November 2019

ASA Automotive Announces Strategic Partnership with Openbay

Partnership to provide AI-Powered Customer Engagement Tools in TireMaster family of products.

ASA Automotive Systems, the industry leader in software for independent tire and auto service dealers, adds new technology to their suite of digital products with the announcement of a partnership with Openbay, a company that has pioneered AI-powered customer engagement tools for the automotive services industry. Openbay Otis, the industry’s first AI-powered virtual service advisor for dealer websites, is now available to companies running ASA’s TireMaster, TireMaster Enterprise, and TireMaster GTX software. It will help ASA dealers to convert more online customers looking for automotive service by answering questions about their business, providing real-time service quotes, two-way texting communication, and booking appointments.

“For tire and automotive service businesses, it’s conversations that drive revenue growth,” said Hasan Askari, Executive Director of Enterprise Sales at ASA Automotive Systems. “By automating time-consuming tasks of providing quotes, delivering instant and personalized responses to customers, Openbay Otis will help service teams to save time and increase revenue, along with delivering an experience that meets the needs of the modern-day consumer.”

According to Gartner, by 2020 85% of consumers* will engage with a business without interacting with another human being. Furthermore, 60% of Millennials* currently interact with businesses using virtual messaging platforms, with 70% reporting positive experiences. The younger Millennial and Generation Z consumers, who represent over 69 million drivers*, expect an instantaneous, personalized connection to their service provider and access to services, specific to their needs. “With the evolving customer journey and more reliance on online information sources and convenience, we plan to help secure a larger market share for our dealers with the Openbay partnership.” “At ASA with the launch of our new digital division, we will continue to invest in new digital tools designed to drive consumers to the dealer operation. Stay tuned for more exciting announcements,” Hasan added.

Using AI technology and natural language processing, Openbay Otis understands human language and responds in the same to deliver a more personalized online experience. With its deep knowledge in automotive and an understanding of millions of mechanical services for a variety of import and domestic vehicle year-make-models, Otis will enable ASA dealers to streamline the process of directing customer needs from start to finish. Through Openbay marketplace, ASA dealers would also be able to connect with millions of vehicle owners in need of immediate service.

“The automotive service industry has typically lagged other industries for the adoption of leading-edge technologies involved with online customer engagement,” said Rob Infantino, Founder and CEO of Openbay. “Thousands of tire and auto shops use ASA’s software to manage their business operations every day. Adding the power of Openbay Otis will help dealers grow their automotive service revenue. This partnership is a great opportunity for us to work with an industry leader to help speed up the adoption of newer technology to deliver an accurate and personalized experience when inquiring about automotive services.”

* How chatbots feed into Millennials' need for instant gratification

About ASA Automotive Systems

ASA Automotive Systems, Inc., with offices in Idaho, Illinois, and New Hampshire, is the leading provider of software to independent tire dealers and automotive service providers, serving retail, wholesale, commercial and retreading enterprises. ASA’s TireMaster software family is a modular system for point of sale, inventory, financial and general management, helping businesses improving operations, reduce costs and increase profitability. It also offers digital tools to engage and drive traffic to dealer operations. For more information, contact 866-210-6717 or, or visit

About Openbay

Openbay, an award-winning online marketplace for automotive service and repair and a provider of SaaS based solutions for the automotive service industry, is transforming the way automotive service businesses acquire and retain customers, and the way consumers service their vehicles. Headquartered in Cambridge, MA, Openbay is privately held. Its investors include Shell Global Commercial, Stage 1 Ventures, Boston Seed Capital, GV (formerly Google Ventures), a16z seed, and several other investors. Openbay holds an A+ rating from the Better Business Bureau. For more information contact 888 601 0399 or