Meet Chris: The man flying Phyron’s flag in the States

Hi Chris, welcome to Phyron! You're joining as our first Direct Sales Lead in the US market, correct?

“That’s right! I’m based just outside of New York City, and I’m excited to be helping launch Phyron in the greater US.

It’s a dynamic time for automotive retail. Inventory strategies are shifting, customer's digital expectations are higher than ever, and dealerships are actively looking for online solutions that provide a seamless buying experience to their customers. 

What drew me to Phyron is the people and the product - vehicle photos turned into custom vehicle video ads in minutes. Good dealers work smarter, creating instant custom videos and mobile ads on their existing vehicle inventory.”

There’s a lot going on in the US automotive space right now - what stands out to you most?

“I’ve noticed the fragmentation of the automotive digital retail experience. Every dealership can hold a unique approach - different platforms, listing speeds, and content quality - and that inconsistency makes it hard to scale a great customer experience.

Another thought is the evolving buyer journey. Car customers today often come well educated in what they’re looking to buy or lease. They’ve done the research across dozens of online touchpoints before stepping onto a lot. If your inventory content isn’t sharp, fast, informative and engaging, you’re losing business before you even know the customer was interested.”

How is Phyron positioned to support US dealers right now?

“Phyron is solving a massive pain point: content creation bottlenecks for in stock vehicles. Most US dealerships still rely on traditional, manual processes. Think of photoshoots, editing, and lost downtime to posting standard online vehicle photos.

What Phyron offers is speed and automation. We help dealers go from having zero inventory content to full, high-quality custom vehicle videos and ads - in minutes. That’s especially powerful in today’s market where average days-on-lot recently hit a five-year high — 88 days in some cases. Every day saved is money earned.

And we’re not just making ads faster. We’re helping dealers generate online interest from new customers on platforms like Cars.com, Edmunds, Meta and TikTok.”

What trends are you keeping your eye on in automotive retail?

“Cross-platform inventory marketing is top of mind. Dealers can no longer just rely on their own site or OEM listings. Success comes from spreading visibility across every relevant marketplace — from Cars.com and CarGurus to Facebook Marketplace and TikTok.

But it’s not just about being present, it’s about personalization. Buyers want to see what makes each car unique. Stock photos won’t cut it anymore. If a Tundra has black leather seats and a red trim, that needs to be showcased clearly.

Technology can streamline backend operations - from AI-powered prospecting tools to mobile service experiences that drive long-term retention. The dealers that embrace innovation now are the ones who’ll win in the next decade.”

On a personal note, tell us a bit about life outside of Phyron

“I’ve got a 5-year-old golden lab, Milly - she keeps me quite busy! I’m also into staying active in fitness and sports, enjoying time with my family and exploring new cities.”

One last thing — how would you sum up your mission at Phyron?

“Mobilizing and automating dealerships for the future.”