What a dealership CRM does
A dealership CRM (customer relationship management system) is where your team works leads, follows up and tracks every deal from first contact to delivery. It collects leads from your website, third-party sites, phone calls and chat, routes them to the right person, schedules the follow-up and records every conversation.
CRMs are now being asked to do far more: desking, equity mining, marketing, service follow-up and AI agents that talk to shoppers. In our research, dealers said they want the CRM to become the store’s engagement platform, not just a lead inbox.
The jobs it should handle
- Capture and route every lead, from every source, in minutes
- Schedule and track follow-up for each salesperson
- Hold one view of each customer: vehicles, deals and conversations
- Desk deals and work payments
- Mine equity and service data for sales opportunities
- Report on lead sources, response times and closing rates
What dealers told us
5.1/10average dealer rating of the AI built into their CRM
16%of dealers surveyed use their CRM in the service department
14%of franchise dealers surveyed planned to shop for a new CRM at NADA 2026
From our survey of 463 dealership leaders across the leading CRM providers. Read the research
Is it time to switch?
Worth a look when
- Your team works from spreadsheets or notes alongside the CRM
- Leads arrive late, twice, or not at all
- Managers don’t trust the reports
- The mobile app is too weak to use on the lot
- Service and marketing can’t see what sales knows
Before you switch
- Export a full copy of your data and check it’s complete
- Check your contract’s end date and exit terms
- Ask your heaviest users what they’d lose, not only what they want
What to compare
We check every CRM in the directory against the same 70 points, in eight areas. Here’s what each area means for your store.
- 01
Core features
12 pointsThe everyday tools: the interface, workflow and dashboard customization, AI and automations, the mobile app, reporting, desking, marketing tools, equity mining and video.
Why it matters: These decide whether your team lives in the CRM or works around it. Dealers in our survey rated CRM mobile apps 5.9/10 and reporting 6.7/10 on average, so look closely.
- Intuitive, Customizable Interface
- Workflow Customization
- Dashboard Customization
- Built-in Customer Support Tools
- AI & Automations
- Mobile App
- Intuitive User Experience
- Deep Reporting
- Desking
- Marketing Tools
- Equity Mining
- Video Support
- 02
Capabilities
7 pointsSales process automation, a unified customer view, lead routing and distribution, task management, performance tools, remote access and personalized marketing triggers.
Why it matters: This is where a CRM saves, or wastes, your managers’ time every day.
- Sales Process Automation
- Unified Customer View
- Lead Routing & Distribution
- Lifecycle & Task Management
- Performance Optimization
- Remote/Mobile CRM Access
- Personalized Marketing Triggers
- 03
DMS integrations
8 pointsWhich dealer management systems it syncs with.
Why it matters: A one-way or overnight sync means salespeople work from stale deals and customer details. Ask whether data flows both ways, and how often.
- Auto/Mate
- Autosoft
- CDK Global
- DealerBuilt
- Dealertrack
- PBS Systems
- Reynolds & Reynolds
- Tekion
- 04
Service integrations
6 pointsWhich service schedulers it connects to, or whether it has its own.
Why it matters: Only 16% of dealers in our survey use their CRM in service. A CRM that sees service visits can find the next sale.
- xTime
- CDK Service Scheduler
- Reynolds Scheduler
- myKaarma
- Tekion Service Scheduler
- Native Service Scheduler
- 05
Call tracking
7 pointsWhich call tracking platforms send calls and recordings in.
Why it matters: Phone leads are often the most valuable. They should land in the CRM like any other lead, with the recording attached.
- CarWars
- CallRevu
- Marchex
- Invoca
- CallTrackingMetrics
- CallRail
- Native Call Tracking Tools
- 06
Chat tools
7 pointsWhich chat providers send conversations in, or whether it has native chat.
Why it matters: Chat leads that arrive as a block of text are hard to work. Look for structured hand-offs.
- Gubagoo
- CarNow
- ActivEngage
- CarChat24
- Podium
- Matador
- Native Chat Tools
- 07
Retailing & digital retail
11 pointsWhich digital retailing, trade and payment tools connect.
