KAR Auction Services announced Wednesday afternoon that it has formed a new Digital Services Group that will be led by Peter Kelly, currently the chief technology officer for KAR.

The company said that, among other assets from KAR’s portfolio, the Digital Services Group will combine several businesses and brands, including OPENLANE, CarsArrive Network, and Recovery Database Network.

“During the past few years, KAR has invested hundreds of millions of dollars in developing a unique set of online and mobile tools aimed at building a more robust marketplace for sellers and buyers of automobiles and similar assets. Grouping these companies together is the logical next step in serving our customers with an integrated solution,” said KAR chief operating officer Don Gottwald.

Kelly will remain on the board of TradeRev, a player in the Canadian dealer-to-dealer remarketing space which KAR acquired 50 percent of in August. TradeRev is launching the platform in the U.S. currently.

Additionally, Kelly will be responsible for directing an incubator for all of KAR’s digital and mobile efforts.

“I am eager to take on this new role and excited to engage more deeply with our customers in addressing their business challenges,” said Kelly, who co-founded OPENLANE in 1999. “Our end-to-end capabilities give KAR an unmatched position to leverage for the benefit of our remarketing clients.”

KAR chairman and chief executive officer Jim Hallett added: “Peter is recognized as a leading innovator throughout the automotive remarketing industry, having helped create the online vehicle auction category. No one is better positioned to lead KAR’s growing digital portfolio and ensure we integrate these tools for our customers’ benefit.”