The Dealer Playbook

Dealers are spending more on advertising than ever… and according to Subi Ghosh, many of them are still playing the game wrong.
This conversation from NADA 2026 might be one of the most important shifts we’ve discussed on The Dealer Playbook.
She believes the real issue in automotive advertising isn’t traffic. It isn’t creativity. It isn’t even budget.
It’s fragmentation.
In this episode Subi Ghosh who is the Head of Partnerships at Fullthrottle and one of the driving forces behind Auto Media Marketplace breaks down why dealers are often buying media in silos, relying on diluted data, and unknowingly limiting their own performance. She explains how platforms fighting each other instead of aligning is quietly costing retailers reach, influence, and ROI.
And here’s the part that hits hard.
While many dealers are still pouring money into search and social the way they always have, behavior has shifted. Discovery has shifted. AI has changed how people find information. And the brands that understand how to unify premium media, activate real data, and collaborate across channels are starting to pull ahead.
Subi makes the case that this is no longer about buying ads.
It’s about infrastructure.
It’s about coordination.
It’s about influencing buyers before they ever type into a search bar.
If you’ve felt like your ad spend isn’t stretching as far as it used to…
If you’ve noticed performance becoming harder to maintain…
If you’ve ever wondered whether the platforms are truly working together for you…
You need to hear this conversation.
Because the shift is already happening.
And the dealers who recognize it early will not just compete better. They’ll operate at an entirely different level.

Timestamps
00:00 Intro
02:57 Auto Media Marketplace Explained
04:57 Why Streaming + Premium Inventory + Data Layers Are Changing Advertising
05:41 From Search & Social to Full-Funnel Media: Staying Top of Mind in a New Era
06:47 Real-World Targeting Story: ‘Landman’ Ads, Audience Data & Influence in Action
09:24 Competitors as Allies: How to Align, Take on the ‘Big Fish,’ and Win Together
11:52 Unity on the Show Floor: Building a Cohesive Strategy Across Channels
13:43 Connect with Subie + Final Wrap-Up and Podcast Outro

Most dealers are talking about AI. Jeff Swickard is building an AI department inside his auto group.
In this special episode of The Dealer Playbook, Michael Cerullo sits down with Jeff Swickard, President & CEO of Swickard Auto Group, to unpack what it actually takes to operationalize AI inside a dealership group—without breaking culture, customer experience, or your tech stack.
Jeff shares how they built an enterprise data warehouse in Microsoft Azure, why integration is the real battle, and how they’re using agentic AI + sentiment analysis to protect and improve the guest experience—especially in service.
What you’ll learn:
Why Swickard Auto Group created an internal AI department
How an enterprise data warehouse solves “nothing integrates” chaos
The role of APIs + bidirectional data feeds with the DMS and vendors
Using AI to measure call quality + customer sentiment in a high-volume service contact center
Why hospitality is the long-term differentiator (and how tech should support it)
How to drive buy-in from employees and avoid “here we go again” resistance
The real leadership skill: prioritization, iteration, and pivoting
“Buy vs. build” in automotive tech—and how to know when to switch
If you’re a dealer principal, GM, fixed ops leader, or marketing/ops exec trying to figure out what AI actually means for your stores, this is a blueprint for how the best groups are approaching it.
Timestamps
00:00 Welcome & Meet Jeff Swickard
00:29 Why They Built an AI Department in a Dealer Group
02:03 Taming the Tech Stack: Enterprise Data Warehouse on Azure
03:34 AI + Hospitality: Using Sentiment Analysis to Elevate Service
06:23 Building It In-House: 2.5 Years to Connect the Data Sources
07:39 Getting Buy-In: Involving Employees Early & Prioritizing ROI
10:33 Forward-Thinking (and Stumbling): Learning, Predictive Analytics & People
13:30 Leadership Urgency: Staying Focused, Pivoting Fast & Buy vs. Build
16:13 Wrap-Up, Thanks, and Podcast Outro

Everyone’s chasing the next shiny tactic. New platforms. New hacks. New promises.
But what if the stuff that actually works… never stopped working?
In this episode of The Dealer Playbook, I sit down with my longtime friend Charles Cannon, General Manager at BMW West Houston, for a real conversation about building a career in this business by doing the simple things consistently, especially when everyone else is distracted.
Charles and I go back almost a decade, to a time when personal branding in automotive wasn’t a buzzword and definitely wasn’t common. We talk about why he decided early on to put himself out there, how that mindset shaped his career, and why community, consistency, and human connection still outperform any shortcut.
In this conversation, we dig into:
Why consistency beats virality every single time

How to use video without overthinking it or trying to be perfect

What it actually means to “stand out” when everyone says they’re doing the same things

The shift from treating this industry like a job to building a real career

Why Charles refers to customers as guests, and how that one word changes everything

How to stay human in a digital-first world that’s craving real connection

Lessons from economic swings, negative reviews, and long-term thinking in the car business

