Company News    September 3, 2021

Our Relaunch! Get to Know Applied Concepts 2.0 🚀

Applied Concepts
Applied Concepts

Over the last few months, Applied Concepts has gone through a transformation culminating in our Relaunch in September 2021! 

  • Are you a past customer? Welcome home! A lot has changed at Applied Concepts.
  • Are you a first timer? You have good timing! 

Find out what's new and different!

Acquired by Growth-Equity Investors

Applied Concepts was acquired by Boston-based growth equity investors who have invested millions of dollars into new technology, refreshed training programs, hiring industry leaders, and rolling out a new consultative approach to helping dealers.

Under new leadership, we are 100% committed to building the definitive source of training in the auto industry.

Hired Industry Leaders


We are committed to being the definitive leader in training, and we are making the people investments to accomplish that.

  • Brett Kelly was hired as Executive Vice President of Dealer Performance. With more than 20 years in the auto industry, Kelly spent 15 years at Cox Automotive where he led several brand growth initiatives including AutoTrader, VAuto, Vin Solutions, Haystak Digital Marketing and
  • Anthony Sudon was hired as Director of Customer Success. Previously, Sudon held executive positions at and Haystak Digital Marketing.
  • Jeff Wheeler, hired as the company’s Director of People and Culture, has championed talent development at VinSolutions, Kelley Blue Book and AutoTrader. 

Refreshed Training

Our new training program, Modern Retailing 2021, is the most forward-facing, most relevant, and highest-ROI training program in the industry. It builds on the sturdy foundation of Applied Concepts 35+ year history but introduces a number of refreshed benefits:

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  • Digital Sessions - Our 1-on-1 training sessions are now supplemented by monthly digital sessions hosted in our Perform platform.
  • Tailored Electives - Each sales rep can take a different elective, each of which are designed to support your unique objectives.
  • More Engaging - The digital sessions help drive learner engagement from your team, and our 1-on-1 sessions are now more dynamic.
  • Proven Results - A large auto group on the east coast performed a case study and found a 10.9x return on their training investment.

New Technology

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We've rolled out new learner-facing technology, such as Digital Office, Perform LMS, and Thought Industries, as well as internal technology, such as Salesforce, Hubspot, and Freshdesk, to improve our level of service to our customers and our learners.

As the industry goes through a technology transformation, we're committed to leading the way.

Coaching Action Plan

Your dealership’s unique strategic objectives are supported by your custom Coaching Action Plan, an ever-evolving document that targets training to where you need it most.

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Want to focus on appointment show rate? How about multi-channel communication? Does your sales support your service and F&I revenue? Your personalized CAP will ensure your training is aligned behind your goals.

AC Works for You

Our new consultative approach is central to everything we do. We work for you.

  • Dedicated Performance Manager who is incentivized to make their customers successful
  • Performance Meetings with tailored workshops and playbooks for your team
  • Customer Success Department committed to helping you achieve 10x ROI

Our Pledge: Constantly Refreshing

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Our content is constantly being refreshed and updated to ensure your team is benefiting from our commitment to being the most sophisticated and market-facing training company in the auto industry

How Can We Help?

Learn more about the new Applied Concepts or request a free consultation [HERE].