CDK Global has completed the acquisition of Palo Alto, Calif.-based Roadster, a digital sales platform that modernizes the way consumers buy vehicles and the process in which dealers sell them. The integration of Roadster assets and capabilities positions CDK to bring the first fully integrated, end-to-end retail solution to the automotive market and deliver on the promise of modern retailing, the company said.
The solution will help franchise automotive dealers compete with – and exceed the capabilities of – digital-first used vehicle marketplaces that have expanded rapidly in the past year. It will enable dealers to sell new and used vehicles completely online, while also giving consumers the option to begin and end the vehicle-buying process anywhere they choose – online or in-store.
“Consumers have shown they are increasingly more willing to purchase big ticket items online, and this trend has quickly accelerated during the pandemic,” said Brian Krzanich, president and CEO, CDK Global. “To meet their expectations, the automotive industry requires integrations of the right technology, data and infrastructure to better connect its online and in-store experiences. 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.”