Kelly Stumpe | How a Family-First Customer Experience can become a Dealer Advantage
Three Key Insights with Sanjiv Yajnik
Kelly Stumpe | How a Family-First Customer Experience can become a Dealer Advantage
Three Key Insights with Sanjiv Yajnik · Jun 12, 2026
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Term
EVs
EVs are electric cars that run on batteries instead of gas. For families, the big questions are usually how far they can go and how easy it is to charge them.
Term
hybrids
Hybrids use gas and electricity together. The idea is to get better fuel economy than a regular gas car, which can help families who drive a lot.
Concept
fuel efficient
Fuel efficient means the car uses less fuel to go the same distance. If you drive a lot as a family, that can make a big difference in cost and convenience.
Car
GMC Hummer EV
The GMC Hummer EV is an electric vehicle from GMC. It’s big and power-focused, and the host is saying it doesn’t feel like the right kind of EV for families who care about saving fuel.
Car
Ford F-150 Lightning
The F-150 Lightning is a pickup truck that runs on electricity instead of gasoline. It’s meant to do the same kinds of jobs as a regular F-150, but with an electric motor. People bring it up because it proves that a mainstream truck can be made electric.
Car
Ford Expedition
An Expedition EV would be an electric version of the Expedition family SUV. The point here is that electric tech should be applied to more family vehicles, not just pickups.
Term
IIHS
IIHS is a safety testing organization that evaluates cars and gives safety ratings. The host is saying IIHS now looks at how well the second row protects people in crashes, not just the front seats.
Term
second row crash performance
Second row crash performance means how safe the back seats are in a crash. If safety ratings start measuring this, car makers have to focus more on protecting passengers sitting behind the driver.
Concept
car selection process for families
This refers to the specific, higher-friction decision-making families face when choosing a vehicle—balancing real-world needs like seating, cargo, and day-to-day usability. The host argues that typical advertising claims are hard to verify without seeing how the vehicle actually works for family routines.
Term
best in class cargo space
“Best in class cargo space” means the company claims the vehicle has more trunk/storage room than similar cars in its category. For families, that matters because you need space for everyday items and gear.
Term
off-roading performance
Off-roading performance is how capable a vehicle is on dirt roads, rocks, or rough terrain. The host is saying that for many buyers, that’s not what they’ll use the SUV for.
Topic
manufacturer first drive events
These are press events where car companies let journalists drive new cars and then talk about them. The host thinks the coverage should focus more on real family use.
Car
Chevrolet Tahoe
A Chevy Tahoe is a big SUV made for families. It’s usually used for normal driving—school runs and errands—not hardcore off-roading.
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on this episode of Three Key Insights.
As a mother, I would get a little frustrated because I'm like,
listen, I'm carrying the world's most precious cargo on the roads.
The third row should be,
if you can only give me one pretensioner seatbelt,
can we put it in the third row?
Like take it out of my seatbelt if it's that big of a deal.
The auto industry is moving fast and it's getting more complex.
Success Today takes more than instinct,
it takes insight.
Welcome to Three Key Insights with Sanjeev Yashnik,
President of Capital One Auto.
Today, Sanjeev welcomes the car mom, Kelly Stumpy,
the internet's go-to family car expert.
Having grown up at a dealership before becoming the trust advisor
to over 6,000 car buyers,
she brings a unique perspective to a crucial conversation
about the evolving expectations of the American car buyer.
When I came into this business and it was in January of 2008,
but the thing that struck me about the car business
was the dealerships and what amazing entrepreneurs they were,
but more importantly,
how important they were for the communities
in which they lived and worked.
Because they supported so many things in their community,
they had large hearts.
And sometimes I feel like a small percentage of dealers
who might not be doing a good thing
gives a bad name to the rest of them.
Now, you come from a family of dealerships.
If you can speak for dealers
and really high-quality dealers,
of which I think most of them are,
how would they see the world of selling cars
and providing cars and providing the service?
One of my favorite things
about local family-owned dealerships
is their community involvement.
And they are some of, in my experience,
and the dealers I know,
they are some of the most generous
community-oriented people out there.
And I am aligned with you.
And I just, I love the energy of a good dealership.
Like I think there's some of the best business people out there.
I think something that dealers really need to start driving home
more with their consumers
is of course their involvement in the community.
