HOUSTON — CAR-Research XRM, branded as “XRM, Extreme CRM,” promoted Keith Shetterly, previously director of business development and call center, to vice president of research. In this new position, Shetterly is tasked with leading the research division, as well as working with the CAR Research product development, marketing and sales organizations.

“Under Keith’s leadership, along with a great team in product development and marketing, those products are now more user-friendly and their dollar ROI for dealerships is up across the board,” said Patrick Kelly, CAR-Research President and COO. “His skill set is unique, running from Fortune 50 software sales to technology innovation to in-dealership roles. As a team, we will now leverage that experience and leadership in the coming years to grow both our product line and profits.”

Shetterly has almost a decade of automotive industry experience, including a successful run as a BDC/Internet/processes/advertising consultant for dealerships. He also served as am e-commerce director and processes trainer for a three-location, 16 franchise dealer group in Houston. He was also the BDC sales and processes director and the No. 1 salesperson for another Houston-based dealership.

Before automotive, Shetterly had a career that stretched from his own entertainment business to high-tech positions, including vice president of sales and marketing for a startup and global salesperson for Microsoft. He also worked in engineering for Compaq Computers and IBM. 

“Every VP and director at CAR- Research is a team player with many hats, and I am proud to be part of that team effort,” Shetterly said of his new position.