2010 Automotive News All-Stars

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INFORMATION TECHNOLOGY: Mark O'Neil

CEO, DealerTrack Holdings Inc.

Giant killer?: O'Neil, 51, challenged dealership management systems giants ADP Dealer Services and Reynolds and Reynolds Co. -- which together hold 80 percent of the market -- with an irreverent marketing campaign that poked fun at their fees. DealerTrack guaranteed that the company could cut a dealer's monthly software bill by at least half or DealerTrack would pay for a month's service. Thanks in part to O'Neil's campaign, DealerTrack expects to capture at least 10 percent of all U.S. dealerships by the end of this year. The gain comes despite a major blow last month: Asbury Automotive Group -- the sixth-largest U.S. dealership group, based on sales of new retail units, and DealerTrack's largest single customer -- is moving its DMS business to ADP.

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