The Australian Automotive Dealer Association has released the full program for the 2026 AADA Convention & Expo, with a powerful line-up of main stage sessions, workshops, expo live stage presentations and networking events designed to bring Australia’s franchised new car dealers together at a critical time for the industry.

Taking place from 29-30 July 2026 at ICC Sydney, this year’s Convention will be held under the theme Leading the Way.

The program comes as Australia’s franchised dealer network continues to play a major role in the national economy. According to AADA’s 2026 Dealernomics Automotive Statistics, Australia’s dealer network comprises 3,910 dealerships, employs 64,045 people, supports 7,508 apprentices, generates $91.3 billion in turnover and contributes $21.5 billion to the economy. Dealers also contribute $8.2 billion in tax and duty.

AADA CEO, James Voortman, told GoAutoNews Premium: “AADA 2026 will be an important opportunity for dealers to come together, examine the issues shaping their businesses and demonstrate the strength of the sector.

“The AADA Convention & Expo is the one time each year when Australia’s franchised new car dealers come together as an industry,” Mr Voortman said.

AADA CEO, James Voortman

“This is an important opportunity not only to share ideas and practical solutions, but to show governments, regulators and the broader community the true scale, professionalism and economic importance of Australia’s dealer network.

“Dealers are major employers, investors, taxpayers and contributors to local communities. At a time of significant market, regulatory and technological change, it is more important than ever that the industry comes together with a strong, united voice.”

Damon Reilly

The AADA 2026 Main Stage program will feature a series of high-profile sessions examining the issues shaping dealership profitability, operations and long-term performance.

The Sovereign Insurance General Session will include a major presentation on the new car sales market, featuring Damon Rielly and Paul Maric from CarExpert. The session will examine how dealers can thrive in a high-tech, low-margin new car market, with a focus on shifting buyer behaviour, new brands, electrification, pricing pressure, margin compression and how dealers can stay competitive in a changing retail environment.

Paul Maric

The same session will also include a used cars panel moderated by Sam Venn from BDO Australia. Titled 10 Reasons Dealers Should Build Their Used Car Businesses, the panel will explore why used vehicles have become one of the most important opportunities in dealership retail, particularly as dealers look for stronger margin, faster stock turn, better cashflow and greater control over profitability.

Sam Venn

Day Two will include the Suncorp Special Presentation, featuring Steve Bragg and Craig Rowney from Pitcher Partners. Their session, The Real Value of Every Service Customer and Why You Should Care About It, will focus on fixed operations and customer retention, examining why every service customer matters to dealership profitability, loyalty and long-term business stability.

Steve Bragg

The youX Feature Session, Lead With Strategy. Leverage With AI., will bring together marketing, strategy and technology in a practical session focused on dealership marketing ROI. Moderated by David Kain of Kain Advisory, USA, and Chelsea Stillwell of NCM Associates, USA, the session will explore the marketing fundamentals every dealer needs and where AI can genuinely improve performance across lead handling, customer intelligence, campaign optimisation and retention.

Craig Rowney

The release of the full program also includes the AADA 2026 Workshop Series, designed to give delegates access to focused, practical sessions across the issues dealers are facing inside their businesses.

Across two days, delegates will be able to choose from concurrent workshops covering topics including AI readiness, cybersecurity, fixed operations, marketing ROI, customer experience, used EVs, ADAS, data visibility, dealership profitability, customer retention, legal risk and business strategy.

Chelsea Stillwell

The workshops are designed to provide practical takeaways rather than broad theory, helping dealers examine how to improve performance, respond to changing customer behaviour, use technology more effectively, strengthen operational visibility and identify new opportunities for margin and growth.

The AADA Pentana Solutions Live Stage Series will return to the Expo floor with a program of short, focused presentations designed to be easy for delegates to access between exhibitor visits, meetings and networking opportunities.

David Kain

Live Stage sessions will cover topics including finance penetration, regulatory change, customer mobility, crash intelligence, fixed operations, communications, AI, security, insurance quoting, transport visibility and business partnerships.

Convention director, Patrick Tessier OAM said the Live Stage format gives delegates another way to engage with practical content while remaining close to the energy of the Expo.

“The Main Stage sessions will provide the big-picture conversations, while the Workshop and Live Stage programs give delegates the opportunity to explore specific issues in more detail,” he said.

Patrick Tessier OAM, AADA Convention director 

“These sessions are practical, commercially relevant and closely aligned with the challenges dealers are dealing with every day.”AADA 2026 will also feature several major networking and industry events.

The program begins with the AADA chairman’s dinner on Tuesday 28 July, bringing together senior industry leaders ahead of the convention.

By Neil Dowling