Veteran Leader Brad Kokesh to Steer TraXtion's Innovation Drive

IRVING, TX – January 30, 2026 – Automated vehicle inspection specialist TraXtion has named industry veteran Brad Kokesh as its new President and Chief Executive Officer, signaling a strategic move to accelerate growth and innovation. Kokesh, who previously held the roles of President and Chief Operating Officer, steps into the leadership position following the announced retirement of former CEO Roger Tracy.

The leadership transition comes as TraXtion aims to solidify its standing in a fiercely competitive and rapidly expanding market. The appointment leverages Kokesh's extensive background to guide the company through its next phase of development, focusing on enhancing its suite of diagnostic solutions like TreadSpecX, WheelSpec, and DamageSpeX.

A Veteran's Vision for a Shifting Market

Brad Kokesh brings more than three decades of deep-rooted automotive industry experience to the CEO role, a rare blend of executive leadership and practical, hands-on dealership knowledge. His career, which began in dealerships across the Midwest, includes senior leadership positions at major automotive technology and services companies such as Shift Technologies, DealerSocket, Cox Automotive, and Dealertrack. This comprehensive background gives him a unique perspective on the challenges and opportunities facing modern dealerships—the core clientele for TraXtion's technology.

His appointment is particularly timely. The AI vehicle inspection market, valued at $1.2 billion in 2023, is on a steep upward trajectory, projected to surge to $5.7 billion by 2032 with a compound annual growth rate exceeding 18%. This boom is fueled by a demand for greater efficiency in service lanes, stringent vehicle safety regulations, and the need for data-driven transparency to build consumer trust. In this dynamic environment, companies like TraXtion face significant competition from established players like Hunter Engineering and other tech-forward firms such as Tractable and Proovstation.

Kokesh’s experience is seen as a critical asset in navigating this landscape. His tenure as President and COO at TraXtion was marked by what the company describes as "record growth and expansion," underscoring his ability to translate strategic vision into tangible results.

Accelerating Innovation in Vehicle Diagnostics

At the heart of TraXtion's strategy is its suite of automated inspection tools designed to transform the vehicle service experience. These systems replace manual, time-consuming checks with high-speed, data-rich scans that provide immediate, actionable insights. The company's focus under Kokesh will be to accelerate the innovation of these products.

Key solutions in its portfolio include:
* TreadSpecX: A drive-over system that automatically scans tire tread depth and diagnoses alignment issues in seconds, identifying profitable service opportunities that might otherwise be missed.
* DamageSpeX: An AI-powered imaging system that meticulously scans a vehicle’s body to detect and document dents, scratches, and other damage, creating a transparent record for appraisals and service intake.
* GrooveSpec: A wireless, handheld tool that empowers technicians to assess tread depth and generate tire quotes and alignment recommendations directly at the vehicle.

These technologies are engineered to close what many in the industry call the "trust gap" between service centers and customers. By providing a transparent, digital report, dealerships can more easily justify recommended repairs and maintenance. According to company data, dealerships using TraXtion's solutions have reported a threefold increase in tire sales opportunities, an 18% close rate on upsells, and a 25% improvement in customer return visits. One testimonial from the Serra Auto Group praised the technology as "the best retention tool on the market," noting that "the machine does the work and gives the customer an easy decision."

In his new role, Kokesh plans to build on this foundation. "I am honored to step into the role of CEO and grateful for the trust our Board of Directors has placed in me," Kokesh stated. "TraXtion has a strong foundation, a history of growth, and a talented team focused on serving our customers. I look forward to building on our legacy and leading this company into our next chapter, delivering even greater value to our clients and partners."

Driving Growth from the Dealership Floor Up

Kokesh's strategy extends beyond product development to aggressive market expansion and an enhanced customer experience. During his time as President and COO, he was instrumental in securing a pivotal partnership with an undisclosed "major dealership group," a move that validates the technology's value and provides a significant channel for market penetration. Such partnerships are crucial for scaling operations and establishing a firm foothold across the vast network of U.S. dealerships.

His hands-on dealership background provides critical insight into how TraXtion's technology can solve real-world problems. For instance, in an era where online retailers like Carvana and CarMax offer instant vehicle appraisals, traditional dealerships often struggle to compete with the speed and convenience. TraXtion's DamageSpeX and TreadSpecX systems directly address this challenge by enabling dealers to perform rapid, accurate, and data-backed appraisals, helping them "win the appraisal battle" and retain customers.

This focus on empowering brick-and-mortar dealerships is a cornerstone of Kokesh's plan to expand the business and deliver a superior customer experience, both for the dealers who use the technology and the vehicle owners they serve.

A New Chapter and a Look Ahead

The leadership transition from Roger Tracy to Brad Kokesh marks a planned succession, ensuring continuity while injecting new momentum into the company's strategic initiatives. The move is positioned not as a course correction but as an acceleration of a proven strategy.

Looking forward, the company is preparing to showcase its latest innovations and introduce its new CEO to the wider industry. Dealers attending the NADA Show 2026 are invited to visit the TraXtion booth to meet Kokesh and witness the inspection technology in action. This public engagement will be a key opportunity for Kokesh to articulate his vision for the company's future and demonstrate how its technology will continue to evolve under his leadership.

With a seasoned automotive expert at the helm, TraXtion is poised to capitalize on the immense growth within the vehicle inspection market, leveraging advanced technology and deep industry relationships to redefine efficiency and trust in automotive service.