The National Automobile Dealers Association has hired Peter Fong as senior vice president of dealership operations.

Fong’s more than 20 years of experience include various executive-level sales, marketing and brand management positions at Ford Motor Co. and Chrysler Group LLC. He also guided Carmoza, an auto transport start-up company, through its merger and acquisition.

He most recently was executive vice president and chief marketing officer at The Judge Group, a global firm specializing in technology consulting, staffing solutions and corporate training. He joined that company in 2013.

“Peter brings tremendous understanding and a wealth of hands-on experience to NADA,” said NADA president Peter Welch. “With Peter at the helm of dealership operations, NADA will be able to continue providing our member dealers and their employees with innovative educational and training programs designed to meet the challenges of automotive retailing both now and well into the future.”

“I'm absolutely thrilled to be returning to the automotive industry, particularly now given the ongoing digital transformation of both the automotive manufacturing and retail sectors,” said Fong. “My primary goal will be driving value-added changes in all areas of dealership operations, so that the next generation of products and services provided by NADA to dealers and their employees is second-to-none.”

NADA's dealership operations department provides educational solutions and consultative services to member dealers in order to improve business operations. It includes membership, member resources, NADA and American Truck Dealer (ATD) Academy, NADA/ATD 20 Group and NADA/ATD University Online.

Fong said one key area of interest in his new role will be implementing best-in-class educational and training programs for dealerships to accelerate the “online to in-store” car buying experience for consumers.

“Digital technology and services will play a key role in the successful adoption of this process industrywide,” he said.

Fong replaces John Lyboldt, who left NADA last year to become president of the Alexandria, Va.-based Truckload Carriers Association.

Fong received a degree in mechanical engineering from Villanova University and served in the U.S. Navy from 1986 to 1994. He was a naval aviator, instructor and test pilot, and later served as the senior class instructor and advisor for the Villanova University Naval ROTC Unit while earning an MBA in strategic marketing and international management.

He is active with several professional and civic organizations, and serves on the board of trustees for Villanova. Fong served as an advisory board member for the automotive start-up GoMoto. He also served as vice chairman for the Wish Upon a Hero Foundation, area chairman for the New Jersey Chapter of the United Way and advisory board member for the Southern New Jersey Chapter of the National Ovarian Cancer Coalition.

Fong lives in Moorestown, N.J., with his wife and three children.