SUNNYVALE, Calif. -

ResponseLogix announced Wednesday that the company plans to launch efforts to help its Japanese-affiliated U.S. auto dealerships recover and cope with inventory shortages due to the Japan earthquake and tsunami that hit on March 11.

ResponseLogix, a provider of auto digital response management software for Internet leads, has decided to reduce pricing for its products by 40 percent in June, July and August for stores of the following brands: Honda, Toyota, Lexus, Infiniti, Acura, Mazda, Mitsubishi, Suzuki, Subaru and Nissan.

As Japan’s manufacturers fight to rebuild and regain full manufacturing capacity, U.S. dealerships with ties to the country are expected to see reductions of 50 percent or more in vehicle inventory, and some are already feeling the pressure.

“Our company started in a dealership. We understand the role vehicle inventory plays in a dealership’s success,” said Tom Mohr, president and chief executive officer of ResponseLogix.

“Now is the moment to stand in support of our Japanese-affiliated dealers,” he added.

Acting on Dealer Feedback

ResponseLogix started in a car dealership and gained inspiration from observing the internet car buying sales process from both the dealer and customer side — a fact the company has not forgotten, officials stressed.

In an effort to understand the impending dealer crisis brought on by the Japan disasters, the company surveyed more than 100 of its dealers, of both Japanese and non-Japanese brands.

A recent ALG Japan Crisis Report indicated that Japanese car manufacturers may experience up to a 100-day delay in the manufacturing of new-vehicles, but ResponseLogix wanted to also get feedback from those at the forefront – the dealers.

Through dealer surveys, the company concluded that the effects of the earthquake on Japanese-brand dealers is destined to be dramatic, where non-Japanese affiliated dealers might experience modest and/or temporary setbacks and might even see some market share opportunity.

This feedback was a crucial key in determining the plan to cut costs for dealers directly affected by the natural disasters, the company shared.

"Without a doubt, the Japan earthquake disaster will impact U.S. automotive business for some time. We will soon realize the reach that Japan manufacturing has in the worldwide market,” said Richard Fisler, associate vice president of marketing and e-commerce at Conant Auto Retail Group, a dealership group with ties to multiple Japanese brands.

“All dealership inventory levels will be affected, some more than others. As we embark into these troubled waters, we’re glad to receive a helping hand from ResponseLogix,” he concluded.

As ResponseLogix’ efforts to remain connected to its customers are noticed, Tim Porter, manager at Zimbrick, said, “It comes as no surprise to us that ResponseLogix would be proactive in an effort to continually be ahead of the curve in a continuous relationship build with their customers.

“This undertaking is exactly the sort of energy and thinking we look for in a business partner,” he added.