Max Steckler Joins DealerSocket as Head of DealerFire Digital Business Unit

Steckler brings nearly twenty years of experience in automotive retail and digital software

DALLAS–(BUSINESS WIRE)–DealerSocket Inc. announces the hiring of Max Steckler as General Manager (GM) of DealerFire, DealerSocket’s digital business unit. Steckler spent over sixteen years in the automotive digital industry in key digital leadership roles at Cobalt, ADP Dealer Services, and CDK Global.

Steckler brings extensive SaaS technology and vertical domain expertise in automotive retail websites, digital advertising and marketing, agency services, and digital retailing. Throughout his career, he has developed deep relationships with OEMs, dealership groups, and automotive industry leaders.

“DealerSocket is proud to welcome Max to our leadership team,” said DealerSocket President and CEO Sejal Pietrzak. “He brings a wealth of knowledge, relationships, new ideas, and insights that will drive even greater growth for our DealerFire business unit. More importantly, his relentless focus on innovation and connecting the industry will grow sales, maximize profit, and achieve increased efficiency in our customer’s evolving operations.”

Most recently, Steckler was Chief Product Officer at AutoChoice, a start-up created to redefine the digital retailing experience. Before AutoChoice, he held several leadership roles in product management, business development, and operations. In his new role, Steckler leads DealerSocket’s DealerFire digital business unit with responsibility for strategy, product direction, go-to-market execution, operations, and P&L management.

“I’m excited to join DealerSocket because of our shared commitment to innovation and superior customer service for dealers, OEMs, and our industry partners,” said Steckler. “I’m looking forward to leading DealerFire’s truly outstanding team.”

About DealerSocket

DealerSocket is a leading provider of software for the automotive industry, offering a suite of seamlessly integrated products to help dealers sell and service vehicles more profitably while improving their customers’ experience. DealerSocket’s suite of products includes advanced Customer Relationship Management (CRM), innovative Digital Retail, Marketing and Websites, robust Vehicle Inventory Management, insightful Analytics Reporting, and solutions to streamline dealer operations such as Desking, Credit Reporting, Compliance, and an independent-geared Dealer Management System (DMS) for dealers of all sizes. DealerSocket’s software has helped customers sell more than 100 million vehicles throughout its 18-year history. For more information, visit, or follow us on Twitter, LinkedIn, and Facebook.


Patrick Mendoza

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