Automotive software company Pentana Solutions has said that the EU General Data Protection Regulation (GDPR) could be a catalyst for positive change in the automotive industry.

Pentana claimed the GDPR, which is due to come into effect on 25 May 2018, could enhance dealer performance, with Mike Gadd, vice president and UK general manager, calling for dealers not to see it as an inconvenience.

Gadd said that adopting the GDPR would allow dealers to make marketing and CRM activities more effective and said dealers should avoid delaying action or seeking ways to work around the change.

He said: “Right now, there is a huge push to get GDPR ready in the industry. I am pleased to see this because we have been championing a positive approach to the GDPR for some time.

Gadd claimed that the mixed quality of data had caused ineffective marketing, and adhering to GDPR could improve dealers’ approach to data, and their performance as a result.

Gadd added: “The GDPR and its associated time and cost implications can be the catalyst for a richer approach to data; its capture, maintenance, and development in sales and aftersales. Get it right and they can help their customers and their bottom line.”