Business

Redefining Dealership Success: How Ascent Dealer Services and James Mercer Are Building a New Era in Automotive Finance

June 25, 2025

By: Alena Wiese

In an industry where metrics often take precedence over meaning, two leaders are reshaping the narrative of automotive finance and insurance (F&I). At the forefront of this transformation are Adam Marburger, President and CEO of Ascent Dealer Services, and newly appointed Vice President of Sales, James Mercer. Together, they are demonstrating that profitability, mentorship, and people-first leadership can coexist—they may well be the key ingredients for sustainable success.

This announcement comes at a pivotal moment in the evolution of the dealership model, as data-driven consumer expectations and AI-enhanced operations place new demands on leadership that is both innovative and emotionally intelligent. Ascent’s expansion is not solely focused on market share—it also represents a shift in mindset.

“F&I is no longer about pressure and product pushing. It’s about trust, transparency, and performance rooted in purpose,” said Marburger. “That’s what we aim to build at Ascent. And James Mercer is well-suited to help lead this initiative on a national scale.”

A Strategic Appointment With National Implications

James Mercer, formerly Divisional Sales Director at Protective, brings nearly two decades of experience in dealership-facing F&I operations. Over the course of his career, Mercer has earned a reputation as a strategic thinker and team builder, driving measurable improvements in revenue, retention, and dealer satisfaction.

Now based in Burnsville, Minnesota, Mercer oversees four regional managers and is responsible for expanding Ascent’s reach across North America. However, Mercer emphasizes that the real focus is not just on geographic expansion—it’s about cultivating trust.

“Great economics begin with great leadership,” Mercer stated. “Joining Ascent is more than just taking on a new title—it’s about mentoring leaders, empowering teams, and fostering a positive dealership culture.”

Mercer’s leadership is already helping to forge new partnerships, implement AI-enhanced training systems, and introduce next-gen performance dashboards that combine data with real-time coaching.

Leadership That Leads By Example

Adam Marburger’s journey is anything but conventional. A black belt in Brazilian Jiu-Jitsu and undefeated MMA fighter, Marburger applies the discipline of a warrior to the business world. But it’s his dedication to service that truly defines his approach.

As a keynote speaker, podcast host (Training Camp with Adam Marburger on CBT News), and author of the best-selling The Servant-Leading F&I Manager: Leadership Redefined, Marburger champions a new model of leadership—one that emphasizes empathy over ego and transformation over mere transactions.

“We don’t just teach F&I—we develop leaders who can replicate a positive culture,” Marburger explains. “Our clients aren’t just seeing profit improvements—they’re investing in their people.”

His book, already used by dozens of dealership groups nationwide, outlines strategies for building high-performance teams based on humility, accountability, and emotional intelligence.

The Book That’s Guiding the Movement

The Servant-Leading F&I Manager is more than just a leadership book—it serves as a practical guide to transforming one of the most often misunderstood departments in any dealership. Marburger lays out actionable frameworks for shifting F&I from a pressure-driven environment into a profit center that aligns with the broader company culture.

Key takeaways include:

How to build trust-driven cultures in high-pressure sales environments
The connection between integrity and increased profit-per-vehicle-retail (PVR)
Coaching frameworks for developing emotionally intelligent leaders
Case studies from dealerships that have successfully implemented these strategies

The book was featured at NADA 2025, and Marburger is scheduled to speak on modernizing dealership culture through values-based leadership at NADA 2026.

Why This Matters More Than Ever

As vehicle sales evolve, financing terms become increasingly complex, and consumers seek more transparency, the role of F&I is undergoing a shift. According to the National Automobile Dealers Association (NADA), F&I accounts for more than 25% of dealership profit. With the rise of electric vehicles, digital retailing, and evolving regulations, the need for adaptive leadership has never been greater.

This is where Ascent is positioning itself—not as a follower, but as a leader.

With James Mercer and Adam Marburger guiding the next phase of national expansion, Ascent Dealer Services appears to be emerging as a premier choice for dealers who are looking for more than just results—they are seeking a revolution.

“This is a glimpse of the future of F&I: compliant, consultative, and connected,” Mercer noted. “Dealers are eager for transformation. We are committed to delivering that.”

About Ascent Dealer Services

Ascent Dealer Services provides strategic F&I solutions, immersive team training, compliance-first consulting, and leadership development to automotive dealerships nationwide. With a boutique approach and broad reach, Ascent enables dealerships to grow with integrity.

About the Leaders

Adam Marburger is the author of The Servant-Leading F&I Manager, a keynote speaker, podcast host, and F&I innovator known for blending high-impact training with emotional intelligence. Learn more at www.AdamMarburger.com

James Mercer, Vice President of Sales at Ascent Dealer Services, is a respected strategist and mentor in the F&I space, bringing 20 years of leadership experience from Protective to his new national role.