David Lampel
President & CEO
Nearly three decades inside dealerships — showroom floor to dealer ownership — now leading Dealerwing.
Read bioAbout Dealerwing
We Don't Just Market to Your Database. We Validate It First, Then Prove What It Produced.
Most dealership marketing fails before a single message goes out. The customer database is full of disconnected phone numbers, stale addresses, duplicate households and service history that never gets used. Then campaigns get built on top of it, and nobody can prove what the spend actually produced.
Dealerwing was built to fix that order of operations.
We validate dealer, OEM and DMS data first, resolve it to real households, and only then let CruiseCTRLAI decide who to reach, when, and on which channel. Every program reports back at the closed repair-order level, so fixed operations leaders can see incremental revenue instead of impressions.
Automotive Experience That Makes the Difference
Technology alone doesn't solve dealership challenges. Understanding how a service drive actually runs does.
Dealerwing was created by automotive professionals who have lived inside fixed operations — service lanes, BDC queues, recall lists, declined-repair reports and month-end attribution arguments. We understand what dealer principals, general managers, fixed ops directors and service BDC teams are held accountable for, because we've spent decades working alongside them.
Every capability we build answers one question: will this put more validated, profitable repair orders through the drive? If the answer isn't yes, we don't build it.
Validate the Data Before You Act on It
Almost every dealership already owns enough customer data to grow service revenue. The problem is that a large share of it is wrong — bad numbers, moved households, duplicated records, missing vehicles, service history stranded in the DMS.
AI does not fix a broken customer database. It repeats its mistakes faster and at greater cost.
So we start where most vendors skip: cleaning, validating and enriching dealer, OEM and DMS data, then resolving it into one accurate household and vehicle record. Nothing gets marketed to until we know it's real.
CruiseCTRLAI: The Execution Layer
Once the data is validated, CruiseCTRLAI decides what to do with it. It reads service history, equity position, recall status and market signals to determine the next best action for each household — then executes it across mail, email, SMS, voice and digital as one coordinated cadence.
No blast campaigns. No spray-and-pray. No sending the same offer to a customer who already booked.
The platform is organized around a single order of operations:
- Data validation and enrichment
- Identity and household resolution
- Service and equity signal analysis
- Next-best-action decisioning
- Omnichannel execution
- RO-level attribution
Each step feeds the next, and every step is measurable.
Built for Fixed Operations and Service Retention
We are deliberately not a general-purpose marketing agency. Our focus is the part of the dealership that carries the store: service, parts and retention.
That means the programs we run target fixed ops outcomes:
- Service retention and lost-customer return
- Declined and deferred repair recovery
- Open recall completion
- Maintenance and interval compliance
- Service-to-sales equity opportunities
- OEM and co-op funded fixed ops campaigns
The same validated data layer powers all of them, so programs reinforce each other instead of competing for the same customer.
Attribution at the Repair-Order Level
Most dealership reporting stops at clicks, calls and impressions. That's not proof — it's activity.
Dealerwing matches campaign exposure back to closed repair orders, with control groups and incremental lift reporting, so you can see which customers came back, what they spent, and what would have happened without the program.
If a campaign isn't producing incremental repair orders, we'd rather show you that than hide it behind a dashboard of engagement metrics.
More Than Software
Dealerwing is not simply another technology vendor. We become an extension of your fixed operations team.
Our clients get a data audit before anything launches, hands-on implementation with their DMS and scheduling tools, and ongoing review of what the numbers say. When a program underperforms, we change it — the reporting exists so decisions get made.
Our success is measured by the repair orders and retention we can prove.
Results That Matter
Technology should produce measurable business outcomes. Dealerwing programs are built around the fixed ops metrics dealerships are actually held to:
- Validated, reachable customer records
- Higher service retention rates
- Recovered declined and deferred repairs
- Improved recall completion
- More booked service appointments per campaign
- Higher effective labor and parts revenue per RO
- Reduced wasted marketing spend
- Incremental revenue proven against control groups
Our focus isn't on delivering impressive technology. Our focus is delivering provable results.
Why Dealers Choose Dealerwing
Dealerships partner with Dealerwing because they want the data problem solved, not papered over. They want one layer that validates the database, decides the next action, executes it, and proves the outcome.
They choose Dealerwing because we combine:
- Data validation and identity resolution
- CruiseCTRLAI decisioning
- Fixed operations expertise
- Omnichannel execution
- RO-level attribution and control groups
- OEM and co-op program knowledge
- Integration with existing DMS and scheduling tools
- Long-term partnership, not campaign churn
It Starts With Your Data
Every dealership we work with begins the same way: we look at the actual customer database and show you what's in it — how much of it is reachable, how many households are duplicated, how much service history is going unused, and where retention is leaking.
From there, the decisions get easy, because they're based on validated numbers instead of assumptions.
That's what Dealerwing delivers.
Our Team
Meet the Team
Dealer operators and data specialists leading Dealerwing.
Dave Page
Operating Partner & Chief Database Strategist
Three decades helping dealers turn millions of customer records into accurate, actionable intelligence.
Read bioPartners & integrations
Connected to the systems your store already runs
DMS platforms, OEM programs, scheduling tools and communication providers.
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