🎤 A Conversation with Damon Lester at the NADA Show 2025

Like so many others, Damon Lester didn’t have an easy time getting to the NADA Show this year due to the weather, but he was bound and determined to make it—and he had a lot to say.

As Chairman of the National Association of Minority Automobile Dealers (NAMAD) and owner of Nissan of Bowie, Lester sat down with Myra Dandridge (Executive Director of External Affairs at NADA) to talk about minority dealer representation, industry shake-ups, and why AI might be the coolest thing to hit dealerships in years.

The Fight for Representation

Lester set the stage with a sobering statistic: “Out of the 19,000 new car dealers, there's about 7%, or 1,300, that are ethnic minority-owned.” That includes African American, Asian, Hispanic, and Native American dealers. He emphasized that NAMAD’s mission, since its founding in 1980, has been to grow that number and ensure equal opportunities in automotive retail.

But with some companies rolling back DEI programs, he had one question: “If those companies originally felt that that was important as part of their business imperative, why change it now?”

He pointed to the undeniable numbers—“41% of all new cars and trucks are purchased by an ethnic minority. That’s a significant amount of market share for any brand, any manufacturer out there.”

The Challenges Facing Dealers

Beyond representation, independent dealers—especially smaller ones—are navigating a tough market. “Interest rates have definitely been a challenge on my business,” Lester admitted. “And the increase of interest rates has definitely been hurting, particularly small dealers—and I’m one of those.”

Then there’s the issue of consolidation. “You're seeing larger companies taking over, and that puts a lot of strain on us smaller folks trying to make sure we compete,” he explained. “You're not just competing for market share, you're also competing to find good, qualified people.”

But he reminded everyone that dealerships are more than just businesses. “Dealers are the incubators of every community,” he said. “We provide that access and opportunity for people of color, for people who are not of color, to provide a decent living for their family. That’s what we do.”

The Future of AI in Automotive

While some industry shifts are causing headaches, Lester is energized by what’s on the horizon—especially AI. “I think AI is going to be real cool,” he said with a grin. “If we can all figure out how it really works, I think AI is probably the most efficient thing that has ever been launched.”

He sees AI reshaping everything from dealership operations to customer experience. “It’s going to be the next-gen futuristic thing for how our industry will operate,” he predicted. Looking even further ahead, he sees AI and autonomous vehicles changing how we think about transportation. “You'd call your Uber up, and the vehicle would come pick you up with no one in it. It would already know exactly where to take your kid to school or play or whatever,” he said.

The Road Ahead

Despite challenges, Lester made it clear that NAMAD and minority dealers aren’t slowing down. “We're not taking away anything—we're just trying to add,” he said. “We're adding opportunities and access for families. That’s what we want, no matter what your color, race, or ethnicity.”

As the industry continues to evolve, voices like Lester’s are making sure the conversation stays focused on equity, innovation, and keeping doors open for the next generation of dealers.

For even more killer conversations with Damon, check out the Now We're Here podcast today!