Welcome to the next installment of our STELLA Solves It series, where we dig into the real challenges dealerships face every day and how AI is helping solve them. This article focuses on the challenge of measuring the ROI of AI in dealerships.
AI adoption in dealerships has accelerated in recent years, as it has in many other industries. According to Cox Automotive’s Driving AI Readiness In Auto Retailing report, released October 2025, 81% of dealers surveyed say artificial intelligence is here to stay, and “we should learn about it and stay on top of advancements.”
STELLA Automotive AI’s 2025 survey found that among dealers who have implemented AI into their operations, 40% reported achieving ROI from AI within 3 months. The key to fast ROI isn’t just having AI; it’s implementing it strategically in areas that directly impact revenue and customer satisfaction.
The Cox Automotive report backs this up, noting that common triggers for adopting AI include when dealership performance is “suboptimal” due to factors like understaffing or the need to reduce overtime worked by team members.
Here’s how forward-thinking dealerships are already seeing results by enhancing their processes and customer engagement with artificial intelligence, including conversational AI.
What ROI looks like for dealership AI
In the automotive retail context, ROI, or return on investment, means more than just financial terms. For dealerships, ROI can also be measured in improvement in efficiency, Customer Satisfaction Index scores and customer retention.
Key areas of measurable return:
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- Increased call answer rates lead to more service bookings.
- Improved advisor productivity leads to more focus on high-value work.
- Reduced missed calls means recovered revenue.
- Better customer engagement leads to improved CSI and customer loyalty.
STELLA’s survey of automotive professionals in the summer of 2025 found that for 86% of dealerships, call handling is a major challenge. With dealerships missing an estimated 33% of calls, or about 154 missed calls per month, per dealer, the ROI of using an AI platform for dealerships means capturing thousands of dollars in lost revenue.
Where dealers are finding the fastest returns
To maximize the return on investment in artificial intelligence for car dealerships, leaders should look to the key areas where the technology can truly drive results.
Automating call handling
STELLA Automotive AI has found that 71% of dealers say missed calls are one of the biggest challenges with inbound phone calls. To resolve this problem, AI systems like STELLA, an AI-powered customer engagement platform, answer every call immediately, booking appointments in less than two minutes.
The results: Fewer missed calls, faster responses and measurable upticks in appointment volume within weeks. In fact, STELLA generated over $36 million in revenue for dealerships over 90 days by JUST answering the phone.
Outbound campaigns
Many dealers lack the bandwidth to call manifest lists, even though they convert three times better. An automotive AI platform can complete hundreds of calls in minutes, resulting in meaningful contact rates and increased booked service without additional BDC hours.
One of the key use cases for AI in automotive dealerships is in marketing, as noted by Cox Automotive. This includes using AI software to predict when consumers are ready to buy and target them with personalized messages. It also includes campaigns for recalls, manifests and tire promotions.
Reducing staffing pressure
Staffing shortages continue to limit service capacity for many U.S. automotive dealerships. CDG’s Dealership Workforce Survey found that 64% of service managers report being understaffed. Additionally, the survey noted that staffing shortages ranked as the number one pain point across all dealership roles.
Conversational AI helps relieve the staffing pressures and avoids employee burnout by handling communications without the need to hire additional receptionists. AI doesn’t replace people but supports them, handling repetitive calls and freeing staff to serve customers face-to-face. As the Workforce Study notes,”The real issue is too many employees spend their days on lower-value work like data entry, appointment scheduling, routine follow-ups, document processing.”
AI’s ROI appears through time savings, fewer missed opportunities, and happier employees. With reduced turnover, dealers also spend less time and money on recruiting and training employees.
Measuring ROI: What to track
How do dealership leaders gauge how effective AI will be at dealerships? Here are suggested metrics for dealers to pay attention to:
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- Call answer rate
- Appointment volume and show rates
- Call response time
- CSI score trend
- Revenue growth and revenue per repair order
- Repair order volume
- Service bay utilization
Whether for inbound or outbound customer engagement, the ROI of an AI platform like STELLA compounds: the longer it runs, the smarter and more efficient it gets.
Why dealers can’t wait to implement AI
According to Cox Automotive’s report, 57% of dealers who have already embedded or implemented some AI in workflows feel they are ahead of other dealers. Artificial intelligence is quickly becoming a key tool for dealers, and you must embrace it to stay competitive.
AI will soon be a baseline expectation for operational efficiency and customer experience. The dealerships adopting now aren’t just saving time — they’re gaining a competitive edge in retention and reputation.
Remember, customers don’t care whether they are speaking with AI or a human agent. They care more about getting their needs met quickly. In one study by Zendesk, 51% of consumers said they prefer interacting with bots over humans when they want immediate service.
See how quickly AI can deliver ROI for your dealership
Schedule a demo or talk to STELLA’s team about measurable AI ROI. Learn for yourself how 40% of dealers see ROI in under three months and see what’s possible for you.
