI in Automotive: What Actually Works Inside a Dealership Get Ready To Unlock the Potential of AI at MTADA’s 112th Annual Convention! 22 If You Want Better Results, You Need Better Leaders Drive Her Forward with Katie Naughton 24 Warranty Parts & Labor Rate Increase Evaluations A Multi-Case Review 26 Deceptive Pricing Practices FTC and Maryland Attorney General Secure Over $78 Million in Refunds and Penalties Against Maryland Dealership Group 28 Reducing Delays, Minimizing Risks Why Dealers and Jurisdictions Choose Digital Titling 31 Your Solution for Everything Automotive 32 The Power of Benchmarking to Reduce Costs and Improve Profitability 34 REGISTER TODAY! MTADA 112th Annual Convention 36 Supporting Your Health Today and Tomorrow Why MTADA Members Choose Blue Cross and Blue Shield of Montana 38 MTADA’s Employee Benefits Programs Keep Getting Better 39 FTC Addresses Warning Letters to Dealers in NADA Webinar Series 40 The Hidden Costs of Outdated OTT Buys Stop Wasting Budget 42 The Threshold of Life Memorial 44 Montana Overdrive 45 2026 MTADA Associate Members 48 2026 MTADA Licensed Vendors 51 Driving Montana’s Economy 4 MONTANA AUTO DEALER
MTADA EVP’S MESSAGE STAYING AHEAD OF CHANGE Bruce Knudsen Executive Vice President, MTADA As we move through another year serving Montana’s communities, it’s clear that our industry continues to evolve at a remarkable pace. From changing consumer expectations to rapid advancements in technology and communication, today’s dealerships operate in an environment that looks very different from even a decade ago. What has not changed, however, is the strength, resilience and commitment of Montana’s automobile dealers. Across our state, dealerships remain vital contributors to local economies. You provide thousands of good-paying jobs, support community organizations and charities, and serve as trusted partners for families and businesses that rely on dependable transportation every day. MTADA remains committed to supporting our members through advocacy, education and opportunities to connect with fellow dealers across the state. In this issue of the Montana Auto Dealer, we are pleased to continue our series on women in the industry, featuring Katie Jones of Courtesy Ford. We also talk with Katie Naughton, founder of Drive Her Forward, about creating better women leaders. Additionally, we have an in-depth interview with Congressman Ryan Zinke. Congressman Zinke has long taken an interest in the economic and policy issues affecting Montana businesses, including our state’s automotive retail community. We appreciate him taking the time to speak with us and share his perspective on the issues shaping both our state and our nation. As dealers know well, decisions made in Washington, D.C., and here in Montana can directly affect how we operate our businesses. From regulatory policy and economic development to infrastructure investment and energy policy, the legislative environment plays an important role in the automotive marketplace. That is why maintaining strong relationships with our elected officials is so important. Open dialogue allows us to share the realities of running dealerships in Montana’s unique markets while also helping policymakers better understand the vital role our industry plays in supporting local economies. While policy engagement remains a key part of our mission, one of the most important opportunities we have each year to strengthen our industry happens right here within our own association at the annual convention. MTADA’s 112th Annual Convention will be held at the Copper King Hotel in Butte, Aug. 13-16. I strongly encourage each of you to attend and to bring members of your management team with you. Your marketing leaders, sales managers, service managers and operations staff can all benefit tremendously from hearing new perspectives, learning about the latest industry changes and bringing fresh, actionable ideas back to your dealership. As you know, our industry is currently undergoing a significant transformation. New technologies, evolving marketing platforms and changing consumer behaviors are reshaping how dealerships operate and how customers discover and interact with our businesses. Staying ahead of these changes is essential, and the annual convention is designed to provide insight and practical knowledge that can make a real difference in your dealership. 6 MONTANA AUTO DEALER
One of the highlights of this year’s convention will be a presentation by Miranda Pyette of Purpose Automotive, who will discuss how dealerships in 2026 are being reshaped by social media, artificial intelligence and the growing creator economy. During her session, Miranda will explain how dealership visibility has evolved and how today’s consumers research vehicles before ever stepping onto a lot. She will also explore how artificial intelligence tools increasingly search and scour dealership content and why social media now functions as infrastructure — not just marketing. Miranda will go deeper into how dealerships can refine and strengthen their social media strategies. She will unpack how entertainment-driven, staff-led content builds trust faster than traditional inventory posts and why successful dealerships integrate both organic and paid strategies to generate measurable results. By the end of the session, attendees will have a