Who We Are

Our Vision is...

To make Retail Auto an industry
 people fight to join.

Our Mission

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Our Values

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We create and communicate with intention. 
Whether it’s a keynote, a campaign, a Slack message, or a quick conversation, we remember we’re people helping one another uncover meaning through honesty, empathy, attention, connection, and care.



We create and communicate with intention. 
Whether it’s a keynote, a campaign, a Slack message, or a quick conversation, we remember we’re people helping one another uncover meaning through honesty, empathy, attention, connection, and care.



We prioritize quality over quantity, but still move really fast. By narrowing our efforts to what scales, resonates, and delivers results, we can produce our best and most elevated work.

We prioritize quality over quantity, but still move really fast. By narrowing our efforts to what scales, resonates, and delivers results, we can produce our best and most elevated work.

We take personal accountability seriously.We invest time to understand how our work and responsibilities connect to the rest of the team, to our clients, and to the broader industry. We are all responsible for our collective out-put, starting with our line.

We take personal accountability seriously.We invest time to understand how our work and responsibilities connect to the rest of the team, to our clients, and to the broader industry. We are all responsible for our collective out-put, starting with our line.

We prioritize kindness and cultivation, especially when it’s inconvenient. Care builds the trust we need to be able to; speak directly, assume the best, and ultimately thrive as individuals and as a team.

We prioritize kindness and cultivation, especially when it’s inconvenient. Care builds the trust we need to be able to; speak directly, assume the best, and ultimately thrive as individuals and as a team.

Astronaut in space suit with Earth reflected in helmet and glowing text: Make It Meaningful.
Astronaut floating in space with a backdrop of a star-filled night sky and the Milky Way.
We create and communicate with intention.

Whether it’s a keynote, a campaign, a Slack message, or a quick conversation, we remember we’re people helping one another uncover meaning through honesty, empathy, attention, connection, and care.



Why it matters: 
Everyone does their best work when they know it matters. When we find meaning in what we do, we feel more connected, more energized, and proud of what we’re building. It’s how we turn tasks into impact, and a job into something worth showing up for.
Hands holding a yellow and black clapperboard with text: Production fewer better faster.
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We prioritize quality over quantity, but still move really fast.
By narrowing our efforts to what scales, resonates, and delivers results, we can produce our best and most elevated work.

Why it matters: While we still make and do quite a bit, this countercultural stance helps us stay sharp, preserve margin, and build brand equity without drowning in noise. It’s how we protect our team and amplify our impact.
White text reading 'OWN YOUR LINE KNOW THE MAP' over a black circuit board background.
Close-up of dark circuit board with intricate silver pathways and electronic components.
We take personal accountability seriously.
We invest time to understand how our work and responsibilities connect to the rest of the team, to our clients, and to the broader industry. We are all responsible for our collective out-put, starting with our line.

Why it matters: No one on our team should require excessive oversight and silos are the enemy. Marketing, media, and culture are moving fast and we need to move faster to keep up. If one line breaks, the circuit doesn’t work.
Front of a rusty yellow truck with various political and social message stickers on the bumper.
Left side of yellow truck near large stacked hay bales in a rural field at dusk.
We prioritize kindness and cultivation, especially when it’s inconvenient.
Care builds the trust we need to be able to; speak directly, assume the best, and ultimately thrive as individuals and as a team.

Why it matters: When people feel seen, heard, and valued, they take bolder risks, solve problems faster, and thrive. Care scales culture.
Two men wearing sunglasses sit behind a sign that says car dealers are amazing people, change my mind.

The Movement Makers

Paul J Daly and Kyle Mountsier have worked together for years advising high-performing dealer groups, publicly traded companies, global tech partners, and even entire countries navigating transformation.

On April 1, 2020 Paul hosted the first Automotive State of the Union live stream on LinkedIn Live as a way to bring the industry together when the pandemic lockdowns began. It was supposed to be singular live stream. It wasn’t.

Later that year he and Kyle met and realized their common beliefs and passion for the industry. Together they put together a small funding round with dealer-only investors, incorporated, and never looked back.

Meet the Whole Team

The MTC Time Machine

2025
Screen with white text saying 'THE MOVEMENT CONTINUES IN 8 MINUTES' on a blue gradient background.
The Merger

ASOTU and Congruent unite into one powerhouse, bringing together a media network, agency services, and industry leadership under a single banner.

2025
Three men standing on stage in front of a colorful ASOTU CON backdrop.
4th ASOTU CON

The industry’s most energizing event celebrates its fourth run, cementing ASOTU CON as the place where retail auto’s future is shaped.

2025
Two men with beards and black caps smiling and holding microphones in an indoor setting.
NADA Show Partnership

ASOTU partners with NADA to cover the nation’s biggest auto show, amplifying dealer voices to the entire industry.

2024
Two men with beards and caps sitting on chairs wearing matching black sweatshirts with white text.
Amazon Prime Video Docuseries

The Truth About Car Dealers (More Than Cars) premieres on Amazon Prime, bringing our message to a national stage.

2024
Man with a beard and glasses wearing a black shirt sitting in front of a plant wall with neon text.
Michael Cirillo Joins the Team

The host of the industry’s longest-running podcast, The Dealer Playbook, becomes ASOTU’s Chief of Staff and a shareholder.

2023
Four men sit on a panel with microphones during a discussion in a conference setting.
Policy Influence

ASOTU is cited as a source in feedback for the CARS Rule, propelling the movement’s influence beyond content and into legislation.

2022
First ASOTU CON in Philly

What began as an email and livestream becomes a full-scale live event. With less than 90 days of planning, we bring together dealers, partners, and innovators in a way the industry has never seen before.

2021
Dealer Investors Underwrite Establishment of ASOTU Inc.

Forward-thinking dealer principals back ASOTU with real investment, validating the platform as a movement by and for operators.

2021
Paul and Kyle Join Forces

Kyle leaves his career in dealership operations, sales management, and marketing to join Paul in a consulting venture. They end up spending most of their time on ASOTU.

2020
Robin Becomes President of Congruent

After leading one of the largest independent branding agencies in the country and serving as CMO in high-growth dealer groups, Robin joins Paul to bring structure and sustainability to the agency.

2020
The First ASOTU Livestream

Paul J. Daly launches the very first ASOTU livestream during COVID lockdowns, sparking a community-driven movement.

2019
The Automotive Manifesto

Paul publishes The Automotive Manifesto: How Brand Connection Can Save Retail Automotive, a call to put people before transactions, that gains quick traction in the industry.

2018
Dent Wizard Acquisition

Paul sells Image Auto to Dent Wizard International after 15 years of exceptional growth.

2015
Congruent Is Born

Paul launches Congruent, a creative agency he had been incubating within Image Auto.

2003
Image Auto Founded

From humble beginnings, Paul launches Image Auto, a reconditioning company that grows into a national operation.

MORE THAN CARS

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Let's build something that moves people and business.