93rd Dealer Family Convention
Anticipate every turn In an industry that’s always evolving, your dealership can rely on our Dealer Financial Services team’s 90 years of experience to see what’s around the corner, forward-thinking insights to prepare you, and technology to keep you ahead of the curve. What would you like the power to do?® Nicholas Breslove, nicholas.breslove@bofa.com business.bofa.com/dealer ©2024 Bank of America Corporation. All rights reserved. DFS-699-AD 6942528 Investment products offered by Investment Banking Affiliates: Are Not FDIC Insured Are Not Bank Guaranteed May Lose Value “Bank of America” and “BofA Securities” are the marketing names used by the Global Banking and Global Markets divisions of Bank of America Corporation. Lending, derivatives, other commercial banking activities, and trading in certain financial instruments are performed globally by banking affiliates of Bank of America Corporation, including Bank of America, N.A., Member FDIC. Trading in securities and financial instruments, and strategic advisory, and other investment banking activities, are performed globally by investment banking affiliates of Bank of America Corporation (“Investment Banking Affiliates”), including, in the United States, BofA Securities, Inc., which is a registered broker-dealer and Member of SIPC, and, in other jurisdictions, by locally registered entities. BofA Securities, Inc. is a registered futures commission merchant with the CFTC and a member of the NFA. Anticipate every turn In an industry that’s always evolving, your dealership can rely on our Dealer Financial Services team’s 90 years of experience to see what’s around the corner, forward-thinking insights to prepare you, and technology to keep you ahead of the curve. What would you like the power to do?® Nicholas Breslove, nicholas.breslove@bofa.com business.bofa.com/dealer ©2024 Bank of America Corporation. All rights reserved. DFS-699-AD 6942528 Investment products offered by Investment Banking Affiliates: Are Not FDIC Insured Are Not Bank Guaranteed May Lose Value “Bank of America” and “BofA Securities” are the marketing names used by the Global Banking and Global Markets divisions of Bank of America Corporation. Lending, derivatives, other commercial banking activities, and trading in certain financial instruments are performed globally by banking affiliates of Bank of America Corporation, including Bank of America, N.A., Member FDIC. Trading in securities and financial instruments, and strategic advisory, and other investment banking activities, are performed globally by investment banking affiliates of Bank of America Corporation (“Investment Banking Affiliates”), including, in the United States, BofA Securities, Inc., which is a registered broker-dealer and Member of SIPC, and, in other jurisdictions, by locally registered entities. BofA Securities, Inc. is a registered futures commission merchant with the CFTC and a member of the NFA. WVADA NEWS 2
©2026 West Virginia Automobile Dealers Association (WVADA) | MBR Connect™. All rights reserved. WVADA News is published four 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 WVADA, 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. WVADA News is a collective work, and as such, some articles are submitted by authors who are independent of WVADA. 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 PRESIDENT’S MESSAGE 6 Engagement and Camaraderie By Jared Wyrick, President, WVADA 7 WVADA 93rd Dealer Family Convention in Photos June 14-17, 2026 10 Thank You Sponsors! 11 Thank You, 2026 Convention Exhibitors 2026 CONVENTION SPEAKER HIGHLIGHTS 14 Rocky Bleier Being the Best You Can Be 2026 CONVENTION SPEAKER HIGHLIGHTS 15 Steve Greenfield How Automotive Dealers Should Be Thinking About AI 2026 CONVENTION SPEAKER HIGHLIGHTS 17 Glenn Mercer Electric Vehicle Retention Risks COUNSELOR’S CORNER 19 Straight Talk on ‘Total Price’ What West Virginia Dealers Need to Know By Johnnie Brown, Esq., Jackson Kelly LLC BY THE NUMBERS 21 How Better Communication Reduces Financial Risk Preventing “Skeletons in the Closet” By Tasha Sinclair, CPA/ABV, Principal, Tetrick & Bartlett PLLC 23 In the Community 25 WVADA Preferred Partner Programs 26 Executive Committee, Board of Directors and Directors at Large 2026 ISSUE 2 19 JARED WYRICK President HALEY JUSTICE Communications & Events Director WEST VIRGINIA AUTOMOBILE DEALERS ASSOCIATION 1618 Kanawha Blvd. E. Charleston, WV 25311 Phone: (304) 343-4158 wvcar.com MEET OUR TEAM ELAINE JUSTICE Office Administrator AMY BROWN Office Adminstrator 7 WVADA NEWS 4
HIGHLY ATTENTIVE TO YOUR GOALS UNWAVERING REPRESENTATION UNPARALLELED SUPPORT STRAIGHT-FORWARD AGREEMENTS SUCCESS FEES ONLY WITH NO RETAINERS STRICT GUARDING OF CONFIDENTIALITY FAMILY-OWNED WITH FAMILY VALUES BROKERAGE SERVICES For a confidential consultation and a complimentary evaluation on your business, please contact us. California • Utah • Texas • Iowa • Illinois • Ohio • New Jersey • Alabama • Florida • North Carolina • Virginia • Alberta • Ontario Midwest Office East Mark Shackelford, Sr., Partner 330. 352. 5651 | mark@performancebrokerageservices.com Mark Shackelford, Jr., Partner 330. 634. 3825 | markjr@performancebrokerageservices.com 503 West Park Ave, Barberton, Ohio 44203 Corp: 949. 461. 1372 | performancebrokerageservices.com PIECE TO A PERFECT DEAL THE MISSING We are the trusted resource for helping dealers navigate the complex selling process, while preserving your legacy, protecting your confidentiality, and maximizing the value. Let us help you take the next step with confidence, knowing you have a partner committed to your best interests. Family-owned for over 30 years, our reputation is unmatched and built on a foundation of honesty, integrity, and ethical conduct. These core values run deep throughout our firm and are the driving force behind our continued success. We pledge to do it right, every time, one client at a time.
