As always, we had a great time at the NADA show in Las Vegas. From live demonstrations to in-depth conversations, the Proton booth had it all. Attendees got an up-close look at real-world scenarios, live threat detection, and hands-on activities showcasing what dealerships face and what it takes to stay one step ahead of the cybercriminals.

Every dealership’s journey is unique. Some may be looking to understand how they may avoid becoming the next statistic you read about. Others are just beginning and need guidance on where to start. Regardless of where in the journey they were, all dealerships who found their way to our booth had something in common,  first-hand experience of Proton’s expertise, guidance, and proactive protection.  

Protection in Action

Proton Booth | NADA 2026
We could have gone to NADA and simply talked about cybersecurity in theory. The conversations would’ve been insightful, but talking can only do so much. Seeing is believing, and that’s why we brought the Security Operations Center to Las Vegas.

Attendees got to see a firsthand look at our Security Operations Center, the command hub where our experts keep dealerships safe 24/7/365. Live demonstrations included a threat map displaying real-time attack activity, a cybersecurity news feed highlighting emerging risks, and dashboards tracking incidents and account-specific protections. These tools illustrated how Proton monitors and stops threats before they turn into disruptions. 

Learning Through Experience

Cyber Siege
To complement these demonstrations, we introduced Cyber Siege, our cybersecurity board game. This interactive experience challenged attendees to uncover the dangers of hidden threats and the importance of strong cybersecurity partnerships. In the end, the game showed how a real-life partner provides 24/7/365 monitoring with human analysis, helps detect and address vulnerabilities before they become problems, and streamlines your security operations so you can focus on your dealership.
Proton Drawing | Day 1 Winner
Image of two men holding an award
Adding to the excitement, every booth visitor was entered into our daily giveaway. A lucky few walked away with a Coach briefcase.

Conversations That Matter

More Than Cars | NADA 2026
NADA also gave us the chance to engage in meaningful discussions with dealerships regarding their unique cybersecurity, compliance, and IT needs. These conversations highlighted a recurring theme: effective cybersecurity requires proactive monitoring, expert guidance, and tools that integrate seamlessly into dealership operations.

By focusing on education and building relationships, Proton helps dealerships make informed decisions and stay secure without it coming at the expense of day-to-day operations. 
Our time in Las Vegas reinforced the reality that cyberthreats are increasing, and dealerships need protection that goes beyond checking necessary boxes or installing the right tools.

It’s more important now than ever to ensure your business is protected by a cyber partner. If you’re ready to take the next step towards peace of mind for your dealership, Proton is here to help.