And also how much fun the car buying process can be.
We're one of the last industries
that still has brick-and-mortar locations.
And we're one of the last industries
where people still really do have to come in our doors
to experience the product and to buy the car.
And I think other industries
would really kill for that opportunity.
And we have people coming to our doors without even trying.
And I just would like to see us put more of an emphasis
on improving that in-person experience,
making it so much fun.
My dad, when I was selling cars, he always told me,
people like to buy a car.
They don't like to be sold.
So you're there for what should be
a very exciting time in their life.
Don't like fumble the ball and making it feel like
they're just being sold whatever you wanna sell them.
So I think it's just taking the in-person experience
and just at its core making it more fun.
And I think dealers can do that by having better
customer service, having personable salespeople,
having things for the children to do
when they come to the dealership
and showing their community involvement,
I think in every aspect of the dealership,
whether it be just like hosting events,
showing up, sponsoring soccer teams, sponsoring charities.
I think that all really goes a long way with the consumer
and it really builds trust.
So what was it like growing up in a dealership family?
What would it feel like in a typical week in your home?
So my dad did a really good job, I think,
of keeping work at work.
And my experiences at a dealership were,
you know, I'd go there and I'd look at the fish tank
and I'd get a balloon from the helium tank
and I would steal candy off a salesperson's desk.
Like that's just how I grew up.
It was very interesting when I actually
started selling cars, everyone told me
it was gonna come so naturally to me
because I had grown up with this.
But what was actually interesting is
I had actually never bought a car.
I had never seen my parents buy a car.
So I actually didn't understand the complications
and I think the stress and the pressure
that people went through when they bought a car
because it's just never something that I had to experience.
So I was very grateful for the learning curve
that happened when I was, you know,
fresh 22 selling BMWs to men four times my age.
Like it was interesting, but it taught me so much
about I think all the pain points
that the consumers go through.
But at the end of the day, I mean,
I loved growing up in a dealer family
and I remember, you know, going to set
with my dad shooting commercials.
We would do like commercials as a family sometimes.
We were always really big sponsors of Folds of Honor
and some other charities and it was just,
it was fun to always feel like I was,
I guess a big part of the community
because my family was.
So it was just a family atmosphere both at home,
but also when you went into the store,
why do you think your dad and mom was so focused
on giving back to the community?
If we go back a little bit, so my grandpa
and his brother started the stores
and they really started it more as like,
they bought a used car lot.
So my dad and his brother were really the two
to grow it to the organization that it is today.
They were awarded the first franchise.
They now have five different brands,
six different locations.
So they were the ones to really, really grow it.
And my dad and his brother are very much like a ying
and a yang and they are, they have different responsibilities
and they're very good at keeping each other grounded.
And in terms of getting involved in the community,
it's just really been something that I think probably
my grandpa kind of instilled in them.
And when they got into business together,
they just called it, we're going to be some trouble.
We're going to be home with a family deal
and we're going to treat everybody like family.
And I think just that kind of being the core of the mission,
expanded to them treating their customers like family
and their community like family.
So yeah, I remember like growing up,
there'd be commercials and it was like,
if we can't beat your offer, we'll give you $100.
Like that was their big shtick, you know, back in the 90s.
I was like, oh my gosh, dad,
like you guys are just going to bet it all.
Like you're going to be giving out $100 bills
if you can't beat someone's offer.
And then they would also have bird dogs.
Like, so if you sent somebody in, you would get $100.
And I just couldn't believe, you know, at 14, I'm like,
that's insane.
You guys are just giving money away.
And now, you know, now knowing what I know,
it is a good business strategy.
But I think they just wanted to, you know,
when it is a family business,
I think you just want to treat your customers
and your employees like family and just kind of expand it.
Yeah, Kelly, you know, it certainly sounds like
you grew up in a very special family.
But there's another point you're making here
because there are dealer owners who run their franchises
for generations.
And it doesn't happen by chance.
They're some of the most warmhearted people I've ever met.
And the reason I also wanted us to just explore
a little bit of this is because if as a customer,
you know, as a mom who's looking for a car,
your orientation in going to a dealership
from a customer standpoint can change from, oh my God,
I'm going to go into a scary dealership
with all these people I don't know, to wait a minute,
I'm going to go into a dealership.
They love the community.