Engagement and Camaraderie Jared Wyrick President, WVADA PRESIDENT’S MESSAGE With the Fourth of July behind us and summer in full swing, it’s a good moment to look back on a memorable few months for our Association and ahead to a busy second half of the year. In June, WVADA welcomed dealers, their families and our vendor partners at Nemacolin Woodlands Resort for our Annual Dealer Family Convention. It remains our biggest event of the year for good reasons — a chance to learn from some of the best minds in our industry while spending real time with the community that makes this Association what it is! This year’s lineup didn’t disappoint. We heard from 2026 NADA Chairman Rob Cochran, West Virginia Attorney General JB McCuskey, with WVADA General Counsel Johnnie Brown and KADA Vice President Sarah Bishop, alongside industry analysts Steve Greenfield, Kevin Tynan and Glenn Mercer, who each offered a clear-eyed look at where our industry is headed. We were also pleased to welcome former Pittsburgh Steeler Rocky Bleier, whose presence added a memorable highlight to the week. Between the golf scramble, clay shoot, iron chef cook-off and pool party, there was plenty of fun and camaraderie mixed in. Thank you to every dealer, family member and vendor partner who joined us and all of our generous sponsors for making the event possible. July also marked the start of a new Association year, and I want to congratulate our new incoming Board of Directors, Jason Cole with Bill Cole Auto Mall and Ginny Bowden with McClinton Auto Group, who began their term on July 1. I’m grateful for their willingness to serve and look forward to working alongside them and the rest of our esteemed Board. Looking ahead, your Board will gather for its annual retreat on Oct. 11-14 to set priorities for the year ahead, and we’ll be rolling out our seminar series starting Oct. 27-29 and Nov. 3-5. Details on both will follow soon — I encourage every member to take advantage of these opportunities to stay up-to-date and connected. As always, thank you for your continued engagement with your Association and enjoy the rest of your summer! WVADA NEWS 6
WVADA 93rd Dealer Family Convention in Photos JUNE 14-17, 2026 WVADA NEWS 7
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To view all the photos from the convention, scan the QR code. https://www.dropbox.com/scl/fo/ mrftzyrwxl0erofdsxsms/AESZ_HWIgXzmJv 0uhJr2eyY?rlkey=wv3owevv2bd902cv4mey bfx3q&st=o432zd56&e=2&dl=0 WVADA NEWS 9
Thank you Sponsors! Ally, Capital Automotive, Capital City Auto Auction, Mountain State Auto Auction, Protective, United Bank ChampTitles, Reynolds & Reynolds, Spilman Thomas & Battle, VITU Good News Mountaineer Garage, Intgrum, People’s Bank, Priority Commerce | Automotive Cox Automotive, Encova, TrueCar, Tyler Technologies, USI, Zurich ACV Auctions, Cross-Sell, Crystal Clean, CVR, Dealerslink, Jackson Kelly LLC, NADA Empower from Retirement, Specialty Underwriters Group Advanced DMS, Ascent Dealer Services, Bank of America, Brady Ware Dealerships, Brightline Dealer Advisors, Dealer Services USA, JM&A Group, Schneider Down & Company, Tetrick & Bartlett Headline Diamond Titanium Platinum Silver Gold Bronze Provided by WVADA
Thank You, 2026 Convention Exhibitors Doing it right is the core of who we are. We’re making banking smarter and simpler while serving our communities. We value and encourage the mantra of working better together. Our commitment to our customers has been at the core of who we are for 100 years, including connecting with our communities. Our vision is to be the best by offering the best while ensuring the profitability, compliance and growth of our partners. In this constantly evolving marketplace, we continue to look for innovative ways to increase revenue streams while providing solutions that are right for you. Our mission is to deliver contemporary cloud-based software that empowers governments and businesses to function with more straightforward, intelligent and secure systems. Our vision is to establish a new benchmark for innovation by assisting organizations in leveraging automation, connectivity and secure technology to enhance their performance. ComplyAuto is a software-as-a-service RegTech company that currently serves over 9,000 dealerships and some of the largest groups across the country. ComplyAuto is currently the nation’s #1 automotive privacy and cybersecurity platform. Founded by dealers and for dealers, ComplyAuto understands that unique dealer problems require unique dealer solutions. ComplyAuto’s products and services include compliance with state consumer privacy laws (CCPA, CPRA, CPA, VCDPA, UCPA and others) and the federal GLBA Safeguards Rule. WVADA NEWS 11
At Crystal Clean, our passion is to protect the earth’s resources by helping the business world run cleaner. From our beginnings as a parts cleaning and used oil collection service, we have evolved over the years to offer an expansive range of environmental services and are building upon our strong foundation to work towards protecting the environment and creating a brighter future. By engaging and empowering our employees to continually improve all aspects of our company, we continue to provide premier, environmentally sustainable solutions that make a difference for our customers. CVR was founded in 1992 to automate the link between states’ Departments of Motor Vehicles (DMVs) and key members of the vehicle life cycle (e.g., dealerships, insurance companies, financial institutions, auctions and tag agencies). Today, we are committed to creating a better customer vehicle purchasing experience through seamless, secure digital titling and registration solutions. Dealerslink is the fastest-growing dealership inventory management company in the nation. Our mission is to provide the most advanced suite of new and used-vehicle inventory management solutions at a price that is affordable for all dealerships. Founded in the late ‘90s by a team of auto dealers, Dealerslink established and coined the first “dealer-to-dealer” vehicle trading marketplace in the U.S. NADA’s affinity relationship with Empower Retirement offers members a competitive, turnkey retirement solution designed specifically for dealers and their employees. Dealer members gain access to high-quality retirement plans with competitive fees, a broad selection of investments and an intuitive, technology-driven experience. As the second-largest retirement services provider in the U.S., Empower brings the expertise, service and innovation to help employers strengthen their benefits offering and help employees build lasting financial confidence. Good News Mountaineer Garage puts people on the road with the help of many individuals and organizations. We accept donations of vehicles that are repairable for a reasonable amount of money. These donated vehicles are then distributed to families with low income who need transportation to work. WVADA NEWS 12
