“Take On The Big Boys!” — Inside the Mind of a 70+ Rooftop Canadian Auto Giant Taking on the U.S. | Jared Priestner, CEO of Go Auto
Car Dealership Guy Podcast
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Host reads Ikon Technologies sponsor message about connected vehicle programs and NADA offer.
Today I’m joined by Jared Priestner, CEO of Go Auto.
Jared breaks down why Go Auto is expanding aggressively into the U.S., how concentration risk in Western Canada shaped that move, and what it takes to scale culture across borders.
We talk financial discipline, acquisition integration, and why used cars remain one of the biggest profit unlocks for dealers willing to operate differently.
This episode is brought to you by:
1. Ikon Technologies - Ikon Technologies delivers a connected vehicle program for dealers that maximizes Customer Lifetime Value by driving sales efficiency and securing non-cancellable PVR on your front end while delivering an average of 50 additional customer-pay ROs every single month for your service bays. At NADA 2026 in Las Vegas, visit Stand 1763 West to see the benefits for yourself and take your chance to roll the dice to win a Rolls Royce (terms and conditions apply; no purchase necessary). Plus, as an exclusive offer for listeners, mention “Car Dealership Guy” when you sign up at NADA to have your entire initial installation fee waived—book your demo today @ http://www.ikontechnologies.com/CDG
2. PayJunction - For a limited time, PayJunction is giving dealers one free month (with up to $10,000 in non-credit processing fees back) when you activate and use SmartSurcharge. Claim your free month @ https://carguymedia.com/4p2LzcS
3. CDG Recruiting – Hire top dealership talent, fast. From sales managers to GMs and C-suite execs, we’ve placed over 1,000 roles across auto retail. Ready to scale without the hassle? Visit @ http://www.cdgrecruiting.com to get started.
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Topics:
00:07 Strategy for US market expansion?
01:51 How did Jared's early career shape him?
06:33 Key to strategic evolution and growth?
13:18 What defines the company's culture?
26:51 How do team dynamics impact customers?
27:54 How to balance profit and experience?
29:21 Best integration strategy for new acquisitions?
32:29 Why sell your store to this company?
37:07 Future vision and growth strategy?
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