2026 TDOY Nominee

Wilder Jr. is one of 47 dealer nominees from across the country who will be honored at the 109th annual National Automobile Dealers Association (NADA) Show in Las Vegas, Nevada, on February 5, 2026.

The TIME Dealer of the Year award is one of the automobile industry's most prestigious and highly coveted honors. The award recognizes the nation's most successful auto dealers who also demonstrate a long-standing commitment to community service. Wilder was chosen to represent the Washington State Auto Dealers Association in the national competition – one of only 47 auto dealers nominated for the 57th annual award from more than 20,000 nationwide. 

Wilder Jr. began his automotive career at age 15, detailing cars in the family's Port Angeles operation. He then rotated through parts and service, sales, F&I, and management before graduating from the NADA Dealer Academy (1993). He became General Manager/Owner of Wilder Auto Center in 2021 and GM/Owner of Wilder Toyota in 2013, leading a team of 50.

"My career in the automotive industry began at age 15," Wilder said. "I started washing and detailing cars, then worked in the parts and service departments, followed by a stint in sales, gradually working my way up to general manager before becoming the dealer principal. Unlike those who fast-tracked through dealership programs, I gained invaluable experience by working for years in every department." He added, "My father taught me a crucial lesson: treat each person as an individual and avoid placing them in a 'box.' By doing so, people can be their authentic selves and either thrive or fail, based on their choices and commitment." 

Guided by lessons from his late father, Wilder has modernized facilities and processes to elevate both guest experience and employee pride. Recent investments include completion of the Toyota Image Program with an enclosed service drive and new car wash, updated signage and LED lighting, and new hoists and tire equipment for technicians. "Our goal is to have the finest facility in the area – where our customers feel at home and our employees take pride in their workplace," Wilder said.

In the last 18 months, he introduced an AI-based service scheduling platform that reduced average booking time from 12 minutes to under 4 minutes, improved CSI, and freed advisors to focus on guests. Customers can even use the AI system to ask about local amenities or dealership history. "Initially, customers were skeptical, but it didn't take long for them to become advocates of the new AI system," Wilder said. "We now hold weekly meetings to continually enhance the AI experience." 

Wilder's industry leadership spans local and state associations. He is President of the Port Angeles New Car Dealers Association (2000–present); Vice President, Puget Sound Automobile Dealers Association (PSADA) (2012–2015); and executive committee member, Washington State Auto Dealers Association (WSADA). His experience serving the WSADA also includes roles as District Director (2018–present) and President (2021-2022). 

He played a role in the PSADA–WSADA merger, bringing the Seattle International Auto Show under WSADA, and supported legislative efforts to protect the dealer franchise model. 

As a people-first employer, Wilder Toyota offers a dedicated relaxation lounge, an outdoor pergola space, Gym Night at the local Boys & Girls Club for employees and families, and incentives for tobacco cessation. Education is a cornerstone benefit, with the store funding a 100% scholarship program for employees' children through the local college and adding a no-cost online degree option for employees and families.

"We've been offering a 100% scholarship program for our team members' children," Wilder said. "We also introduced a program that allows employees and their families to pursue an online degree at no cost. The impact has been momentous – one recipient became a hotel general manager, and our marketing manager earned his master's with a 4.0 before retiring to volunteer for a local fire district." 

Wilder has led through adversity with transparency and care. Reflecting on the early pandemic, he shared, "I vividly remember sitting in the conference room, making the difficult decision to call my team and inform them of the necessary layoffs. I met with each team member individually. The lasting lesson was the importance of clear communication and reassuring our employees that in challenging times, we face them together."

Service to the community is embedded in the store's ethos. "Our mission statement emphasizes, 'We will be involved and engaged in our community through donations, personal service, and participation in community events,'" Wilder said. "When we called for volunteers to help build a playground, numerous employees showed up – some with tool belts, others with snacks – turning an aspiration into a reality the community could enjoy for years." 

Wilder also has a 36-year partnership with the Olympic Medical Center Foundation Duck Derby, where Wilder Toyota has donated 36 new Toyotas as the grand prize, helping raise more than $3 million (including $120,000 last year) in a community of fewer than 20,000 residents.

Wilder was nominated for the TIME Dealer of the Year award by the Washington State Auto Dealers Association. Dan and his wife, Jodi, have two children named Carson and Karli.