Why Collision Repair Is the Dealership Growth Opportunity Hiding in Plain Sight

The National Automobile Dealers Association (NADA) represents more than 16,000 franchised new-car and truck dealerships in the U.S. and acts as the voice of the dealer, providing advocacy, research, education, and consulting to help retailers navigate industry change.

Our BASF Automotive Refinish Coatings experts  Jeff Wildman, Joe Hammill and Dan Rosenberg were on site at NADA (National Automobile Dealers Association) in Las Vegas and connected with OEM partners, dealership groups, and industry leaders to discuss how future repairability, advancing vehicle technology, and data-driven insights are reshaping dealership strategy.

Today, only ~20% of dealerships operate an in-house body shop, and many remain underleveraged. Yet with ADAS complexity, EV adoption, OEM repair requirements, and rising repair severity, future repairability is reshaping how customers experience—and evaluate—dealer brands after a loss.

As vehicles continue to increase in complexity, driven by ADAS proliferation, EV adoption, advanced materials, and OEM-specific repair requirements, future repairability is becoming both a challenge and a significant business opportunity. Dealerships that understand and invest in collision strategy are better positioned to deliver a complete ownership experience while protecting OEM standards and capturing lifetime customer value.

Jeff Wildman, Collision Industry Expert, Automotive Refinish, BASF Americas, highlighted the role of data and integration in elevating collision performance:

“Through Refinity—our leading digital solutions platform—and Growth Insight, our advanced market intelligence tool, BASF is seeing strong momentum around using data‑driven insight and local market analysis to help dealerships understand where collision fits into their growth strategy. When collision is integrated into the end‑to‑end dealership experience—from sales to service to post‑accident repair—it becomes a powerful lever for retention, brand protection, and long‑term profitability.

Collision repair is a critical connector in creating a true end‑to‑end automotive destination, bringing the purchase, service, and repair journey together seamlessly. With precise local market data, competitive intelligence, and certification insights, dealerships are better equipped to support customers at key decision points.

Because the repair experience heavily influences the next vehicle purchase, excelling in collision doesn’t just restore vehicles—it strengthens loyalty and drives future sales.”

As the industry looks ahead to IBIS Bodyshop Symposium USA 2026 (March 23–25, Phoenix), collaboration across dealerships, OEMs, insurers, and collision partners will be essential to building a more connected, customer-focused repair ecosystem.

The future of dealership growth may start in the body shop.