Strategic direction coupled with executable operating plans

M&A Advisor

Product development and implementation

Innovation and technology adaptation for differentiation and growth

Executive Coaching

Private Equity Advisor

Development and execution of strategic initiatives

Team assessment, motivation, and
organizational alignment


RL Frey

Ron has been an innovator in the automotive industry since the 1985 founding of Frey International, the premiere credit union auto-buying service in the Northwest. Frey International was later acquired by Autoland Inc., where Ron took the role of CEO and grew the company to selling more than 10,000 units annually.

Under his leadership, Autoland Inc. acquired two companies, developed a successful call center, and launched one of the nation’s first virtual used car centers. In 2005, Autoland Inc. was acquired by TrueCar and Ron became a founding partner and COO, establishing operational controls and strategic priorities for the company.

In 2007, Ron joined AutoNation Inc. as the Divisional President of AutoNation Direct, a subsidiary tasked with developing and testing bold new initiatives in transactional sales outside the traditional store environment. He went on to serve as Chief Strategy Officer for AutoNation Inc. alongside Mike Maroone and Mike Jackson.

Ron joined CDK Global, the largest global provider of integrated information technology and digital marketing solutions to the automotive retail industry, in 2017. He served as the Global Chief Strategy Officer leading M&A, product strategy and global strategy. While with CDK, he led initiatives to reposition CDK Global as open and agnostic, introduced Fortellis Automotive Commerce Exchange, led several acquisitions including eLead, and streamlined product focus including a path to modernize the next generation of DMS. In 2015, Ron founded RL Frey, Inc. to invest in and advise companies of all sizes.

Ron’s focus is in implementing innovative solutions, combined with a pragmatic and disciplined approach, providing a wealth of experience and an inspired vision for the future. Ron’s practice also includes M&A advisory work on both the buy and sell side. Additionally, he serves as a director on select corporate and non-profit Boards.



JM Family Enterprises
Market Scan
Portico Capital

Board Work



Inventory Command Center LLC


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque commodo lorem porttitor elit viverra pretium. Donec a tempus magna. Phasellus vehicula metus ac ex viverra dictum. Sed et mattis lectus. Ut ante neque, scelerisque id tempus ac, ultrices nec ligula. Curabitur id aliquet massa.

Square Root has been acquired by CDK Global
Keyloop has been acquired by Francisco Partners
Keeps has been recapitalized by SSM Partners
CarStory has been acquired by vroom
CarOffer has been acquired by CarGurus
Dealer Car has been acquired by Leadventure
Inventory Command Center has been acquired by J.D. Power
Dealer Car has been acquired by Leadventure
Keyloop has been acquired by Francisco Partners


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi cursus eget nulla nec suscipit. Phasellus facilisis nec ex nec aliquam. Fusce feugiat risus quis odio tristique, ut ornare leo tristique. Mauris hendrerit scelerisque quam ut semper. Donec tempus quam vitae sem finibus, ac iaculis dolor ullamcorper.


Contact RL Frey for strategic direction coupled with executable, measurable operating plans.



[elfsight_testimonials_slider id=”1″]

© 2021 RL FREY