Reynolds and Reynolds Co. is jumping into the consumer end of the automobile business with a car-search portal.
The dealership software provider’s CarLocate.com puts the Dayton, Ohio, company into direct competition with popular consumer sites such as AutoTrader.com and Cars.com.
The Reynolds site will list new and used vehicles only from dealerships that use Reynolds’ Power or ERA dealership management systems. Nearly 3,500 dealerships have signed on, Reynolds said today.
Sales leads from CarLocate.com will flow directly into dealers’ customer relationship management programs. And when dealers update inventory, those changes will be reflected on the Web site for consumers.
As the number of dealerships falls and other companies move into its core dealership management systems business, Reynolds has expanded its products, particularly in online marketing.
“We’ve actually increased our focus on product development during this downturn,” Trey Hiers, Reynolds’ vice president of corporate marketing, said in a statement. “That will put us in an even stronger position to help dealers grow their business once the recovery takes hold.”