Summary
Vendor 20 Group (V20) formally debuted Jan. 16 after nearly two years of development, bringing leaders from non-competing automotive technology and service firms together in moderated cohorts to share insights, address common challenges, and improve service to dealership clients. Founded by Brent Williams, Dave Spannhake, and David Kain, V20 is modeled on dealer 20 groups, prioritizing structured collaboration over sales.
What’s new
- Formal launch following extensive development and pilot activity.
- Founders bring complementary strengths: Williams (technology), Spannhake (operations), Kain (moderation/facilitation).
- Four active cohorts of non-competing vendors; reported membership of 70 companies.
- Planned presence at NADA Show 2026 with education-focused, “pitch-free” programming.
- Introduction of the V20 Marketplace with verified reviews and expert guidance to aid vendor selection.
How it works
- Moderated, agenda-driven cohort meetings focused on problem-solving and accountability rather than marketing.
- Non-compete participant mix to enable candid discussion about operations, customer needs, and product strategy.
- Marketplace aims to centralize evaluation of software and services, increasing transparency and efficiency.
Why it matters
As dealerships rely more on interconnected technology across sales, service, and F&I, vendor choice and collaboration become more consequential. V20 positions itself to help vendors coordinate on shared challenges, reduce duplicated efforts, and raise service standards for dealers.
Claims highlighted in the article
The following are assertions reported by Digital Dealer and/or V20; independent verification not performed here.
- V20 is a first-of-its-kind forum specifically for vendors in auto retail.
- The NADA Show 2026 booth will feature a rotating lineup of member-led mini-sessions offering unbiased advice and problem-solving (not sales pitches).
- Dealerships’ growing reliance on connected technology increases the need for better information and closer provider–retailer collaboration.
- V20’s goal is to raise the baseline of quality and reliability dealers experience across the vendor landscape, not to blunt competition.
- The NADA booth is intended to create a low-pressure setting where dealers can ask pointed questions, compare providers, and leave with practical guidance regardless of vendor choice.
- The V20 Marketplace’s directory-plus-verified-reviews approach aims to organize a fragmented vendor landscape into a more navigable resource for dealers and vendors.
- Collaboration through V20 is positioned as complementary to competition, with voluntary, moderated participation and non-competing cohorts.
- The initiative seeks to strengthen partnerships across auto retail as dealerships deepen their reliance on interconnected technologies and services.
Numbers at a glance
- 70 member companies across 4 active cohorts (as reported).
- Formal debut: Jan. 16.
- Public rollout event: NADA Show 2026.