Priority Commerce Automotive is one of the fastest-growing companies in the country, ranking #120 on the Inc. 5000 list and #9 in financial services. Its team of 40 brings over 450 years of combined automotive expertise, supports more than 1,000 dealerships nationwide and holds exclusive endorsements from 17 state dealer associations, providing unique access to thousands of auto retailers. Reynolds and Reynolds develops and supports software for automotive retailers. We feature the industry’s only Retail Management System. This platform gives dealers a choice in dealership management systems (DMS) — ERA-IGNITE or POWER, along with retailing tools built to work together to streamline dealership operations and to improve customer satisfaction with the dealership. We also manufacture and distribute business forms and promotional items. Our products help dealers reduce compliance risk, brand their dealership, increase efficiency and simplify administrative processes. At Protective, we hold the belief that everyone should experience confidence throughout all life’s moments — whether they are monumental, minor or anything in between. This philosophy defines us and has been our guiding principle for over 115 years, as we provide protection and stability through life insurance, retirement plans, employee benefits and asset protection solutions. We are dedicated to putting in the same effort as you do to support your aspirations. At United Bank, we value all of the relationships we have built since 1839. We are committed to providing each relationship with an unmatched level of service. While we offer competitive products, services, rates and technology, the level of service we provide and our commitment to building relationships are what set us apart from our competitors. As an innovator in Vehicle-to-Government (V2Gov) technology, Vitu is transforming the way vehicles, lenders, businesses, government and drivers interact with one another. Vitu partners with state government agencies and businesses across the U.S., with cutting-edge process management SaaS solutions — including Digital Title and Registration — that cross state borders and transcend state-by-state variables. WVADA NEWS 13
“Successful people are just ordinary people doing an extraordinary job. What fuels your vision is your attitude. Be the best that you can be.” — Rocky Bleier Rocky Bleier is an example of a modern hero who leads with strength, integrity and determination while maintaining his sense of humor. Success did not come easily for Bleier. He learned the value of humility and discovered that achieving meaningful goals requires perseverance, hard work and a willingness to overcome challenges. Bleier joined the Pittsburgh Steelers as a running back, but the transition was not easy. He struggled to meet the expectations of the position and quickly realized that talent alone would not be enough. To succeed, he learned to play smarter, adapt to challenges and became more strategic with his approach to obstacles that were in his way. Before completing his first season with the Pittsburgh Steelers, Bleier was drafted into the U.S. Army and sent to serve in the Vietnam War. During his service, he suffered severe injuries from rifle fire and grenade fragments to his legs, leaving him barely able to walk. Despite the devastating setback, Bleier refused to give up on his football career. Through determination and relentless training, he overcame the obstacles in front of him and returned to the Steelers as a running back. His perseverance paid off as he helped lead the team to four Super Bowl championships. 2026 CONVENTION SPEAKER HIGHLIGHTS Rocky Bleier BEING THE BEST YOU CAN BE Today, Rocky Bleier divides his time between his construction company and traveling the country as a motivational speaker and author. Bleier’s core beliefs are centered on sacrifice, personal responsibility, teamwork and leadership. He believes people must remain strong during challenging times and have faith that better days are ahead, even when faced with significant challenges. Here are practical corporate strategies based on Rocky Bleier’s leadership philosophy, focused on team culture and goal setting. ∙ Invest in Your People: Leadership starts with how you treat employees. Bleier believes in caring for your team’s well-being and ensuring they have the necessary training to thrive. ∙ Shared Belief System: Every member of the team working towards a common goal is what creates a winning organization. ∙ Leading from the Front: Leaders stepping up and taking action in the face of adversity. ∙ Encouraging Others: Building confidence in others is essential. A simple message of encouragement from leadership can give individuals the hope needed to overcome setbacks. ∙ Break Down Impossible Goals: Break goals into smaller goals, just as Bleier tackled his grueling physical rehab one small step at a time. ∙ Reward the Effort, Not Just Outcomes: Acknowledge grit, adaptability and courage to take calculated risks. ∙ Align Personal Values with Corporate Vision: Ensure every team member understands the company’s ultimate mission and what they can do to align their personal values to achieve that. What we can take away from Bleier is to never sell yourself short. Every person has something special to offer. Keep growing, don’t give up and never settle for being less than what you can be. 14
Steve Greenfield HOW AUTOMOTIVE DEALERS SHOULD BE THINKING ABOUT AI Artificial intelligence is rapidly reshaping the way businesses operate, and automotive dealerships are no exception. Supporters say it makes their work easier by completing repetitive tasks in minutes instead of hours. Critics, however, worry that AI can become a crutch by doing too much of the problem-solving and thinking for users. The question for dealers is no longer whether AI will influence the industry, but how they can use it strategically while preserving the customer experience that sets great dealerships apart. Steve Greenfield, founder and CEO of Automotive Ventures with more than 20 years of experience in the automotive industry, has seen its highs and lows. AI is making it easier for everyday users to create software, reducing the need for an advanced degree or a professional programmer. “If I’m the average dealer, all of this sounds great. I may finally be able to get the features I want and no longer be limited to only being able to innovate based on the speed of my legacy software provider,” Greenfield said. At the same time, AI raises concerns among industry professionals who worry