Case Study: Sonic Automotive achieves a single view of customers and vehicles with Profisee

How Profisee helped Sonic Automotive achieve their Insight Driven Enterprise

Sonic Automotive, a Fortune 500 automotive retailer with roughly 100 dealerships and $9.8B in FY17 revenue, faced fragmented customer and vehicle data spread across multiple dealer brands and systems. They needed a single repository for vehicle attributes, better integration of service departments to enable marketing/cross‑sell/up‑sell, and a governance approach to create trusted customer records—so Sonic engaged Profisee and its Master Data Management (MDM) solution to create a single view of the customer and vehicle.

Profisee implemented a plug‑and‑play MDM platform integrated with Sonic’s in‑house stack (including Dynamics), building Customer Golden Records, deduplicating and cleansing data, and establishing a centralized vehicle product hub and stewardship workflows. As a result, Sonic achieved household recognition and richer dealer‑level intelligence (e.g., tracking cross‑brand test drives), eliminated manual processes, and integrated clean, trusted data across key systems—delivering a strong enterprise data management foundation.

Sonic Automotive