With Digital Dealer 2026 just a few weeks away, we wanted to take time to highlight some of the exciting speakers that attendees will have a chance to learn from in Detroit! The lineup features voices from throughout the automotive industry including ones you already follow as well as fresh perspectives you haven’t heard from the main stage before.
Today, we had the pleasure of speaking with Mike Conley, Chief Marketing Officer at Sunset Auto Family, about his years of experience, his upcoming session “The Problem with Your Advertising is That Your Advertising is NOT Your Problem!” and more!
1. Can you provide an overview of who you are and what you do?
Mike Conley: Since 2012, I have been the CMO of the Sunset Auto Family in Washington State. Founder and President of Conley & Associates, Inc…a full-service automotive Marketing and advertising firm founded in 1982 (44 years in the industry).
2. What can we expect from your session: “The Problem with Your Advertising is That Your Advertising is NOT Your Problem!”
Conley: A fast pace, interactive session discussing some unconventional topics designed to not only make dealer’s advertising more successful, but to make them more profitable immediately. This will be filled with anecdotal stories and humor…and lots of attendee participation.
3. Digital Dealer: This won’t be your first time speaking at Digital Dealer, what brings you back?
Conley: The auto industry has been exceptionally good to me for a very long time. This may well be my last opportunity to “give back” some information to make others more profitable during what I believe will be the most challenging period we have ever faced in history.
4. Digital Dealer: You’ve had plenty of experience with speaking engagements over the course of your career. What have you learned from your previous sessions? How have you seen things change in the industry since you first started?
Conley: Changes…over 44 years (actually longer)? When I started in this industry, we had no F&I offices. We desked deals on a 10-key adding machine. I have learned that not all technology has resulted in advancements. For example, with things like Dealer Track and CUDL, we are (too) quick to tell a customer they do not qualify, instead of finding a structure and a lender who will approve the deal.
5. What do dealers get wrong about customer experience? What should a dealership focus on to best appeal to new customers these days?
Conley: This is an easy question for me to answer…and will be a significant part of my session. “Finding out the customer’s WHY.” We have become far too transactional (since the pandemic) we do not find out what is motivating the customer…what has changed in their lives that a new (or different) automobile is right at this time. Change in career. Change in family size (larger or smaller), upgrade of down grade? If we learn what the customer’s “why” is…. what is motivating them to shop…. we will close at a much higher rate, and our CSI scores will be higher (and Google reviews more positive).
6. Why do you think in-person events like this are still important for dealers and automotive professionals?
Conley: There is no substitute for live sessions, for meeting and having discussions with others from around the country, to live the auto business for 2-3 days with others facing the same challenges. I will go as far to say that as much (or even more) may be learned from other auto professionals than the sessions speakers.
7. Looking at the current trends, where do you see the biggest opportunities for growth in the automotive sector in 2026 and beyond?
Conley: I am not sure I see any opportunity for “growth” for sales. Ownership cycles are approaching 9 years. Average age of a vehicle on the road is now around 13 years. Most people are driving a vehicle with significant negative equity. Manufacturers are reducing production. Allocations are in a virtual free fall. When the new vehicle sales slow…the used vehicle sales will follow. In fact, I am wondering where the late model, low mile used vehicle inventory will come from (other than our own service departments). We are likely to see financing terms move to 120 months (ten years). Our growth needs to come from other areas…like increased fixed ops profitability. I can see service departments being open at least 16 hours per day (if techs are available).
8. What are you most excited about at Digital Dealer this year?
Conley: As crazy as this may sound, Digital Dealer being in Detroit. I am about “Vegas’ed out” after almost five decades. At 68 years old, I am also mindful that this may very well be my last opportunity to speak. I plan to give attendees (if there are any, my session is 3:35-4:20pm on Wednesday. I am very aware of how attendance usually is this late during the conference.) I plan to give it all I have regardless of if there are two or 200 attendees.
Register for Digital Dealer 2026 Today!
Don’t miss out on this incredible session and more at Digital Dealer! There’s still time to grab your pass and guarantee access to:
- Expert-Led Sessions: Actionable insights to solve all the biggest challenges your dealership is facing.
- Innovative Solutions: Dynamic tools on the show floor to help optimize operations.
- Real Meaningful Outcomes: Create real business impact to increase sales and improve profitability.
Register now and don’t miss out on a potentially transformative experience for your dealership this September!