DAYTON, Ohio – January 27, 2026 – Reynolds and Reynolds announced today its cutting-edge AI Agent, Rey, will be revealed at NADA. Bridging the gaps commonly found between disparate AI tools, Rey accesses tools and data sources across the entire Reynolds Retail Management System to complete complex tasks — all thanks to Rey’s ability to leverage Reynolds’ unified data layer, Spark AI.
“Rey exemplifies our approach to the future of automotive retail. We are entirely focused on helping our customers be as successful as possible, and Rey will enable them to do just that,” said Chris Walsh, president and acting CEO of Reynolds. “We started by building the Spark AI unified data layer for all our AI tools to leverage, and now Rey takes the impact to a whole new level.”
Rey can do everything from providing strategic recommendations, to delivering complex reporting in seconds, to providing help, to contacting the Technical Assistance Center (TAC), and it will be available across every tool in Reynolds Retail Management System.
“We know that AI can be helpful in and of itself. However, that helpfulness is limited by its scope and ability to connect with other pieces of the technological ecosystem within the dealership,” said Walsh. “AI tools need complete, accurate, and de-duplicated data to act as a true agent and deliver on the promise of increased efficiency and productivity. It is that sort of environment Reynolds has created and where Rey exists.”
AI tools need to deliver a level of trust when it comes to high-impact parts of the business, like customer communications, structuring a deal, and analyzing operational performance. That trust can only be delivered with a unified AI data layer. With it, Rey is able to transform existing workflows and data so that the user can take action to improve outcomes and save time and money.
“We’re at a turning point in automotive retail,” concluded Walsh. “Rey will empower dealerships to experience entirely new levels of productivity and efficiency. This is the single biggest advancement in technology I have seen in my 39 years in this industry.”
For more information about Rey and to see how Reynolds is walking alongside dealers every step of the way, check out Reynolds’ village of booths at NADA 2026.
About Reynolds
Reynolds and Reynolds is the leading provider of automobile dealership software, services, and forms to help dealerships deliver better business results and transform the customer experience. The company is headquartered in Dayton, Ohio, with major U.S. operations in Houston and College Station, Texas, Tampa, Florida, and Celina, Ohio, as well as operations in Canada, the U.K., and Europe. (www.reyrey.com)
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