The Secret Plan to Create America's Next Dealer Owners (& What Comes Next) | Perry Watson IV, President of NAMAD
Car Dealership Guy Podcast
The Secret Plan to Create America's Next Dealer Owners (& What Comes Next) | Perry Watson IV, President of NAMAD Car Dealership Guy Podcast · Jul 7, 2026
The Secret Plan to Create America's Next Dealer Owners (& What Comes Next) | Perry Watson IV, President of NAMAD

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The Secret Plan to Create America's Next Dealer Owners (& What Comes Next) | Perry Watson IV, President of NAMAD
Concept

minority consumers

“Minority consumers” means car buyers from groups that are underrepresented in the overall population. The point here is that these buyers are a major and growing part of new-car sales.

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market share

“Market share” means how much of the car-buying business a brand gets compared to other brands. If market share goes up, that brand is selling a bigger share of the cars.

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emerging markets

“Emerging markets” here means places or groups where more people are starting to buy new cars. Automakers are competing hard to attract those buyers.

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OEMs

“OEMs” means the carmakers themselves—the companies that manufacture the vehicles. They depend on dealerships to sell and service cars in different communities.

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customer satisfaction

“Customer satisfaction” means how happy customers are with how they were treated and how their car-buying or service went. The host says top dealers aim to deliver high satisfaction.

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brand loyalty

“Brand loyalty” means people keep buying the same brand instead of switching. The host is saying dealership engagement and representation can make customers more likely to stick with a brand.

Concept

dealer network

A “dealer network” is the group of car dealerships a brand relies on to sell cars and help customers. The host says how that network is set up can affect which customers buy the cars.

Term

dealer owners

Dealer owners are the people who own the car dealership business and run it. Their ownership status can affect how easily they can get financing and approval to sell cars.

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floor plan

A floor plan is a loan a car dealer uses to buy cars to put on the lot. The dealer pays it back as the cars get sold.

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personal guarantee

A personal guarantee means the owner is agreeing to cover the loan personally if the dealership can’t pay it back. It’s a big risk because it can put personal assets at stake.

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FTC pricing

This is about pricing rules enforced by the FTC, the U.S. consumer-protection agency. It matters to dealers because it can affect how you advertise prices and whether certain pricing tactics could get you in trouble.

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EVs

EVs are electric cars that run on electricity stored in a battery. Dealers have to think differently about what to stock and how to explain the benefits and tradeoffs to buyers.

Concept

peer group

A peer group is a set of similar professionals who share knowledge and best practices. In dealership organizations, peer groups are used to spread “how to handle the market” education and to build relationships that can accelerate learning and decision-making.

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