CHICAGO -

INCISENT Technologies, the maker of FirstLook Inventory Management Systems, has launched a new business unit, MAX Systems, that’s already landed integration with AutoTrader.com.

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Officials explained last week MAX is an acronym for Marketing through Automated eXpertise and is geared to help dealers increase online actions, sales and margin by optimizing their online ads, e-mails and sales tools. 

The company contends its flagship product — MAX Ad — is the industry’s first intelligent advertising system. It can automatically generate customized and highly effective vehicle content and descriptions that dealers can send to AutoTrader.com and other websites. 

“Most vehicle descriptions are either an alphabetical list of features or use ‘dealer speak,’” stated Pat Ryan, chief executive officer and co-founder of INCISENT.

“It’s time for classified ads to become high quality ads designed to connect with what consumers are looking for,” Ryan insisted. “Every phrase in a MAX ad has been designed to maximize relevance for the car buyer.”

INCISENT went on to highlight that all MAX products are built around their proprietary MARK Engine, which can search through vast amounts of Internet data and filter out all but the most relevant information about each vehicle. The company added that the MARK Engine can map the highest-relevance data about each vehicle to the consumer decision-making process, enabling dealers to communicate a vehicle’s value to consumers, educate internal sales teams and validate a car’s price.

The MAX product suite includes MAX Ad, MAX for Selling, MAX for Email and MAX Web Loader.

Officials recounted that MAX was created after two years of research and development by INCISENT Labs. They emphasize the product has the intelligence to handle processes such as putting heated seats higher in ads during the winter in Northern states and creating distinct ads for buyers of a BMW 3-Series versus a Mercedes C-Class based on the distinct brand profiles.

In conjunction with its business launch, MAX Systems announced that AutoTrader.com is the first company to implement their MARK Format Ads. 

Combining MAX Systems technology with AutoTrader.com, officials indicated some early MAX dealers saw their AutoTrader.com conversions increase by as much as 50 percent with an average improvement of about 25 percent for MAX Ad pilot dealers.

“Using the MARK Format Ads is one more effort in AutoTrader.com’s overall strategy of working with companies and products that help our dealers more effectively and efficiently market their vehicles,” director of product management Keith Burnette noted.

“We’re excited about these early results and look forward to talking about this and our other new merchandising products and services with dealers in the coming weeks,” Burnette continued.

Ryan went on to say that “we know that more robust and relevant ads lead to more cars sold.

“By combining the MAX Systems Technology with the AutoTrader.com online marketplace, we are revolutionizing the way dealers advertise online, making ads simpler, more relevant and ultimately more likely to lead to sales conversions,” Ryan added.

For more information on MAX Systems, visit the company website at www.maxadsystems.com.