As we move through another year serving Montana’s communities, it’s clear that our industry continues to evolve at a remarkable pace. From changing consumer expectations to rapid advancements in technology and communication, today’s dealerships operate in an environment that looks very different from even a decade ago. What has not changed, however, is the strength, resilience and commitment of Montana’s automobile dealers.
Across our state, dealerships remain vital contributors to local economies. You provide thousands of good-paying jobs, support community organizations and charities, and serve as trusted partners for families and businesses that rely on dependable transportation every day. MTADA remains committed to supporting our members through advocacy, education and opportunities to connect with fellow dealers across the state.
In this issue of the Montana Auto Dealer, we are pleased to continue our series on women in the industry, featuring Katie Jones of Courtesy Ford. We also talk with Katie Naughton, founder of Drive Her Forward, about creating better women leaders.
Additionally, we have an in-depth interview with Congressman Ryan Zinke. Congressman Zinke has long taken an interest in the economic and policy issues affecting Montana businesses, including our state’s automotive retail community. We appreciate him taking the time to speak with us and share his perspective on the issues shaping both our state and our nation.
As dealers know well, decisions made in Washington, D.C., and here in Montana can directly affect how we operate our businesses. From regulatory policy and economic development to infrastructure investment and energy policy, the legislative environment plays an important role in the automotive marketplace. That is why maintaining strong relationships with our elected officials is so important. Open dialogue allows us to share the realities of running dealerships in Montana’s unique markets while also helping policymakers better understand the vital role our industry plays in supporting local economies.
While policy engagement remains a key part of our mission, one of the most important opportunities we have each year to strengthen our industry happens right here within our own association at the annual convention.
MTADA’s 112th Annual Convention will be held at the Copper King Hotel in Butte, Aug. 13-16. I strongly encourage each of you to attend and to bring members of your management team with you. Your marketing leaders, sales managers, service managers and operations staff can all benefit tremendously from hearing new perspectives, learning about the latest industry changes and bringing fresh, actionable ideas back to your dealership.
As you know, our industry is currently undergoing a significant transformation. New technologies, evolving marketing platforms and changing consumer behaviors are reshaping how dealerships operate and how customers discover and interact with our businesses. Staying ahead of these changes is essential, and the annual convention is designed to provide insight and practical knowledge that can make a real difference in your dealership.
One of the highlights of this year’s convention will be a presentation by Miranda Pyette of Purpose Automotive, who will discuss how dealerships in 2026 are being reshaped by social media, artificial intelligence and the growing creator economy.
During her session, Miranda will explain how dealership visibility has evolved and how today’s consumers research vehicles before ever stepping onto a lot. She will also explore how artificial intelligence tools increasingly search and scour dealership content and why social media now functions as infrastructure — not just marketing.
Miranda will go deeper into how dealerships can refine and strengthen their social media strategies. She will unpack how entertainment-driven, staff-led content builds trust faster than traditional inventory posts and why successful dealerships integrate both organic and paid strategies to generate measurable results. By the end of the session, attendees will have a clear, high-level understanding of how to increase visibility, build authority and position their dealership for the next era of automotive retail.
In addition to Miranda’s presentation, we will also be offering a special two-hour executive training session on Saturday morning led by Todd Smith, Founder of QoreAI.
This session will focus specifically on how artificial intelligence will shape the future of dealership operations, and I strongly encourage you to attend — and bring your key decision-makers with you. Please bring your laptops, as this will be an interactive working session designed to deliver practical insights you can apply immediately.
Todd’s session is built specifically for dealership decision-makers. It is not a vendor pitch, a chatbot demonstration or a theoretical conversation about AI. Instead, it is a practical operating framework focused on the decisions inside your store that directly impact profitability.
During the training, Todd will break down four key decision zones that move the needle in dealership performance: customer prioritization, inventory risk, fixed operations retention and manager productivity.
Participants will leave the session with specific Monday-morning action steps, measurable benchmarks to evaluate their current performance and a clear understanding of how to move from vendor-controlled AI tools to dealer-controlled intelligence.
Together, these sessions represent exactly what the annual convention is designed to deliver — forward-thinking insights that help Montana dealerships adapt, grow and remain competitive in a rapidly changing environment.
Beyond the formal presentations, the convention offers opportunities to exchange ideas with fellow dealers and managers who face many of the same challenges and opportunities in their own markets. Some of the most valuable conversations happen outside the meeting rooms — between colleagues who understand the unique realities of doing business in Montana’s diverse communities.
If you have attended in the past, you know how valuable this event can be. If you have not attended recently — or if members of your management team have never experienced the convention — I encourage you to make this the year you join us.
Thank you for your continued support and for the important role you play in communities throughout our state. I hope you enjoy reading this issue. Together, we will continue driving Montana’s automotive industry forward.
As always, please reach out to me at (406) 461-7680 if you have any questions or concerns.
See you at convention!
Bruce
