TORONTO, Ontario -
Thanks to a newly formed partnership between the two companies, Kia Canada now has DealerTrack Canada’s Market Data product at its disposal, giving the automaker a resource it can use as a guide for determining prices and making other decisions.
By using Market Data product, Kia Canada can tap into transactional, non-personal data for examining past and current transactions, officials said. This gives the automaker a clear picture of the “overall competitive landscape,” they noted.
For instance, Kia will be able to see how incentive and subvention spending have affected things, including seeing the impact on a regional basis. 
DealerTrack’s financing platform — which the automaker uses in the bulk of its sales — gathers the real-time information for the product.
“We are delighted to have Kia Canada as a significant and important partner and the first OEM in Canada to utilize our data services," said Michael Collins, vice president and general manager of DealerTrack Canada.
“We believe that the Market Data services available from DealerTrack will help Kia get the right product to the right consumer and drive both top- and bottom-line growth. Kia and other Canadian OEMs now have the opportunity to use Market Data to more effectively target their vehicle content, pricing and promotions, thereby increasing sales and optimizing profitability,” Collins continued.
Mark McCash, national marketing manager for Kia Canada, added: “More than ever before, it is critical to understand our customer’s requirements.
“Market Data is able to provide us a high level of detail allowing us to engage in more efficient resource utilization and allocation,” he concluded.