This episode isn’t about doing more. It’s about doing the right things, for the right reasons, long enough to matter.
If you’re tired of feeling like you’re getting lost in the noise, if you want to build something sustainable, or if you just need a reminder that being a real person is still your greatest advantage, this conversation is for you.
Timestamps:
00:00 Introduction and Welcome
00:15 Meet Charles Cannon
00:27 Marketing Strategies for Car Dealers
01:08 Charles' Journey Back to Houston
02:20 Building a Personal Brand in the Car Business
05:05 The Importance of Consistency
08:54 Humanizing Sales Through Social Media
12:02 Overcoming Video Marketing Challenges
19:47 Shifting from Job to Career
30:27 Handling Negative Reviews and Customer Relations
31:40 Economic Challenges and Opportunities
34:42 Final Thoughts and Contact Information

How do you sell 300+ used cars a month in a town of 2,900 people, and buy 240 vehicles off the street without relying on auctions?
In this episode, Rob Ruth the President / Owner of Bob Ruth Ford, Dillsburg PA breaks down the real playbook behind scaling a pre-owned-first dealership inside a franchise system, and why a startup mindset, disciplined acquisition, and a culture built on partnership can outperform “bigger market” excuses.
Rob shares exactly how they pivoted during COVID when inventory vanished, how they built a team-based buying machine (starting with Facebook Marketplace outreach), and why used cars drive the whole store: service, parts, profitability, and growth.
What you’ll learn:
Why used cars are the real growth lever (40M used vs ~16M new) and how to differentiate
The acquisition-first framework: buying center, street buys, and scaling a sourcing team
How to sell 8 used for every 1 new while keeping the OEM satisfied
What’s working now: $25K-and-under sweet spot, pricing discipline, and recon strategy
Leadership and culture: treating employees like partners, creating career paths, and recruiting in a small market
The recession-proof logic of building a pre-owned engine when markets shift
If you’re a dealer, operator, or leader who feels boxed in by OEM pressure, market size, or “the way it’s always been done,” this episode will challenge you to rethink what’s possible and remind you why you got into this business in the first place.
Timestamps
00:00 Introduction to the Used Car Mindset
00:36 The Story Behind Bob Ruth Ford
01:02 Key Elements of a Successful Pre-Owned Operation
01:13 Flex Dealer and the Dealer Playbook
02:35 Rob Ruth's Journey and Mindset
03:46 Challenges and Strategies in the Used Car Market
06:05 The Startup Mentality in a Family Business
15:20 Acquisition and Inventory Management
26:20 Community Impact and Leadership
33:29 Conclusion and How to Connect

What does a modern car dealership look like in 2025, without losing the human connection that actually builds loyalty?
In this episode of The Dealer Playbook, I sit down with Matt Birkhead, Dealer Principal at Sir Walter Chevrolet in Raleigh, North Carolina, a nearly 100-year-old, single-point store that’s grown by leaning into transparency, simplified pricing, community involvement, and people-first leadership.
Matt breaks down “The Sir Walter Way” a smarter way to shop, an easier way to service, and a culture that makes customers (and employees) feel like family. We also get practical about how dealerships should use AI, digital retailing, and fast lead response without sacrificing trust.
What you’ll learn in this conversation:
How Sir Walter Chevrolet builds loyalty through transparency and consistent pricing
Where AI belongs in a dealership (and where it doesn’t)
How to keep customers warm after-hours without “fake” automation
The real operational advantage of a single-point store in a big market
How to break down silos between sales, service, parts, and recon
Why “community starts from the inside out” (and how to make it real)
How Matt invests in people through training, 20 groups, and leadership development
Why the dealership experience still matters—even with online buying and delivery
If you’re a dealer principal, GM, sales leader, fixed ops leader, or dealership marketer, this episode is a blueprint for building a culture that customers feel, and employees stay for.
Timestamps
00:00 Intro
01:14 The Dealer Playbook and Flex Dealer
02:35 Introduction to Matt Birkhead
03:30 Balancing Work and Family
04:50 Challenges and Responsibilities in the Car Business
08:15 Transparency and Authenticity in Dealerships
09:39 Leveraging AI in Dealerships
16:36 Community Involvement and Support
18:22 Building a Culture of Giving Back
19:03 Creating a Tangible Cultural Impact
20:14 Fostering Teamwork and Community
20:44 Highlighting Employee Contributions
21:27 Breaking Down Departmental Silos
22:20 The Role of Gwen in Community Outreach
25:11 Investing in People and Long-Term Value
26:52 Navigating the Automotive Industry as an Outsider
31:37 Objective and Factual Leadership
34:25 Connecting with the Community and Audience
Connect with Matt Birkhead / Sir Walter Chevrolet
Phone: (919) 455-7790
Email: [email protected]
Instagram (Matt): @birksuva
Instagram (Store): @sirwalter_chevy
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