BLAIR QUALEY
BRITISH COLUMBIA – Buying a vehicle today looks nothing like it did a decade ago and it’s about to change even more. Across British Columbia, auto dealers are investing in new technologies to make the process faster, easier, and more transparent. But a new national study by the Canadian Auto Dealers Association shows that while tech is racing ahead, the people using it are still catching up. The 2025 Canadian Automotive Retail Technology Study (CARTS) – the first of its kind in Canada – looked at how dealerships across Canada are adapting to everything from digital advertising to artificial intelligence (AI). The study, sponsored by RBC Automotive Finance and conducted by Clarify Group Inc., paints a picture of an industry in transition: eager to modernize but still figuring out how to connect all the digital dots.
For car buyers, this transition is more than just an inside-industry story. It’s reshaping how people in BC research, purchase, and service their vehicles. Dealers say their top technology investments this year are in lead management tools, digital advertising, and cybersecurity.
That means when you click “book a test drive” or “get more information” on a dealer’s website, you’re more likely to get a quick, accurate response — not a follow-up days later. Digital systems can now track your inquiry, automate updates, and connect you with the right person faster.
It also means stronger protection for your personal data. With more of the buying process – from trade-ins to financing – moving online, cybersecurity has become a top priority. Dealers are investing in systems designed to safeguard customer information and prevent fraud, helping build trust in an increasingly digital market.
Artificial intelligence is beginning to make its mark, too. Roughly a third of BC dealers are already using AI to communicate with customers, analyze buying trends, and match inventory with what people are looking for. Some tools even help predict when a customer might be ready to trade in a vehicle or book their next service appointment.
Still, most dealerships are taking a cautious approach – and that’s a good thing. The study warns that using unapproved AI tools could expose sensitive customer data. By adopting AI more carefully, dealers are protecting privacy and ensuring the technology truly improves the customer experience rather than complicating it.
The biggest frustration for many dealerships in BC isn’t buying new technology – it’s making all those tools work properly together. Nearly 60 per cent of dealers admit they’re not using their software to its full potential, and more than half say integration remains a major challenge.
When technology works, it benefits everyone. BC dealers gave their highest marks to vehicle valuation tools, dealer websites, and service appointment systems – the same
tools that help consumers get fair trade-in values, compare options online, and book service visits easily.
At its core, this shift isn’t about flashy software; it’s about trust and efficiency. The more effectively technology works behind the scenes, the more time staff can spend with customers – and the more confident buyers can feel about pricing, communication, and data security.
The message is clear: B.C. dealers aren’t afraid of new technology – they just want it to make the car-buying experience better for you.
Blair Qualey is President and CEO of the New Car Dealers Association of BC.
