The recent trend of companies going through a rebranding continued this week with one of the industry’s largest service providers.

On Thursday, Cox Automotive launched DRiVEQ, the official branding of the company’s data intelligence capabilities that powers its portfolio of automotive solutions and services.

Leadership highlighted DRiVEQ combines Cox Automotive’s portfolio of first-party automotive data, sourced from the company’s end-to-end automotive solutions, with cutting-edge artificial intelligence technology.

Cox Automotive president Steve Rowley described DRiVEQ is the engine that powers Cox Automotive’s ability to deliver valuable business insights, services and solutions not only to the company’s many clients but to the auto industry as a whole.

“We’re entering a new era of growth and innovation as we bring product, engineering, and data to bear on some of the most complex challenges facing the automotive industry,” Rowley said in a news release. “And we’re doing it at the speed and scale that no one else can deliver to support our clients’ success.”

The move by Cox Automotive arrived as companies such as DealerPolicy announced a rebranding as well as IAA modifying the name of its Canadian operations.

Cox Automotive explained DRiVEQ organizes vast amount of data into three key categories:

—Consumer Intelligence: Gathered through first-party web activity, including industry leaders Kelley Blue Book, Autotrader and Dealer.com, as well as in-store consumer visit records. Each year, Cox Automotive hosts 2.3 billion online visits, manages 80 million leads and sifts through 2.9 trillion consumer insights.

—Market Intelligence: Built from software systems that power wholesale and retail listings, sales transactions, supply and demand indicators, and rates-and-incentives data sets. Each year, Cox Automotive helps facilitate 27 million vehicle sales, 48 million credit applications and 4.4 million trade-in requests. Cox Automotive supports 18 billion vehicle valuation requests each year.

—Vehicle Intelligence: Collected from build data, vehicle images, inspection reports, battery health measurements, and service records. Each year, Cox Automotive sees 30 million in-market VINs, manages more than 100 million service records and develops 3.5 million condition reports.

“At Cox Automotive, the breadth of our first-party data is our superpower,” chief product officer Marianne Johnson said in the news release. “Through DRiVEQ, we’ve unified data streams from across all of our businesses into a single platform.

“Applying artificial intelligence to this curated and connected data, we’re able to deliver predictive insights and recommendations that no one else can. These intelligent solutions, in turn, drive better results for our dealer, lender, OEM and fleet-owner clients and also streamline consumer automotive experiences,” Johnson went on to say.

Cox Automotive pointed out that its family of brands now totals more than 20 and are used by dealers, OEMs, finance companies, fleet managers and consumers.

With the capability of DRiVEQ, Cox Automotive said it can better service the entire lifecycle across vehicle shopping, buying, ownership, and disposition.

“Data and intelligence have always been at the center of Cox Automotive’s operations,” Cox Automotive chief marketing officer Ken Kraft said. “Formalizing a brand name is important, as it will help us communicate our market leadership in data intelligence.

“When our partners and clients see DRiVEQ, they should know they’re utilizing the industry’s best solutions, made possible only by Cox Automotive,” Kraft added.

Cox Automotive also mentioned that it will be launching 37 new products, 55 new integrations and roughly 10,000 product enhancements this year, all powered by Cox Automotive DRiVEQ.

Many of the new and updated solutions and products from Cox Automotive will debut in March at NADA Show 2022.