How Valley Hi Toyota Made Entertainment Its Secret Sales Strategy

How Valley Hi Toyota Made Entertainment Its Secret Sales Strategy

Most dealers sell cars. Brian Ortega sells stories. Most dealers run ads. Brian Ortega makes blockbusters. As Creative Director of Valley Hi Toyota and Kia, he’s turned his stores into content machines — from spoofing summer action movies to creating AI-powered characters of his own staff. The result? Customers don’t just buy cars; they binge-watch the brand. In this conversation, Brian explains why entertainment is the ultimate marketing edge, how he balances creativity with strategy, and why giving away cars (and starring zombies in commercials) builds more loyalty than any sales event ever could. Takeaways 0:00 Intro — Brian Ortega joins from Valley Hi Toyota & Kia 1:34 Why his wild videos always have a method behind the madness 2:27 What actually cuts through today’s AI-fueled noise 3:14 How being recognized in-store proves the brand connection works 4:10 Why sales teams resist video content — and his AI-powered solution 5:46 Turning a used car manager into a Pixar-style AI character 6:29 Planning content calendars a year in advance — with zombies included 7:17 How car giveaways create viral, user-generated marketing 8:00 Where to follow Brian for behind-the-scenes content Connect with Brian Ortega on LinkedIn: https://www.linkedin.com/in/brianjortega [https://www.linkedin.com/in/brianjortega] Watch Valley Hi Toyota content on YouTube: https://www.youtube.com/@ValleyHiToyotaScion [https://www.youtube.com/@ValleyHiToyotaScion] Learn more at: https://www.brianjortega.com [https://www.brianjortega.com] NAMAD Sessions is brought to you by Mia and produced by the More Than Cars Media Network - https://www.mia.inc/ [https://www.mia.inc/]

Why Your Employees’ ChatGPT Habit Could Cost Millions

Some innovations fuel growth. Others expose you to risk you never signed up for. Tyler Raquet, President & COO of Mosaic Compliance Services, joins from NAMAD 2025 to break down the blind spots in AI adoption for dealers. As ChatGPT and other tools make their way into daily dealership operations, many employees are unknowingly putting customer data—and the store itself—at risk. From uploading NPIs into unmanaged AI platforms to signing vendor contracts without understanding how data is being used, the stakes are far higher than most realize. In this episode, Tyler explains why unmanaged AI is a compliance nightmare, what policies every dealership needs in place, and how Mosaic helps leaders turn risk into resilience. His warning is clear: don’t let the pursuit of productivity create liabilities that cost far more than they save. Takeaways 0:00 Intro — Tyler Raquet joins from NAMAD 0:37 Why dealers can’t ignore AI compliance 1:38 The problem with employees using unmanaged AI tools 2:11 Oversight vs. shadow IT: why it matters 2:59 The hidden risk of uploading NPI into ChatGPT 3:24 The “Sam Altman problem”: once data is in, it’s out 4:12 Fired employees, lingering AI access, and dealership liability 4:48 Enterprise AI tools: safer, but only with policy and oversight 5:28 Why policies must be documented, signed, and enforced 6:16 Training isn’t optional—it changes behavior and builds protection 6:40 How Mosaic helps dealers: policies, training, and vendor contract review 7:56 AI contracts: are your vendors selling your data to competitors? 8:15 A warning for dealers chasing shiny tools without reading the fine print Connect with Tyler Raquet on LinkedIn: https://www.linkedin.com/in/tyler-raquet/ [https://www.linkedin.com/in/tyler-raquet/] Learn more about Mosaic Compliance Services: https://www.mosaiccs.com/ [https://www.mosaiccs.com/] NAMAD Sessions is brought to you by Mia and produced by the More Than Cars Media Network — https://www.mia.inc/ [https://www.mia.inc/]