it could threaten their jobs. While AI will change the nature of some jobs, Greenfield believes the technology is more likely to augment employees than replace them outright. AI still lacks many of the human qualities that define successful sales professionals, including personality, eye contact and the ability to build genuine relationships. Most customers still value speaking with a knowledgeable person who can offer experience, insight and reassurance throughout the vehicle-buying process. The use of AI has the potential to increase productivity and efficiency for the average employee. Employees who use tools such as ChatGPT to draft emails, prepare reports, import data and perform calculations may experience a 10% to 20% increase in output. By reducing the time required to complete routine tasks, AI allows employees to focus on higher-value activities. In a dealership setting, salespeople can spend less time behind a desk and more time interacting with customers, which may lead to increased vehicle sales. AI can also help reduce labor costs by enabling organizations to absorb employee retirements and turnover without necessarily filling every vacant position. Artificial intelligence has advanced significantly in recent years with accuracy rates ranging from 80% to 95%, depending on the complexity of the task. While AI is not immune to errors, it can help reduce some of the mistakes that occur during routine work. Employees often face competing priorities and distractions that can lead to oversights or inaccuracies. Although those mistakes may seem minor, they can accumulate overtime and result in lost productivity, increased costs and reduced efficiency for an organization. Greenfield believes AI will affect dealerships in two significant ways. The first is AI is going to provide a viable lever to help dealers insulate them from external shocks and drive more profitability from their operations. The second thing is every dollar saved in labor will flow through to a dealer’s bottom line as an increase in net profit before tax. Beyond productivity, AI can identify patterns and trends that may be difficult for humans to detect through manual analysis. For example, AI can analyze a dealership’s sales performance from the previous quarter and help develop strategies to improve results or exceed future goals. AI also can evaluate large amounts of data to identify potential risks and opportunities related to rising labor costs, economic downturns and supply chain disruptions. These insights can help businesses make more informed decisions and respond more effectively to changing market conditions. “In 50 years, the average dealership in America lost money, however the earnings have been predictably stable in a band of one percent to three percent net profit before tax,” said Greenfield. By calculating almost 50% of a dealer’s operating costs are human capital, otherwise known as labor. 2026 CONVENTION SPEAKER HIGHLIGHTS 15
Properly implemented, artificial intelligence has the potential to improve a dealership’s bottom line by increasing efficiency and reducing administrative costs. Every dollar saved through increased efficiency or reduced labor costs can translate directly into additional profit. For example, if a dealership saves $10,000 in labor expenses, its net profit can increase by the same amount. Dealerships are often valued based on a multiple of their net profit before taxes, or NPBT. Using a five-times valuation, a dealership generating $600,000 in NPBT would be valued at approximately $3 million. Increased profitability not only raises the value of the business but also provides a financial cushion during challenging economic periods. Strong profit margins can help dealerships better withstand slower sales, rising costs and other market pressures. Greenfield’s outlook aligns with broader industry trends. According to Cox Automotive, dealerships that want to remain competitive in a rapidly changing industry should embrace new technologies, including artificial intelligence. As AI continues to reshape business operations, dealerships that delay adoption risk falling behind competitors that are using the technology to improve efficiency and decision-making. Many automakers are incorporating artificial intelligence into their vehicles, making it increasingly important for dealership employees to understand the technology and answer questions from potential buyers. According to industry forecasts, most vehicles on the road could be AI-powered and software-defined by 2035. As advanced driver-assistance systems and autonomous technologies continue to evolve, artificial intelligence is expected to play a larger role in how vehicles operate, changing the way consumers interact with and think about transportation. For dealers willing to embrace the technology, AI offers an opportunity to strengthen operations from increased productivity, lower labor costs and improved profitability. Those advantages can create a stronger competitive position and greater long-term value. “Dealers who stay open-minded about leveraging the potential of AI are going to enter a new era of enhanced productivity, lower labor costs, higher profit margins and greater net worth,” Greenfield said. WVADA NEWS 16 Learn more at BankWithUnited.com Member FDIC / Subject to credit and underwriting approval. United Bank specializes in tailoring a combination of financial products and auto-dealer services to best meet the specific needs and goals of your automotive dealership. Floor Plan Line of Credit Term Financing Indirect Financing Cash Management Services GET MORE BANK FOR YOUR DEALERSHIP
Glenn Mercer ELECTRIC VEHICLE RETENTION RISKS 2026 CONVENTION SPEAKER HIGHLIGHTS The automotive industry has undergone significant changes over the past several decades. One of the most notable developments has been the rise of electric vehicles. Consumers are increasingly choosing electric vehicles to reduce their carbon footprint and lower long-term operating costs. As electric vehicle adoption continues to grow, dealerships must adapt their customer retention strategies to meet changing consumer needs and expectations. Norway has fully embraced the transition to electric vehicles, making it the world’s leading market for EV adoption. Nine out of every 10 new vehicles sold in the country are electric. The shift has helped consumers save money through incentives such as free parking in some areas and exemptions from city tolls. Norway’s transition has also been supported by its sovereign wealth fund, valued at more than $1.7 trillion, which provides the government with resources to offer incentives that encourage the adoption of environmentally friendly transportation. Norway’s experience offers insight