Matt Lawson, VP Dealer Groups & OEM
Exciting times
Matt Lawson, VP Dealer Groups & OEM
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Matt Lawson, VP of Dealer Groups & OEM at TRADER, was excited to attend the NADA Show 2019 — and for good reason. Like other companies that Canadian auto dealer connected with at the show, TRADER has been developing new products that are expected to reach the Canadian market within the year.
“We’ve developed some new digital solutions for Canadian dealers and we’ve been working on the development of those over the last eight months,” said Lawson. “I’m really focused on helping them (dealers) to close the gaps of the digital strategy, so it’s an exciting time for us.”
The company purchased two digital businesses in 2018 and has been working on developing on top of those platforms with the goal of launching an “innovative first-of-its-kind” of digital solution to dealers in Canada in 2019. The company is developing a Canadian platform for Canadian dealers to market, and for Canadian consumers.
Their strategy is to first innovate for the Canadian market, instead of waiting for things to be developed in the U.S. and brought to Canada — which Lawson says encourages the dealers. “They want to know that their partners have their back and are helping them to continue that progressive curve, said Lawson. “Our innovation roadmap is really robust, and the feedback has been awesome. It’s been a great show so far.”
Also attending the show was Jill Hadfield, Chief Product Officer at TRADER, who says the company has had great momentum coming into 2019. There has been “a lot of excitement with people coming in here today that are looking at our solution.”
Their new product is known as TRFFK powered by autotrader.ca, and it expected to be a major focus for the company this year. The solution ensures car shoppers receive the information they need, while also providing dealers with some information about consumers’ interests.
“That gives them (the dealer) the ability to personalize their advertising based on what the consumer’s interests are, and then strategically put ads in front of them at the right time,” said Hadfield.
Return to NADA Show 2019
