Based in Berlin, Digital Communication Solutions creates technology to help customers get accurate and instant pricing for cars at dealerships. Now, the company is expanding into the U.S. market.
"The U.S. is the biggest automotive market out there," Berrendorf said during a phone interview from Germany on September 12.
Their main product is a digital pricing tool—a tablet placed inside the car, either on the windshield or side window, for customers to see. There are two sizes: a smaller one that displays the dealership’s logo and a larger one that shows the car's price and can be updated instantly to reflect market changes.
Customers can also access extra details through finance QR codes and links provided by iPacket, a company that supports on-site or remote digital sales. A GPS beacon helps sales teams track each vehicle's location and sends alerts to prevent theft, battery issues, or cars staying unsold for too long. The system also uses artificial intelligence to suggest similar vehicles when one is sold, making it easier for salespeople to offer quick alternatives.
Founded in 2009, Digital Communication Solutions initially focused on electronic signage and introduced its first digital price tag system in 2018. The company has already set up 60,000 units in 240 European dealerships.
In the U.S., their first client was Mark Miller Subaru in Salt Lake City. Sales manager Alex Kuhn said they chose Digital Communication Solutions after their previous vendor went out of business. Mark Miller Subaru is pleased with the new technology.
"Having the vehicle information and price on a tag that updates automatically has been great for us," Kuhn said. "It saves us a lot of time and manpower."
Berrendorf hopes to place 10,000 to 15,000 digital pricing tools in U.S. dealerships in their first year and aims to expand to up to 50,000 over the next few years.
The company was founded by Berrendorf’s older brothers Patrick and Denis, with their father Peter joining later after retiring from IBM.
"Being a family business in the automotive industry is one of our strengths," Berrendorf said. "I want to stand out as a family business in a market with many other family-owned businesses."