into the challenges dealerships may face as electric vehicle adoption continues to increase. Auto repair shops and dealerships are beginning to see a decline in service-related profits because electric vehicles require less maintenance than gasoline-powered vehicles. Electric vehicles do not need to change the oil, tuneups or many of the repairs associated with traditional engines. As a result, customers visit dealerships less frequently, creating fewer opportunities to build relationships and maintain long-term loyalty. “Electrification is not simply changing what dealers sell but how they sustain customer relationships and generate profit over the longer term,” said Glenn Mercer, an automotive retail expert. Maintenance will continue to be necessary for electric vehicles, although the needs differ from those of gasoline-powered vehicles. Battery replacements may be required as vehicles age, and software systems can occasionally malfunction and require repairs or updates. Dealerships and repair shops are also facing workforce challenges as demand for electric vehicle technicians grows. Many employees are leaving for competitors that specialize in electric vehicles because those positions often offer wages that are 5% to 10% higher due to the additional training and expertise required. Younger workers are increasingly drawn to careers involving electric vehicles because they view the field as offering greater long-term job security and growth opportunities. Customer retention in the U.S. automotive industry has declined in recent years as dealerships face changing consumer behaviors and vehicle technologies. Service departments have traditionally been a major source of profit because each maintenance visit generates revenue while providing an opportunity to strengthen customer relationships. Retaining existing customers has become a top priority for dealerships, but maintaining customer loyalty is becoming increasingly difficult. Dealerships that fail to address these challenges risk losing both revenue and profitability. In the United Kingdom, dealerships are finding that the rise of EVs is making customer behavior less predictable and more fragmented. Buyers are exploring a wider range of brands and vehicle options than they did in the past. As a result, customer preferences have become more difficult to anticipate, and loyalty rates have declined from about 41% to 36%. Consumers have more choices than ever before, leading many to switch brands when purchasing their next vehicle. Dealerships must take a more strategic approach to customer retention and can no longer rely solely on vehicle sales to drive revenue and loyalty. Rather than focusing only on the initial purchase, dealerships should work to build long-term relationships with customers. Retention should be viewed as a multilayered strategy. Customers should be supported throughout the entire ownership experience, from routine service and repairs to trade-ins and future vehicle purchases. By maintaining engagement at every stage of the customer WVADA NEWS 17
lifecycle, dealerships can strengthen loyalty and improve long-term profitability. One way dealerships can address this challenge is by making service more convenient for customers. In the United States, dealerships that offer mobile service programs are seeing higher customer satisfaction and increased repeat business. By bringing service directly to customers, dealerships can make maintenance more convenient and strengthen customer relationships. This approach not only improves the ownership experience but also encourages customers to remain loyal to the dealership. Norway is providing a glimpse into how dealership economics are evolving. Dealers are facing increasing pressure to drive sales as traditional strategies become less effective. In response, many have adjusted their operating models by offering alternative service options designed to strengthen customer loyalty and encourage long-term relationships with the dealership. Lower-cost maintenance programs for owners of older vehicles are one example. These programs help dealerships remain competitive in a growing electric vehicle market by giving consumers an affordable alternative to purchasing a new vehicle. For many customers, repairing and maintaining a gas-powered vehicle may be less expensive than replacing it with a new one. In a market where customer loyalty is declining, dealerships must find new ways to maintain a steady supply of used vehicles. Keeping customers engaged is important not only for service visits but also when they are ready to sell or trade in their vehicles. Offering cash for used vehicles can help prevent customers from selling to competitors, online retailers, or private buyers. It also gives dealerships an opportunity to acquire additional inventory through trusted customer relationships. Maintaining a strong supply of used vehicles can improve profitability by providing more opportunities to recondition and resell vehicles to future buyers. Dealerships must build and maintain trust if they want customers to remain loyal. When customers feel confused or misled, they are more likely to take their business elsewhere. Inconsistent pricing and incentive programs from OEMs can create frustration and reduce confidence in the vehicle-buying process. Building trust with customers starts with being honest with the customers. Addressing the retention challenge begins with creating a positive customer experience. Satisfied customers are more likely to return for future purchases and services, and they are often willing to recommend the dealership to friends and family. Providing a convenient ownership experience, including services that can be delivered directly to customers, can help strengthen loyalty and improve long-term retention. Being transparent and clear in prices will keep customers remaining loyal. WVADA NEWS 18
