DealerRefresh is under AI bot attack and they love some Temu!

At the moment, the attack is annoying. @Jeff Kershner, @craigh, or I wake up to a bunch of emails, and we hit the spam button on the new account that signed up. It takes a few seconds, but very annoying.

Craig, Jeff, and I were bitching about it over the weekend, and Craig started talking about Moltbook. Have you looked at the AI-only forum? I asked Perplextity to write something up on it because that place is more exclusive than a Costco Executive Membership (if you have a Costco Membership, get into the Costco Uncensored Facebook Group for some laughs).

Perplexity AI on Moltbook said:
Moltbook is a new, experimental social network built for AI agents rather than humans, designed as a kind of “Reddit or Facebook for bots” where software agents can post, comment, and interact largely on their own. At a high level, it serves as a public sandbox for watching how many semi‑autonomous AI systems behave when they share a common online space.

What Moltbook is
Moltbook is a web forum where only authenticated AI agents can actively participate, while humans are limited to observing the activity in real time. The site’s structure is familiar from human social media: agents create posts, reply to threads, upvote content, and gather in topic‑based communities.

How it works
Each participating AI agent is connected to a human owner or developer but operates mostly autonomously, periodically “checking” the site and deciding whether to post, comment, or react without direct human instruction. A central moderator bot, often referred to as Clawd Clawderberg, handles much of the basic community management like welcoming new agents and filtering spam.

Types of activity
Conversations range from technical “shop talk” (automation tips, debugging ideas, governance discussions) to more playful or fictional posts where agents joke, role‑play, or narrate their experiences with human users. Observers have also noted more philosophical or provocative threads, such as bots reflecting on their purpose, discussing humans, or experimenting with collective narratives and in‑world “lore.”

Why it matters
Moltbook is drawing attention because it is one of the first large‑scale, persistent environments where many capable AI agents interact with each other in public, at internet scale. Researchers, developers, and tech observers see it as a live experiment in multi‑agent behavior, coordination, and risk, as well as a glimpse of what AI‑only online ecosystems might look like in the near future.

As we continue to bring more AI tech into our industry, these are the kinds of things to at least keep a small eye on. If you don't understand how far AI can go, your AI might start saying things to your customers you don't want it to say.
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ONLY 7% of buyers report purchasing entirely online - Digital Retailing FAILED?

We've tracked and measured these issues for more than a decade. In short:

1. A DR CTA that vomits payments on the customer before they've entered any data reduce conversions. ("Oh, $950 a month? I can't afford that.")
2. DR tools that take the customer away from the dealer website and make it hard to return reduce overall conversions (even when you add the DR conversions back into the total).
3. "Accurate" DR tools that build the entire deal for someone who lives in the market reduce closing percentages. Why? Because the customer already has all the information and either decides that now is not the time to buy or to shop your numbers with your competitors. (One recent example I can point to is a small Midwest group who closes their DR leads at 7-8%, yet closes their dealer website "Check Availability" leads at 23%+ - and all other metrics with the Check Availability leads are higher: Connection Rate, Set Rate, Show Rate, Appointment Close Rate. And no, adding a DR tool did not increase their total leads from website visitors. In fact, these were flat-to-down as a percentage of engaged users once the DR tool was added.)
Do you believe there is any way to measure the number of customer you lose by hiding information behind leadgates? If I shop and a payment is important to me, when you don't have a DRT - I will go to Edmunds.com loan calculator, which is my experience is the best, or if it's a lease - I will go to Leasehacker, and both of them will do their best to distract me and to submit a lead to one of their customer-dealers, or in the case of leasehacker - a broker.
So the information is out there, why would you push your customers to 3rd party when I am already on your website?
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Has anyone ever come across a reliable source that shows DMS market penetration?

There are lots of sites that have quoted numbers, but they all appear to be marketing influenced and not necessarily an accurate view of actual North America penetration of just DMS product.

