MAX Digital Appoints Robert Granados Chief Executive Officer to Focus on Growing Core Inventory Management Business

December 21, 2020

Chicago, IL, December 21, 2020 — Chicago-based MAX Digital, the pioneer of automotive inventory management and merchandising, today announced the hiring of Robert Granados as its Chief Executive Officer to drive innovation and growth in the company’s core inventory management and merchandising business. Steve Fitzgerald will continue as President, working closely with Granados to continue the company’s legacy of innovation and customer success. The company also announced that its founder, Pat Ryan Jr., will be replaced on the Board of Directors by Granados.

Granados has nearly 17 years of experience leading and growing multiple software companies focused on providing solutions for dealers, including over 12 years as an executive with Dealertrack Technologies. At Dealertrack, Granados served as SVP & GM of several business units. He was also responsible for the dramatic growth of its AAX inventory management business prior to its sale to Dealer Socket. Most recently, Granados was CEO of SNH Capital’s Auto Group (comprised of NCC and ProMax). During his tenure at SNH, Granados and his team grew top-line revenues by 130%. Prior to his time at SNH, Granados served as the SVP of Strategy for Cox Automotive after its acquisition of Dealertrack in 2016. Granados joined Dealertrack after working as an executive at Aon Corporation.

“As we increase our focus and our resources on helping dealers more profitably manage, merchandise and sell their inventory, we are thrilled to add Robert to our already strong management team,” said John Aiello, Executive Chairman. “FirstLook and MAX pioneered the Inventory Management, Merchandising, and Sales Enablement software categories in automotive. We are going back to our roots and doubling down on that rich heritage. Robert has lived and breathed the world of dealers for years and understands as well as anyone how to help dealers source, price, merchandise, and sell cars profitably. He is a huge addition and will accelerate our pace of innovation in these mission-critical areas.”

With his significant experience in the automotive industry, Granados will help expand MAX Digital’s cloud-based software platform through intense focus on what today’s dealers need to be smart and maximize their profit.

“I am thrilled to be joining MAX Digital to accelerate innovation on its longstanding mission of helping dealers most profitably manage their new and used car departments,” said Granados. “Being around dealers as long as I have, I’m familiar with almost every automotive software company. MAX’s long history pioneering Inventory Management, Merchandising and Sales Enablement for dealers combined with the Board’s renewed commitment to innovation in the core business make this a one-of-a-kind opportunity. Going forward, no company is positioned to help dealers more than MAX. I am honored to be a part of this next chapter.”

“The idea of working side by side with Robert is incredible,” said Steve Fitzgerald. “The next few years are going to be great for our customers and really exciting for our team.”

“I am proud to have founded FirstLook in 2004 and MAX Digital in 2009. In the time since I stepped down as CEO of FirstLook in 2009 and later MAX in 2014, I have enjoyed my role on the Board supporting our outstanding management team,” said Founder Pat Ryan Jr. “With Robert joining to lead the company through its next chapter, it seemed like the right time for me to step down from the Board and pursue other interests. I am confident that MAX Digital’s customers and shareholders are in great hands with Robert, Fitz, and their leadership team.”

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About MAX Digital: Since 2004, MAX Digital and its sister company FirstLook have been innovating to help car dealers maximize the profit they make on every vehicle they sell. With the industry’s most comprehensive data platform as its foundation, MAX Digital’s various cloud-based inventory management and sales enablement tools help dealers source the right cars and sell them profitably. For more information, visit