COUNSELOR’S CORNER Straight Talk on Johnnie Brown, Esq. Jackson Kelly LLC Buying a car is one of the largest financial transactions most consumers will ever make. Yet car pricing can be a confusing area of retail commerce — layered with sticker prices, dealer discounts, manufacturer incentives, trade-in credits, financing terms, add-on products and taxes that can leave buyers uncertain about what they are paying. Regulators at the federal and state levels have taken notice. The Federal Trade Commission (FTC), state attorneys general and motor vehicle licensing agencies have all increased scrutiny of how dealerships present and disclose vehicle prices. Non-compliance can result in regulatory investigations, consent orders and civil penalties, as emphasized by the FTC’s March 13, 2026, warning letters sent to 97 motor vehicle dealers across the United States. While we have been waiting on the FTC to provide additional guidance, as of the preparation of this article, they have not yet provided any. Consequently, we are limited to the March letters and a one-hour webinar (albeit informative) for guidance. Nevertheless, aside from a few practical changes, the legal basis for the changes lies in the FTC’s concepts of “deceptive” and “misleading,” which have been defined for many years. WHAT IS THE “TOTAL PRICE”? When a consumer hears a price quoted in an advertisement, on a website or in the showroom, they typically believe they are being told what the purchase will cost them. If additional charges occur at signing that were not disclosed or included in the quoted price, the consumer may be confused or feel misled if the price increases. This is what the FTC is attempting to prevent. The FTC emphasized that the “total price,” which must be the most prominent price displayed or mentioned in an advertisement, must include the price of the new or used vehicle, all non-government fees, and any mandatory add-on products or charges. The FTC made it very clear that the West Virginia documentary fee qualifies as a “non-government fee” and therefore must be included in the total price. (This is a significant change to past practice in West Virginia, which was previously not questioned or considered improper or illegal.) Mandatory add-on items, for example, might include dealer-added running boards, bed liners and covers, paint and fabric protection and any other add-ons that are not optional and that the consumer must pay to buy the motor vehicle. Again, if it is mandatory for a customer to purchase them, those items must be included in the “total price.” Optional voluntary protection products offered by the dealer do not qualify as mandatory add-ons. Examples of genuinely optional items include extended service contracts, paint protection products, GAP insurance and similar aftermarket add-ons, provided the customer is free to decline them. For example, if you are selling a voluntary protection product and have a 90% penetration rate, the FTC could use that rate as evidence that the product or service is not “optional.” Similarly, dealer-added items (nitrogen in tires, window tint, paint sealant, etc.) that appear on a vehicle’s addendum sticker must be disclosed, and their cost must be included in the total price for that motor vehicle. THE PROBLEM WITH STACKING INCENTIVES IN ADVERTISED PRICES Manufacturer incentives are a major part of vehicle pricing in the modern market. Handled properly, they are a powerful and legitimate sales tool. Handled poorly, they become a source of regulatory and legal exposure and risk to a dealer’s reputation. Manufacturers frequently offer multiple incentive programs simultaneously; a loyalty bonus, military discount, college graduate rebate and regional sales incentive might all be available at the same time. If a consumer must qualify for all four incentives to pay your advertised price for a vehicle, that price must be accompanied by clear disclosures and displayed less prominently than the all-in “total price.” The general rule is that an incentive can only be included in an advertised sales price if it is available to 100% of customers. Other incentives can be used in the advertisement, but they must be clearly stated as “optional” or “potentially available.” While you may advertise a lower price, that price must be less prominent than the actual “total price” that every consumer can expect to pay. Another area that can cause advertising compliance issues is subvented financing and special APR offers. In lieu of cash rebates, manufacturers may offer below-market interest rates through their captive finance arm, and the customer typically must choose one or the other. In this case, a dealer should avoid including the cash rebate in the “total price,” even WHAT WEST VIRGINIA DEALERS NEED TO KNOW “Total Price” WVADA NEWS 19
if available to 100% of consumers. If a consumer chooses the lower APR, that consumer’s purchase price would differ from the price that includes the rebate. If you do want to advertise the cash rebate as an option for customer savings, you could do so after advertising the more prominent “total price.” ESTABLISH A COMPLIANT DISCLOSURE PROCESS Never forget that a dealership is considered legally responsible for its advertisements. It does not matter whether an ad comes from the manufacturer or a third-party agency; truly, the buck stops with the dealership. Good disclosure is not just about avoiding regulatory or legal trouble; it is a sales and reputation asset. Customers who feel they understand exactly what they are paying and why are more likely to complete the transaction, return for service, provide referrals and post positive reviews. To ensure compliance with the FTC’s “total price” guidelines, consider establishing a written policy on advertising. NADA has a Fair Pricing Compliance Guide, and many third-party vendors offer products and services to assist motor vehicle dealers with compliance. Of course, dealers should also retain knowledgeable legal counsel to review proposed advertisements. A 15-minute attorney review can be a wise investment. Train your sales team in what must be disclosed and how. Every salesperson and finance manager should be able to explain every line on the price disclosure document in plain English. Establish “bright line” rules for how price, incentives and voluntary protection products must be disclosed. We all appreciate the legal exposure created by a poorly run F&I department, regardless of our intent to operate a trustworthy operation for the public. Although not legally required, consider presenting the customer with a clear one-page summary before any financing discussion begins, showing: vehicle selling price, voluntary protection products purchased, all fees, all applicable taxes, all incentives applied and their conditions, and the resulting total out-of-pocket price. Have the customer sign or initial it. Audit your advertising regularly. Review all advertisements, including digital, broadcast, print and social media, to ensure that: (a) advertised prices reflect vehicles in your inventory, (b) all conditions on advertised prices and incentives are clearly stated, and (c) fine print does not contradict or undermine the total price. Update your processes when incentives change. Manufacturer incentive programs change monthly. Assign someone the responsibility of ensuring that pricing, advertising and sales team training are up to date with active programs. Make sure your third-party vendors are responsive to your requested changes and properly include the West Virginia documentary fee and mandatory add-ons in the total