In an effort to meet car shopper’s demand for online vehicle pricing transparency in Eastern New York State, a dealer group with 11 franchises has employed DealerDNA’s technology platform to provide added pricing information for its dealer websites.

DealerDNA announced Monday that the Healey Brothers group of dealerships based in Hudson Valley, N.Y., has successfully launched its automotive digital marketing technology platform at each of its locations.

DealerDNA technology can conveniently calculate optimal vehicle payment amounts for car shoppers, populate dealer websites and update digital marketing assets automatically, according to the company.

“In today’s world, customers desire to know accurate lease and finance payment information so they can shop to fit their budget,” director of technology for Healey Brothers Brad Warren said in a news release. “When they can see this information, they are more likely to engage with the dealership personnel and thus more likely to buy a car from us.”

With new online pricing made available through the DealerDNA platform, car shoppers who visit Healey Brothers group websites can get a better understanding of vehicle prices well before getting offline to visit a store in-person.

In addition to adding pricing and incentive calculator tools from DealerDNA to its sites, each of the 11 Healey Brothers locations can create custom pricing rules and specials that can be instantly promoted on various digital advertising platforms for every vehicle in inventory, according to DealerDNA.

“If I can continue to see more activity such as, changing down payment, term or mileage allowance, inside the payment calculator, it tells me customers are finding value in our websites, and that’s a positive experience,” Warren said.