INSIGHTS | MRC 2025 Recap - November 2025

In this episode of 'In Search of...Insights', Dan Barker and Wikimotive Co-Founder Zach Billings break down their biggest takeaways from MRC 2025 — from real-world tech adoption to AI myths, dealership education, and why so many stores are still chasing "level 47" when they haven't mastered levels 1–4. This conversation pulls back the curtain on what dealers are actually doing with advanced technologies, how CXO thinking is bleeding into the broader conference ecosystem, and why a long-term strategic horizon is the difference between spinning your wheels and building real competitive advantage. Zach also recaps the AI search study that fueled his Keynote, why LLMs remain a non-factor in transactional search behavior, and the costly risks dealers face when they misallocate focus and resources toward premature AI claims. Why Listen? Understand why dealers are finally moving past theoretical "innovation theater" and into real implementation See how leading groups are integrating platforms vertically across the dealership for actual decision-making Learn how CXO-level insights are elevating conversations at MRC and DMSC Get clarity on how education, not tools, is driving the biggest shifts in automotive Hear Zach's breakdown of AI myths, dealership misconceptions, and the real behavior patterns behind LLM vs Google search Discover why chasing "step 47" tech is derailing fundamentals like CTAs, processes, and actual customer experience Walk away with a clear understanding of what deserves dealer attention in 2025 — and what doesn't About 'In Search of...Insights' A monthly, no-fluff snapshot of the automotive marketing landscape — designed for dealership stakeholders, management, and marketers who want clarity, not hype. Subscribe to get data-driven insights and candid conversations delivered straight to your feed.