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.

We felt that now was the time to create a bolder identity. The name preserves our heritage but the new look and feel embodies our commitment to be fresh, innovative and transformational. It is a nod to where we came from, and to where we’re going.

I mentioned previously that this spinoff is a good thing, and that you should view it positively. We’re now able to focus more sharply on delivering the solutions you need and to allocate our resources based on our priorities and industry-specific strategies. We are a global, nearly $2 billion company serving over 26,000 sites worldwide. The stability, people, and vision that you’ve come to expect from ADP Dealer Services will all still be in place. We will remain a strong, flexible, and resilient company, one that you can count on to deliver the technology and services that are critical to your business.

We’re just a few weeks away from being our own company, and I hope you are as excited as I am about our future and what we can deliver for you, as CDK Global. On behalf of the entire team at CDK Global, we appreciate the confidence that you’ve given us by allowing us to support you.

Thank you for continued loyalty throughout this journey.

Steve Anenen
President, ADP Dealer Services & Incoming CEO, CDK Global