The Marketing Lie Dealers Keep Believing — and How to Fix It

What if cutting 31% of your ad spend didn’t cost you a single sale? After 24 years in automotive—from parts to BMW retail to corporate at Asbury and Dealertrack—DJ Sardana has one obsession: results you can prove. As a senior leader at C-4 Analytics, he’s built a playbook that replaces vendor sprawl and mixed messages with one cohesive system—and the numbers are wild. Think: matching a 400-unit store’s sales in 90 days while reducing ad spend by 47%. Think: turning Ford/Lincoln’s average -6.2 units behind target into +5 ahead for dealers on the program. But DJ’s story isn’t just metrics. It’s loyalty (three jobs in 24 years), weekly accountability instead of monthly “check-ins,” and a relentless focus on custom strategy—market by market, rooftop by rooftop. He also opens up about his book, Can’t Hold Me Back, growing up brown in America, and a children’s book he’s crafting to inspire young girls. This one blends heart with hard edges—and a very practical map to more sales for less. Takeaways 0:00 Intro — Why DJ Sardana’s results-first approach is turning heads 0:42 From parts counter to corporate: the 24-year route to real impact 1:42 How C-4 wins: one message, one plan, fewer vendors, more sales 2:46 The 400-unit shock: match volume in 90 days while cutting spend 47% 4:13 The agency litmus test: questions dealers should ask (but rarely do) 5:10 Why C-4 hired 19 ex-Googlers—and what that changes in paid search 7:40 Three jobs in 24 years: the quiet power of loyalty over job-hopping 8:52 The Ford stat that matters: from -6.2 behind to +5 ahead (an 11-unit swing) 10:23 No silver bullets: the rooftop-by-rooftop strategy that actually works 12:02 The first 30 days: clean the mess before you scale the spend 13:11 Weekly, not monthly: the cadence that lets you pivot mid-campaign 15:29 Beyond marketing: why DJ wrote Can’t Hold Me Back—and what’s next Connect with DJ Sardana: https://www.linkedin.com/in/djsardana/ [https://www.linkedin.com/in/djsardana/] Learn more about C-4 Analytics: https://c-4analytics.com/ [https://c-4analytics.com/] Read Can’t Hold Me Back: https://djsardana.com/ [https://djsardana.com/] NAMAD Sessions is brought to you by Mia and produced by the More Than Cars Media Network - https://www.mia.inc/ [https://www.mia.inc/]

Why Empathy Is the Most Powerful Tool in Automotive Leadership

Support is powerful. Shared experience is transformative. After 25 years in automotive, Martha Alvarado knows the highs, the doubts, and the resilience it takes to keep going. From her start as a BDC rep to leading internet teams, she’s built a career on empathy, connection, and redefining what customer service can mean. In this conversation, Martha reflects on her journey, the role of WOCAN in reigniting her purpose, and why breaking barriers isn’t just about proving yourself—it’s about paving the way for the next generation. Her message is simple but urgent: don’t let self-doubt or old voices tell you where you can’t go. Takeaways 0:00 Intro — Martha Alvarado joins from the NAMAD floor 0:32 Fresh from the WOCAN luncheon: support and shared journeys 2:50 Why this year’s session felt more emotional and reflective 3:35 Martha’s 25-year path from BDC rep to sales and internet leadership 5:00 Teaching empathy as the foundation of customer care 7:13 The BDC as the “hub” for dealership issues and solutions 7:49 A pivotal year—breaking barriers and rediscovering purpose 9:59 Following purpose-driven leaders vs. chasing popularity 10:02 Redefining success: same purpose, new pathways 11:00 Why she shares her knowledge freely: “I’ve already bumped my head so you don’t have to” Connect with Martha Alvarado on LinkedIn: https://www.linkedin.com/in/martha-alvarado-72436116/ [https://www.linkedin.com/in/martha-alvarado-72436116/] Learn more about WOCAN: https://www.wocautonetwork.com/ [https://www.wocautonetwork.com/] NAMAD Sessions is brought to you by Mia and produced by the More Than Cars Media Network - https://www.mia.inc/

Why Your Old Car Still Knows Where You Live

Your car knows more about you than you think—home address, emails, contact list, even your garage code. And most of that data stays behind when you trade it in. Ron Wheeler spent 31 years on the retail side before moving into wholesale and technology. Now, as president of Infinity Dealer Services, he’s helping dealers protect customers in ways most people never think about. Cars today store massive amounts of personal data—home addresses, emails, contact lists, even garage codes—and almost all of it remains in the vehicle after a trade-in. Disconnecting Bluetooth isn’t enough, and the risks for consumers and dealers are real. In this conversation, Ron explains how a 90-second data cleanse can safeguard customers, boost compliance, and even open new revenue streams. From inventory control to cybersecurity to “privacy for cars,” he shares why protecting data is no longer optional—and how dealers can turn a hidden liability into a powerful advantage. Takeaways 0:00 Intro — Ron Wheeler of Infinity Dealer Services 0:36 Why NAMAD has been on his calendar for 8 years straight 1:54 From retail to wholesale: how GPS inventory control opened new doors 3:27 Cybersecurity and why thieves are always one step ahead 5:16 Privacy for Cars: what happens when your smartphone syncs with your vehicle 7:05 Why simply disconnecting Bluetooth doesn’t erase data 8:31 How a 90-second cleanse builds consumer confidence 9:45 Why OEMs don’t solve this and what dealers can do now 11:01 Implementation: retroactive cleanses and certification for customers 12:25 Flat-fee pricing and how dealers can monetize the process 13:46 Turning privacy into a profit center and customer loyalty driver Connect with Ron Wheeler at https://www.linkedin.com/in/ronald-wheeler8885/ [https://www.linkedin.com/in/ronald-wheeler8885/] Learn more about Privacy 4 Cars at https://privacy4cars.com/ [https://privacy4cars.com/] NAMAD Sessions is brought to you by Mia and produced by the More Than Cars Media Network - https://www.mia.inc/ [https://www.mia.inc/]