CDK Global acquires Roadster

CDK Global acquired California-based Roadster, a digital retailing provider known for its platform, in-depth industry reports (such as its Dealer Impact study), and a newly-launched managed chat service.

The integration with Roadster means CDK Global will be able to provide a fully integrated, end-to-end retail solution to dealerships, helping them compete with digital-first used vehicle marketplaces and enabling the ability to sell new and used vehicles completely online.

“Roadster’s consumer-focused approach and innovative technology will significantly contribute to our Modern Retailing efforts to create a seamless omnichannel vehicle-buying process that puts dealers at the heart of the relationship,” said Brian Krzanich, President and CEO of CDK Global.

The company digitized key elements of the sales process with its Connected Store, Elead CRM, Digital Contracting and eSign products. The addition of Roadster will help increase its market opportunity around new OEM partnership potential and by expanding its offerings to all dealerships.

CDK Global also said it will leverage open integrations built on the Fortellis platform and provide a bridge to dealership back-end systems—regardless of the dealer management system or customer relationship management provider.

“Automotive retailing is extremely complex, and the best way to create a truly frictionless, end-to-end buying experience is to fully integrate our technology with the back-end systems that power dealership sales, finance and operations, regardless of provider,” said Andy Moss, Founder and CEO of Roadster.

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