General Motors' F&I product group will use MaximTrak Technologies as an F&I platform provider for its U.S. dealers, the companies said last week. As MaximTrak's capabilities expand, the relationship could extend to other dealership departments.
GM dealerships that opt in will have access to MaximTrak's five primary product lines:
1. MenuTrak, which includes interactive digital menus, sales aids, videos and compliance management tools.
2. ETrak, which includes e-rating and electronic contracting tools for financing and the service lane.
3. Dashboards, a customizable reporting tool.
4. FLITE, which includes interactive touch technology, a smart survey, a decisioning engine, a risk profile and an intelligent product recommendations solution.
5. ServiceTrak, a service drive menu-selling tool for service writers, repair order upsales and vehicle protection options for customers in the service lane.
Chevrolet-Buick-GMC and Cadillac Protection is rolling out training and onboarding to its U.S. dealerships. About 75 have enrolled so far, said Jim Maxim, president of MaximTrak Technologies and chief digital officer for RouteOne, which owns MaximTrak.
Chevrolet-Buick-GMC and Cadillac Protection was especially drawn to the FLITE component, said Cindy McColley, marketing and sales support manager for the GM unit.
According to Maxim, the FLITE platform can create an unlimited number of workflows. MaximTrak's initially focused on F&I, which is its expertise. "Phase two is really to create a user experience that engages the consumer wherever they're at," Maxim said. It could be used not only for F&I products but also in other departments such as sales, service or accessories.
From GM's perspective, McColley said, "The bottom line is we are trying to push the best experience for our customers. MaximTrak was the best partner because it focuses on streamlining the process and reducing the amount of time in the F&I office."