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Ateco Accelerates Parts Pricing Optimization for Portfolio of Automotive Brands with Syncron

Ateco Accelerates Parts Pricing Optimization for Portfolio of Automotive Brands with Syncron

Leading automotive distributor taps Syncron Price to maximize accuracy, consistency, and customer value for its aftermarket business

July 14, 2021 – Syncron, the world’s largest privately-owned global provider of cloud-based aftermarket service solutions, today announced that Ateco Group has selected Syncron Price™ to optimize aftermarket parts price management across its six automotive brands for the Australia & New Zealand region.

Headquartered in Australia and New Zealand, Ateco’s stable of brands includes Renault, Jeep, RAM, LDV, Maserati, and Fiat. With nearly 40 years in business and more than 130 active dealers, Ateco has grown to be one of the world’s leading independent automotive distributors, largely on account of its reputation for exceptionally consistent and dependable customer service.

“When we set out to find a price management partner, our decision largely came down to usability,” says Ben Neal, general manager for aftersales at Ateco. “We needed a product with advanced capabilities that would allow us to extract usable, real-time data from complex analytics with an interface that’s simple enough for any employee to use. As we compared solutions, it became clear that Syncron Price has the strongest platform and support available.”

Historically, Ateco has allowed its brand teams to manage price strategy for their respective products independently. The result: inconsistent pricing outcomes and an overreliance on operator judgment. In short, with this approach a brand’s pricing strategy is only as good as its operator. Ateco needed a partner with proven success uncovering hidden profits and enabling consistent business outcomes for global, aftermarket companies.

In addition to powerful capabilities and an easy-to-use interface, Ateco needed a solution that offered its employees autonomy to configure, run, and analyze reports as needed. After a year of industry-wide staffing restrictions, Ateco has experienced continued growth with only a fraction of its usual workforce. With fewer employees to run and analyze daily reports, the likelihood of missing a reduced margin is greatly increased. With Syncron Price providing predictive margins and automatically factoring thousands of data-points, like currency conversions and competitor promotions, employees are empowered to make better pricing decisions when they matter most.

“For a multi-brand, global distributor to remain a leader in the competitive world of aftersales pricing, it’s essential that they have an advanced app in place that automatically accounts for myriad market and geographical variables, any of which can make or break their margins,” says Anneliese Schulz, chief sales officer at Syncron. “With pricing data for all brands centralized in one sophisticated solution, Ateco can maximize profitability while offering the greatest possible value to customers. We’re thrilled to work with Ateco to ensure their aftermarket success for years to come.”

To learn more about Syncron Price, visit


About Ateco

The Ateco Group is a leading independent automotive vehicle distributor and automotive service provider headquartered in Australia and operating in Australia, New Zealand and South Africa. For nearly four decades the Ateco Group has been a driving force behind the launch of new automotive brands across in Australia and New Zealand, and the development and growth of brands in Australia, New Zealand, and South Africa. To learn more, visit


About Syncron

Syncron empowers the world’s leading manufacturers to maximize product uptime and deliver exceptional aftermarket service experiences, while driving significant revenue and profit improvements. From industry-leading investments in research and development, to providing the fastest time-to-value, Syncron’s award-winning service parts inventory, price and uptime management solutions are designed to continually exceed customer expectations. Top brands from around the world trust Syncron, the largest privately-owned global provider of cloud-based aftermarket service solutions, to transform their service operations into competitive differentiators. For more information, visit