Reynolds, ADP Take On DealerTrack

ne of the more intriguing stories coming out of the NADA convention is Open Dealer Exchange, a the joint venture between mortal enemies ADP and Reynolds and Reynolds.

Publicly, neither ADP or Reynolds will state the obvious -- Open Dealer Exchange is designed to go after DealerTrack's core business of loan originations. The move is in retaliation for DealerTrack buying DMS vendor Arkona last spring.

Privately though, Reynolds Chairman and CEO Bob Brockman has told people that it is an attack on DealerTrack.

ODE says it takes the loan origination to a new level integrating the entire process into the dealer-management system, allowing the dealer to embed the credit application throughout the various steps in the sales process.

This will be a fun battle to watch.... stay tuned.

You can read more about Open Dealer Exchange here.