The first Canadian Automotive Retail Technology Study (CARTS) delivers a clear, data-driven look at how dealerships use technology and where they continue to struggle.
Commissioned by the Canadian Automobile Dealers Association (CADA), conducted by Clarify Group, and sponsored by RBC Automotive Finance, the study draws from nearly 550 dealer principals, managers, and technology users across the country. It’s the first national benchmark of its kind for the auto retail sector, and a cornerstone in CADA’s expanding Road Ahead research series.
According to the report, two factors account for 57 per cent of dealer satisfaction with technology: fit to dealership needs (37 per cent) and ease of use (21 per cent). Core systems like Dealer Management Systems (DMS) and Customer Relationship Management (CRM) tools are widely adopted but scored below the industry satisfaction average.
Three recurring pain points limit technology ROI for dealers: underutilization (59 per cent), integration challenges (55 per cent), and training and support shortfalls (41 per cent).
“The findings expose a critical disconnect in technology ROI,” said Darren Slind, Co-Founder and President of Clarify Group. “Dealers are not short of tools; they’re short of alignment, integration, and consistent execution.”
Darren Slind
For Bruce Rosen, CADA’s Executive Director of Industry Relations, the results validate what many dealers have long suspected: that the pace of technological change has outstripped the industry’s capacity to manage it.
“We saw dealers running 20 or more systems, often with overlapping functions,” said Rosen in an interview with Canadian auto dealer. “The tools are powerful, but the people and processes need to catch up. Dealers are doing their best to adapt, but technology integration is still an uphill climb.”
Rosen said one of the most revealing aspects of CARTS was how candid dealers were in describing their challenges. “This wasn’t about pointing fingers at vendors,” he said. “It was about understanding how technology fits, or doesn’t fit, into daily dealership operations. That’s what makes the results so valuable. Dealers were honest about what’s working and what’s not.”
Bruce Rosen
Artificial intelligence was one of the study’s most dynamic findings. Sixty per cent of decision-makers said their stores are already using AI, primarily in marketing and sales, but only 42 per cent of front-line staff reported using it. That gap suggests many employees are relying on unapproved or personal AI tools, raising the risk of data leakage and non-compliance. Still, 93 per cent of those who use AI said it has improved their efficiency.
“AI is clearly a fast-moving area of opportunity,” said Rosen. “But the study shows that while decision-makers are excited about it, many front-line employees need more guidance and structure. It reinforces the need for strong policies and training, not just enthusiasm.”
CARTS also confirmed what Rosen called a fragmented technology jungle. Many dealerships have accumulated multiple systems over time, CRM, DMS, desking, service scheduling, often purchased by different departments without a unified strategy.
“You can’t optimize what you can’t see,” said Rosen. “Most dealers don’t have a complete picture of their tech stack. That’s why this study matters. It gives them a mirror to see where they stand and a roadmap to move forward.”
Rosen also praised Clarify Group for its role in designing and executing the research. “Clarify are true partners,” said Rosen. “They understand dealerships and how to turn data into insight. This wasn’t a generic survey; it was a collaborative process that produced meaningful, credible results.”
Slind said the partnership worked because both organizations shared a focus on the voice of the dealer. “CADA’s leadership gave us the mandate to dig deeper,” he said. “The result is an evidence-based picture of what’s really happening in Canadian retail.”
Looking ahead, CADA plans to repeat the study annually under a multi-year partnership with exclusive sponsor RBC Automotive Finance, providing an ongoing measure of progress and emerging challenges.
“We’ll track how technology adoption evolves, where dealers are improving, and where they need more support,” said Rosen. “Technology is changing every minute, and our goal is to make sure dealers have the knowledge to change with it.”
For Rosen, the broader message is clear: Canadian dealers are not behind, they’re just ready for a more strategic approach. “This is about control, not catching up,” he said. “Dealers have the tools. Now it’s time to make them work together.”
