AI Training That Works. Here's the Data.

When Impel partnered with RockED to launch an industry-wide Automotive AI Certification, the goal was straightforward: give dealership teams the knowledge and confidence to work alongside AI, and make it credentialed, measurable, and built to last. They shared their data because the results were worth talking about.

The results, pulled directly from Impel's published case study (data as of March 2026), tell a clear story:

In under a year, the program reached 8,000+ enrollments across 1,600+ dealerships in 20+ states, representing 15+ OEM brands. Every major department showed up: sales, service, BDC, F&I, and management. Major dealer groups enrolled 100+ employees across multiple stores.

Completing the program wasn't just a line on a to-do list. 78% of certified professionals reported measurable improvement in their confidence working with AI. Half said the improvement was significant: 76% are already applying what they learned in their daily roles, primarily in follow-up, communications, sales data analysis, and more.

89% of participants enrolled on their own. No mandate. No required training email. No top-down pressure, or consequences. They found it through the RockED app or a colleague's recommendation, and they chose to keep showing up. They saw the value in investing in their learning for themselves, which is more motivating than any external pressure could be.

GMs, VPs, and Dealer Principals enrolled alongside their teams, too— and posted the highest exam pass rates of any group, surpassing 90%. When leaders participate in the same learning experience as their employees, it sends a powerful message. It reinforces the importance of development, models commitment from the top down, and creates a culture where learning is seen as a shared investment rather than a requirement.

The certified cohort keeps growing. The momentum isn't slowing down. And the feedback from the field keeps reinforcing the same message: dealership teams are ready for AI. They just needed the right opportunity to prove it.