Fred Fordin, a veteran of high-volume dealerships and automotive software innovation, is stepping into his next chapter as CEO of Deelr.io, co-leading the company with his son, Charles. Fordin joins us on the latest episode of Driving Solutions to explain how the firm aims to transform dealership inventory and recon management using AI-enhanced tools, offering dealers streamlined operations and actionable insights.
Fordin comes from a multi-generational automotive family. His great-grandfather ran the largest taxi company in New York in the early 1900s, and over time, the family built a chain of auto repair shops. Fordin grew up working in his father’s shop, gaining hands-on experience that would later inform his approach to dealerships and software.
Software development
He entered the dealerships in his early 40s at Hollywood Honda in Florida, quickly advancing to finance, leasing, and sales management roles. He later worked with major dealership groups, including Sonic, Hendrick, and John Eagle, and attended Dealer Academy for formal training.
Fordin began developing software solutions to enhance dealership operations, leading to the creation of ASR Pro, now used in nearly 8,000 stores to improve inspections, service, and operational efficiency. His experience at major software providers Dealertrack and CDK provided additional insight into large-scale operations and integration.
Deelr.io, founded with his son Charles, builds on that experience, using AI to streamline recon inspections and inventory management. The platform includes Fixed i, a patent-pending process that automates and improves the inspection workflow, and is evolving into a full inventory management tool.
Deelr.io offerings
Deelr.io currently offers two primary products:
- Deelr Pulse: A business intelligence tool that pulls general ledger data to enhance inventory management and reporting.
- Deelr Flow (FLOWW): An AI-driven recon tool designed to improve inspection efficiency.
- Flow Logic (coming soon): An AI-enhanced extension for full inventory management.
The platform is web-based, allowing a dealer to onboard a single store within 48 hours. It pulls millions of vehicle listings nightly and integrates with all major DMS providers except Reynolds, which requires a separate integration approach.
“We’re pulling data right now, we’re pulling 7 million cars a night.”
Testing and dealer adoption
Deelr.io has tested its products with a New England dealer group for the past two years and has received positive feedback from industry executives. The platform is designed for usability, offering training, live assistance, and actionable insights to improve operational efficiency.
Looking ahead, Deelr.io plans to expand beyond pilot programs, identifying strategic partnerships to increase adoption. The company seeks to compete with existing inventory tools while leveraging AI to improve efficiency and profitability for dealerships.
Combining generational automotive expertise with modern technology, Fred and Charles Fordin are positioning Deelr.io as a new standard in dealership software, prioritizing rapid deployment, usability, and actionable business intelligence.
