Cross Country Automotive Services has added three managers to its Telematics Business Unit.

Jon Shapiro will serve as director of telematics product and program management with responsibility for developing the firm’s telematics product suite. Frank Pelitta has been named director of telematics business development, and Brian Drury will be director of business development. All three will report to Niall Berkery, vice president of telematics business development.

The firm, which provides customer relationship management (CRM) vehicle and driver programs, also announced a new business-to-business brand identity for the company's telematics products and services – MERJ – suggesting a merging of best-of-breed technologies, communications, and its CRM model.

Cross Country said MERJ represents its ability to integrate a highly configurable set of services for its telematics clients, from emergency assistance to vehicle diagnostics, infotainment, connected navigation, proactive ETA alerts, and other convenience services. Its technology platform is designed to maximize flexibility, enabling clients to offer personalized solutions.