NADA 2025 in New Orleans: A Milestone for Impel and FordDirect
A Strategic Partnership Launch that Defines the Future of Automotive Retail
The 2025 NADA Show marked a pivotal moment for Impel as we announced our partnership with FordDirect. This collaboration is more than just a business agreement—it’s a launchpad for an innovative future in the automotive industry.
By integrating Impel AI with FordDirect’s Customer Journey Platform (CJP), Ford dealers and Lincoln retailers can now unify, cleanse, and activate their treasure trove of customer data, delivering more personalized, concierge-like experiences at every touchpoint of the customer lifecycle.
With valuable customer history and zero-party data now at their disposal, dealers can prioritize resources more efficiently, quickly identifying the shoppers and customers with the highest propensity to purchase or book a service appointment. The result? Faster, more personalized outreach and follow-ups that build relationships and foster greater customer retention.
Energy, Education and Program Enrollment at NADA
To celebrate, Impel and FordDirect co-hosted a ribbon-cutting ceremony and several dealer sessions at the Impel booth at NADA 2025, officially kicking off this exciting new chapter.
FordDirect CEO, Dean Stoneley, and Impel CEO, Devin Daly, began the event by sharing remarks on the impact of the partnership and highlighting the impressive results from the initial pilot with select Ford dealerships.
Next, Arthur Dessein, VP of Sales at Impel, led a dealer knowledge session. Arthur walked attendees through the customer lifecycle both from the customer and dealer point of view. He explained how Impel AI leverages data from the CJP to engage and convert customers from the first website visit, all the way through purchase, service, and repurchase. Art also shared the robust CRM and DMS integrations, reporting capabilities, and access to conversations available to dealers with Impel AI.
Ford dealers and Lincoln retailers asked insightful questions around privacy, security, and how the AI platform collaborates with staff during the customer engagement process. The Impel team addressed these crucial concerns thoroughly, showcasing Impel’s commitment to data security and seamless integration that enhances team performance and productivity.
By the end of the day, program enrollments were already rolling in!
Results That Speak for Themselves
Dealerships involved in the program yielded impressive results, confirming the value of activating customer data with Automotive AI:
- A 65% lift in showroom appointments from inbound sales leads
- Significant increase in sales team productivity, including a 24% lift in outbound phone calls and a 2x increase in total touches per lead
- An average of 32 incremental Repair Orders per dealer per month
“The results from our early pilots with Impel demonstrate the power of intelligent automation for dealers and consumers alike. Together we’re not just responding to the needs of today’s automotive market—we’re shaping the future.” – Dean Stoneley, CEO FordDirect
Read more remarks from Impel and FordDirect CEOs in Automotive News.
Shaping the Future of Automotive Retail
The 2025 NADA Show wasn’t just an event—it was a turning point for the automotive industry. Together with FordDirect, Impel is forging a future where dealers can deliver new levels of engagement and personalization at every stage of the customer journey that result in greater sales and customer loyalty.
We want to thank the entire team at FordDirect for their partnership, and all of the Ford dealers and Lincoln retailers who brought such energy and engagement to the events surrounding this milestone.
Next Steps for Ford Dealers and Lincoln Retailers
The road ahead is full of exciting opportunities, and we’re just getting started. Ford dealers and Lincoln retailers can book a demo to learn more about the program, or get started immediately by enrolling now. Let’s drive the future of automotive retail forward together!
