ADP Dealer Services To Be Named CDK Global And Become A Public Company

I have been waiting to learn name of the upcoming new company which is now ADP Dealer Services. At the end of September, CDK Global will be a publicly traded company. ADP shareholders will receive shares of the new company. Here is the email I received today from Steve Anenen:


CDKGlobal_LogoBack in April we announced that ADP plans to spin off the Dealer Services business into a publicly traded standalone company. We have made significant progress to date. I wanted to share with you an important milestone – our name and logo. Once the spinoff is complete, ADP Dealer Services will be known as CDK Global.

Let me tell you a little about how we arrived at this name and brand identity. The letters of the new name represent three of ADP Dealer Services’ historically largest businesses and most strategic brands.

  • The “C” stands for Cobalt Digital Marketing, a leader in the fast growing digital marketing space. Acquiring Cobalt several years ago represented a whole new dimension of our business that we weren’t fully addressing.
  • For the critical centerpiece of the name, we chose “D” to represent Dealer Services and our 40 years of experience. This is the foundation of our business, which offers integrated management and technology solutions primarily to automotive dealers and manufacturers, and also to heavy truck, motorcycle, RV, marine and heavy equipment clients.
  • The “K” represents Kerridge Computer Company, which was a UK-based company we acquired in 2005. The Kerridge acquisition was a strategic decision to greatly expand our geographic footprint and demonstrates our commitment to becoming a global provider.

We wanted a name that captured our rich history, which clients like you have trusted with your business for many years. Recently you have told us that you want our solutions to be more seamless, and for us to continue to break down our internal silos. This name embodies the vision to do just that.

And you can probably see why this logo was created. The traffic light is a universally recognized symbol of our industry, with the green light illuminated. This simple, smart, powerful symbol represents a commitment to progress and always moving forward as well as optimism and opportunity.

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DigiGo Sold to Search Optics as KPA Divest Digital Marketing Division


LAFAYETTE, Colorado (Aug. 17, 2014) – KPA, an automotive business services provider, is divesting its DigiGo Internet Marketing division to Search Optics®, one of the nation’s leading digital marketing solutions providers with a specialty in automotive.

The divestiture will allow KPA to focus on its market leading Environmental Health and Safety (EHS) and Human Resource (HR) Management product lines.

Established in 1986, KPA offers web-based software solutions and professional services to enhance efficiency and profitability for dealers, OEMs and aftermarket providers. With the divesture of DigiGo, KPA is concentrating on expanding its compliance product offerings, enhancing its existing software platforms and introducing KPA products into adjacent markets.

KPA is confident that the divestment of DigiGo to Search Optics® will help DigiGo’s current clients stand out in the increasingly competitive automotive industry because Search Optics® specializes in custom, integrated solutions with an emphasis on ROI-based solutions.

“Search Optics® is a strong digital marketing company that will meet the needs of DigiGo’s clients,” said Vane Clayton, president and CEO of KPA. “Moving forward, we will focus on drawing from our 28 years in the automotive industry to continue refining our core products and consultation services. By building on our industry expertise, we will continue to ensure our clients have the best resources available to maintain safe and compliant working environments as well as efficient HR processes.”

DigiGo will operate under the name DigiGo by Search Optics® and maintain an office in Orange County, California, along with many of its current employees, including digital advisors, dealer advocates, operations and technical support.

“DigiGo has an excellent reputation for customer service, which will strengthen our capabilities for providing Internet marketing solutions to dealerships,” said David Ponn, CEO of Search Optics®. “We will work with KPA to ensure that dealerships currently using DigiGo software and services continue receiving high-quality support throughout this transition. We’re very excited to welcome DigiGo to the Search Optics® family and look forward to building new relationships with these clients.”

KPA HR Management solutions include a convenient software-as-a-service (SaaS) workforce management platform that enables dealers to automate essential HR processes such as recruiting and staffing, performance management and training. KPA HR Management software also provides access to expert advice on demand to ensure businesses are using best practices and in compliance with state and federal regulations.

KPA Environmental Health and Safety (EHS) solutions help clients maintain safe work environments, stay compliant and reduce insurance premiums. KPA’s onsite consulting services provide expert resources at client facilities nationwide. KPA’s myKPAonline software solutions assist both individual and multi-site operators in maintaining EHS compliance visibility throughout the organization.

To learn more about KPA and its complete portfolio of service offerings, visit or call 866.365.1735.

About KPA

KPA is a business services provider for more than 5,100 automotive, truck and equipment dealerships, and service companies. KPA provides software and consulting services through two industry-specific product lines: HR Management and Environmental Health and Safety. KPA joined the Inc. 500/5000 list of fastest growing companies in 2012. To learn more, visit or call 866.356.1735.

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My New Book: Mastering Automotive Digital Marketing


I encourage you to order a copy of my latest book “Mastering Automotive Digital Marketing.” The book contains over 480 pages of specific content for automotive marketing professionals.  Here are a few reviews of the book from the automotive community:

“Having had the opportunity to review Brian’s book prior to publication I was amazed at the detailed information in all the vital areas of Digital Marketing.  The book will serve a great purpose in our industry in providing dealerships with a comprehensive pathway to Digital Marketing Success.  Better master the ideas today because they are bound to change soon in the always dynamic Automotive Internet Marketplace.” – David Kain, Founder,

madm-book“Working the Internet has become so complex & expensive; many dealers are considering bringing on a Digital Marketing Manager (DMM) to oversee everything. Dealer Beware! Experienced DMM’s are rarer than a ’69 Yenko Camaro. In almost all cases, you’re going to need to build your own DMM & mentor them until they “get it”. It’s important to recruit the right candidate, give them the training and support needed ASAP.  Your new DMM and this guide is one giant step towards you taking control of the Internet & selling more cars!” – Joe Pistell, Senior Director Product Innovation,

“This book is THE digital marketing reference manual for the automotive industry. It’s comprehensive subject matter all in one volume is not rivaled anywhere else. If you are interested in understanding and improving your performance in the automotive digital marketing arena, this book is a must read.” – Brian Rydell, Dealer, Rydell Auto Group,

 “Mastering Automotive Digital Marketing is a must read for every Dealer Principal, General Manager and Marketer in the industry. It is quite simply the most complete and valuable source of information on the topic available in one place I’ve ever seen.” – Chip Dorman, Digital Marketing Manager, Ken Grody Ford

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