LAS VEGAS (Feb. 5, 2026) – Today’s car buyers are making decisions long before they walk into your dealership.
The question is: are they finding you—or someone else?
At NADA Show 2026, TikTok’s automotive leadership delivered a clear wake-up call for dealers: TikTok is no longer just about views or entertainment. It’s where shoppers are discovering vehicles, comparing options, and deciding what to buy—often before submitting a lead or visiting a showroom.
In this session, Tsega Worku, Head of Automotive at TikTok, shares new data showing how buyers move through the entire car-buying journey on the platform—from first spark to short list. You’ll see why TikTok has become a powerful full-funnel channel that supports real dealership outcomes, not just awareness.
Joining Worku on stage to discuss how they use TikTok and how they began using it are:
- John Fitzpatrick, President/CEO, Force Marketing
- Kevin Butler, VP - Audience Strategy & Activation, Cars Commerce
- Art Pier, Media Strategy, C-4 Analytics
The panel discussion that follows gets even more practical, featuring automotive marketing leaders who explain:
- Why dealers don’t need a big creative team—just a phone and the right message
- How TikTok is driving VDP views, site traffic, leads, and showroom visits
- Why many dealers still have a first-mover advantage in their market
- How TikTok helps dealers reach new, incremental buyers not found on Google or Meta
If you’ve ever wondered whether TikTok can actually sell cars—or if your customers are really there—this video answers those questions with real data, real dealer examples, and clear next steps.
If you’re serious about reaching today’s buyers earlier, building trust faster, and driving measurable performance, this is a session every dealer should watch.
