What Mobile Dealer Data does

Mobile Dealer Data (MDD), operating under the brand MDD Locate, is a privately held software company that provides a Bluetooth-based Real-Time Location System (RTLS) purpose-built for automotive dealerships. Founded in 2015 after a year of in-environment development at Longo Toyota (the world's largest dealership), the platform tracks vehicles and their corresponding keys in real time across indoor lots, outdoor storage, and multi-level parking structures where GPS fails. The technology co-tracks cars and keys, knows which floor a vehicle is parked on, and uses geofenced physical movement to drive AI-powered workflow automation for service and reconditioning processes.

The product suite spans Key Tracking, Vehicle Tracking, Lot Management (including floor-plan audits and lot-rot reporting), Service Workflow and Recon Workflow (both powered by the LocateIQ automation engine), and VehicleVault — a dealer-branded F&I sell-through app. Hardware (Bluetooth tags and reusable color-coded placards) is sold alongside the subscription platform, and a partnership with Wise F&I adds Wisetrak, a reinsurance participation product. Customers include enterprise dealer groups (Penske Automotive, Lithia Automotive, Morgan Automotive) and flagship single-rooftop accounts (Bill Brown Ford, Longo Toyota, Corwin Toyota, Brandon Honda), with the company reporting 250+ rooftops and 100K+ keys tracked daily. MDD also operates outside automotive through a deployment at CNH International (Case New Holland) manufacturing plants.

Go-to-market combines direct enterprise field sales (15-minute discovery demos, virtual onboarding in 7 days, dedicated Customer Success Managers) with a product-led acquisition motion of free tracking tag samples. Pricing is quote-based on annual billing, with the entire platform sold primarily to US franchised and independent auto dealerships; the company remains self-funded, founder-controlled, and headquartered in Maple Plain, Minnesota.

Name

Mobile Dealer Data

Legal name

Mobile Dealer Data LLC

Website

https://mdd.io

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Mobile Dealer Data provides a Bluetooth-based RTLS platform that tracks vehicles and keys in real time for US automotive dealerships, automating service and reconditioning workflows and powering the dealer-branded VehicleVault F&I app.

Ownership category

akta.pro rank

Product category

Automotive Dealership Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

MDM Platforms (Customer/Product/Supplier/Location) (HDAEADAA)

Keywords

• RTLS vehicle tracking
• Automotive dealership software
• Key tracking systems
• Service workflow automation
• Recon workflow management

Headquarters

HQ city

Eden Prairie

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Operations

Revenue model

1. SaaS Platform Subscription: Subscription-based software platform providing real-time location tracking for vehicles and keys, workflow automation, and analytics dashboard. Dealers pay recurring fees to access the MDD Locate platform across their operations.
2. VehicleVault F&I Product: Dealer-branded key-tracking app sold at the F&I desk to customers. High-margin backend product with zero chargebacks. Dealers generate additional F&I revenue per deal (~$24K/month per dealer).
3. Hardware (Tracking Tags and Placards): Sale of Bluetooth tracking tags for vehicles and keys, plus reusable service workflow placards. Tags can be sold to customers at markup as customer add-on product.
4. Customer Sell-Through: Dealers can purchase additional tracking tags at wholesale pricing and upsell to car purchasers at markup. Generates high-margin revenue on every new or used car sale with no installation cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Mobile Dealer Data (MDD) operates MDD Locate, a Bluetooth-based real-time location system (RTLS) platform purpose-built for automotive dealerships that simultaneously tracks vehicles and their keys across lots, indoors, and multi-level parking structures. The platform powers modular solutions including Key Tracking, Vehicle Tracking, Lot Management, Service Workflow automation, Recon Workflow automation, and VehicleVault (a dealer-branded F&I customer app), converting live location data into faster service lane throughput, shorter recon cycles, and additional F&I revenue.

Product overview

Mobile Dealer Data offers MDD Locate, a unified RTLS (Real-Time Location System) platform purpose-built for auto dealerships. The platform combines Bluetooth tracking tags for vehicles and keys with a dealer-facing mobile app and dashboard. The core MDD Locate platform (formerly known as LocateIQ) powers four integrated solutions: Key Tracking and Vehicle/Car Tracking for real-time lot visibility; Lot/Inventory Management for audits and lot-rot reporting; Service Workflow for automated repair order stage tracking; and Recon Workflow for automated reconditioning process management. VehicleVault, an F&I product sold to customers at point-of-sale, extends the platform to dealer-branded customer apps. The platform is differentiated from GPS by working indoors and tracking multi-level garage floors, and by tracking both vehicles and keys together.

