8,000+ enrollments in less than a year. Here’s what it proves.
When Impel partnered with RockED to launch the Automotive AI Certification program in mid 2025, the goal was straightforward: give dealership teams the knowledge and confidence to work alongside AI, and make it credentialed, measurable, and built to last.
Less than a year later, the results go far beyond enrollment numbers. More than 8,000 enrollments have come in from 1,600+ dealerships, spanning every major department (sales, service, BDC, F&I, and management) and representing 15+ OEM brands in over 20 states.
That’s not a pilot program. That’s an industry movement.
What the data actually shows
The infographic below shows the full picture: who’s enrolling, how they’re performing, and what happens after they’re certified. A few highlights worth calling out.
Confidence changed. The majority of certified professionals report a measurable shift in how they understand and trust AI, and more importantly, how they apply it. The most common use cases? The tasks that eat up hours every week when done manually: follow-up, communications, conversation summaries, and sales data analysis.
Leadership showed up. GMs, VPs, and Dealer Principals aren’t just endorsing this from the sidelines. They’re enrolling alongside their teams, and posting the highest exam pass rates of any group.
Nobody was forced to be here. Nearly nine in ten participants discovered the program organically. No mandate. No required training email. They chose it. And once they completed it, they rated the experience at 4.7 out of 5.
See the full results
The infographic breaks down enrollment by role, department, and region — plus certification pass rates, confidence metrics, and what professionals are actually doing with AI after earning the credential.
The certified cohort keeps growing
With over 3,500 credentials earned and 4,000+ enrollments still on the path, the momentum isn’t slowing down. The certification is gaining authority across the industry, and the feedback from the field keeps reinforcing the same message: dealership teams are ready for AI. They just needed the right opportunity to prove it.
Data based on program enrollment records as of March 2026, and enrollee survey responses.