It’s early morning in yet another bustling airport terminal, and Nadir Jones is already on the move. Just a year into his role as the new Head of TD Auto Finance (TDAF), he admits he hasn’t slowed down for a moment.
One week it’s Salt Lake City, the next it's Atlanta, then he is heading back up to Michigan or New Jersey, all to meet with dealers, team members, and partners. His travel itinerary truly reflects the heart of TDAF, forging connections across the country, one stop at a time, from coast to coast.
“I’ve literally been on a plane every week this year,” Nadir said, laughing. “But I’m not working any harder than anyone else in this company. The least I can do is show up.”
The reason for Nadir's relentless travel schedule stems from a major change announced last year that affected TD Auto Finance and the automotive dealers it serves.
When Nadir stepped into the leadership role, TD had just revealed its decision to exit the auto commercial lending business, which provides loans to companies like dealerships or fleet operators rather than individual consumers. For Nadir, traveling every week wasn't just a routine, it was essential. He believed it was necessary to meet with dealers face-to-face to reinforce TDAF's commitment to the retail auto space, ensuring open communication and building trust during a time of uncertainty.
TDAF has been honored with six consecutive J.D. Power awards for dealer satisfaction — a testament to its consistent performance and dealer-focused approach. Yet while each victory holds its own significance, Nadir believes this year truly stands out. “This year,” he said, “we really had to dig deep.”
A year of challenge and resilience
What makes the J.D. Power win especially meaningful to Nadir is not just the outcome, but the way his team achieved the highest ranking in Dealer Satisfaction among National Prime Credit Non-Captive Auto Finance Lenders.
“We had challenges going into this year," he explained, reflecting on the bank's decision to exit the commercial space. "We had to get out in front of our dealers and show them that we weren’t exiting the auto space entirely. We were still in retail, still standing with them."
Internally, TDAF faced its own set of hurdles, including leadership changes, mounting compliance pressures, and the inevitable anxiety that comes with organizational transformation.
Despite these obstacles, the TDAF team persevered, earning another J.D. Power win, a testament not only to their performance, but also to the trust they built along the way.
Standing in Front of Every Dealer
While many organizations might choose to share news of a business exit through an email or a memo, TDAF took a different approach. The TDAF team committed to visiting every dealer in person, delivering the news directly, and most importantly, explaining how TD would continue to support them moving forward.
“We decided we were going to stand in front of every single dealer individually and deliver the message,” he said. “We weren’t going to call or send a note. We were going to look them in the eye and personally thank them for trusting and supporting TDAF over the years.”
This approach required months of careful planning and coordination. TDAF established a dedicated project manager to map out every detail, including who would travel, what would be said, and how dealers’ concerns would be addressed. It wasn't just an exercise in logistics; it was a demonstration of the organization's culture in action.
“When we walked into those dealerships, what we heard repeatedly was, ‘Thank you,’” Nadir recalled. “They appreciated that we showed up, that we were honest, and that we gave them the time and flexibility they needed to find new relationships.”
The Road Ahead: Listening and Igniting Change
Winning a J.D. Power award is a clear reflection of dealer satisfaction but sustaining that level of excellence requires evolution.
That’s where Nadir's leadership truly shines. Early on, he prioritized the launch of the TDAF strategy, a comprehensive framework designed to build upon past lessons and address any emerging performance gaps. To make sure the strategy truly resonated, the team launched a naming contest and actively gathered feedback and ideas from employees throughout the organization. An idea submitted by Larreasha Williams, Senior Business Management Analyst, was selected as the winning entry, and IGNITE was adopted as the TDAF strategy's official name.
This collaborative approach not only solidified team engagement but also set the tone to drive the organization forward with renewed energy and purpose.
One key innovation under the new strategy was the introduction of “buying pods” within underwriting teams. These pods, each dedicated to a specific market, allow analysts to understand the unique rhythms and challenges of local dealerships.
“What works in New York may not work in Texas,” he explained. “The pod approach lets us react quickly and tailor our strategies to fit each region's needs.”
Additionally, there has been a renewed commitment to listening and acting on feedback. Nadir's ongoing “listening tour” is more than just a series of conversations; it's a process for turning insights from the field into real action.
“After every meeting, we bring the feedback to our leadership team,” he said. “We make sure we have the right people in place to go solve the issues that we can address immediately.”
The Power of Showing Up
Ask Nadir what sets TD Auto Finance apart, and he answers with one word: presence.
“The culture of care at TD doesn’t stop within our walls, it extends to our dealers,” he said. “That’s what wins at the end of the day.”
No matter where he goes, whether it's Tesla in California or dealers in the Southeast, Nadir's message remains the same: TD isn’t leaving the automotive space – it's redefining what the relationship looks like. The travel, long hours, and face-to-face meetings aren't just tasks; they’re genuine commitments to building and maintaining strong relationships.
“Winning an award like this for six consecutive years could make it easy to become complacent,” Nadir said. “But this year, winning means even more. It proves that even in the face of challenges, our bonds with dealers are stronger than ever.”
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