PACIFIC PALISADES, Calif. — Digital marketing technologies provider fusionZONE Automotive today announced an investment by Primus Capital, a private equity firm based in Cleveland and Atlanta. The funding will be used to grow market share, invest in product development and expand the firm’s services.

fusionZone was founded in 2009 to provide web design services and conversion strategies to dealers. Its responsive and mobile-optimized platform, along with its emphasis on site speed and lead-generation and lead-management tools have led to dramatic growth over the past several years, officials said.

“The automotive industry is experiencing rapid change due to evolving consumer behavior, which has led to an acceleration in digital investments,” said Brett Sutherlin, CEO and co-founder of fusionZONE. “This funding will enable us to fuel strategic initiatives, capture new product opportunities, deepen our relationships with OEMs, and continue our excellent customer service.”

He added that Primus has a track record of success with Software-as-a-Service companies, and has experience in the automotive technology space.

“Beyond a couple of large names, the digital marketing technologies used by auto dealers are highly fragmented,” said Ron Hess, managing director at Primus. “We believe fusionZONE is poised to be the next important company in the space given their ability to effectively engage with consumers where and when they shop, across any size of dealer, OEM, or geography.”