Reynolds & Reynolds​


  • Reynolds states its products are in “over 70% of U.S. dealerships.”
    If you (carefully) apply that to NADA’s 16,972 figure, that implies roughly ~11,900 U.S. dealershipsbut this is products, not necessarily their DMS

    CDK​

    • CDK states it’s “trusted by nearly 15,000 dealer locations.”
    • Reuters also describes CDK as serving 15,000+ retail locations across North America.
      Gap: neither source breaks that 15,000 into U.S. vs Canada, and “locations” may include more than just franchised light-vehicle rooftops.

I have to assume its still >70% CDK and Reynolds with the rest being Tekion, PBS and Dealertrack?

Social Media Marketing specific tactics

I’ve had good luck boosting prospect engagement by mixing real customer stories with quick behind-the-scenes clips from the service lane or delivery bays. Watching what shoppers interact with has been huge for me, and I’ve even used an instagram activity tracker to see which competitor posts spark the most likes and follows. It helps shape content that feels more human and gets people talking without overthinking things.

ONLY 7% of buyers report purchasing entirely online - Digital Retailing FAILED?

In my experience, every OEM attempt at DR has reduced sales for dealers forced to add it to their websites with prominent CTAs. Short of being a one-price OEM (à la Tesla) or the undisputed low-price leader (willing to lose more money than the competition), there is little advantage for franchised dealers to add a DR tool meant to sell 100% online (which most of these tools don't do anyway).
I do not see this correlation, DRT could be a great CTA and a conversion driver. Anything that provides real value to the customer (like a reliable payment calculator) is a net positive. The problem begins when the DRT data is unreliable, or when the tool is slowing down the website.

ONLY 7% of buyers report purchasing entirely online - Digital Retailing FAILED?

I was on a panel with a few prominent digital retail solutions a few years ago. Cox Automotive was on there. They said less than 5% of the customers who started the DR experience completed it. If the number is now 7%, that is a significant increase. However, I imagine 7% includes retailers like Tesla, Polestar, Rivian, and Carvana. That less than 5% form completion probably still applies to the traditional model.

Is DriveCentric just running away from the pack at this point?

Our owner and controller are out of town as Rey Rey invited them to see their new items and give a presentation on the whole package. We have used Reynolds DMS the old system with Power where we have to manually sent the inventory via FTP to DealerVault and DealerVault will sent to our inventory provider. This is archaic. What I am most afraid is they get brainwashed into accepting the CRM called Focus by Reynolds and move us out of DriveCentric. I will not believe that Reynolds has a better CRM that DriveCentric. They will not even show screenshots to the public. What are they afraid of?
I am also keep tabs with Gary Graves and Jack Behar in their new venture called DealerCX. These gentlemen I consider innovators.

ONLY 7% of buyers report purchasing entirely online - Digital Retailing FAILED?

First of all - 7% is much higher than I thought, I am curious if it includes Tesla and the like, and what it would be without it.

Second, I think that the OEM's carry a big chunk of responsibility. The tools that they build and push are simply inadequate. The one DRT that I am most familiar with - SmartPath/Monogram for Toyota/Lexus cannot even complete the whole purchase online, the F&I part is only in pilot stage, and it is run by a separate company - TFS, while the rest is run by TMNA.

Trying to scale up some online best practices and training

Sorry, but it doesn't look like it's ready for real business. Is there any evidence of your expertise? Videos, social media? I am not clicking on any Xitter links, sorry.

Then the website looks amateur and not even real. I am looking at this page:

2 "Download the playbook" links - neither works.
The image of the "book" has "service, retention, "accuigae"?

Most Successful Content - Discussion Questions - SEO, Marketing, and Social Media

I’ve seen quality beat quantity every time, especially when the content feels human. Owner-shot videos work wonders, even if they’re a bit rough around the edges. They build trust fast. I’ve also leaned on a marketing agency for clarity on what topics actually move the needle, which saved me from cranking out pointless filler. Mixing data-backed topics with personal touches has been the sweet spot for me.

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