RANCHO SANTA MARGARITA, Calif. — Dealership management technology company Finance Express revealed this week the company has rebranded its suite of products.

The dealer management solution will be officially known as FEX DMS, brand terminology that the company says its client base and staff have used for a number of years.

“The rebranding is the positive outcome of the company's broadening footprint in the independent auto industry, unprecedented growth and increasing recognition,” the company explained. 

“The rebranding will continue to build and foster FEX's unparalleled dedication to offering innovative technology solutions,” officials continued.

And the technology has evolved since being launched as a lender portal.
 
“Since that time, through acquisitions, system development and integrated partnerships, we have evolved into a leader in the dealer management solutions space,” the company stressed.

Commenting on the news, David Huber, chief executive officer and president of Finance Express, noted, "We are rebranding our suite of products to better reflect our long term commitment to providing dealer management solutions.”

Jeff McCurry, vice president of development for Finance Express, chimed in, stressing, "We see the FEX DMS as the core technology of a dealer's operations.

"Our primary responsibility is to enable the dealer to use best of breed technologies through integration,” he added.