They're a fun loving, warmhearted people.
They're going to try to help me.
Your whole orientation as a customer changes.
And maybe one of the lessons here is for customers
to view the dealership not as a place
where you're going to do a transaction,
but as a place that you actually will build into your life.
Because after buying the car, you also have to service it.
I mean, it really becomes part of your life.
And I love hearing those stories
because it just gives a warmth and the spirit behind the dealership,
which is pretty amazing.
You know, because I do think people talk about shopping small
and shopping family on and shopping local a lot.
And I just think in the past,
dealers have maybe been accidentally left out of that conversation
or to some of the general public.
They don't always see them as a local family business.
So that's one of the reasons why I do think community involvement
in showing up for your community and employing local people
is so important.
It's what really separates us from other industries.
So that's from a dealership perspective.
Let's talk a little bit about cars.
It's really interesting that since 2019, cars have become way more expensive
than they used to be.
On the average price of a car has gone up by like 30%.
So affordability has become a big issue.
And we'll come to affordability from the consumer standpoint
and from the customer standpoint.
But when you just think about cars in general,
how do you see the world working between new and used,
the decisions that manufacturers are making,
EVs versus non-EVs versus hybrids?
How do you think about all of that?
I think for a long time, I could justify the prices of the cars.
And I could say, yes, they're more expensive, but look how much safer.
And I think I've officially gotten to the point where I have a lot of trouble
justifying the prices of some of the new cars, if I'm being honest.
And I see such a, I think, misuse of technology in some cars.
And I just sometimes will get in a new car and I just see dollar signs.
And I'm like, I didn't want this.
I didn't ask for this.
No one needs this.
This is making it more complicated.
And I care about comfort, convenience, and safety in a car so much
because I really do believe that it's so important for a family.
I mean, I think mothers spend, they spend a lot of time in their car,
maybe more than any other group of people.
I mean, I spend about five to six hours on a Tuesday.
By the time I do school pickup, drive to work, drive home, pick them up,
gymnastics, soccer, all the stuff, like I'm in my car a lot.
So I do appreciate a certain level of features.
I think it's gotten a little out of control.
And I think especially families have kind of fallen victim to this a little bit
because unfortunately, I can't downsize my car.
I need a big car.
I have four kids.
I need a third row.
I need the trunk space.
And I'm just left with a lot of expensive options.
I think the benefit that dealers have is I have started to put a lot more of an emphasis on
good pre-owned cars or leases for families.
But it's very difficult for families to buy one car to check all their boxes
for the next several years.
And I have a lot of families who think, you know, I want to get a car
and I want to keep it for 10 years.
And I always kind of stop them.
And I'm like, well, why do you want to do that?
Because you have basically what you're going to be asking
is a car to perform differently every year you own it.
And that's very hard for one car to do.
It might be smarter to say, okay, let's buy a car.
Let's lease a car or let's buy a pre-owned car.
Let's keep it for four years.
Let's get out of the car seat phase and then let's see where we're at.
Kelly, I know you just mentioned you have four wonderful kids.
And but that brings along with it all the running around,
making sure that everything is happening and being really busy.
And the car plays a central role in all of that.
And I know that you, as you mentioned earlier, you help first time car buyers,
but your specialty is really helping moms and families.
And, you know, how do you negotiate your way around finding the right car,
the right price?
How do you go through that entire process?
Do you have perspectives on manufacturers?
Are they focused enough on families?
And those kinds of cars versus moving away from that,
how do you find the cars evolving over time, especially for a mom?
So I am more excited about the EVs and the hybrids that are out there.
You know, I think that families were really left out of the conversation
early on with the hybrids and with the electric, especially the electric vehicles.
And I found it very frustrating because I felt like,
as families, we're in some of the least fuel efficient cars on the road.
We're driving so much.
And instead of bringing me like a hybrid Tahoe,
you're going to come out with a GMC Hummer EV for no reason,
what felt like no reason.
I'm like, what if we could just, you know, help the families
who are looking for better fuel efficiency?
Because don't tell me you can't do it because if you can make a F-150 Lightning,
you can make a Expedition EV too.
I'm now so happy that we are getting so many more hybrids,
especially in the mid-size SUV market and in the minivan market.
And so now you can get three minivans all available in the hybrid.
And I think that's excellent.
