Following the success of this year's NFDA Driving Digital, we’ve put together a Special Edition to focus on car retailers and dealers as New Entrants to the market.

We’re joined by progressive dealers and speakers to launch:

NFDA Driving Digital: Special Edition

New Entrants: New Opportunities

It will take place at Lords Cricket Ground, St. Johns Wood in London, on the morning of Wednesday 6 December (10.00 am to 1.30 pm), the day of the Ben Ball.

The event is designed to bring together OEMs who are relative newcomers to the market and brand-new entrants to share their experiences and expectations with NFDA dealer network members.

This Special Edition event will suit Company owners, Managing Directors, Chief Executives, Sales and Commercial Directors, and forward-thinking Regional and Franchise Directors and Dealer Principals. Attendance is free to NFDA members.

Be sure to book your space now.

Due to high demand from dealers, unfortunately, we are unable to accommodate suppliers.

As we enter the alternative, often electric vehicle era, new entrants to the market are offering alternatives to the traditional market leaders in the UK and across Europe. While some are adopting a direct sales model, the cars will still need maintenance, and many new entrants fully embrace the franchised dealer model.

  • How do you seize the opportunities to work with these exciting new brands?
  • How does your marketing adapt to consumers with little knowledge of them?
  • How do retailers continue to prepare for continued digital acceleration and the domination of alternative fuelled/electric cars?

For the audience, it will be a moment to understand the challenges and opportunities the market presents and to hear first-hand how the leading businesses are taking advantage of the opportunity’s new entrants present.


  • 10:00 - Tea and coffee
  • 10:30/13:30 – Speakers and panel

These timings mean delegates have a bit more time to get into Central London and will still have downtime ahead of the Ben Ball later in the evening.


  • Lords Cricket Ground, St Johns Wood, London.

Agenda, Speakers, and Panel will include:

Sue Robinson, Chief Executive of NFDA, will welcome speakers from Auto Trader, BYD, MG Motor, Chery, and leading dealer groups Pendragon and Waylands.

Watch this space for updates on the speakers, or visit our website at

Confirmed Speakers

We are delighted to confirm that the following speakers will feature at Driving Digital:

  • Simon Bisp – Senior Leader, BYD
  • Kim Costello – Chief Marketing Officer & Chief Customer Officer, Pendragon
  • Neil Addley – Founder, JudgeService
  • Ian Plummer - Commercial Director, Auto Trader
  • Marc Palmer - Head of Strategy & Insights, Auto Trader

📢 More exciting speakers and panellists pending announcement…

Watch this space for more confirmations and a more detailed agenda.

Check out for more information, speaker bios and directions.

The event is FREE for NFDA Franchised Dealer Members.

The event is FREE for NFDA Associate Members. (Tickets open 1 October 2023)

For any non-member supplier wishing to attend, there will be a small fee of £200pp. (Tickets open 1 October 2023)

Driving Digital is renowned for having a great audience of automotive retailers. Only sponsoring suppliers are able to attend the event.

Our Sponsors

We are grateful for the support of our sponsors for this event:

Auto Trader

If you’d like to know more about sponsorship opportunities, please call Neil Addley at 07795 665927.