2026 Industry Pulse: Strategy for the Speed of Change
If there’s one word that defined our time at NADA in Las Vegas and the CADA Summit in Toronto this year, it’s resilience.
Between the “Great Recalibration” of powertrains and the explosive rise of AI, it’s easy to feel like the ground is shifting beneath our showrooms. But walking the floor and connecting with you in-person reminded us of a core truth: While technology moves the needle, people move the industry.
We’ve consolidated the noise into three critical pillars that will define how your dealership wins for the remainder of 2026:
Alecia Wilson | Head of Customer Success
The Evolution of Search (GEO): Futurist Jim Carroll delivered a wake-up call at CADA: consumers are increasingly using Generative AI (like ChatGPT and Claude) to research their next vehicle. This pivot toward Generative Engine Optimization (GEO) doesn’t mean the death of Search Engine Optimization (SEO); rather, it reinforces it. Foundational, purposeful SEO remains the primary way to ensure AI agents can find and recommend your inventory. We aren’t changing our core approach; we are simply ensuring your data is ready for how shoppers ask questions today.
The “Always-On” Expectation: AI was on every banner this year, but the consensus among dealers was clear: customers now expect a response 24/7. Success in 2026 isn’t about replacing your staff; it’s about using AI to handle the initial speed so your team can focus on the judgment and persuasion that actually closes deals.
TikTok’s Higher ROI: While traditional channels are becoming increasingly saturated, TikTok has emerged as a high-intent platform with a significantly better return on investment (ROI). Because local competition is still low on the platform, dealers have a massive opportunity to capture in-market shoppers at a much lower cost-per-acquisition. The behavior of TikTok vehicle shoppers is also shifting, as 79% say the platform has helped them identify the type of vehicle that is right for them.
At sMedia, we don’t just watch these trends; we build the tools that help you master them. Whether it’s navigating the transition to GEO or dominating your market on TikTok, we’re here to be the specialized partner that turns industry volatility into measurable growth.
Current Promotion
Ready to Give TikTok a Try?
Right now, we can offer you a 1:1 ad credit that’s based on your first month’s ad spend (capped at $1,000).
This means that if you’re starting with a $1,000 budget, you would get a $1,000 BACK in ad credits.
sMedia Dealer Webinar Series
Upcoming Webinar: Stop Wasting Ad Spend!
Date: March 10 | Time: 1:00 PM (EST)
Understanding the cost of a bad website was step one. Diving deeper into the user (i.e. shopping) experience is step two.
Join us as we explore dealer website data and how shoppers interact with your inventory online. Click to register below!
Product Feature: RV VLAs
⭐️⭐️⭐️⭐️⭐️
If you sell RVs, campers, trailers, or 5th wheels, Google VLAs are an excellent choice to market your inventory and here’s why:
- 27% increase in leads for used vehicles
- 17% rise in conversion rates
- 18% decrease in cost per acquisition
Your inventory will be presented with pictures, pricing, and details right at the top of the results page.
Automotive Industry Events
February was a powerhouse month for automotive retail, with back-to-back deep dives into the future of the industry at NADA 2026 in Las Vegas, the CADA Summit, and the Canadian International AutoShow in Toronto.
The theme was clear: it’s a “back-to-basics” year focused on operational discipline and the shift from AI buzzwords to real-world execution. Grab a coffee and click the link below for our recaps!
sMedia Spotlight: Doug McArthur | Senior Digital Ad Strategist
Celebrating two years at sMedia, Doug McArthur serves as our Senior Digital Ad Strategist. A true industry expert, Doug brings over 20 years of experience from powerhouses like AutoTrader and Cox Automotive. With a background in English Literature and Creative Communications, he blends data-driven strategy with a unique creative lens. For Doug, the highlight of sMedia is the team’s genuine enthusiasm for the automotive world, which makes every collaboration rewarding.
A lifelong Winnipegger, Doug’s life outside of work is as colorful as his career. He is a dedicated musician who writes and performs his own music, and he has a knack for landing in the spotlight—whether he’s singing backing vocals for Heart in a packed arena or managing the “career” of his cat, Bruce Springsteen, a veteran star of America’s Funniest Home Videos. Alongside his other cat, David Bowie, Doug keeps the creative energy flowing at home.
When it comes to his “dream” lifestyle, Doug leans into the whimsical. His ideal car is the infamous “The Homer” from The Simpsons, and his dream vacation is a Studio Ghibli-inspired adventure (though he’d happily settle for Italy). Locally, he’s a loyal fan of the Fettuccine Alfredo at Nicolino’s. We’re thrilled to have Doug’s wit, wisdom, and deep industry expertise on our team!
Boost Your Knowledge
Don’t miss the next one 👉 Sign up here and get these insights delivered straight to your inbox every month.
LET’S TALK DIGITAL GROWTH FOR DEALERS: sales@smedia.io
