Dealer Merchant Services, Powered by Priority, to Share Its Perspective on the Future of Automotive Commerce at NADA
MWN-AI** Summary
Dealer Merchant Services (DMS), having joined Priority's commerce platform in 2025, will make its inaugural appearance at the National Automobile Dealers Association (NADA) Show from February 3-6, 2026, in Las Vegas. At booth 6112N, DMS aims to engage with dealers and industry partners, providing insights into the evolving landscape of automotive commerce. The focus will be on key areas such as payments, cost recovery, and the movement of money within dealerships, emphasizing how these factors impact profit margins, customer experiences, and compliance with diverse state regulations.
With dealers facing mounting pressure on profit margins, many are turning to surcharging as a solution to rising payment processing costs. Amberly Allen, managing partner at DMS, highlights the fine balance between recovering these costs and preserving customer satisfaction and adherence to often inconsistent state legislations. The conversations at NADA are expected to be practical and solution-oriented, addressing what strategies are proving successful and what considerations need to be addressed by dealership leaders.
Additionally, DMS will showcase how its integration with Priority enhances dealership operations, spanning from point of sale to back-office processing, thereby improving visibility into cash flow and payment activities. This alignment is designed to streamline dealership operations and promote financial health amidst an evolving payment landscape.
Dealers and industry partners are encouraged to visit booth 6112N for discussions on payment operations and compliant surcharging strategies, or to schedule a meeting via dealermerchantservices.com/nada-2026. As part of Priority, a leader in connected commerce solutions, DMS continues to provide essential payment solutions tailored specifically for automotive dealerships. For further information, visit PriorityDMS.com.
MWN-AI** Analysis
As the automotive industry faces mounting pressure from rising operational costs and regulatory changes, Dealer Merchant Services (DMS), powered by Priority, is poised to provide valuable insights at the upcoming NADA Show. With the shift in consumer preferences towards online transactions and a heightened focus on cost efficiency, dealers must adapt their commerce strategies to sustain profitability.
DMS aims to address these challenges directly, especially regarding payment processing and cost recovery strategies. As Amberly Allen, DMS’s Managing Partner, highlighted, surcharging is gaining traction as a method for dealers to mitigate escalating payment processing fees while maintaining compliance. However, dealers must navigate a complex regulatory landscape, where state laws on surcharging vary significantly. This compliance issue offers DMS a unique opportunity to position itself as a trusted advisor and partner.
The integration of DMS with Priority’s comprehensive commerce platform is paramount. By offering enhanced visibility into cash flow and payment activities, dealers can make informed financial decisions, allowing them to optimize their operations. Improved management of payment acceptance not only enhances customer satisfaction but also supports better margin preservation, critical in a competitive retail environment.
With the NADA Show providing a fertile ground for dialogue, DMS's booth will be a hub for exchanging practical strategies. Engaging with industry partners at this pivotal event allows dealers to learn about the latest compliant surcharging practices and discover how technology can streamline operations—a dual approach that may redefine dealership profit margins.
In conclusion, dealers attending the NADA Show should consider leveraging DMS’s expertise as they strategize for the future of automotive commerce. A focus on compliant payment solutions and enhanced operational efficiency will be vital in navigating the evolving automotive landscape effectively.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Dealer Merchant Services (DMS) will exhibit at the National Automobile Dealers Association (NADA) Show Feb. 3–6 in Las Vegas, marking its first appearance at the industry’s flagship event since joining Priority’s commerce platform in 2025.
At booth 6112N, the DMS team will meet with dealers and industry partners to share its perspective on the future of automotive commerce, including how payments, cost recovery, and money movement across the dealership affect margins, customer experience, and compliance in an increasingly state-regulated environment. The team will demonstrate DMS’s approach to compliant credit card surcharging and discuss how dealerships can recover processing costs while maintaining transparency and customer satisfaction.
“Dealers are under intense margin pressure, and many are exploring surcharging as a way to manage rising payment costs,” said Amberly Allen, managing partner at DMS. “The challenge is doing it in a way that protects the customer experience and complies with state regulations that vary widely across the country. At NADA, we’re focused on practical conversations around what’s working and what dealers need to consider.”
The booth will also highlight how DMS’s integration with Priority’s broader commerce platform supports dealership operations from point of sale through back-office processing, with improved visibility into cash flow and payment activity across the business.
Event Details
What: NADA Show 2026
When: Feb. 3–6
Where: Las Vegas Convention Center
Booth: 6112N
Dealers and industry partners can meet with the DMS team at NADA, or stop by Booth 6112N to discuss dealership commerce, payment operations, and compliant surcharging strategies. To schedule an onsite meeting, visit dealermerchantservices.com/nada-2026 .
About Dealer Merchant Services
Dealer Merchant Services (DMS) provides payment solutions purpose-built for automotive dealerships, helping dealers manage payment acceptance, reduce costs, and support a consistent customer experience across the dealership. DMS became a Priority company in 2025. For more information, visit PriorityDMS.com .
About Priority
Priority delivers payments and banking solutions that power connected commerce. Through a unified platform of payables, merchant services, and banking and treasury, we help businesses manage money more effectively and unlock growth. The Priority Commerce Engine accelerates cash flow, improves working capital, reduces costs, and creates new revenue opportunities. Learn more about Priority at prioritycommerce.com .
View source version on businesswire.com: https://www.businesswire.com/news/home/20260126881762/en/
Media contact
Alison Jones
Alison.jones@prth.com
FAQ**
How does Dealer Merchant Services (DMS) plan to utilize insights gathered at the NADA Show to enhance its integration with Priority Technology Holdings Inc. PRTH's commerce platform?
What specific strategies will DMS showcase to help dealerships manage compliance with varying state regulations while implementing credit card surcharging?
Can you elaborate on how DMS's solutions improve cash flow and payment activity visibility for dealers, particularly in the context of Priority Technology Holdings Inc. PRTH's broader offerings?
How does DMS measure the impact of its payment solutions on customer satisfaction within dealerships in partnership with Priority Technology Holdings Inc. PRTH?
**MWN-AI FAQ is based on asking OpenAI questions about Priority Technology Holdings Inc. (NASDAQ: PRTH).
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