price. Review your add-on process. Make a list of every product or charge that appears in a typical transaction. For each, ask: Is this mandatory? If it is, it must be included in the total price. For optional charges, ensure they are clearly presented as such, with a clear opportunity to decline. TRANSPARENCY IS THE GOAL The underlying principle behind all pricing disclosure requirements is simple: Tell customers what they are paying for and why before they commit. Customers who feel informed and respected are your dealership’s best long-term asset. The dealerships facing regulatory action are, in almost every case, those that treated price transparency as an obstacle to closing deals rather than a foundation for building them. The ones with the strongest reputations — and the cleanest regulatory records — are those that have treated transparency as a competitive advantage, not a burden. Straight talk on price is not just the right approach from a compliance standpoint; it is the right approach for earning customer trust that will support your business for years to come. Remember, every dealer must follow these new advertising guidelines. I do appreciate that they represent a significant change in practice for our West Virginia dealers, but I am always impressed by the dealer body’s ability to adapt and implement new procedures effectively and appropriately. As always, your West Virginia Automobile Dealer Association and its team are ready and willing to assist you with this effort. WVADA NEWS 20
BY THE NUMBERS How Better Communication Reduces Financial Risk When we begin working with a new dealership client and review their accounting records, we often uncover items that expose the dealership to unnecessary financial risk — what many owners refer to as “skeletons in the closet” More often than not, the dealer principal, general manager and department managers are surprised by what we find. WHY DOES THIS HAPPEN? In our experience, the most common cause is a lack of communication between the accounting department, department managers and ownership. Closely tied to this communication gap is a lack of accountability. We’ve heard the same explanations time and again. Accounting says they have already informed department managers of the issues and believe it is management’s responsibility to resolve them. Department managers, on the other hand, claim they were never made aware of the problems, believe Accounting should be responsible for collecting outstanding receivables, or assume the accounting records must contain errors. Does this sound familiar? If so, it may be time to review your dealership’s policies, procedures and communication practices. The good news is that we’ve seen many dealerships successfully turn things around. These organizations now By Tasha Sinclair, CPA/ABV Principal, Tetrick & Bartlett PLLC PREVENTING “SKELETONS IN THE CLOSET” maintain minimal balances in past-due accounts receivable, outstanding rebate claims, aged contracts in transit and vehicle receivables. SO WHAT CHANGED? Successful dealerships establish regular management meetings — weekly in most cases, and daily when necessary — with a structured agenda. They hold Accounting accountable for posting transactions accurately and on time, while department managers are responsible for following best practices within their respective departments. These meetings allow the dealer principal or general manager to quickly identify communication breakdowns, clarify responsibilities and ensure issues are addressed before they become costly problems. Each department should maintain a list of key performance indicators and financial risk items — or “hot topics” — to review during every meeting. The following are some of our recommendations: Sales & Finance (F&I) ∙ Contracts in transit aged more than 10 days ∙ Uncollected customer down payments ∙ Past-due vehicle notes receivable ∙ Incentive and rebate claims aged more than 30 days WVADA NEWS 21
∙ Outstanding contract stipulations for subprime or special finance deals ∙ Overaged new and used vehicle inventory ∙ F&I product penetration, including service contracts and other protection products Service ∙ Customer receivables aged more than 30 days ∙ Warranty claims aged more than 30 days ∙ Accounts receivable extended beyond established credit guidelines ∙ Open repair orders outstanding for more than seven days. We frequently find repair orders left open for employees, friends or family members to avoid showing unpaid repair work in accounts receivable. ∙ Hours per customer-pay repair order and effective labor rate Parts ∙ Open parts tickets more than seven days old ∙ Customer-pay special-order parts (including required deposits or prepayments) ∙ Inventory with no sales activity for 12 months or longer ∙ Manager review of DMS-generated stock orders ∙ Phase-in and phase-out inventory criteria ∙ Parts returns processed within factory-protected guidelines ∙ Wholesale customer receivables aged more than 30 days Accounting ∙ Monthly reconciliation of all bank accounts, finance reserve accounts and floorplan accounts ∙ Timely reporting to department managers on past-due balances, missing documentation and other outstanding issues ∙ Monthly reconciliation of parts inventory in the DMS to the general ledger Few employees enjoy bringing problems to ownership’s attention. However, avoiding difficult conversations only allows small issues to become significant financial risks. By regularly reviewing the key metrics and risk areas that affect your dealership, management can identify the root causes of problems, improve communication, reinforce accountability, and adjust policies and procedures before issues impact profitability. The most successful dealerships aren’t those that never encounter problems. They’re the ones that identify them early, assign clear ownership and take action before those problems become expensive surprises. Tasha Sinclair, CPA/ABV, is a principal of Tetrick & Bartlett PLLC and has been providing accounting, tax, valuation and consulting services to automobile dealers since 2002. Tetrick & Bartlett PLLC currently serves over 50 dealers in West Virginia, Virginia, Ohio and Pennsylvania and is a member of the AutoCPA Group, a nationwide organization of CPA firms specializing in services to automobile dealers. Tasha can be reached at tsinclair@tb.cpa or (304) 624-5564. WVADA NEWS 22