Differentiator

Problem solved

Functional benefit

Brands

• MDD Locate: The core real-time location system (RTLS) platform tracking vehicles and keys for auto dealerships using Bluetooth technology, encompassing Key Tracking, Vehicle Tracking, Lot Management, Service Workflow, and Recon Workflow modules.
• LocateIQ
• VehicleVault
• Wisetrak
• FixedOpsVision

Products and services

• MDD Locate (RTLS Platform) The core real-time location system (RTLS) platform that tracks vehicles and keys using Bluetooth technology (not GPS) across dealership lots, indoors, and multi-level parking structures. Powers all MDD products including Key Tracking, Vehicle Tracking, Lot Management, Service Workflow, Recon Workflow, and VehicleVault.
• MDD Locate Keys (Key Tracking) Real-time Bluetooth tracking solution for vehicle keys that shows exact key location, enables walk-to-key navigation (hotter/colder guidance like Find My iPhone), and alerts for unauthorized movement. Eliminates lost keys and key-hunting time across any lot configuration.
• MDD Locate Cars (Vehicle Tracking) Real-time vehicle location tracking across multiple lots, overflow areas, and multi-level parking garages, including which floor a vehicle is parked on. Uses Bluetooth tracking tags attached to vehicles at stock-in.
• Lot Management / Inventory Management Inventory management module providing lot-rot reports (flagging vehicles not driven within a set window, e.g., 5 days), floor-plan audit automation, and inventory health dashboards showing age, popularity, and movement patterns across multiple lots.
• Service Workflow (Powered by LocateIQ) Automated service lane tracking that advances repair order stages as vehicles move through Write-up, Staging, In-Bay, and Service Complete. AI automation tracks vehicle location and status, flags bottlenecks, and measures cycle time per repair order. Includes reusable color-coded tracking placards.
• Recon Workflow (Powered by LocateIQ) Automated vehicle reconditioning workflow with locked Core Steps (Pending, Inspection, Estimate Approval, Mechanical, Cosmetic, Detail, Photos, Ready) and unlimited customizable Sub-Steps. AI automation advances stages as vehicles move through shop, detail, and photos, logging tamper-proof dwell time and enabling benchmarking across rooftops.
• VehicleVault (F&I Sell Through) Dealer-branded key-tracking app for car buyers that includes Bluetooth trackers and a branded mobile app for instant key finding, service scheduling, maintenance reminders, and marketing push notifications. High-margin F&I backend product with zero chargebacks, designed for compliant package strategies and reinsurance participation income.
• Wisetrak Reinsurance-focused product offered by MDD in partnership with Wise F&I, designed to bring high-volume ancillary products into dealer reinsurance companies with streamlined administration, reduced chargebacks, and favorable claims performance.

Quantifiable outcome

• 25 min → seconds for vehicle location (85% reduction)
• +8 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• CNH International (Case New Holland)coreTechnology or IntegrationMDD technology deployed in Case New Holland manufacturing plants to track tractors, combines, skid steers, and equipment through QA, testing, repair, and shipping. One CNH repair shop reported gaining an extra hour of productive time per repair bay per day alongside automated scheduling and operational analytics. Validates MDD's ability to work beyond automotive in industrial manufacturing environments.
• Wise F&IcoreStrategic or Co-development PartnerPartnership to offer Wisetrak product combining MDD's Bluetooth tracking technology with Wise F&I's F&I expertise. Wisetrak brings high-volume ancillary products into dealer reinsurance companies with favorable claims performance. Addresses compressed VSC margins by diversifying reinsurance books with products that score high on penetration, premium, and low loss ratios.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Cox Automotive: Cox Automotive is a broad incumbent in dealer software through Dealertrack, vAuto, Xtime, and Manheim. It serves the same franchised dealer base as MDD with overlapping inventory and service workflow capabilities, and has the scale to bundle RTLS-adjacent features into its existing suite.
• CDK Global: CDK Global is the dominant DMS provider to franchised dealerships in North America. It shares MDD's customer base (Penske, Lithia, and similar large groups) and could integrate indoor tracking or key management into its core platform as a competitive response.
• DealerSocket (Solera): DealerSocket, part of Solera, provides CRM, desking, and inventory tools to franchised dealers. It addresses similar inventory visibility and customer engagement workflows and could expand into real-time location tracking features adjacent to MDD's offering.
• vAuto: vAuto, a Cox Automotive brand, provides inventory management and pricing tools for franchised dealers. It directly competes with MDD's Lot Management and floor-plan audit functionality and benefits from being bundled into Cox's broader dealer suite.

Direct peers

• DealerCenter: DealerCenter is a cloud dealer management platform targeting independent and small franchised dealers. While more SMB-focused than MDD, it overlaps in inventory and F&I workflows and could move upmarket into MDD's enterprise dealer group territory.
• Tekion: Tekion is a cloud-native dealer SaaS platform competing for the same DMS and CRM workflow budgets as MDD. Its modern architecture and broad functionality represent a direct competitive threat to MDD's standalone positioning, particularly with digital-forward dealer groups.
• Xtime (Cox Automotive): Xtime, part of Cox Automotive, provides service scheduling and lane management software for dealership fixed operations. It directly competes with MDD's Service Workflow module for the same service-department budget and customer experience initiatives.
• PBS Systems: PBS Systems is a major Canadian DMS provider extending into the US market. It sells integrated dealer software and competes for the same fixed-operations and inventory workflow dollars that MDD's Service and Recon Workflow modules address.

Emerging players

• AirFinder (Link Labs): Link Labs AirFinder is an RTLS platform with comparable Bluetooth/LoRa-based indoor asset tracking technology. It serves industrial and enterprise customers adjacent to MDD's CNH-manufacturing use case, making it a technology peer rather than a vertical competitor.
• AutoAlert: AutoAlert provides data-driven customer engagement and equity mining tools for dealers. While more marketing-focused than MDD, it competes for F&I and customer-retention wallet share and intersects with VehicleVault's dealer-branded engagement strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mobile_dealer

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mobile Dealer Data