Maritz Infuses Auto Industry Performance Improvement Expertise into New, Dealer-Focused Solutions

Sales & Marketing Services Company Creates Maritz Dealer Solutions Group, Acquires Digital Marketing Firm Opportunity Max

ST. LOUIS--()--Maritz, well-known for its performance improvement programs and work with most automotive brands such as BMW, Chrysler, Ford, GM, Honda, Nissan, Toyota and Volkswagen, is taking its expertise directly to the dealer market. The company today announces the acquisition of Opportunity Max and the subsequent formation of Maritz Dealer Solutions. This dealer-focused solutions group will enable automotive dealers to dominate the market by identifying points of competitive differentiation in the digital space and converting leads, especially Internet leads, into sales.

Based in Las Vegas, Opportunity Max is a digital consulting and services firm that provides auto dealers with opportunity/lead management, event handling, competitive intelligence, website optimization, staff development, fixed operations management, social media strategies & implementation, and reputation monitoring. Now, as a part of the Maritz suite of dealer solutions, Opportunity Max’s team and services will be integrated with Maritz’ automotive experts and sales and marketing solutions.

“Opportunity Max has a great team and an even better track record with its dealer clients,” said Andy Sells, general manager of the Maritz Dealer Solutions group. “We are seeing 50 percent improvement in phone volume, internet leads, showroom traffic and digital sales within six months for dealer clients who follow Opportunity Max’s proven strategies. We’re confident that these services, combined with Maritz’ performance improvement solutions, are a winning formula for dealers who want a competitive advantage in their marketplace.”

According to a recent Maritz Automotive Research Group Study, 78 percent of people shopping for a vehicle use the internet to aid in their purchase decision. The average shopper looks at 2.6 same-make dealer sites when making their selection on where to purchase the car that they’ve already decided they want to purchase. In addition, other activities that consumers typically have engaged in at the dealership are increasingly occurring via the internet.


Internet Activities Prior to Vehicle Purchase

Visit a manufacturer site – 91%
Visit a dealer site – 91%
Obtain vehicle pricing information via the Internet – 62%
Visit a 3rd party site – 34%
Visit website to obtain necessary information – 32%
Correspond with dealer or manufacturer via email prior to purchase – 28%
Request a price quote for a vehicle via the internet – 27%
Set up a test drive – 10%
Shop for credit/financing via the internet – 9%
Request a brochure – 8%
Apply for credit/financing via the internet – 6%
Visit a social media site – 5%
Visit a manufacturer’s finance company site – 4%

“What this data tells us is that dealer relationships with customers have to be built online because the customer is making the bulk of their decisions about what to buy, where to buy and what to pay via the web BEFORE they set foot in the dealership,” notes Mitch Cummins, president of Opportunity Max and senior vice president Maritz Dealer Solutions. “Dealerships allow hundreds of opportunities to slip away each year due to poor processes, incorrect reporting, ineffective lead management, poor merchandising and inadequate plans supporting the newer digital marketing channels. Most dealers spend enough on marketing technology tools, but Opportunity Max ensures dealers are optimizing all opportunities through end-to-end organizational execution that is repeatable.”

Maritz has been servicing the automotive industry for more than 40 years and provides performance improvement, sales and marketing services to most major automotive manufacturers. Maritz regularly delivers the following solutions to OEMs and their dealer partners:

  • Incentive programs (cash, merchandise and travel)
  • Customer event management
  • Product launches
  • Training and performance improvement programs
  • Ride and Drives
  • Customer satisfaction research
  • Customer experience measurement and management
  • Social media monitoring and analysis

“Getting customers into the dealership in this digitally-driven marketing environment is that all-important first step. However, the most profitable dealers maintain an ongoing relationship with customers, who continue to buy and service their vehicles at the dealership,” says Steve Sigman, senior vice president of sales and marketing for Maritz Dealer Solutions. “With the acquisition of Opportunity Max, Maritz Dealer Solutions has both the experience and cutting-edge solutions that no other company can deliver to dealers. We ensure the dealership has organizational alignment to provide the best customer service and achieve optimum dealership performance.”

For more information, visit, or call 1-877-4MARITZ.


Jennifer Larsen, 636-827-1523

Release Summary

Maritz, known for its work with auto OEMs, is acquiring dealer consulting firm Opportunity Max. Maritz Dealer Solutions will help dealers drive internet leads, increase sales and service visits.



Jennifer Larsen, 636-827-1523