BOULDER, Colo. — Confident Financial Solutions (CFS), a developer of financial solutions for automotive service centers and their customers, has announced the appointment of Tony Orlando as vice president of partner development. Orlando brings over 18 years of automotive industry experience to his new role.

With a diverse background in dealer operations, sales, finance, service and parts combined with his passion to create an exceptional customer experience, Orlando will ensure CFS delivers an optimal experience for all service center partners and their customers. He has in-depth experience working with both import and domestic original equipment manufacturers, having spent more than 10 years with DaimlerChrysler and the past three years with Kia Motors America. Throughout his tenure at DaimlerChrysler, Tony managed field operations in several states in the Northeast and Southwest Regions and developed the small commercial sales department in the Great Lakes Region.

In 2009, Orlando left Chrysler to join the startup company Zag.com (TrueCar), a third party lead generator. In just three years he worked with dealers to grow the revenue in the Southwest territory by more than 500% while maintaining corporate relationships with several OEMs and key affinity partners. Zag.com became TrueCar.com and went public in 2014.

Prior to TrueCar’s public offering, Orlando joined Kia Motors America as regional sales manager. After a successful 16 months at the national manager level, Orlando was promoted to director of the eastern region, leading a team of 50 field employees and 216 franchised dealers to a record sales performance.

“Tony comes to CFS with extensive experience working in automotive retail, original equipment manufacturing and the digital space,” said John Dunning, CFS CEO. “He has worked closely with over 1,200 independent automotive dealers and service centers throughout the country. I am confident he will provide superior service to our network partners.”

“I am honored to join a great team of entrepreneurs and service centers and look forward to enhancing our product offerings for the consumer and growing our network of Authorized Service Providers,” Orlando said.