250 Million Car Shoppers – How Dealers Are Turning Big Data Into A Secret Weapon | Brian MacDonald, CEO & President of CDK Global

Jan 22, 2026

Brian Macdonald, CEO of CDK Global, dives into the enormity of the automotive data landscape, discussing how dealers can leverage extensive databases to enhance operations and market share. He elaborates on CDK's ambitious investments in data technology and AI, which are key to driving insights. The conversation touches on the importance of integrating AI into workflows for efficiency and how consumer data platforms can reveal customer value. Macdonald also shares trends in EV demand and the characteristics that define top-performing dealers in today's market.

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INSIGHT

Averages Mask Car vs. Truck Affordability

Averages hide market splits: common car transaction prices (~~$35k) differ sharply from truck/SUV prices (~~$56k).
Brian Macdonald warns manufacturers and dealers must address affordability at different segments, not by a single average.

INSIGHT

Half-Billion Invested To Turn Data Into Advantage

CDK invested over $500 million in a new data engine and platform to leverage proprietary data at scale.
Brian Macdonald says combining AI with unique data enables insights competitors can't easily replicate.

INSIGHT

Massive Customer Reach Is A Strategic Asset

CDK claims a footprint of 250 million unique customers and touches 80–90% of car owners, creating unmatched reach.
Brian Macdonald frames this scale as an incredible asset dealers can leverage for customer insights.

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