clear, high-level understanding of how to increase visibility, build authority and position their dealership for the next era of automotive retail. In addition to Miranda’s presentation, we will also be offering a special two-hour executive training session on Saturday morning led by Todd Smith, Founder of QoreAI. This session will focus specifically on how artificial intelligence will shape the future of dealership operations, and I strongly encourage you to attend — and bring your key decision-makers with you. Please bring your laptops, as this will be an interactive working session designed to deliver practical insights you can apply immediately. Todd’s session is built specifically for dealership decision-makers. It is not a vendor pitch, a chatbot demonstration or a theoretical conversation about AI. Instead, it is a practical operating framework focused on the decisions inside your store that directly impact profitability. During the training, Todd will break down four key decision zones that move the needle in dealership performance: customer prioritization, inventory risk, fixed operations retention and manager productivity. Participants will leave the session with specific Monday-morning action steps, measurable benchmarks to evaluate their current performance and a clear understanding of how to move from vendor-controlled AI tools to dealer-controlled intelligence. Together, these sessions represent exactly what the annual convention is designed to deliver — forward-thinking insights that help Montana dealerships adapt, grow and remain competitive in a rapidly changing environment. Beyond the formal presentations, the convention offers opportunities to exchange ideas with fellow dealers and managers who face many of the same challenges and opportunities in their own markets. Some of the most valuable conversations happen outside the meeting rooms — between colleagues who understand the unique realities of doing business in Montana’s diverse communities. If you have attended in the past, you know how valuable this event can be. If you have not attended recently — or if members of your management team have never experienced the convention — I encourage you to make this the year you join us. Thank you for your continued support and for the important role you play in communities throughout our state. I hope you enjoy reading this issue. Together, we will continue driving Montana’s automotive industry forward. As always, please reach out to me at (406) 461-7680 if you have any questions or concerns. See you at convention! Bruce 7 MONTANA AUTO DEALER
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 14 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
MONTANA’S LEMON LAW The following summary of Montana’s Lemon Law is taken from Attorney General Austin Knudsen’s website. Although dealers are generally right in the middle of lemon law claims, resolution of those claims is the obligation of the manufacturer, not the dealer and involves an administrative process supervised by the AG’s office. The following information can be provided to your affected customers, or you can refer the customer to the AG’s website. The website is provided at the end of this article. WHAT THE LEMON LAW COVERS • Vehicles purchased, titled or leased in Montana, provided they are less than two years old and have 18,000 miles or less on the odometer. Motorcycles and the chassis of qualifying motor homes are included. • Substantial defects that impair the use, market value or safety of the vehicle WHAT THE LEMON LAW DOES NOT COVER • Vehicles purchased for business use • Vehicles over 10,000 lbs. GVW • Non-motorized and off-road vehicles • The “residential” portion of motor homes • Defects resulting from accident, abuse, neglect, modification or alteration by anyone other than the manufacturer or authorized dealer WARRANTY PERIOD The warranty period ends two years after the date of the vehicle’s original delivery to the consumer or after the first 18,000 miles of operation, whichever occurs first. This period can be extended for up to a year if a defect is reported, in writing, to the dealer or manufacturer during the warranty period but has not been cured by the expiration of the period. REQUIRED DOCUMENTATION Keep all records of warranty repairs and all written communications with dealers and manufacturers. Work orders provide the best proof as to when a problem was first reported. To prove that a vehicle is a lemon, be prepared to produce: • All purchase (or lease) documents • All maintenance records • All repair orders • Receipt for maintenance supplies • Certified letter of notification to the manufacturer (copy) • Any and all other documents relating to the defect THE LEMON LAW PROCESS Notify the manufacturer. If the problem is a substantial defect or condition that recurs or still exists after the third repair attempt, notify the manufacturer by certified mail, return receipt requested, of the need to repair the defect or condition on the fourth attempt. This notification procedure is not required under the Lemon Law, but does serve as notice to the manufacturer of your intentions. If the manufacturer fails to correct any substantial defect or condition following your written notification, the manufacturer must either refund the full purchase price — By R. J. “Jim” Sewell Jr., MTADA General Counsel 10 MONTANA AUTO DEALER
