• by Karl Greenberg , January 12, 2016

The National Automobile Dealers Association (NADA), an auto dealership trade and lobbying organization, has completed a rebranding. The group changed its corporate logo and those of its sub-brands, including NADA Academy, NADA Convention and Expo, and NADA Retirement Program.

NADA’s redesign faces an audience not only of dealers, but of OEMs/partners, politicians, the media, and, probably to a lesser degree today than a few months ago, the public.

"A strong and recognizable brand is critical to the individual success of each of our dealer members, just as it is critical to the success of the manufacturers of the vehicles our dealers sell and service," said NADA president Peter Welch, in a statement. "It's no different here at NADA."

The group is also changing the name of its powerful lobbying group to NADA PAC from the Dealers Election Action Committee. NADA PAC is the third-largest trade association action committee by contributions.

There are some 16,500 dealerships in the U.S. challenged from several sides, including new companies, Tesla and beyond, that are not likely to embrace franchised dealerships. If Tesla’s model becomes a social change agent, the franchise model could be in deep trouble. And then there’s technology, a force majeure for the business. About 80% of car buyers go to third-party sites to shop, and in a study in 2014, McKinsey found that half of millennials who bought cars used mobile devices. No doubt that number has growth rapidly since then.

NADA, which is getting out of the consumer info business, having last year sold the NADA Used Car Guide to J.D. Power, is focusing on dealer advocacy on the Hill, per Welch. “Enabling NADA to better focus on its core mission of enhancing America's new-car dealer network, and advocating on behalf of our dealer members in Washington, D.C., has been one of my primary objectives as president of NADA," said NADA president Peter Welch, in a statement. "Whether we're talking about mobilizing our grassroots network, testifying before Congress, or the sign on our door, if it's going to benefit America's franchised new-car and truck dealers, then NADA is going to do it."