Repair OnDemand Welcomes Cole Reiken as Managing Director of BlueDriver

Barrington, Il – January 27, 2025 – Repair OnDemand is delighted to announce the appointment of Cole Reiken as the Managing Director of BlueDriver, effective immediately. In this pivotal role, Cole will oversee the strategic growth and operational excellence of BlueDriver, which includes a leading consumer diagnostic tool and the enterprise-grade BlueDriver MAX, trusted by industry leaders to streamline trade-in appraisals and improve operational efficiency.

“Cole’s appointment represents a significant step forward for BlueDriver,” said Randy Kobat, President of Repair OnDemand. “His extensive experience in digital strategy, product development, and marketplace innovation aligns seamlessly with our vision. Cole’s proven ability to drive results, foster innovation, and build high-performing teams positions us to not only expand our offerings but also deliver unmatched value to our customers. We are thrilled to have him on board.”

Cole brings over two decades of leadership in the automotive and technology sectors. Most recently, he served as Vice President, Merchandising & Ecommerce Products at Impel.ai, where he led a global team to develop award-winning AI-driven solutions that accelerated inventory turn and revenue growth for customers. Prior to that, Cole held leadership roles including Director of Product Management at OPENLANE and Vice President of Digital Strategy at Canadian Black Book, where he developed and executed strategic roadmaps that boosted revenue, streamlined operations, and enhanced customer engagement.

In addition to his professional accomplishments, Cole has contributed to the industry as an Advisory Board Member for the Automotive Business School of Canada, where he has played a key role in shaping initiatives that foster the growth and professionalism of the next generation of automotive leaders.

“I’m honored to join Repair OnDemand as Managing Director of BlueDriver,” said Reiken. “The opportunity to lead such an innovative brand is incredibly exciting. BlueDriver is already transforming how both consumers and businesses approach diagnostics and appraisals, and I’m eager to build on this foundation to deliver even greater value to our customers. Together, we’ll continue to push the boundaries of what’s possible in the automotive industry.”

Cole lives in Toronto with his wife and two university-aged children. Outside of work, he is deeply involved in his community as a board member of a local hockey association, which enables over 500 youth to participate in house league hockey, and as a coach for a competitive hockey team.

Repair OnDemand is confident that Cole’s strategic vision and leadership will propel BlueDriver to new heights, strengthening its position as an industry leader and trusted partner for automotive diagnostics and appraisals.

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