plus any reasonable expenses directly incurred because of the vehicle’s condition — or provide an identical or reasonably similar replacement vehicle. If the vehicle is bought back, the manufacturer can deduct an amount for the use of the vehicle calculated based on the odometer reading at the time of repurchase. TIME LIMITS A Lemon Law claim arises from violation of a state law, so the time to file the claim is within two years. Mont. Code Ann. §27-2-211(a). The Montana Department of Justice has approved a filing period of one year after the earlier of (1) two years after original delivery to a consumer, or (2) the first 18,000 miles of operation. It may be that a lemon law claim can be filed as late as within two years of the expiration of that period under Vader v. Fleetwood Enterprises, Inc., 2009 MT 6, 201 P.3d 139, 348 Mont. 344 (Mont. 2009). The customer should promptly contact legal counsel regarding this issue if that time frame has or is about to expire. The Vader case referred to above appears to be the only lemon law case to reach the Montana Supreme Court and offers a lesson for dealers: carefully document all the customer’s complaints, particularly when you find you will have difficulty repairing the vehicle. In the Vader case, David and Donna Vader bought a new 2000 Pace Arrow Vision motor home in November 2000 for about $119,000 from a Fleetwood dealer in Nebraska. Fleetwood sold and warranted the motor home, while Ford separately manufactured and warranted the chassis. Soon after purchase, the Vaders experienced multiple defects with the leveling jacks, hot water heater and ice maker, but the central problem was severe, dangerous swaying/handling while driving, which they said made them fear for their safety and avoid traffic. The Vaders claimed they complained early, including by a January 2001 letter (that neither side could produce) and made repeated efforts over roughly two years to get the swaying fixed through Fleetwood dealers, Ford dealers and Fleetwood’s factory, with other issues mostly repaired but the swaying not addressed and often referred to Ford. In July 2004, they sued Fleetwood and Ford; Ford settled before trial. The case went to a jury in 2007 on warranty, Consumer Protection Act, and Lemon Law claims, and the jury found for the Vaders and awarded $84,000. Activities by the various dealers that the Vaders took their motor home to factored into the Court’s decision. Dealer documentation and alleged refusal to create work orders mattered because Fleetwood argued the Vaders could not meet the Lemon Law’s “reasonable number of attempts” requirement within the warranty period without documented repair attempts — claiming the first real attempt was not until July 2003, after the warranty period. The Vaders countered with testimony that they repeatedly brought the motor home to Fleetwood dealerships during the warranty period and complained about the swaying, but the dealers refused to attempt repairs or even document the complaint in a work order, telling them it was a Ford chassis issue. The Supreme Court held the Lemon Law’s “reasonable number of attempts” requirement under § 61-4-503 must be satisfied within the warranty period, but that a consumer may prove those attempts through testimony even if dealers refused to create work orders or other documentation; accordingly, dealers should carefully document customer complaints and repair visits, particularly where a condition is difficult to diagnose or repair. The Court and the jury were entitled to believe the explanation for the missing documentation. Fleetwood appealed after a jury found it liable to the Vaders, most notably a dangerous swaying/handling problem, under Montana’s Lemon Law, the Consumer Protection Act (CPA), and breach of implied/express warranties. The Montana Supreme Court affirmed: there was enough evidence for the jury to find that the Vaders made a “reasonable number of attempts” to obtain repairs within the warranty period, even if dealers refused to document the swaying complaint. The Court also upheld Consumer Protection Act liability (including via the Lemon Law violation) and agreed the jury could treat marketing promises like a “flawless ride” as an express warranty. The trial court’s decision to double (not triple) damages under the CPA was within its discretion, and the case was remanded to calculate appellate attorney’s fees. If you think your customer may be entitled to a refund or replacement and the manufacturer is unwilling to provide either remedy, advise the customer that they must first submit the dispute to the state-certified dispute settlement program approved by the Montana Department of Justice. Contact the Office of Consumer Protection for further assistance. Contact information is available on the Montana Attorney General’s website, or scan the QR code. https://dojmt.gov/office-of-consumer-protection/ vehicles-and-the-lemon-law/ Clearly documenting all the customer’s complaints will likely be essential to keep the dealership from being named as a party defendant in the suit. 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. 11 MONTANA AUTO DEALER
