8:59 am, March 19, 2026
The prep is done, the tickets have been sold and the big day is finally here – it’s time for Car Dealer Live 2026.
The event brings together top level speakers, research and people from around the motor trade to hear the big topics that really matter to them.
The Car Dealer team will be sharing updates from the British Motor Museum throughout today (March 19), in this live blog which will be updated regularly.
If you haven’t been able to attend the show in person, you can still watch all of the sessions live or catch up on them later with a streaming ticket. These can still be purchased from cardealerlive.co.uk.
Guest speakers include Peugeot UK’s Nicola Dobson, Infinity Motors’ Sohib Ghafouri and Ginny Buckley from Electrifying.com.
We will also be hosting a number of panels covering every corner of the motor trade.
Those at the event can post on social media tagging Car Dealer or using #CDLive.
Enjoy!
Getting to the Hart of the motor trade’s biggest topics
Here we go
Our first session of the afternoon has now begun. James Baggott is joined on stage by a panel of Chinese challenger brands. We will be hearing from Geely UK’s Greg Wapling, BYD’s Steve Beattie, Farrell Hsu from Chery and Suraj Narayanamurthy from Omoda and Jaecoo. It’s one of the hottest topics in the automotive world right now so this should be a good one.
Almost time to get back underway
Keyloop’s Tim Smith will be among the experts to take to the stage between now and 15:30.
That’s all for now…
After a packed morning of sessions, it’s time for a well-earned break. We’re off for some lunch now but we’ll be back with you this afternoon for even more debate.
How are government policies impacting carmakers?
Plenty to digest there as our panel shared their perspectives on the current state of the UK car market.
They highlighted the challenges of government policies, consumer confusion, and transitioning from legacy to electric models, stressing simplicity, consistency, and agility. Dealer relationships, customer experience, and trust remain central, especially for new entrants like XPeng.
Digital engagement, social media, and AI tools were emphasised as ways to raise awareness and connect with consumers.
The panel agreed that clear messaging, community engagement, and supporting both customers and dealers are key to building trust, driving adoption, and growing market presence sustainably.
Manufacturers have their say
James Batchelor is back in the hot seat for our final panel of the day. He is joined by Dacia’s Lina Ribeiro, Suzuki’s David Kateley and XPeng’s Lorraine Bishton to talk tariffs, Chinese brands and the key role that dealers still have to play.
Changing consumers
A really insightful session there! Jame and Danny shared how they built their respective sales brand using social media and technology.
James emphasised reaching ‘shy’ consumers who avoid traditional showrooms and phone calls, using WhatsApp voice notes, AI chatbots, and authentic, personal content to build trust. He says that social media isn’t always about direct sales; it’s about visibility, engagement, and consistent presence, especially in local markets like Liverpool.
He prioritises authenticity over paid campaigns, creating content that resonates with the audience—showing cars, handovers, and community connections.
Danny stressed that social proof, familiarity, and genuine interactions are more effective than flashy advertising, and small, thoughtful adjustments over time—rather than high spend—drive growth, trust, and brand recognition.
Car Dealer’s Jack Williams says: ‘That was some really insightful stuff, crammed full of genuinely handy tips that dealers can take away.
‘We all know that buyer behaviour has changed drastically over recent years and James and Danny have been among the best at reacting to that.
‘Social media can seem scary if you don’t know what you’re doing so I’m sure everyone will have taken something away from that session.’
If you haven’t been able to join us. It’s not too late to watch proceedings from wherever you are.
Sohib Ghafouri has been getting a lot of love here in Gaydon
Keeping it social
Becca is back on stage now, where she has been joined by Solo Cars director James McConville and Danny Bond, of DB Automotive. The two dealers will be talking all things social media, with guests set to be treated to unique masterclass.
Importance of data-driven decision-making
Leathes reflected on a decade of growth, transforming the company into a 400-strong team handling over 7,000 cars daily.
Spotting inefficiencies in private car sales, he leveraged technology to connect sellers and dealers directly, removing middlemen while addressing trust and accuracy challenges.
Innovations include AI-driven car profiling, detailed grading systems, and integrated payments, helping dealers source stock efficiently in a constrained market.
Data-driven decision-making and digital tools have become essential for scaling and Leathes emphasised long-term focus, solving dealer problems, and sustaining profitability, positioning Motorway as a key player in the £100 billion UK used-car market.
Back to it
We’re back in the main auditorium now, where James is chatting with Motorway co-founder Tom Leathes. He’s been chatting about the platform’s humble beginnings ten years ago and how it has gone on to become a behemoth of the motor trade.
Break time
We’re now heading into our first coffee and networking break. We’ll be back with you soon!
Learning lessons from other industries
Sohib Ghafouri shared how Infinity Motors grew from a five-car startup to a 300-car operation, driven by vision, relentless effort, and strategic risk-taking.
Despite limited automotive experience, he leveraged lessons from banking and project management to scale operations, build the right team, and implement efficient systems.
His key to success has been balancing human-led customer service with technology, including AI, to streamline processes without losing personal connection. Marketing through platforms like Autotrader accelerated growth, while sourcing, staffing, and site expansion presented ongoing challenges.
Ghafouri emphasised perseverance, smart risk, and cultivating trust, seeing immense opportunity in customer experience and the evolving motor trade.
If you have joined us in Gaydon today, seek out ChangeMaker Associates for a chat!
