Skip to Main Content

About The Reynolds and Reynolds Company

The Reynolds and Reynolds Company wants to help its customers run their auto dealerships as smoothly as cars just off the lot. The company provides software and services designed for the automotive retail industry (both dealerships and automakers), including applications to manage sales and service programs, loyalty programs, and procurement systems. It also offers customer relationship management (CRM) applications and document management systems. In addition, Reynolds provides its customers with a range of professional technology services, including consulting, design, integration, and training. Clients have included Asbury Automotive Group, Hendrick Automotive Group, and Mercedes-Benz USA.

Geographic Reach

Based in Dayton, Ohio, Reynolds has operations in Celina, Ohio and College Station and Houston, Texas. in Canada, the company has offices in Montreal and Mississauga, Ontario. It has offices in the UK, the Netherlands, France, and Germany.

Sales and Marketing

Unlike its larger rivals that serve customers in many industries, Reynolds has focused on products specifically tailored for the auto industry. In addition to its proprietary software, Reynolds offers third-party products from vendors such as Polk.


Recurring sales from maintenance and support services have helped Reynolds weather downturns in the auto industry.

The company is focused on growing its portfolio of integrated information systems for CRM, procurement, and sales through internal development, acquisitions, and partnerships. Recent innovations include docuPAD, a CRM tool (about the size of a desktop), that finance and insurance departments can use to finalize deals with car buyers.

Reynolds expanded its reach in Canada with a multi-year agreement with BMW Group Canada. Reynolds provides its ERA-IGNITE dealership management system to all BMW and MINI retailers in Canada. Reynolds and BMW Canada have had a longtime technology partnership prior to the agreement.

In 2016, Reynolds invested in Appraisal Lane, an on-line used vehicle trade network. The details of the investment were not disclosed other than Reynolds took two of the five board seats of Appraisale Lane. The acquired company has developed applications for wholesale, wholesale auctions, and inventory management functions.

Mergers and Acquisitions

In 2016, Reynolds acquired California-based ReverseRisk, a Web-based analytics reporting platform for automotive retailers. The deal adds the capability for dealers to have timely business information and analytics at the ready.

The Reynolds and Reynolds Company

1 Reynolds Way
Kettering, OH 45430-1586
Phone: 1 (937) 485-2000

Firm Stats

Employer Type: Privately Owned
Chairman and CEO: Robert T. Brockman
SVP and CFO: Kenneth E Bunney
Vice Chairman: Rob Nalley
Employees (This Location): 1,000
Employees (All Locations): 6,000