CATCHING UP WITH CONGRESSMAN Ryan Zinke Congressman Ryan Zinke is a fifth-generation Montanan who represents Montana’s First Congressional District, which includes 16 counties in western Montana, as well as the cities of Bozeman, Butte, Missoula and Kalispell. He was first elected to Congress in 2014 and served as the U.S. Secretary of the Interior between two noncontiguous terms. Congressman Zinke has established a strong record of accomplishments in areas such as energy, conservation, tribal matters and military issues. Now in his third term, he is a member of the House Committee on Appropriations. His legislative agenda focuses on restoring accountability to federal spending, promoting American energy dominance and strengthening national security at our borders and beyond. We recently sat down with Congressman Zinke and discussed his service, leadership, Montana values and the issues he is focusing on in Washington. The following are excerpts from our conversation. What inspired you to pursue public service? Public service wasn’t something I woke up one morning and decided to do — it was something I grew into. I was raised in Montana, and in a place like this, you learn early that you look out for your neighbors. If a fence is down, you help fix it. If someone’s in trouble, you don’t ask whose job it is — you step up. That mindset stuck with me. 12 MONTANA AUTO DEALER
My first real step into service was through the military. I spent 23 years as a Navy SEAL, and that experience continues to shape how I see the world to this day. The military teaches you discipline, accountability and the idea that the mission comes before the individual. You also learn that leadership isn’t about rank; it’s about responsibility. Those lessons translate directly into public service. After retiring from the Navy, I remained involved at the local level, coaching, working with veterans and eventually serving in the Montana State Senate. What motivated me to run for Congress was a sense that Montana needed a strong voice in Washington, someone who would fight for our way of life instead of apologizing for it. I didn’t get into this to be a politician; I got into it to serve — plain and simple. What are your thoughts on the direction of the administration, and how has it been to work with President Trump? I’ll start by saying this: President Trump is exactly who people think he is. He is doing exactly what he campaigned for and was elected to do. He’s direct, he’s results-oriented, and he doesn’t have much patience for Washington games. From my perspective, that’s not a bad thing. Too often, this town gets bogged down in processes and politics rather than focusing on outcomes. Working with President Trump has always been about getting things done. When I served as Secretary of the Interior, the focus was on American energy independence, access to public lands and cutting through unnecessary red tape. As a member of Congress, my priority is to ensure that Montana’s interests are at the forefront as the administration sets its agenda. I think the direction of the administration reflects a broader frustration that many Americans share. People want secure borders, a strong economy, respect for law enforcement and the military, and a government that doesn’t overreach into their daily lives. You don’t have to agree with every social media post or every headline to recognize that there’s a real push to shake up a system that hasn’t been working for America’s families. At the end of the day, my job isn’t to be a cheerleader or a critic; it’s to be an advocate for Montana. When the administration’s policies help our state, I support them. When they don’t, I say so. That’s how representation is supposed to work. What are the main issues you’re currently working on? The list is long, but a few priorities rise to the top. First and foremost is the economy. Montana may be big and rural, but we’re not immune to inflation, supply chain disruptions and rising costs. Families feel it at the grocery store, at the gas pump and when they’re trying to make big purchases. I’m focused on policies that rein in spending, support small businesses and encourage job growth. Energy is another major issue. Montana is an energy-rich state — we produce coal, oil, gas and renewables. I believe in an all of the above approach. We can be good stewards of the land while also recognizing that affordable, reliable energy is essential to our economy. Shutting down domestic production doesn’t help the environment; it just makes us more dependent on foreign sources. Veterans’ issues are also close to my heart. We owe our veterans more than words — we owe them action. That means timely access to health care, support for mental health and PTSD, and making sure veterans can transition successfully into civilian life. Montana has one of the highest per capita veteran populations in the country, so this isn’t an abstract issue for us. Finally, I spend a lot of time on public lands and outdoor access. Montanans love their public lands, and so do I. The key is balance — keeping lands open for 13 MONTANA AUTO DEALER