And then in terms of just how the cars are being designed,
you know, in a way, I am really pleased with how much improvement I've seen
in the second and the third row of how the cars are built
and the features that are in them.
I would say, you know, 10 years ago, the second and the third row
really just felt like an afterthought.
They didn't have proper ventilation.
They didn't have charging.
They didn't have cup holders.
They had seat belts.
They didn't even have the right car seat hardware.
And now we're seeing manufacturers start to prioritize those comfort features
a little bit more.
And the most exciting part is now we're seeing them prioritize the safety more.
You know, the IIHS, who I'm a really big fan of,
they have just started including second row crash performance
in their top safety pick lists.
And that's really good news because now manufacturers to make that list,
they have to have a well-performing second row.
And I think the more that those tests get run
and the more information the manufacturers have,
the safer the second and the third row will be.
Because I do think it is very sobering when families start to find out that
the driver seat is actually a lot safer than the second row seat.
And as a mother, I would get a little frustrated because I'm like,
listen, I'm carrying the world's most precious cargo on the roads.
The third row should be, if you can only give me one pretensioner seat belt,
can we put it in the third row?
Like take it out of my seat belts if it's that big of a deal.
So all to say is the manufacturers, they are stepping up the safety
so overall very optimistic.
And I'm very proud of how I think the industry is evolving to make better, safer cars.
And that is a wonderful news, especially for the moms and the families out there,
because you're right.
You know, it may not be the headline grabbing thing,
but more and more families are looking for that safety and looking way beyond the driver's seat.
Really, when you have a family, you're really focused on what's going on behind the first row,
which is incredibly important.
So Kelly, let's turn to the now, let's turn to the customer or the mom who is looking to buy a car.
You have such a great following and so many folks reach out to you.
What is the common, you know, what are the top few things that customers or potential customers
and some of these moms come and ask you?
You know, there's two main types of questions I get.
It's around car selection and then it's around car buying.
I think the car selection process for families is something that is just really difficult
because every manufacturer advertises that like they have the best family car.
Every manufacturer or a lot of the manufacturers advertise they have a through SUV,
they have best in class cargo space, they have all this room for the family.
And it's very difficult for moms to get like practical real world looks at that.
So that's where I feel like my tours really have been really crucial for families to see how cars
function. And I tell dealers all the time, if you have a parent who is car shopping with you,
like send them my videos, pull up my videos when you're with them.
I might not always say, I'm not going to give every car a glowing review, but
every car is right for some type of family. And if that family is there looking at your car,
I think it's really important that you point out the features that are going to make that car
good for them. And I would like to see, I think, I would like to see car manufacturers and dealers
prioritize a little bit more of that product knowledge when it comes on the family side.
You know, I go to like all these manufacturer first drive events and, you know, that's all
these journalists in a room and all the PR people, they get up and they talk for hours
about the off-roading performance of this car. And I'm over here being like, okay,
calm down. Like, it's, you know, like, it's a Chevy Tahoe. It's going to target in the
Starbucks drive. They're like, let's be so for real for a second, no one's taking it off-roading.
So like, can we give a little bit of, but to me, I'm really excited about this car.
I think it's great that a mom could take this to target and safely transport her four children.
So let's point out more of those features. So I would love to see the manufacturers educate
their journalists more. And I'd also love to see the manufacturers work on educating
their sales field more on how to sell to the average person. I need to know about
the safety, the second-row safety, the third-row safety. So when it comes to selling to a family,
I think the more that dealerships can just really understand that audience. And again,
my resources are free. You can watch any of my videos. You can send them to your followers
or your audience, do whatever you want. And then I think when it comes to the car buying,
I think approaching your customers with like, okay, they're probably scared to be here.
Or they're probably, they don't trust me right away. So like, what can I do to break down that
barrier as quickly as possible? I think that is so important. I mean, I have women, probably
weekly, pregnant women, who tell me they're scared to go to a dealership because they're clearly
pregnant and the dealer knows they need a car, so they're going to take advantage of them.