Why it matters: Shoppers who started a deal online expect your team to pick it up where they left off.
- Gubagoo
- Roadster
- AutoFi
- Carzato
- Tekion
- Upstart
- CarNow
- ActivEngage
- TradePending
- Cox Accelerate
- Native Retailing Tools
- 08
Voice agents
12 pointsWhich AI voice assistants it works with.
Why it matters: If you add voice AI, its calls, bookings and summaries need to land in the CRM, not a separate inbox.
- BDC.ai
- BLiNK AI
- Brooke
- Cari
- IDPrivacy.ai
- Mia
- Numa
- Pam AI
- ScaleVoice
- Stella
- Toma
- Spyne
Questions to ask every vendor
Ask each vendor the same questions, in writing, and compare the answers side by side.
Which DMS do you integrate with, and does the data sync both ways?
One-way syncs leave someone re-keying data, or working from yesterday’s numbers.How do leads from our website, third-party sites and phone calls arrive, and how quickly?
Minutes matter. A slow or duplicated lead feed undermines every process you build on top of it.Who owns our data, and how do we export all of it if we leave?
If you can’t take your data with you, you can’t really leave.What can our team do in the mobile app, and what still needs a desktop?
Salespeople live on the lot. Desk-only features don’t get used.How long does a typical rollout take, and what training is included?
Most CRM switches stumble on training, not software.
Six areas from our research
- Daily toolsCan your team do the core jobs in fewer steps than today?
- Built-in AIWhat does the AI actually do in stores today, and what data does it use?
- ReportingCan managers build the reports they need without a support ticket?
- Add-on vendorsWhich tools will we still pay for separately, and how well do they connect?
- Compliance and data hygieneHow does it keep customer data clean and consent up to date?
- Front-line feedbackWhat do salespeople and super users at stores like ours say about it?
From the CRM vendor evaluation questions on page 36 of the report. Get the research
How pricing works
CRM pricing usually combines a base fee with add-ons, so compare like for like.
Common for franchise stores. Check which modules and how many users are included.
Scales with headcount. Count everyone who needs access: sales, BDC, managers and service.
Desking, equity mining, marketing and AI are often priced separately. Price the CRM you’ll actually use.
Usually one-time. Ask who moves your data and how much history comes across.
Ask for the total cost over the contract: base fee, add-ons, integrations, and what it costs to leave.
Switching CRMs
Clean and export your data
Fix duplicates and bad contact details before migration, and keep a full export of everything.
Write down your process
Lead routing, response rules and follow-up tasks, agreed before setup starts.
Connect your systems
DMS, website, third-party lead sources, call tracking and chat. Test every lead source end to end.
Train by role
Salespeople, BDC and managers need different training. Name a super user in each store.
Overlap briefly, then switch
Keep the old system read-only for a short overlap, then cut over and watch response times daily.
Red flags
- They can’t give you a complete export of your data in a usable format
- DMS data syncs one way, or only overnight
- Lead sources need paid connectors nobody mentioned
- The AI demo uses features that aren’t live in stores yet
- No references from stores like yours, using it today
- A long contract with steep exit costs
The CRMs we’ve checked
Coverage of our checklist, as each vendor lists it and our team checks it. Not a ranking: the right choice depends on your process, your DMS and your other tools.
