Solera has launched Sales Radar Marketing within CRM by Solera, connecting dealership equity intelligence with automated, personalized marketing campaigns. The capability is designed to help automotive retailers turn customer equity signals and current manufacturer incentives into targeted upgrade opportunities across email and direct mail.

The launch addresses a gap between customer data and campaign execution. Dealerships using Revenue Radar can identify customers who may have an opportunity to move into another vehicle based on equity and financing conditions, but traditionally turning those signals into campaigns required separate list building, incentive matching, creative development and campaign management.

Sales Radar is designed to automate that workflow. It uses Revenue Radar signals alongside live OEM finance incentives to identify customers with a potential financial reason to consider an upgrade. Four opportunity types are supported: Smart Payment, Lower APR, Equity Upgrade and Loan Term End.

The system also prioritizes opportunities when a customer qualifies for multiple campaigns. It selects the highest-value offer and applies communication controls intended to prevent customers from receiving excessive outreach. Targeting rules automatically exclude recently purchased customers, people who no longer own the relevant vehicle, businesses and customers on do-not-contact lists.

Personalization extends across campaign creative. Messages can include the customer's name, current vehicle, recommended replacement vehicle, applicable incentive, financial opportunity and dealership branding.

Solera also positions measurement as a core component of the capability. Campaign performance is tracked back to the resulting sales, allowing dealerships to evaluate marketing expenditure against sold units rather than relying solely on impressions or engagement metrics.

Sales Radar is powered by the Solera AI Engine, a cloud-native intelligence layer designed to connect dealership data and coordinate workflows across Solera products. Its integration with the customer record means the marketing capability can combine information about the customer, vehicle equity, incentives and sales activity.

The company cited results from Pat Lobb Toyota, which reported 50% monthly sales growth and a 55% close rate, representing a 13-percentage-point increase, after moving to CRM by Solera. Solera attributes the reported results to a combination of CRM structure, manager coaching, campaign execution and channel optimization.

Market Landscape

Automotive retail marketing has increasingly shifted toward first-party customer data, personalized outreach and automated campaign execution. Dealerships already collect substantial information through CRM systems, vehicle transactions and customer interactions, but converting those signals into timely marketing actions remains a technology challenge.

Solera's approach combines customer intelligence, financing information and campaign automation within the CRM workflow. This reflects a broader MarTech trend toward activating customer data directly rather than requiring marketers to move information between disconnected systems.

Strategic Outlook

The significance of Sales Radar lies in connecting a revenue signal with automated marketing execution. Instead of treating equity mining as a standalone analytical task, Solera is embedding it into a broader CRM and marketing workflow.

For dealerships, the potential benefit is faster activation of customer signals and more consistent targeting. For marketing teams, tying campaigns to sold units can provide a clearer connection between marketing activity and revenue outcomes.

The longer-term strategic question is whether connected CRM platforms can reduce the operational complexity created by specialized marketing and sales tools while maintaining accurate targeting, personalization and customer-contact controls.

Top Insights

• Sales Radar connects Revenue Radar equity signals with marketing automation.
• Four opportunity types support targeted vehicle upgrade campaigns.
• Live OEM finance incentives are incorporated into offers.
• Automated rules help prioritize opportunities and control customer outreach.
• Campaign performance can be measured against sold units.
• The capability is powered by the Solera AI Engine.

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