Time for another keynote interview
We are now hearing from Infinity Motors’ Sohib Ghafouri, who is telling about his journey from JP Morgan to running his own used car dealership.
AI should enhance customer experience
The Impel research session highlighted a major gap between lead generation and conversion in automotive retail.
Leese and Bell revealed that while nearly all dealer enquiries receive a response, only a small proportion are personalised, with many failing to answer customer questions or follow up effectively.
They emphasised that speed and quality of response are now critical, as consumers expect replies within hours and will quickly disengage if expectations aren’t met.
The session also showed that a significant share of engagement happens outside of business hours, reinforcing the role of AI in handling volume and improving consistency.
Overall, the focus was on using technology to enhance—not replace—human-led customer experience.
Don’t forget to post about #CDLive on social media!
‘Clear theme emerging’
Car Dealer’s Rebecca Chaplin: ‘Following Autotrader’s research session, a clear theme of the day is already the push and pull between people and tech.
‘Vicky Hart from Waylands shared that AI implementation has reduced their days to prepare a car by 22%.
‘Sam Luscombe was keen to temper use of AI unless it’s making a genuine improvement and Hart echoed this, while Richard Ennis asked could investing in humanoids make a genuine saving for dealerships in the not too distant future.’
Impel are on stage
Batch is now joined by Impel boss James Leese and Michael Bell, from Available Car. They will be taking us through Impel’s whitepaper research, which is based on extensive mystery shopping of dealers.
Profit being lost through poor pricing
The Autotrader research session highlighted a stable but evolving market shaped by shifting supply dynamics and growing used EV opportunities.
Ian Plummer and Vicky Hart emphasised that while overall demand remains strong, dealers must work harder to source stock, particularly in the 3–5 year bracket, with greater reliance on proactive and multi-channel strategies.
They noted that significant profit is being lost through poor pricing, with data-led decisions now critical to maximising margins.
The session also underlined the growing importance of used EVs and declining brand loyalty, while AI and technology were positioned as key enablers of efficiency, helping dealers streamline operations and improve customer experience.
Great to see you, Paul!
Autotrader time
James Baggott is now joined on stage by Autotrader’s chief customer officer, Ian Plummer and Waylands executive Vicky Hart. We are currently talking EVs and ongoing stock challenges.
Increasingly pressurised environment
The franchised dealer panel highlighted a resilient but increasingly pressured retail environment.
While new car volumes remain strong, profitability is under strain due to margin compression, rising costs, and intense competition.
Richard and Sam say dealers are facing growing challenges from high manufacturer targets, EV pricing pressures, and structural cost increases, particularly in labour and property.
The traditional large showroom model is also being questioned, with a shift toward leaner, more digital operations. Our panel says AI presents opportunities for efficiency but requires careful implementation.
Overall, the outlook is cautious, with many expecting conditions to worsen before improving, making adaptability, cost control, and operational efficiency critical for dealer success in 2026.
Session host, Rebecca Chaplin says: ‘It’s clear franchised dealers are feeling the pressure in 2026. Hedin UK CEO Richard Ennis shared that he wasn’t particularly positive about the year ahead with margin pressures and increased costs.
‘On our franchised panel he and Luscombe Motors MD Sam Luscombe shared their views on the changing landscape for new car dealerships as tech moves forward, both on the cars and how they run their dealerships.’
Franchised dealer panel underway
Car Dealer’s Rebecca Chaplin is now on stage chatting with Hedin UK CEO, Richard Ennis and Sam Luscombe,
MD of Luscombe Motors. It has been a varied discussion so far, covering everything from rising costs to humanoid robots!
What did Dobson say?
Nicola Dobson says the biggest challenge facing the car industry right now remains the transition to electric vehicles, with the pace of change running ahead of natural consumer demand. She stressed that while the direction is right, more needs to be done to bring buyers along.
On infrastructure, she backed calls for VAT cuts on public charging, saying more needs to be done to support drivers without access to home chargers and create a level playing field.
Closing with advice to dealers, Dobson urged retailers to maximise every lead, embrace digital tools, and work closely with manufacturer partners to drive sales in 2026.
Car Dealer’s James Batchelor says: ‘With the dreadful events and situation in the Middle East, it was fascinating to hear from Nicola the potential knock-on effects to the automotive industry.
‘She was also very candid about the challenges that legacy brands like Peugeot are facing, and what’s needed to spark more customers to go electric.’
Dobson talks policy
Our first guest is Nicola Dobson, who has been discussing the government’s approach to EVs. Speaking to Car Dealer’s James Batchelor, the Peugeot UK boss, says that a pay-per-mile scheme is ‘potentially the wrong measure’.
Car Dealer Live 2026 is underway
Car Dealer Live has kicked off and Car Dealer editor in chief James Baggott has told the audience that despite the challenges the motor trade faces on the world stage, the industry is remarkably resilient.
In his opening speech, he said: ’Now, this year looks to be fraught with challenges but – navigated correctly – there’ll be some great opportunities for the motor trade.
‘Chinese challenger brands are rapidly gaining market share, electric cars are still dominating headlines and there are used car stock challenges to contend with too.
‘But 2026 has kicked off with vigour. New car sales in February were the best for more than 20 years and the used car market is flying.
‘Despite global events, and the pressures they may bring, the automotive market is proving to be resilient.
‘And in today’s ever changing market that’s more important than ever.’
The last sound checks are done and our guests are taking their seats. It’s time for Car Dealer Live 2026
