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DealerTrack unit delivers software tool to BMW

A subsidiary of Lake Success-based DealerTrack Holdings Inc. disclosed Wednesday that it has delivered a vehicle-comparison software program for the U.S. Web site of carmaker BMW.

The program lets visitors to bmwusa.com put model images and specs from four different makers - for example, BMW, Mercedes, Audi and Cadillac - on the screen at the same time, side by side, without leaving the BMW Web site.

The subsidiary, Chrome Systems Inc., of Portland, Ore., said it adapted its software program, Chrome Construct, to BMW's specifications. The program "gives automakers access to unbiased, accurate and timely content about their vehicles and their competitors' vehicles, enabling them to create complete consumer-facing vehicle presentations," the company said.

"In today's challenging market, automakers must deliver the comprehensive vehicle information that consumers are looking for if they want to drive sales," Amit Maheshwari, general manager of DealerTrack Data Services, said in the news release.

"Chrome's ability and willingness to support the implementation process allowed BMW to fully replace its previous vehicle comparison solution with an easy-to-use and robust tool, and to do it very quickly," Maheshwari said.

DealerTrack Holdings, a software maker for car dealers and automotive retailers, this week reported a loss of $4.3 million for 2009, down from a profit of $1.7 million the previous year. Revenue also slid in 2009 to $225.6 million, down from $242.7 million in 2008.

The company's outlook for 2010 was optimistic, however, with chief executive Mark O'Neil saying DealerTrack is "extremely well positioned to benefit from a pickup in auto sales."

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