hunting, fishing, grazing and recreation while ensuring they’re managed responsibly. Decisions about Montana land should involve Montanans, not just bureaucrats in D.C. How do you balance the demands of public service with your personal life? I won’t pretend it’s easy. Public service, especially at the federal level, is demanding. You’re traveling constantly, your phone never stops ringing, and the issues don’t take weekends off. But balance is important, and it’s something I work at every day. For me, it starts with remembering who I’m doing this for. My family keeps me grounded. When I’m back in Montana — whether it’s in Whitefish, Kalispell or somewhere in between — I try to unplug and just be home. That might mean getting outside, spending time on the water or sitting down for a meal without checking my phone every five minutes. I also believe in staying connected to the state. Washington can be a bubble, and it’s easy to lose perspective if you’re not careful. Coming home, talking to folks at the coffee shop, visiting local businesses and attending community events remind me why the work matters. It’s not about headlines; it’s about real people and real lives. The military taught me time management and focus, and those skills help. When you’re clear about your priorities, you make time for what matters most. What message would you like to give to Montana auto dealers? I would like to express my gratitude. Auto dealers are the backbone of communities across Montana. You’re employers, sponsors of local teams and events, and trusted partners for families making one of the biggest purchases of their lives. The local dealership is more than a business — it’s part of the community fabric. I know the past few years haven’t been easy. Supply chain issues, regulatory uncertainty and rising costs have created real challenges. My message is this: I hear you, and I’m working to make sure Washington understands what those challenges look like on the ground in Montana. We need policies that support small and family-owned businesses, not bury them in paperwork. That means reasonable regulations, fair tax policy and trade rules that don’t put American dealers at a disadvantage. It also means investing in infrastructure so vehicles — and customers — can move efficiently across a big state like ours. I’d also encourage dealers to stay engaged. Your voice matters. When you tell your story — about workforce needs, financing challenges or consumer demand — it helps shape better policy. My door is always open, and I value that input. Montana works when we work together. Whether you’re selling pickups in Havre or SUVs in Bozeman, you’re helping keep Montana moving. I’m proud to represent you, and I’ll keep fighting to make sure you can keep doing what you do best. 14 MONTANA AUTO DEALER
CONTRIBUTE TO MONCAR TODAY! Donating to MONCAR is crucial to protecting Montana’s franchise system, electing business-friendly representatives and ensuring that our voice is heard in public policy. As we’ve seen over the past few years, there are constant threats to our franchise system and to our businesses. Whether it’s regulatory changes, manufacturer demands or economic influences, we face many challenges. In order to confront these challenges, we need your support and participation. Building and maintaining relationships with the legislators who represent you in each of your districts is how we protect pro-business and pro-dealer rights. It is how we ensure that our elected officials understand the needs and issues we face. This is why we ask you to consider donating to our MONCAR fund today. To find out more and donate, please contact Deb at bkkpr@mtada.com. WE ARE MONTANA’S CAR DEALERS, AND WE NEED TO HAVE A STRONG, UNIFIED VOICE. If you need a fresh frontline or want to turn aged inventory into cash, our Montana Team is ready to help. Give us a call! Montana Dealers – We’re Here for You magauctions.com Check out MAG Now’s live digital auctions every Wednesday at 2 PM (MT) on EBlock Brandon Boulay Market Manager, Montana 406.531.1210 Jack Burns Listing Representative, Montana 406.481.4189 15 MONTANA AUTO DEALER
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 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 Katie Jones, owner and controller at Courtesy Ford. We recently sat down with Katie to discuss her career, her experiences in the industry and how to encourage other women to choose this career path. The following are excerpts from our conversation. Please tell us about yourself. I was born and raised in Conrad, Montana. I left for college and got married to my husband, Aaron, who also happens to be from Conrad. We both decided to come back home to Conrad, as this is where our roots are. We have three boys — a senior, a junior and a sophomore in high school — so life is full and busy. They’re all involved in wrestling, which takes us all over the state, especially in the spring. Between the dealership and teenage boys, there’s never really a dull moment. How did you get into the auto industry? When the Ford dealership in Conrad came up for sale in 2015, my husband and I, along with my in-laws and a few business partners, decided to buy it. We officially took over on Jan. 1, 2015. Getting into the auto industry wasn’t something I planned on. I’m a licensed mental health therapist. That was supposed to be my career path. But when the dealership came up for sale, it felt like an opportunity that couldn’t be ignored. It’s really hard to find buyers for dealerships in small, rural communities. The previous owners were ready to retire and move on, and we didn’t want to see a business so important to our community disappear. I didn’t come on board full-time right away. About nine months after we purchased