The Case for AI in Your Dealership

Gold Coast Cadillac dealer Bill Camastro has mastered the art of running a successful dealership.

With a trophy case brimming with accolades – including Toyota Dealer of the Year, the President’s Award, the Mark of Excellence, multiple Elite of Lexus honors and the 2023 Cadillac Dealer of the Year – Camastro’s achievements speak for themselves. But it’s his innovative approach to integrating advanced technologies such as generative AI that piqued WardsAuto's interest.

“The biggest fear most people have right now is that AI will replace human beings,” Camastro says. “A lot of companies use AI to reduce headcount and cut costs, but my approach is different. Instead of reducing staff, I wanted to use AI to enhance the capabilities of my existing team – helping them grow and perform at higher levels.”

This mindset led Camastro to partner with Numa, a company that works with over 600 dealerships nationwide. Co-founder and CEO Tasso Roumeliotis, a pioneer in mobile and location-based technology, sees generative AI as a game-changer for auto dealerships.

“Dealerships stand to benefit enormously, if not the most, from generative AI,” Roumeliotis tells WardsAuto. “Take the fixed ops department, for example – it’s the busiest area of the dealership. Phones constantly ring, red lights flash and employees juggle endless Post-it notes. It’s a recipe for frustrated customers and employee burnout.”

Numa’s AI is designed to tackle these challenges, handling routine but essential tasks such as booking appointments and answering phone calls. This technology can significantly improve customer satisfaction, which in turn drives future sales and referrals.

At Gold Coast Cadillac, Ocean Township, NJ, Camastro has innovatively implemented Numa’s solutions, particularly in the high-traffic service department. Service advisors often face a barrage of demands, with customers both at their desks and on the phone. To manage the chaos, many advisors lower their phone ringer volume – something Numa’s AI eliminates.

“Numa enables them to handle a customer and a half at the same time,” Camastro explains. “The AI engages with the customer, sources their information and provides deeper insights. Service advisors can focus on VIN-specific details, review past interactions and address customer history – all without missing a beat.”

Numa estimates that its AI can manage up to 80% of routine tasks in some dealership departments. This includes answering common questions about vehicle status, logging customer interactions and alerting employees if calls or messages go unanswered for too long. At Gold Coast Cadillac, the system ensures that no communication slips through the cracks, even notifying Camastro himself when needed.

The benefits are clear.

According to Camastro, about 70% of car buyers return to the dealership for a second purchase. With a closing rate of 40%, this retention translates into selling two to three cars for every 10 customers retained.

“By enhancing each employee’s capacity to engage with customers, I’m increasing revenue, expanding my customer base and creating more future opportunities,” he says. “With Numa, we’ve also seen over 40% of appointments booked online – an impressive stat in our industry, where 8% to 10% is considered exceptional.”

For Camastro, it’s not just about adopting the latest technology; it’s about building a dealership where employees thrive and customers keep coming back.