And I'm over here being like, oh my gosh, like, but that's how they, but I'm not going to tell
them they're wrong. Their feelings are valid. That's how they feel. So I think, and I think women and
especially women who have families, they're on such high alert that they don't want to be taken
advantage of. And I think also as dealers, we have to realize, I mean, you're talking about
their children and their children's lives at stake, essentially, and taking the time to just
slow down and educate them on what the car buying process looks like. Again, why as dealers are we
so scared to tell our audience how to get more money for your trade in? Okay, worst case scenario,
they bring us a nicer trade in. Like, it's so, it's so silly. I think that doing more education on
like, hey, you're actually probably not a good candidate for a lease, or you are a good candidate
for a lease, or, you know, hey, I wanted to show you the, the repair order on this trade that we
got taken in. Look, we replaced the brakes. Here's what you need to look like, just taking the time
to be the educators and the salespeople, I think is really going to propel our industry forward.
And I think honestly, I feel like realtors have done a better job of this than we have. Like,
they're always educating their people on like the market and this and that. And we need to be doing
the same thing. That is such a, such an incredibly important point. But I just want to pull out
one of the top three things that worries a mom about going into a dealership to buy a car.
They're worried about if it's an appropriate place to bring their kids or like, if they have to
bring their kids and being in convenience. They're also worried about, you know, asking if they can
install their car seats, like actually test out the vehicle. That gives them a lot of anxiety.
I would say they're worried about going by themselves. They still feel like they need to bring
their husband or their dad or their brother or someone to be there with them.
And I think they're worried about, especially pre-owned cars, they're really worried about
understanding the history of the car, why the car was traded in, if it's going to be a reliable car
and making sure they get a fair price on that car. Those, I think, are the three biggest things.
Okay. And these are really big hurdles to overcome because if they don't overcome them,
they're just going to hesitate going into a dealership. They'll try to get someone else.
They'll second guess themselves. It becomes really hard for them to buy a car. So pulling way up,
you know, what I like to do is for us to have some insights coming out of our conversations.
And let me tell you the insights that I'm finally coming up with because this has been
such an amazing, amazing conversation. Now, for the customers, you know, there's a
very clear insight here, which is doing your homework before you go in, the more information
that you have, the less worried you feel. How do you get that information? I would say, go and have
a look at your website and your blogs and your videos because you're just, you don't have skin
in the game. That's all free. You're telling them exactly the way you feel, what is good for you,
and with the insights that you have, because you understand cars and you understand dealerships,
you understand the system, and the more educated someone is, the more power one has,
no matter who it is. I would also recommend sites like, and I would say Autonavigator, which
there's no obligation, there's no impact to credit scores, but walking in confident about
the maximum you would pay for your financing, your vehicle, that's a wonderful thing to have
in your back pocket. So those are a couple of things for the customer, and then walking into
a dealership, remember, these are family-owned, they want to do the right thing. Don't get turned
off even if you feel intimidated, but the principles are in a different place. Now,
I really focus on many of the dealerships and how do you run the business. So what are the
key insights there? And the key insights that I'm taking away for you is, first of all,
the broad, this is not an insight, but a broad comment. Moms are a huge part of the car buying
population. They need the cars, they're oriented towards having them, they've got to transfer,
transport kids, it's a way of life, it's emotions, it's all of those things put together,
it has to make sense for them, it has to be affordable, and they are a group that in general
does not feel empowered. But in business, what you find is, if you find a group that has a need,
which is not really being met in a good way and they don't feel empowered,
that is a huge business opportunity. And so my first insight would be, moms who want to buy
cars for their families, they need education in a calm, cool, collected way. It's not about
taking cars off-road and doing all sorts of adventurous things in it, you've got to make
an environment where they can absolutely feel like they're getting all the information they need
with patience so that once they are fully informed, they are going to buy the car and
they're going to buy it where they feel very comfortable. The second thing, the second major
insight is, when trying to offer different opportunities for customers to buy cars and
choose their car, because you know, don't push it, give them the opportunity to figure out what
they need to fit into, there's a right car for each family, be sure to point out the second
and the third row and all the other things that go into a car, don't just focus on all the gadgets
and gizmos that the car comes with, because frankly, they're more interested in the rest of it,
and of course, they want it to be reliable, it must feel good, it must fit with their personality,
but very important to understand safety. And the third insight that I would have
is remember to project our personality and caring as a dealership. The customer let them feel like,
you know, a lot of dealers say the same thing, we want it to feel like a family, well make it like
a family environment, make it easy for the kids to come there, make it so that they're feeling
warm and friendly, and this is another home for them, because they feel they will feel much more
confident if something happens to the car, they're going to come back to you, they're going to come
back for their service, you want to have that aura in the dealership. And so for the dealers,
being able to transcend the processes you're running within your shop and think about it more
from the experience for this really important group of people, I think that is going to create
a massive leverage for businesses going forward. And I'll tell you like some very easy ways to
just make it a more kid friendly place, you know, coloring pages, print it off for the kids of your
car. You can have, I had one dealership that went to the Dollar Tree, spent, I don't know,
$50 and had a treasure box and all the kids got a picket thing out of the treasure box.
