Automotive technology company CDK Global this week acquired Roadster, a digital sales platform on which consumers purchase vehicles from dealers.
The integration of CDK and Roadster’s capabilities will enable franchise auto dealers to sell new and used vehicles completely online, while allowing consumers to complete their buying process online or in a dealership, Mahesh Shah, executive vice president and chief product and technology officer at CDK, told Auto Finance News.
“The acquisition is geared toward us having an end-to-end, online omnichannel purchasing experience for new and used cars,” Shah said.
Roadster’s platform allows customers to digitally choose a car, configure financing terms, apply trade-ins when applicable, electronically sign documents, and have the car delivered if they choose, or visit a store to finalize a transaction begun online. The platform is used by a range of OEM dealers, including BMW AG, Honda, Hyundai, Mercedes-Benz, Toyota and Volkswagen, according to the company’s website.
CDK’s products are geared toward making the vehicle-buying process easier for dealers and OEMs, making Roadster a perfect fit for the company, Shah noted, adding that the goal is to connect dealer solutions and provide an “Amazon-like” vehicle shopping experience.
“A lot of our solutions are the technology software that dealers use in-store, from [customer relationship management] all the way through to the [distribution management software]. What this does is it allows us to connect those two experiences together so that when [customers] shop online, that gets connected with everything in the store that the dealer uses,” Shah said. “We want to provide a simple buying experience that our dealers can enable for their customers.”
CDK’s acquisition of Roadster is in line with an industrywide move to adopt omnichannel, digital car-buying solutions. Similar efforts include Navy Federal Credit Union‘s new online purchasing platform powered by TrueCar, and Global Lending Services‘ recent partnership with online retailer CarGurus to expand its digital footprint.