What does it take to thrive as an independent auto dealer in a rapidly changing industry? In this episode, we sit down with Jeff Martin, CEO of the National Independent Automobile Dealers Association (NIADA), to explore the real stories, challenges, and opportunities facing dealers today. Whether you’re a seasoned pro or just curious about the future of used car sales, this conversation will challenge your assumptions and reveal what’s really happening behind the scenes.
Jeff Martin shares his unique perspective on leadership, community, and the power of networking at the NIADA Convention and Expo 2025. If you want to know how top dealers are adapting, what’s new at this year’s event, and why the independent dealer community is stronger than ever, you won’t want to miss this episode.
Inside the NIADA Convention and Expo 2025: Insights from CEO Jeff Martin
The NIADA Convention and Expo 2025 stands as the premier event for independent automobile dealers, bringing together industry leaders, innovators, and professionals for a dynamic exchange of ideas and opportunities. In a recent episode of the Everyone Hates Car Salesmen podcast, co-hosts Shawn Payne and Ina Coveney—co-founders of GOATFORREAL Media—sat down with Jeff Martin, CEO of the National Independent Automobile Dealers Association (NIADA), to discuss the upcoming convention in Las Vegas, the evolving landscape of independent dealerships, and the future of the used car industry.
This article explores the key themes and actionable insights from their engaging conversation, providing a comprehensive guide for anyone interested in the forces shaping the automotive sector.
From the unique networking opportunities to the latest trends in digital marketing and industry innovation, the NIADA Convention and Expo 2025 promises to be a must-attend event for dealers looking to thrive in a rapidly changing market. Read on to discover what makes this convention so impactful, as told by those at the heart of the industry.
Meet the Hosts and Their Guest: Leaders in Automotive Media
Before delving into the highlights of the NIADA Convention and Expo 2025, it is essential to introduce the voices guiding this insightful discussion. Shawn Payne, former dealership owner and host of the Everyone Hates Car Salesmen podcast, brings years of hands-on experience and a deep understanding of automotive retail. Alongside him is Ina Coveney, digital strategist, moderator, and co-founder of GOATFORREAL Media, whose expertise in content creation and audience engagement sets the stage for meaningful conversations.
As Ina Coveney explained at the start of the episode, “I like my role in here. I’m kind of putting in the questions in the interview, kind of moderating everything. But I just let the goat be the goat.” This dynamic ensures that the podcast remains both candid and insightful, with each host playing to their strengths.
Shawn Payne, automotive social media expert and trainer, highlighted the importance of teamwork: “You keep me in line. You keep me together. It’s amazing how good you are at it, actually.” According to Shawn Payne, this partnership allows for authentic, engaging conversations that resonate with listeners and readers alike.
This is PART 2 of the interview. Click here for part 1 where Jeff discusses the NIADA’s important role in impacting legislation that affects independent dealers.
What Awaits at the NIADA Convention and Expo 2025?
The NIADA Convention and Expo 2025, scheduled for June 23–26 at the Fountain Blue Hotel in Las Vegas, is set to be the largest gathering of independent automobile dealers in the country. According to Jeff Martin, CEO of NIADA, “We have kind of the traditional, what I would call breakout sessions, and so we have five different tracks. So whether you’re buy here, pay here, you’re retail, we have tracks for management, we have tracks for marketing, and we have tracks for compliance.” This comprehensive approach ensures that every attendee, regardless of their business model or experience level, will find sessions tailored to their needs.
Beyond education, the convention offers unique networking opportunities. As Jeff Martin emphasized, “We have a program called dealer rounds. We have 15 different topics where you’ll have about 10 to 12 dealers who will be in a roundtable. We have a moderator that is an actual dealer and they’ll moderate a conversation on a multitude of different topics.” This “forced networking” model creates invaluable opportunities for dealers to connect, share insights, and build relationships that last long after the event.
Shawn Payne, former dealership owner and host, underscored the value of these connections: “As an industry veteran, you kind of think that you’ve heard of everybody and everything. It’s coming so fast now. Like I’ve never seen it come in waves of different verticals with different vendors.” The convention’s expo floor, featuring over 170 vendors, is a testament to the rapid innovation and diversity within the industry.
- Five educational tracks: management, marketing, compliance, retail, and buy here/pay here
- Dealer roundtables for peer-to-peer learning
- Largest expo for independent dealers in the U.S.
- Opportunities to record live content with GOATFORREAL Media
The Power of Networking and Community
One of the most compelling aspects of the NIADA Convention and Expo 2025 is the sense of community it fosters. Jeff Martin, CEO of NIADA, shared, “Some of the most valuable information that you’re going to get at a convention like this is standing in the hallway and talking to yourself or Shawn, or you get to talk to a dealer that maybe you’ve kind of idolized for a couple of years and you want to grow to be the size of that dealer and you get those opportunities.” This spirit of collaboration is especially important for first-time attendees, who bring fresh energy and perspectives to the event.