Also, you have a helium tank. So you know what, kids love balloons. So like,
balloons on the helium tank, stickers go a long way, just like, and just encouraging,
like if you have a young family like, hey, do you want to like take 10 minutes and like install
your car seats in the car just so you can really make sure it works for you? You know, families,
they feel scared to ask. And I don't like that they feel like they would be inconvenienced
in a dealership by asking if they could see if their kids can fit safely in the car.
I think those are great suggestions, Kelly. I think, you know, this is such a great business
opportunity for dealerships. And my encouragement is once again, think about, think beyond the
process, think about the feelings, aura, think about projecting who you actually are.
And I think the three insights we've gleaned from our conversation with Kelly today,
I think it can really help every dealership achieve their potential. And it can help
wonderful moms find the perfect car for them for that particular situation. But thank you so much,
Kelly, for spending the time with us. I'm looking forward to seeing you soon. And I know you've got
a big one of your big shows coming up, right? Yeah, we have the Karma motto show presented
by Capital One Auto Navigator. And it really dances the line on car show and carnival. It's
definitely event for the whole family. So since St. Louis, Missouri, June 13th, and I'm very excited.
I would very much encourage everyone to go there. It is very vibrant, so much fun,
so much information. But congratulations to you as well, and the wonderful job you do in
helping so many really inspired by you. Thank you, Kelly. Thank you.
The dealers who win turn insights into action. Now's the time to take the lead. This has been
three key insights with Sanjeev Yajnik. We'll see you next time. Views and opinions expressed by
guests on this podcast are solely their own and do not necessarily reflect the official policy
or position of Capital One Auto, Capital One NA, or its affiliates. This content is provided for
informational and educational purposes only and is not intended to serve as financial, legal,
tax, or business advice. Viewers should consult their own independent professionals regarding
their specific individual or business needs.
About this episode
Kelly Stumpe shares how a family-first mindset can turn the dealership experience into a real advantage. The conversation connects community involvement to trust, argues that people “like to buy a car” but don’t want to be sold, and reframes the dealership as part of a family’s long-term life. They also get practical about family needs—third-row safety, pre-owned/lease strategy, and reducing anxiety with education, transparency, and tools like Autonavigator.
Original notes
Kelly Stumpe, a third-generation dealer expert and mother of four, joins Sanjiv Yajnik, President of Capital One Auto, to reveal how coloring books, car seat installations, and a treasure chest can become Customer Experience gold for today’s dealerships.
As the Founder and CEO of The Car Mom Media, Kelly uses her dual perspective as a former salesperson and a parent to empower families and transform how the auto industry serves them.
ABOUT THREE KEY INSIGHTS The auto industry is being reimagined in real time. To win in today’s landscape, dealers need actionable insights and high-performance tools to take the lead. Hosted by the President of Capital One Auto, Sanjiv Yajnik, this series convenes elite dealers and industry innovators to decode the shifts shaping the future. Known for his "Customer-first" philosophy, Sanjiv’s perspective is rooted in the belief that when dealers succeed, the entire industry thrives. His conversations prioritize transparency, pulling back the curtain on the backend infrastructure that powers modern customer confidence. Now’s the time to take the lead.
The views and opinions expressed by guests on this podcast are solely their own and do not necessarily reflect the official policy or position of Capital One Auto, Capital One, N.A., or its affiliates. This content is provided for informational and educational purposes only and is not intended to serve as financial, legal, or tax advice. Viewers should consult their own independent professionals regarding their specific individual or business needs.
CONNECT WITH SANJIV YAJNIK LinkedIn: https://www.linkedin.com/in/sanjivyajnik/ X: https://x.com/sanjiv_yajnik
Three Key Insights with Sanjiv Yajnik
Capital One
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