the dealership, I stepped in and started working there regularly. It was definitely a big shift — going from mental health to automotive — but some of those skills transfer more than people might think. Working with employees, managing personalities, navigating stress and communication — that background has helped a lot. I always joke that “I went to school for feelings, not numbers,” so I still triple-check my spreadsheets. Today, I’d probably describe myself as the office manager, although I do a little bit of everything. I handle warranty processing, prior approvals, submissions, closing work orders, payroll, payables, statements, accounts receivable, data entry and preparing financials for the Ford statement. I manage the bank accounts and field service warranty SPOTLIGHT ON WOMEN IN THE INDUSTRY Katie Jones Courtesy Ford 16 MONTANA AUTO DEALER
questions. We do payroll twice a month and statements once a month. Every day looks a little different. We also purchased a second dealership in Havre, about two hours away, this past October. I do payroll for that store as well and am helping train the new office employee there. As a woman, you are in the minority; what are your thoughts about the auto industry as a career path for women? What’s your experience been like? What can be done to hire more women? There aren’t a lot of women in higher-level roles in dealerships, especially in rural areas. Our structure is a little different because we’re small and rural — we all fill in wherever we’re needed — but even at industry meetings, like 20 group meetings, I’m often the only woman in the room. That can be intimidating. Sometimes I’ve held back from speaking because I didn’t want to misspeak or sound like I didn’t know what I was talking about — even when I probably did. I think that’s something women struggle with in many industries. My advice would be to be confident in what you know and not be afraid to speak your truth. And if you don’t know something, ask. Most people are pretty open and accepting as long as you’re trying to learn. In terms of struggles, the only times I’ve really felt pushback have been when I’ve had to work more directly in the service or parts departments. In a small Montana town, some customers may initially assume you don’t know the answer. I’ll be honest — there are things I don’t know right off the top of my head. But I can find out, and I will. The challenge today is that everyone wants answers immediately. It’s not always realistic, but that expectation can make those moments harder. That said, I think it’s a great industry for women. There are a lot of opportunities and room for growth. And in a dealership environment like ours, you get exposure to every department, which builds confidence and skill. What do you love about the industry, and what would you change if you could? One of my favorite things about this job is that my husband and I get to run the dealership together. It’s something we’ve built side by side, and that’s special. I also really love that we were able to keep the dealership open in a small town like Conrad. That matters. We employ about 11 people here in Conrad and between 15 and 20 in Havre. Those are real families and livelihoods. Some of our employees have been here a long time, which speaks volumes. It truly takes a team to make a dealership successful. You need good leadership, but you also need employees who show up every day ready to do the work. You have to be a team player. At Courtesy Ford in Conrad, we’ve become a well-oiled machine over the years. When we took over the Havre store, we experienced growing pains — new leadership, new processes — and it reminded me how fortunate we are here. It’s working out, but transitions are challenging. I also enjoy that the work is rarely boring. Things change constantly. The days go by fast. We’re not sitting around twiddling our thumbs. I don’t personally sell vehicles, but I love seeing our sales manager find the right vehicle for a customer. There’s satisfaction in watching that happen. If I could change anything, it might just be the expectation for instant answers. With parts and service, especially, there’s a need to research or confirm details, and not everyone wants to wait. But overall, I feel very fortunate to work where I do and with the people we have. What advice would you pass on to someone entering the auto industry? First, be confident in what you know. Speak up. Even if you’re the only woman in the room, your voice matters. Don’t let intimidation keep you quiet. Second, if you don’t know something, ask. We all learn from mistakes. That’s part of growth. Do your best and never stop learning. Finally, understand that it takes a team. A dealership isn’t successful because of one person. It’s leadership, employees, consistency and showing up every day ready to work together. If you’re willing to learn, be adaptable and be a team player, there’s a place for you in this industry. We’re heading into our 11th year of ownership of Courtesy Ford now. Looking back on the decision to purchase the dealership in 2015, I’m grateful we took this path. It was a leap of faith — for our family and our community — and I can confidently say we made the right decision. 17 MONTANA AUTO DEALER