GREENBRIER FORD A vehicle purchase can do more than just get you on the road. During Greenbrier Ford’s Keys for Cause event, every vehicle purchase helped generate a donation to United Way of the Greenbrier Valley, supporting programs that help local families right here in our community. It was a great way to drive home in something new and also help make a difference locally. COMMUNITY In the BUCKHANNON TOYOTA Buckhannon Toyota is proud to support Upshur County Trails and their mission to provide multi-use trails for our community. From biking and hiking to cross-country skiing, these trails help make Upshur County a better place to explore, stay active and connect with nature. BILL COLE AUTOMALL — BLUEFIELD Bill Cole Automall was honored to contribute to the Special Olympics and stand alongside an organization that inspires strength, determination and community. Moments like these remind us what truly matters. FREEDOM KIA Freedom Kia extends a heartfelt thank you to Animal Friends of North Central West Virginia for the incredible work they do in the community. Freedom Kia was truly honored to support their mission, and they hope their contribution helps make a meaningful difference. A special thank you as well to all of the customers who chose to purchase with Freedom Kia in February. Their support does not just impact us; it helps strengthen the entire community. WVADA NEWS 23
BILL COLE AUTOMALL — BLUEFIELD On May 23, Bill Cole Automotive held the 3rd Annual Ride for Jackson. Together, they honored Jackson’s memory and supported a cause that means so much to the community. They started the ride at Cole Harley-Davidson, rode together and remembered together. JENKINS SUBARU Jenkins Subaru was honored to announce that they have donated over $69,000 this year to the United Way of Harrison and Doddridge Counties in West Virginia through their annual Subaru Share the Love Event! Every year, they reach another milestone that reflects what can happen when a community comes together. They celebrated the special moment at the dealership with strong representation from their team, along with valued community leaders and representatives from the United Way of Harrison and Doddridge Counties. Most importantly, this achievement belongs to the entire dealership family. From sales to service to every department in between, it takes a team effort to make Share the Love such a success year after year. Thank you to the customers, employees and community for continuing to make a real difference right here at home. LOUIS THOMAS SUBARU We’re incredibly proud to share that Louis Thomas Subaru was able to donate over $37,000 to their local Salvation Army through the Subaru Share the Love® Event! This achievement wouldn’t have been possible without the support of Subaru of America and, most importantly, the amazing customers who chose to purchase their vehicles with them during the program. MOSES NISSAN OF ST. ALBANS The team at Moses Collision Center in Jefferson came together and raised $1,200 in support of the Children’s Home Society of West Virginia — and Moses Auto Group proudly matched that amount, bringing the total donation to $2,400. On May 5, they had the honor of welcoming Chris Freeman and Michelle Vaughan from the Children’s Home Society of West Virginia to the Collision Center, where their team presented the check to them. WVADA NEWS 24
WVADA Preferred Partner Programs are designed to meet the needs of our members while providing competitive pricing. Supporting our Preferred Partners benefits YOUR association and helps maintain low dues for our membership. WVADA works for West Virginia Dealers, buying from our Preferred Partners is like buying from yourself. PREFERRED PARTNER PROGRAMS Heritage Crystal Clean provides its customers with parts cleaners, parts washers, drum waste management, oil collection, oil re-refining, vacuum services, parts cleaning solvent as well as other products and services pertaining to the environmental services market. Capital Automotive represents best-in-class F&I solutions that strengthen the bond between dealers and their customers. Through our comprehensive portfolio — including vehicle service contracts, limited warranties, theft prevention products, GAP, maintenance programs, a full complement of ancillary products and more — we help dealerships build lasting relationships based on value and mutual reward. Our solutions and training drive profitability while enhancing customer loyalty. ComplyAuto LLC is a RegTech company offering cloud-based software that helps dealerships enhance their compliance capabilities while becoming more efficient and cost-effective. ComplyAuto uses data analytics and AI to provide real-time automated compliance decisions, performing tasks that would normally require manually intensive processes and human intelligence. Cross-Sell has developed the ability to instantly email reports after the data is processed each month and has also created an online interface that allows you to analyze, filter, print and download the specific data or reports that you need. We are a “dealer first” business focused on helping our partners find their best path to success, plan for the future and achieve real results. There’s a reason why we’ve been trusted for over 40 years by dealers across the country. We’re proud of the relationships we’ve built with each and every one. The Accelerated Title program offers faster payoff, as fast as 4-6 days, by turning a traditionally manual process electronic. Accelerated Title now uses over 81 lenders and is still growing! The NADA Retirement Program from Empower Retirement focuses on optimizing participant outcomes through innovative 401(k) plan design. With over 75 years of automotive experience, Dealer Merchant Services has a proprietary solution to help dealers save up to 75% of their credit card processing fees without disrupting CSI. We feature the industry’s only Retail Management System to help you manage every area in your dealership. Whether it’s online interactions, selling and servicing vehicles or managing the business, we’ve got you covered. Integrum Advisors provides one-stop, strategic enterprise solutions that make it easy to take care of your people. As full‑service consultants, Integrum Advisors delivers complete peace of mind to every client. USI’s dedicated team designs comprehensive programs that include coverage not only for physical damage for your inventory but also theft, false pretense, collisions and more to safeguard your dealership. They also provide loss control services to evaluate your potential threats before they occur and access to online training courses to help reduce workplace incidents. Tyler’s broad solution and product offering empowers you to deliver better and faster assistance to the public — greater transparency and accessibility, sustainable office practices, secure data that’s easy to manage and maintain, and faster results. Contact WVADA today to learn more about our preferred partners at hjustice@wvcar.com or (304) 343-4158. WVADA NEWS 25
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