The National Automobile Dealers Association (NADA) Show 2026 in Las Vegas brought together thousands of dealers, technology providers, and automotive leaders to discuss the future of retail automotive. The Jazel team was on the ground speaking with dealers, meeting with clients, and exploring the trends shaping dealership marketing and website strategy.
We asked our team members who attended the event to share their insights and experiences. Here is what they had to say.
What were your first impressions of NADA 2026 in Las Vegas this year?
The overall feeling was excitement around new opportunities and growth in the industry. Many conversations focused on moving forward with practical strategies that deliver real results.
NADA 2026 felt more focused and pragmatic than previous years. Instead of exploring experimental ideas, dealers were interested in execution. They want measurable impact, operational efficiency, and partners who can help them move quickly in a competitive market.
How did this year’s show compare to previous NADA events you’ve attended?
Compared to prior years, the show felt less hype driven and more strategy driven.
Artificial intelligence was still a major topic, but the conversation has evolved. Instead of asking what AI is, dealers are now asking how they can deploy it responsibly and profitably within their existing operations.
What was the overall energy and tone of the event?
The energy was high and positive, with outstanding teamwork throughout the event.
At the same time, the tone was disciplined. There is optimism across the automotive industry, but dealers are balancing that optimism with caution. Many are navigating margin pressure, evolving consumer behavior, and increased competition. Because of this, they are prioritizing smart investments over flashy tools.
What stood out most about the 2026 show?
One of the most memorable aspects of the event was the number of clients who stopped by the Jazel booth to connect with the team in person. It was a very busy and rewarding experience.
From an industry perspective, the maturation of AI and data conversations stood out. Rather than focusing on standalone AI tools, the conversation shifted toward embedded intelligence. Dealers are interested in AI integrated into CRMs, marketing platforms, dealership websites, and fixed operations workflows.
What were the most common challenges dealers brought up this year?
Dealers consistently raised several key challenges during conversations at the show.
Many expressed frustration with their current website providers, especially when it came to support and responsiveness. Rising customer acquisition costs were another frequent concern, along with the difficulty of understanding attribution and transparency in paid media campaigns.
Staffing constraints also remain a challenge. Many dealerships are trying to do more with tighter margins and leaner teams.
Did you notice any shift in dealer priorities compared to past years?
Yes, there is a clear shift toward improving lead conversion rather than simply generating more traffic.
Dealers are focusing more on optimizing the entire customer funnel. This includes improving the website experience, strengthening follow up processes, and increasing service retention. The goal is to maximize lifetime value rather than just increasing lead volume.
What digital marketing trends generated the most interest?
Several digital marketing strategies consistently came up in conversations with dealers.
These included AI assisted content and personalization, stronger SEO and local visibility strategies, paid media transparency and performance tracking, and digital marketing campaigns that support fixed operations.
Were dealers more focused on leads, branding, AI, data, fixed ops, or something else?
Leads, data, and AI were all major topics, but the underlying theme was conversion and efficiency.
Dealers are interested in using AI and data as tools that improve lead quality, increase website engagement, and generate more service revenue. Technology is important, but only when it helps drive measurable performance.
What questions were dealers asking most frequently?
Many questions focused on costs and support from vendors.
Dealers also asked practical questions such as how to reduce wasted ad spend, what is realistic when it comes to AI today, and how to improve website conversion without committing to a full redesign.
Did you see increased demand for any specific solutions?
Yes. There was strong interest in several key areas.
Dealers were actively looking for SEO strategies tied to measurable business outcomes, performance driven paid media campaigns, high converting website platforms, and AI tools that integrate directly into their existing workflows.
How prominently did AI show up in conversations?
AI was central to many discussions, but dealers are becoming more discerning about how it is used.
Rather than being impressed by buzzwords, dealers want to understand how AI can improve operational speed, enable personalization, and deliver measurable return on investment.
How is digital retailing evolving based on what you saw?
Digital retailing is evolving toward reducing friction rather than replacing the showroom experience.
Dealers want to offer customers flexible buying journeys that can happen online, in store, or through a hybrid approach. The key is maintaining consistent processes and a smooth customer experience across every touchpoint.
What was the response to Jazel’s booth this year?
The response was strong and highly engaged.
Dealers were drawn to the clarity of Jazel’s approach. Our focus on results driven marketing combined with high performance website experiences resonated with many visitors.
The booth also created a comfortable and inviting space where dealers could have meaningful conversations without feeling overwhelmed.
What feedback did you hear from existing clients who stopped by?
Many existing clients stopped by to say hello and share positive feedback.
They spoke about improvements in performance and expressed appreciation for Jazel’s responsiveness and partnership approach. Transparency and communication were frequently mentioned as reasons they enjoy working with the team.
Some clients even introduced us to other dealers and shared their experiences, which was incredibly rewarding.
What made Jazel stand out among other vendors?
Clarity and accountability were two major differentiators.
Rather than offering disconnected tools, Jazel focuses on cohesive strategy, measurable performance, and long term partnership. This approach resonated strongly with dealers who are looking for solutions that simplify complexity.
What was your most memorable conversation at the show?
One particularly memorable conversation involved a dealer group that wanted to unify their marketing and website strategy across multiple rooftops.
Instead of focusing only on traffic, they wanted to build a scalable growth framework that would support long term performance across the entire organization.
Another highlight was hearing from clients about how much they enjoy working with Jazel and the new ideas they are excited to implement moving forward.
What’s one major takeaway you’re bringing back from NADA 2026?
One clear takeaway is that dealers want partners who can simplify complexity.
The vendors that succeed will be those who provide clarity, integration, and measurable outcomes.
On a personal level, it was also incredibly rewarding to see clients come by the booth just to meet the team in person. Connecting with them and even meeting their families made the experience even more meaningful.
What message would you share with dealers who couldn’t attend?
The future of dealership marketing is not about chasing trends. It is about implementing the right strategy with the right partner.
Dealers who focus on performance, integration, and long term growth will be best positioned for success.