KATIE NAUGHTON, FOUNDER & CEO Drive Her Forward Katie Naughton built her career in a field where few women dared to enter, leading in rooms where she was often outnumbered and underestimated. As one of the rare women to own and operate a dealership, she understands what it takes to lead with grit, performance and authority. After graduating from the NADA Dealer Academy, Katie bought, scaled and sold dealerships across the U.S. and Canada before transitioning into high-level automotive mergers and acquisitions. She founded Drive Her Forward to help ambitious women take ownership of their careers through structure, accountability and real-world strategy. Her approach is built on experience, not theory, helping women lead with confidence and intention in traditionally male-dominated industries. Scan the QR code to hear more insights from Katie. https://youtube.com/watch?v=qCBKL4rbBoQ CONVENTION Speakers MIRANDA PYETTE, FOUNDER & CEO Purpose Automotive Miranda Pyette is a leading automotive advertising professional with more than 25 years of experience. She began her career at Sun Media’s Toronto Sun, then spent many years at AutoTrader, where she built deep expertise in dealer marketing. She later moved client-side as the director of marketing for a large Ontario dealer group, gaining first-hand insight into dealership needs. In 2017, she launched her own company, Miranda Pyette Automotive, focusing on ad spend analysis and customized cost-saving strategies. As social media became a more powerful and efficient channel, Miranda shifted the business toward high-performing organic content across major platforms. The company has since grown into Purpose Automotive Inc., reflecting its expanded vision and success in the automotive digital marketing space. Scan the QR code to hear more insights from Miranda. https://youtube.com/watch?v=A5wBwsxztIw 18 MONTANA AUTO DEALER
TODD SMITH, CEO QoreAI Todd Smith is the CEO of QoreAI, pioneering AI-driven solutions at the intersection of automotive retail and technology. With 30+ years of industry experience and a track record of successful startups, Todd is transforming how dealerships approach customer data security and operational efficiency. His innovative work with QoreAI is setting new standards for identity verification and fraud prevention in automotive retail. During the Dealers Only portion of the All Member Meeting, every registered dealer and dealership employee attendee will receive a complimentary copy of Todd’s new book, “The Intelligent Dealership.” Scan the QR code to hear more insights from Todd. https://my-video.bigvu.tv/6a0f156c4c618a9241dacb3f /6a0f156c4c618a9241dacb45 BRIAN KRAMER, EVP, DEALER GROWTH & SUCCESS Cars.com Brian Kramer has 27 years of retail dealership experience, specializing in digital transformation. He spent 19 years as a dealership general manager for publicly traded, privately held, import, domestic and luxury car dealerships. He is a former general manager of Germain Toyota of Naples & Germain Lincoln of Naples, which retailed 7,500+ vehicles annually, and he is a former Google Dealer Advisory Board member. Notably, Brian facilitated the first Web3 transaction in automotive retail, and he led the initiative that resulted in the first end-to-end paperless transaction in 2020. He is a recipient of the inaugural Automotive News “Top 40 under 40” award, and he has been featured in Automotive News, F&I Magazine, Digital Dealer Magazine, Jalopnik, The Wall Street Journal, and the PBS documentary “Viewpoint” with Dennis Quaid. MICHELE WRIGHT, DIRECTOR OF SALES Autotrader/KBB Michele Wright is a 20-year sales and marketing expert and has held senior roles in telecom, digital marketing and real estate before finding her home in automotive. She came to Cox Automotive eight years ago and is the director of sales over the Mountain States region, covering eight states. Her team is consistently ranked highest in customer satisfaction, and they have created an in-store training program to help better partner at a local level. 19 MONTANA AUTO DEALER
Scan the QR code to hear more insights from Miranda. https://youtube.com/ watch?v=A5wBwsxztIw
current performance, and a clear understanding of how to move from vendor-controlled Al to dealer-controlled intelligence. The goal is simple: help leadership control their data, improve decision speed and create a structural advantage inside the store. The presentation will include: • A no-fluff executive session on what Al actually changes inside a dealership • A focus on four profit-driving decision zones: customers, inventory, fixed ops and manager time • Real examples of how stores lose deals, age units and lose service customers without realizing it • A clear explanation of what Al can improve, and what it cannot fix • Practical guidance on data ownership, system integration and avoiding vendor lock-in • A realistic starting path that does not require replacing your current systems • Specific Monday-morning action steps dealers can implement immediately AI IN AUTOMOTIVE: WHAT ACTUALLY WORKS INSIDE A DEALERSHIP Get Ready To Unlock the Potential of AI at MTADA’s 112th Annual Convention! Todd Smith, Founder of QoreAI, will be giving a two-hour training session on Saturday morning at the convention. Make sure you and your key people are there to learn how AI will shape the future. Please bring your laptops. WHAT TO EXPECT This executive session is built specifically for