Auto Dealership Kiosks – GoMoto Bought

By | March 1, 2020
Ford Gomoto dealership kiosk

GoMoto Bought

In a not-surprising development, GoMoto is purchased and folded into Reynolds & Reynolds who does dealer management and custom relationships. Worth noting that DealerSocket announced its purchase of Auto/Mate a few days prior. These are DMS or dealer management systems not unlike hotel PMS system like MICROS.  Generally these units are indoor and are a touchscreen check-in with upselling. There is no outdoor kiosk as a rule and no key drop off or pickup after hours.

In a statement, GoMoto CEO Todd Marcelle said the product has a “substantial footprint” with dealers.

“As consumers, we’re used to self-service technology across a lot of different retail environments,” Marcelle said. “Why wouldn’t we expect the same from automotive retailers?”

DAYTON, Ohio, Feb. 14, 2020 /PRNewswire/ — Reynolds and Reynolds, a leading provider of automotive dealership software, documents, and professional services, today announced the acquisition of GoMoto, a leader in kiosk technology for the service lane that provides streamlined, self-led customer check-in and check-out.

“When I speak with dealers, I consistently hear them note the importance of the Service department in their overall business, but also the need to improve the efficiency and effectiveness of Service operations and improve the way consumers experience the Service department,” said Robert Burnett, senior vice president for Business Development and Acquisitions at Reynolds.  “GoMoto is a proven retailing tool that will enable dealerships to increase efficiencies and better serve customers the way the customer chooses to be served.”

GoMoto benefits:

  • Streamlines the Service check-in process – in as little as two minutes or less – and collects the necessary information with 95% accuracy.
  • Boosts higher throughput in Service.
  • Displays Service recommendations tailored to the customer’s vehicle and helps improve the upsell rate at the dealership by as much as 20%.
  • Displays other upsell opportunities, including trade-in appraisals, which have increased vehicle trade-in appraisal rate by as much as 11%.
  • Provides a consumer-friendly reminder for recall alerts.

About Reynolds
Reynolds and Reynolds is a leading provider of automobile dealership software, services, and forms to help dealerships deliver better business results and transform the customer experience. The company is headquartered in Dayton, Ohio, with major operations in Houston and College Station, Texas, and Celina, Ohio.

About GoMoto
GoMoto was started by seasoned automotive and technology entrepreneurs with a simple passion to develop and deploy the dealership experience of the future.  GoMoto creates comprehensive dealer-focused solutions that drive sales and provide customers captivating interactive technology in-store.  The GoMoto Virtual Service Advisor is an is indoor and outdoor Kiosk technology that streamlines service check-in and check-out and increases profitability by intelligently offering customers vehicle-specific product, service, and trade equity offers.  (

Author: Staff Writer

Craig Keefner is the editor and author for Kiosk Association and kiosk industry. With over 30 years in the industry and experience in large and small kiosk solutions, Craig is widely considered to be an expert in the field. Major kiosk projects for him include Verizon Bill Pay kiosk and hundreds of others.