Since 1987, Automotivaters has strategically sought after individuals from the automobile industry with the strongest records of retail achievement, team building and most dynamic facilitation skills. Any staff we select for a project must be able to coach and consult at all levels concerning the particular areas for improvement in dealership. They come from retail automotive backgrounds and include former dealer principals, general managers, and first line managers.
AI Consultancy, Design and Authoring | Executive Leadership | Fixed Operations | Marketing, Business Development & Administration | Trainers
Dan’s career in the automotive industry spans over five decades, beginning on the retail sales floor in 1975 and progressing through sales management, F&I, fixed operations, and dealer principal roles. For 16 years he operated a high-performing Toyota dealership, consistently outpacing national market share averages by up to three times. He has always believed the right people, doing the right things, make it happen, and that belief has defined everything since.
Ownership highlights 1997: Joined Automotivaters as trainer and consultant, acquiring 50% ownership before going on to acquire 100% of ISI/PAL Automotivaters with Warren Cederberg. 2010: Acquired SalesSmart Systems Inc. with son Riley, continuing CRM platform development. June 2026: Assumed President and CEO of Fusion Performance Group Inc. following Warren Cederberg’s retirement, partnering with Cameron Marshall and John Eadie. Fusion Performance Group owns Automotivaters and CSI Training and Management Group (New Zealand).
Over nearly 30 years, Dan has worked at the highest levels of the global automotive industry. His client roster spans the world’s top OEM dealer groups and flagship retail operations across North America, Asia-Pacific, and beyond. It is a level of trust earned through consistent results and deep operational credibility that very few consultants in the world can claim.
His dealership knowledge is all-encompassing, covering sales, fixed operations, F&I, and every level of management, and he brings that frontline depth into every international engagement. Whether working with a single high-volume dealer or a multi-market OEM group, Dan’s approach is grounded in the same principle: real skill development, real accountability, and real results.
Artificial Intelligence has emerged as a major area of high focus and active development for Dan. He has led the assessment, selection, and deployment of AI platforms purpose-built for the automotive and financial services industries, with particular emphasis on Agentic AI: systems that do not just respond, but act, reason, and execute on behalf of the user.
As an AI author and application developer, Dan builds tools that transform how organizations train, onboard, and retain knowledge, enabling adult learners to accelerate skill acquisition, retrieve critical information on demand, and perform at levels previously unattainable. The static eLearning module and the SOP guide are rapidly becoming obsolete; Dan is building what replaces them.
He also provides executive advisory services to business leaders, guiding them through AI assessment, selection, and deployment that produces measurable outcomes. His life’s work has always been about helping people perform at their best, and AI is simply the most powerful tool he has ever had to do it with.
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