dealership decision-makers. It is not a vendor pitch, a chatbot demo or a theoretical AI discussion. It is a practical operating framework focused on the decisions inside your store that directly impact profit. We will break down four decision zones that move the needle: customer prioritization, inventory risk, fixed ops retention and manager productivity. Dealers will see where Al actually changes outcomes, from identifying true in-market buyers to predicting aging inventory and preventing service defection before it happens. The workshop will also address the hard realities most stores face: disconnected systems, duplicate customer records, slow speed-to-lead and unclear data ownership. We will walk through what Al cannot fix, what must be addressed first, and how to take a safe, realistic starting path without ripping out existing systems. Attendees will leave with specific Monday-morning actions, measurable benchmarks to evaluate their During the Dealers Only portion of the All Member Meeting, every registered dealer and dealership employee attendee will receive a complimentary copy of Todd’s new book, “The Intelligent Dealership.” SAVE THE DATE! MTADA’s 112th Annual Convention Aug. 13-16, 2026 Copper King Convention Center Butte, Montana For more information, call Jillian at (253) 561-2889 or email jmarch@mtada.com. Scan the QR code to hear more insights from Todd. https://my-video.bigvu.tv/6a0f156 c4c618a9241dacb3f/6a0f156c4c61 8a9241dacb45 21 MONTANA AUTO DEALER
IF YOU WANT BETTER RESULTS, YOU NEED BETTER LEADERS Drive Her Forward with Katie Naughton Drive Her Forward exists because the women beside you, supporting you, working with you or working for you are capable of leading at higher standards when given the structure to do so. It is not a motivational community. It is a performance-driven leadership platform built to develop capable women into strong operators who improve decision-making, execution and follow-through inside real businesses. We spoke with founder Katie Naughton, an entrepreneur, investor and one of the rare 1% of women dealership owners, about why Drive Her Forward matters now more than ever. A lot of platforms focus on community and inspiration. Why did you build Drive Her Forward as a leadership platform instead? Motivation is everywhere. Leadership is not. For years, companies have invested in conferences, networking groups and inspirational messaging. While well-intentioned, those efforts rarely change day-to-day performance inside a store. Businesses do not grow on encouragement. They grow on performance. Inspiration may spark momentum, but structure ultimately changes behavior. Drive Her Forward was built because high-potential women in this industry do not need to be cheered on. They need to be developed. They need clear expectations, real training and accountability tied to results. In business, you do not motivate someone into becoming a strong operator. You train them. You raise the standard. And you hold them to it. This is about building leaders who improve the performance of the dealership. What gap are you seeing in the industry that Drive Her Forward addresses? There are capable women inside dealerships who are reliable, loyal and hardworking, but never intentionally developed beyond their current role. They are often the glue of the organization. They handle details. They support teams. They keep things moving. However, they are not positioned or trained to lead — not because they lack ability, but because no one built a structure to develop them. That is untapped talent sitting inside the building. Drive Her Forward closes that gap. It helps women move from dependable contributor to confident decision-maker, so stores are not leaving leadership potential on the table. From an owner or manager’s perspective, what changes when women are developed as leaders instead of simply “supported”? You get leaders who solve problems before they reach your desk. Instead of waiting for direction, they step up. Instead of escalating every issue, they make sound decisions within clear boundaries. They understand expectations and execute without constant supervision. Meetings get tighter. Deadlines hold. Standards rise. From a management standpoint, that means less micromanagement and more ownership across departments. You spend less time chasing updates and more time growing the business. It strengthens your bench and builds real succession inside the store. What changes inside a dealership when strong women step into leadership roles? They improve the way work actually gets done. Decision-making becomes faster and clearer. Communication tightens. Expectations are defined. Teams know what winning looks like. Follow-through strengthens. Commitments are honored. Tasks do not stall halfway through the process. You also see less internal friction. Less second-guessing and emotional noise. More focus on the customer experience, the numbers and the mission of the dealership. At the end of the day, strong leaders raise the operational standard of the business. What does leadership development look like inside Drive Her Forward? Drive Her Forward operates as a structured leadership training system first, and a cultivated networking group second. Members move through defined programming 22 MONTANA AUTO DEALER
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