For more than twenty years, I've had the privilege of working alongside dealerships across North America.

During that time, our industry has embraced wave after wave of innovation.

Dealer websites.

Mobile.

Digital retail.

Text messaging.

Artificial intelligence.

Each generation of technology solved important problems. Each helped move our industry forward.

But while we were busy improving technology, something else quietly changed.

The customer journey.

Today's customers rarely begin on a dealership's website. It begins everywhere.

Google.

Marketplaces.

Social media.

AI search.

Videos.

Reviews.

Referrals.

And countless other digital touchpoints.

Sometimes they visit the dealership's website.

Sometimes they never do.

That isn't the problem.

It's reality.

The problem is that much of today's dealership technology was designed for a customer journey that no longer exists.

For years, dealerships have invested heavily in generating more traffic, more leads, and more conversations.

Those investments matter.

But generating attention isn't the same as owning the customer relationship.

Advertising rents attention.

Relationships create enterprise value.

Dealerships can't control where customers begin their journey.

But they can control whether the relationship stays with them.

To me, that's the defining opportunity of the next decade.

Not because relationships have become more important.

They always have been.

Because the place where relationships are built has changed.

That's the thinking behind Context.

Our mission is simple.

Helping dealerships stay connected to customers wherever their journey begins and continues.

When customers move between channels, they don't have to leave their dealership behind.

Wherever they go, Context helps bring the relationship back to the dealership.

We believe every interaction should strengthen the relationship.

Technology will continue to evolve.

Customer expectations will continue to evolve.

The places where customers begin their journey will continue to evolve.

Our thinking has to evolve with them.

We don't believe dealerships need another disconnected technology solution.

We believe they need a better way to own the customer relationship, regardless of where the journey begins.

That's the future we're building toward.

If this perspective resonates with you, I'd welcome the opportunity to continue the conversation.

I don't believe any one company has all the answers.

The best ideas rarely come from certainty.

They come from listening, questioning long-held assumptions, and remaining open to new ways of thinking.

That's how Context began.

And it's how we intend to keep building it.