MyDealerLot (MDL) has released Service Drive Concierge, which uses License Plate Recognition (LPR) technology as an alternate identity trigger to MDL's Radio-Frequency Identification (RFID) tool.

The new tool converts license plates to a VIN for "instant guest recognition and messaging," according to the company. Dealerships working with MDL will have the option of either LPR or RFID. LPR has a significantly lower cost, enabling the company to deliver its services to a broader market of dealerships, according to MDL's founder and CEO Gearge Cresto.

While the company offers two different identity triggers, it will be provide the same Service Drive Concierge technology stack to retail vehicle dealerships for sales and service messaging.

MDL is also formally changing its name to MDL autoMation from MyDealerLot.