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Dealer Merchant Services to Discuss Automotive Commerce at NADA Show
DMS will exhibit at the National Automobile Dealers Association event, sharing insights on payment processing, cost recovery, and compliance.
Jan. 28, 2026 at 9:55am
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Dealer Merchant Services (DMS), powered by Priority, will exhibit at the upcoming National Automobile Dealers Association (NADA) Show in Las Vegas from February 3-6, 2026. At booth 6112N, the DMS team will meet with dealers and industry partners to share its perspective on the future of automotive commerce, including discussions around payment processing, cost recovery, and regulatory compliance.
Why it matters
As dealers face intense margin pressure, many are exploring surcharging as a way to manage rising payment costs. However, implementing surcharging in a way that protects the customer experience and complies with varying state regulations can be challenging. DMS aims to provide practical guidance on navigating these issues at the NADA Show.
The details
At the NADA Show, the DMS team will demonstrate its approach to compliant credit card surcharging and discuss how dealerships can recover processing costs while maintaining transparency and customer satisfaction. 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.
- The NADA Show 2026 will take place from February 3-6, 2026.
- DMS will exhibit at the event in booth 6112N.
The players
Dealer Merchant Services (DMS)
A payments company that joined Priority's commerce platform in 2025 and will exhibit at the NADA Show to share insights on the future of automotive commerce.
Priority
A commerce platform that DMS has integrated with to support dealership operations from point of sale through back-office processing.
National Automobile Dealers Association (NADA)
The industry's flagship event where DMS will exhibit and share its perspective on the future of automotive commerce.
Amberly Allen
The managing partner at DMS.
What they’re saying
“Dealers are under intense margin pressure, and many are exploring surcharging as a way to manage rising payment costs. 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.”
— Amberly Allen, Managing Partner, Dealer Merchant Services
What’s next
The NADA Show 2026 will take place from February 3-6, 2026, where Dealer Merchant Services will exhibit at booth 6112N and share its perspective on the future of automotive commerce.
The takeaway
As dealers face increasing margin pressure, the NADA Show will provide a platform for Dealer Merchant Services to offer practical guidance on managing payment processing costs, implementing compliant surcharging, and leveraging integrated commerce solutions to improve dealership operations and the customer experience.
