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MMI increases its identity face-to-face

Dealer management systems provider MMI is targeting small- to medium-sized dealer groups as it looks to boost its market share.

Central to this will be an increase in marketing, which includes a rebranding of the company’s corporate identity.

The company was previously known as Lynx until 2001, but has struggled to establish its new brand. It currently supplies systems to 270 dealers.

“Most of our customers still think of us as Lynx. The problem we have is with our identity,” says John Adey, account manager at MMI. “We want to be in a person’s mind when they think about dealer management systems. We are aiming to achieve this with advertising and face-to-face meetings.”

The company is now on the approval list of manufacturers including Mitsubishi, Honda, Hyundai, Ford, Peugeot and Vauxhall. “We believe that what makes our systems stand out from the competition is their ease of use and low whole life costs. We also have a real time system,” says Abey.

The company holds regular user groups with its customers and carmakers to get feedback and recommendations for current and future software.

“We are always looking for improvements. Everyone has an interest in developing the system and as a smaller player we are able to move quickly and adapt our systems to meet their needs,” adds Adey.

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