Dealership technology company Reynolds and Reynolds Co. has acquired GoMoto, a supplier of self-service kiosks for dealership service departments.
The deal will expand digital retailing abilities for Reynolds, which specializes in dealership management systems and customer relationship management platforms, the company said Friday.
Reynolds and GoMoto did not disclose terms of the deal.
"It is a crossing of some really nice dynamics, of the consumer experience and our dealership customers," David Bates, Reynolds' vice president of customer support, told Automotive News. "We believe it will grow quickly. But how that happens, we're still trying to figure out."
Reynolds said GoMoto brings the ability to speed up the check-in process in service lanes. The kiosks create tailored maintenance recommendations to a customer, contributing to higher rates of upsells.
The kiosks are being used by dealerships representing multiple brands. Reynolds said the system works "seamlessly with major DMS providers," a practice Reynolds said will be unchanged as the companies combine.
GoMoto will add to a suite of digital retailing technology Reynolds already uses, including an interactive finance-and-insurance tool.
"What we want is to make that GoMoto experience better for our Reynolds dealers," said Ed Pontis, Reynolds' director of product planning.
In a statement, GoMoto CEO Todd Marcelle said the product has a "substantial footprint" with dealers.
"As consumers, we're used to self-service technology across a lot of different retail environments," Marcelle said. "Why wouldn't we expect the same from automotive retailers?"