About this episode
What can car dealers learn from an earlier digital transformation as automotive retail faces another wave of change? In “How Dealers Can Stay Ahead in the Next Big Shift,” Car Dealership Podcast host Maarten Bekkers talks with Jacqui Barker, Global OEM Strategy Director at Keyloop, about lessons from AutoTrader’s move from print to digital, the connection between OEM strategy and showroom reality, and navigating innovation without leaving teams behind.
From Print to Digital: Lessons for Automotive Retail
Jacqui Barker’s career spans the early days of car magazines, AutoTrader’s transition from print to digital, and her current work helping OEMs and retailers adapt to technology and customer experience changes. That journey provides the starting point for a discussion about what earlier industry shifts can teach automotive retail leaders today. Maarten and Jacqui explore the lessons she learned at AutoTrader that still apply as dealers face further change. For dealer-group managers, the conversation offers a way to consider today’s innovation challenges through the experience of someone who has already worked through a significant digital transition.
Connecting OEM Strategy With the Showroom Customer Experience
How closely does big-picture OEM strategy match the reality of the showroom floor? This episode explores where those two worlds connect—and where they sometimes disconnect. Drawing on Jacqui’s role as Global OEM Strategy Director at Keyloop, the conversation examines the relationship between industry strategy, retail operations, and the customer experience. For car dealers and dealer-group managers, that connection is central to the episode’s practical focus. Rather than keeping the discussion at the level of theory, Maarten and Jacqui consider the gap between strategic ambition and real-world customer experience, making this a relevant listen for leaders working across both.
Startup Partnerships, EV and AI Bubbles, and Leading Through Change
The discussion also turns to why partnerships with startups are shaping the future of automotive retail. Alongside that exploration, Jacqui shares her perspective on bubbles in EVs and AI, bringing these much-discussed areas into a broader conversation about industry change. The episode also addresses the people responsible for navigating that change: dealership teams and their leaders. Maarten and Jacqui discuss how leaders can bring teams along when the pace of change feels overwhelming. For dealers assessing innovation, this section brings together the partnership, technology, and leadership questions surrounding the next big shift, without separating them from the realities of automotive retail.
Key takeaways for dealers
- Revisit lessons from AutoTrader’s print-to-digital transition when thinking about today’s industry shifts.
- Examine where OEM strategy connects with—and disconnects from—showroom reality.
- Keep real-world customer experience in the conversation about automotive retail strategy.
- Consider the role of startup partnerships in the future of automotive retail.
- Explore Jacqui’s perspective on EV and AI bubbles alongside the challenge of bringing teams through change.
Frequently asked questions
Who is Jacqui Barker on the Car Dealership Podcast?
Jacqui Barker is Global OEM Strategy Director at Keyloop. Her career includes car magazines, AutoTrader’s shift from print to digital, and helping OEMs and retailers adapt to changes in technology and customer experience.
What can car dealers learn from AutoTrader’s digital transformation?
The episode explores lessons Jacqui learned during AutoTrader’s move from print to digital that still apply today. That experience provides context for dealers and dealer-group managers thinking about the next wave of automotive retail change.
How does OEM strategy connect to the dealership customer experience?
Maarten and Jacqui discuss where OEM strategy aligns with showroom reality and where it sometimes disconnects. The conversation focuses on bridging big-picture strategy and real-world customer experience.
Does the episode discuss AI and EVs in automotive retail?
Yes. Jacqui shares her perspective on bubbles in EVs and AI, while the broader discussion explores startup partnerships and how leaders can support teams when change feels overwhelming.