According to Jeff Martin, “We’re right now, we’re on pace to have 700, about 740 dealers at the event. And about 200 of those will be first-time attendees. The energy that you get from first-time attendees… they create an energy in that expo that you just can’t get from a more veteran dealer.” This blend of new and seasoned professionals creates a dynamic environment where everyone can learn and grow.
Shawn Payne, automotive social media expert and trainer, noted the long-term impact of these connections: “When a dealer makes a connection, and I hear these stories all the time, but particularly a newer dealer makes a connection with someone who maybe is a more experienced dealer. And they, that relationship goes far beyond the convention. They stay in touch with each other afterwards.” These relationships often evolve into lasting friendships and ongoing professional support.
Innovation and Change: How the Industry is Evolving
The independent auto dealer industry is undergoing rapid transformation, driven by technology, consumer expectations, and market forces. As Jeff Martin observed, “A lot of the things that were probably going to happen in this industry eventually really sped up kind of during COVID. But man, you’re seeing change happen really fast in this industry right now. And, you know, that creates some challenges, but man, it creates a lot of opportunities.” This accelerated pace of change means that dealers must be agile and proactive to stay ahead.
One of the most significant trends is the increasing role of digital marketing and organic social media. Shawn Payne, former dealership owner and host, explained, “I believe that organic social media has played a bigger part in that than people will ever think to realize. Because if you think about it, you’ve got the franchise store, right? And he’s got, you know, corporate rules and a manufacturer to think about everything and just the time constraints on the people and everything. So they might make some content. But this guy, the independent, he can make real raw content that’s personal, that resonates.”
According to Jeff Martin, “That is one of the things in the independent space that you can change your inventory almost overnight. And others don’t have the flexibility to be able to do that. And I think on the social media, there’s no doubt… it gave you an opportunity to compete that you probably didn’t have in the past.” This flexibility allows independent dealers to respond quickly to market trends and consumer demands.
Dispelling Myths: The Truth About Independent Dealers
Despite the progress and professionalism within the industry, independent dealers still face persistent misconceptions. Jeff Martin addressed this head-on: “It’s that a dealer is looking to take advantage of a consumer, right? I actually laugh, I tell this story with my own family all the time… The story that you just told me, there’s thousands of dealers out there, just like the one guy that you know, and you know what it is? It’s not one guy. It’s thousands and thousands and thousands of dealers that are out there.”
This message is crucial for consumers and industry professionals alike. As Jeff Martin, CEO of NIADA, emphasized, “The misconception is that every dealer is out there looking to take advantage of a consumer. And we’ve talked about this numerous times. They’re not, they’re looking to make sure that you go tell their friends to come purchase a vehicle from them or to go tell their family or to come back in four years or five years and purchase another vehicle from them, you better be taken care of.”
Ina Coveney, digital strategist and co-host, echoed this sentiment: “There’s this cloud over it especially like and it’s been perpetuated and there’s even like a phrase about it, right? And we are here working with people that we know personally who all they want is to help you get a good car.” By bringing together dealers from across the country, the convention helps dispel outdated stereotypes and highlights the professionalism and integrity of today’s independent dealers.
Looking Ahead: The Future of the Used Car Industry
The future of the used car industry is bright, with independent dealers leading the way in innovation and customer service. Jeff Martin shared a compelling statistic: “In the last two years, used car dealers have sold more used cars than franchise dealers. In the last 16 years, that had not happened. And so… that’s going to continue.” This trend reflects the growing strength and adaptability of independent dealers in a competitive market.
According to Jeff Martin, “As our industry and as our dealers find ways to compete in this market, used car dealers will continue to outsell everyone else when it comes to selling used cars. And part of it is that our industry is getting better at that. We’re starting to recognize who the consumer is a little bit better. We’re finding how to get that consumer in. And then at the end of the day, we’re making sure that we take care of that consumer.”
Shawn Payne, automotive social media expert and trainer, pointed out the importance of adaptability: “It’s never going back because franchises will never have the fluidity and be able to pivot like they can and post on social to draw those customers in. As an independent guy, he’s his boss. He can post what he wants and about what he wants. I think social is so powerful, but I think that you’re right. It’s never going back.”
The NIADA Convention and Expo 2025 will continue to serve as a platform for sharing these insights, fostering innovation, and supporting the ongoing success of independent dealers nationwide.
Final Thoughts
The NIADA Convention and Expo 2025 is more than just an industry event—it is a celebration of community, innovation, and the entrepreneurial spirit that defines independent automobile dealers. Through education, networking, and a commitment to excellence, the convention empowers dealers to adapt, grow, and succeed in a rapidly changing market.
As Jeff Martin, CEO of NIADA, concluded, “Register for the convention and I’d love to see you there.” For those seeking to stay ahead in the used car industry, the NIADA Convention and Expo 2025 is an unmissable opportunity.
Whether you are a seasoned dealer, a first-time attendee, or simply interested in the future of automotive retail, this event offers invaluable insights and connections. Join Shawn Payne, Ina Coveney, and industry leaders in Las Vegas to be part of the next chapter in independent auto sales.
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