A new Mercedes-Benz dealership, RBM of Atlanta North in Alpharetta, GA, is using radio frequency identification (RFID) to track inventory. It is among the first dealerships to do so.

Microchips put on dealership vehicles beam signals so staffers can quickly determine where any vehicle is located. The tracking technology is seeing a growing number of uses.

“It has been exciting to see the reaction of the (RBM) sales people and service personnel,” says George Cresto, founder of MyDealerLot, provider of the web-based RFID application.

The dealership's vehicles beacon to MyDealerLot every five minutes when they're stationary and six seconds when in motion. RBM Management can access their inventory online anytime and from anywhere.

“For sales associates, it allows fast location of inventory and enables a more professional sales experience,” says Randy Powell, the dealership's general manager. “For service, it enables faster PDI of vehicles and increased efficiency.”

The new store is a companion outlet to RBM of Atlanta, one of the oldest Mercedes dealers in the Southeast.