DAVID
FARMER
Author of Becoming a #DigitalRetailer
Speaker. Operator. Advocate for modern retail execution.
About
David Farmer didn’t enter automotive retail as an observer.
He came up inside it.
His career spans the full operational arc of the modern dealership — from the sales floor and desk to general management, from opening new rooftops to leading high-volume retail operations.
Long before “digital retail” became a category, David was living through the realities that would eventually force it into existence.
The gap wasn’t between customers and dealers.
It was between tools and execution.
As the industry shifted from analog processes to digital expectations, a deeper problem emerged.
Technology entered the showroom faster than processes evolved.
Systems were layered onto old habits.
Expectations changed — accountability didn’t.
The result wasn’t transformation.
It was friction.
Becoming a #DigitalRetailer wasn’t written to explain the future.
It was written to document what actually happened.
Not from the perspective of a vendor.
Not from a theorist’s distance.
But from someone responsible for outcomes.
Becoming a #DigitalRetailer is a narrative built on experience — mistakes made, lessons learned, and hard truths uncovered while navigating real-world change inside dealerships as it was happening.
Today, the work continues — but the lens is wider.
David is the Founder and CEO of Intice, a technology company built from the ground up — bootstrapped, operator-led, and shaped by the realities of automotive retail.
Intice exists to close the execution gap he witnessed firsthand, aligning process, culture, and technology in ways that actually work on the ground.
Beyond the company, David works directly with dealer groups, OEM programs, and leadership teams who want clarity over hype and progress that lasts.
Less disruption.
More alignment.
Less promises.
More systems that hold.
The goal isn’t to chase what’s new.
It’s to build what works — and make it stick.
This thinking is explored in depth in Becoming a #DigitalRetailer and applied in real time through speaking, workshops, and operator-level work.