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In this episode my guest is Jacqui Barker, Global OEM Strategy Director at Keyloop. Jacqui’s career path has taken her from the early days of car magazines, through AutoTrader’s shift from print to digital, and now into helping OEMs and retailers adapt to the fast-changing world of tech and customer experience.

We talk about the big lessons she learned at AutoTrader that still apply today, how OEM strategy connects (or sometimes disconnects) with the reality of the showroom floor, and why partnerships with startups are shaping the future of automotive retail. Jacqui also shares her perspective on the bubbles in EVs and AI, and how leaders can bring their teams along when change feels overwhelming.

What I love about this conversation is how practical it is. Jacqui doesn’t just talk theory—she shares insights that dealers and industry leaders can actually use. If you’ve ever wondered how to bridge the gap between big-picture strategy and real-world customer experience, this episode is worth your time.