Business

Driving Profits With Principles How Adam Marburger and James Mercer Are Reshaping Automotive Finance

June 26, 2025

By: Alena Wiese

Leading the Charge: How Adam Marburger and James Mercer Are Driving Legacy Leadership in the Automotive Industry

In a sector often defined by sales margins and scalability, Ascent Dealer Services is emerging as a case study in sustainable, values-led growth. At the center of its national rise are two leaders who are redefining the dynamics of automotive finance and insurance (F&I): CEO Adam Marburger and newly appointed Vice President of Sales, James Mercer.

Their vision extends beyond product offerings or dealership consulting. Together, Marburger and Mercer are leveraging servant leadership, performance analytics, and emotionally intelligent strategy to shift the conversation about profitability and people within the $100+ billion U.S. dealership industry.

“You can hit your numbers without losing your soul,” said Marburger. “You can build a high-performance team that leads with trust, culture, and accountability. That’s the Ascent model.”

Strategic Expansion Fueled by Experience and Empathy

The appointment of James Mercer to Vice President of Sales is not merely a hire—it’s a meaningful indication of Ascent’s direction. With nearly two decades in the F&I space, including senior leadership roles at Protective Life, Mercer brings much more than operational expertise. He brings cultural fluency in understanding what dealership leaders truly need: a partner who comprehends compliance, scale, and service.

“Joining Ascent wasn’t just the next step in my career,” said Mercer. “It was the logical alignment of values. Adam and I both believe that dealership economics should be powered by mentorship, innovation, and doing right by the people we serve.”

Based in Minnesota, Mercer now oversees four regional sales managers and leads Ascent’s national dealership growth initiatives, integrating data-backed strategy with human-first service.

From Black Belt to Boardroom: The Leadership Philosophy of Adam Marburger

A former undefeated MMA fighter and Brazilian Jiu-Jitsu black belt, Adam Marburger brings a unique edge to executive leadership. But beneath the grit lies a philosophy deeply rooted in empathy, resilience, and lifelong learning. His new book, The Servant-Leading F&I Manager: Leadership Redefined, is quickly becoming a valuable resource for dealership executives looking to build trust-driven teams that exceed industry benchmarks.

He also hosts Training Camp with Adam Marburger on CBT News, where he delves into F&I transformation, strategic leadership, and dealership growth with some of the industry’s most forward-thinking voices. The show combines tactical insights with leadership training and is quickly gaining traction as essential viewing for those serious about growth and service-led impact.

“F&I has been misunderstood for years,” Marburger explained. “We’re not just talking about finance. We’re talking about how leaders are developed, how cultures are built, and how margins are scaled through service, not sales pressure.”

The Economics of Culture: Building ROI With Emotional Intelligence

At a time when vehicle buyers demand transparency and financing structures are under regulatory scrutiny, the F&I office is becoming more than just a revenue generator—it’s a crucial brand touchpoint. Under Marburger and Mercer’s leadership, Ascent is transforming this pivotal point of the customer journey with training, analytics, and leadership systems that emphasize:

Profit-per-vehicle growth without sacrificing compliance
Coaching frameworks that support team retention
Cultural alignment between sales and service departments
Client-facing trust systems that nurture long-term loyalty

Dealerships that embrace the Ascent model tend to report increases in CSI scores, employee engagement, and PVR margins—outcomes that resonate not only on the sales floor but in the boardroom.

Scaling Smart: The Power of Strategic Storytelling and Systems

Ascent isn’t positioning itself as a disruptor—it’s positioning itself as a builder. Through keynote appearances, a growing client portfolio, and a national reputation for ethical leadership, the company is bridging the gap between performance consulting and long-term economic impact.

“Dealerships don’t just need another vendor,” said Mercer. “They need an ally who understands growth from the inside out—and that’s what we’re delivering.”

With clients in nearly every major U.S. market, Ascent’s strategic partnerships are helping local dealerships think globally, compete nationally, and lead ethically.

The Book That’s Becoming a Blueprint for a New Era

The Servant-Leading F&I Manager is more than just a leadership book—it’s a call to action. Featured in dealer training programs and executive workshops, it provides:

Case studies on cultural turnarounds in high-volume dealerships
Step-by-step systems for building legacy leadership in F&I
Real-world examples of how empathy can enhance profit

The book anchored several key sessions at NADA 2025, where Marburger spoke on next-generation dealership economics. Marburger is already confirmed to speak at NADA 2026, where he’ll expand on leadership scalability and legacy growth in F&I.

Why Wall Street Should Watch What’s Happening in the F&I Trenches

With F&I accounting for over a quarter of dealership profits, and margins tightening amid electric vehicle rollouts and digital disruptors, the industry is entering a period of strategic correction. What makes Ascent notable is not just its growth—it’s the integrity behind it.

“You can’t fake values at scale,” Marburger said. “And Wall Street should be paying attention to which companies are focusing on trust, not just technology.”

Marburger and Mercer’s strategy isn’t hypothetical—it’s rooted in real operations. With performance data, cultural proof points, and a growing national footprint, Ascent Dealer Services could be a model for leadership applied to other sectors beyond automotive.

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