Kettering-based Reynolds and Reynolds is introducing a marketing campaign for a new auto dealers product.

Leading into the 2013 National Automobile Dealers Association show in Orlando, happening this week, Reynolds and Reynolds said recently that it wants to “put the spotlight on Reynolds Retail Management System.” The new campaign invites dealers to use the system. Reynolds makes business management hardware and software for auto dealers.

“The dealership business is undergoing a fundamental retail transformation that now requires dealers to win the retailing battle inside the four walls of the dealership and outside the four walls, where the automotive retailing experience of today begins for consumers,” Reynolds President Ron Lamb said in a statement. “If you reflect on what’s happened since the recession, there are a number of trends for automotive retailers that are hard to ignore.”

Lamb there are fewer dealerships today, new vehicle quality has improved and customers expect more information on their mobile devices.

“We realized that the same tools and solutions that had been around for some time, applied in the traditional way, would not help dealerships thrive and capitalize on the opportunities in this brave new, hypercompetitive world of automotive retailing,” Lamb said.

The new ad campaign will spotlight the solutions that Reynolds says it has built into the new system.

A company spokesman declined Monday to say what the company has invested into the product. But the spokesman, Tom Schwartz, said Reynolds decided during the recent recession not to slow down on its investment in new products and research and development.

“We actually got even more aggressive,” Schwartz said.