Outside the main floor at the convention, there was a dealers-only stand that was packed to capacity.
The exhibit, called "The Modern Dealership Experience," was NADA's attempt to show dealers what the future looks like, letting them interact with virtual reality tools, learn more about cybersecurity and talk with experts about how to sell to customers and manage workers from the millennial generation.
Peter Fong, NADA's senior vice president of dealership operations, said the interactive exhibit was aimed at smaller and midsize dealership owners and managers who likely have read about the technological and cultural changes that are coming, but can't dedicate a team to watch the trends.
"The convention floor is full of vendors trying to pitch tools to deal with these issues," Fong said. "There are many things dealers can do today that help deepen the relationship with their customers; they just need to know how it all works."
Hal Wurster, NADA's vice president of dealership operations, said some dealers went through the exhibit multiple times.
One of the things discussed in the exhibit was how to shorten the amount of time it takes to complete a sale. The 2014 Deloitte Consumer Report said that nine out of 10 customers say they want fast, efficient service. But the average time to buy a car is now more than three hours.
Fong said NADA designed the exhibit to be interactive.
"There's huge interest in all the disruption in the industry, and they want to experience it themselves," he said.