Reynolds and privately held Reynolds bought retail technology provider Gubagoo of Boca Raton, Fla. In a deal reached in June, less than two weeks after CDK’s acquisition of Roadster. Financial terms of the transaction were not disclosed.
Reynolds, of Dayton, Ohio, saw Gubagoo as a way to expand into products Reynolds hadn’t brought to market before, and also as an expansion of its Retail Anywhere strategy, executives said in June. Retail Anywhere aims to give dealers the ability to work with customers, whether they shop online, in person, or both.
Gubagoo specializes in conversational and digital retail tools, and its technology is behind Asbury Automotive Group’s omnichannel retail platform, Clicklane, which launched in late 2020. Gubagoo works with over 6,500 dealers, including over 5,000 franchised dealers in the United States.
Kasi Edwards, senior vice president of marketing at Reynolds, said in June that the company loved Gubagoo because of its product innovation, growth, people and vision. Gubagoo founder and CEO Brad Title will lead the operation as chairman under an independent brand within Reynolds.
At the same time, Reynolds is reorganizing its business to improve its reputation with dealers and attract new customers.