| Vendor | Coreof 12 | Capabilitiesof 7 | DMSof 8 | Serviceof 6 | Callsof 7 | Chatof 7 | Retailingof 11 | Voice AIof 12 |
|---|---|---|---|---|---|---|---|---|
| AutoAlert CXMAutoAlert | 10 / 12 | 6 / 7 | 0 / 8 | 0 / 6 | 1 / 7 | 0 / 7 | 0 / 11 | 0 / 12 |
| AutoRaptor CRMAutoRaptor | 6 / 12 | 5 / 7 | 4 / 8 | 0 / 6 | 1 / 7 | 1 / 7 | 1 / 11 | 0 / 12 |
| CDK CRMCDK Global | 12 / 12 | 7 / 7 | 8 / 8 | 1 / 6 | 4 / 7 | 7 / 7 | 9 / 11 | 7 / 12 |
| DealerCenter CRMDealerCenter | 6 / 12 | 5 / 7 | 0 / 8 | 0 / 6 | 0 / 7 | 0 / 7 | 0 / 11 | 0 / 12 |
| DealerClick CRMDealerClick | 3 / 12 | 5 / 7 | 0 / 8 | 0 / 6 | 0 / 7 | 0 / 7 | 0 / 11 | 0 / 12 |
| DealerCRMvoAIce | 10 / 12 | 6 / 7 | 2 / 8 | 0 / 6 | 1 / 7 | 1 / 7 | 1 / 11 | 0 / 12 |
| DealerPeak CRMDealerPeak | 10 / 12 | 4 / 7 | 6 / 8 | 0 / 6 | 0 / 7 | 1 / 7 | 0 / 11 | 0 / 12 |
| DealerSocket CRMSolera | 9 / 12 | 3 / 7 | 1 / 8 | 1 / 6 | 2 / 7 | 0 / 7 | 1 / 11 | 0 / 12 |
| DriveCentric | 11 / 12 | 7 / 7 | 8 / 8 | 4 / 6 | 3 / 7 | 1 / 7 | 5 / 11 | 0 / 12 |
| FOCUSReynolds and Reynolds | 11 / 12 | 7 / 7 | 1 / 8 | 1 / 6 | 3 / 7 | 7 / 7 | 11 / 11 | 1 / 12 |
| Momentum CRM | 5 / 12 | 3 / 7 | 4 / 8 | 0 / 6 | 2 / 7 | 0 / 7 | 0 / 11 | 0 / 12 |
| ProMax CompleteProMax | 7 / 12 | 3 / 7 | 7 / 8 | 0 / 6 | 2 / 7 | 1 / 7 | 0 / 11 | 0 / 12 |
| Salesforce Automotive CloudSalesforce | 4 / 12 | 2 / 7 | 0 / 8 | 1 / 6 | 0 / 7 | 0 / 7 | 0 / 11 | 0 / 12 |
| Selly Automotive CRMA1 Software Group (AutoManager) | 4 / 12 | 5 / 7 | 0 / 8 | 0 / 6 | 0 / 7 | 0 / 7 | 0 / 11 | 0 / 12 |
| SimpSocial GoCRMSimpSocial | 6 / 12 | 6 / 7 | 0 / 8 | 0 / 6 | 1 / 7 | 4 / 7 | 0 / 11 | 0 / 12 |
| Tecobi | 12 / 12 | 7 / 7 | 8 / 8 | 0 / 6 | 1 / 7 | 1 / 7 | 1 / 11 | 0 / 12 |
| Tekion CRMTekion | 5 / 12 | 6 / 7 | 1 / 8 | 0 / 6 | 0 / 7 | 0 / 7 | 1 / 11 | 1 / 12 |
| VinSolutionsCox Automotive | 12 / 12 | 7 / 7 | 8 / 8 | 1 / 6 | 5 / 7 | 4 / 7 | 9 / 11 | 10 / 12 |
Questions dealers ask
What is a dealership CRM?
The system your team uses to work leads and customer relationships: capturing leads from every source, routing them, scheduling follow-up, desking deals and recording every conversation.
What’s the difference between a CRM and a DMS?
The DMS is the system of record for deals, inventory, parts and service accounting. The CRM is where your team works with customers: leads, follow-up, conversations and marketing. The two should sync both ways.
What’s the difference between a CRM and a CDP?
A CRM is where your team works leads and conversations. A CDP pulls data from the CRM, DMS, website and other systems into one cleaned-up profile per customer, and uses it for audiences and marketing. Many dealer groups use both.
Should our CRM have AI built in?
It helps if the AI does real work, such as drafting follow-ups, summarizing conversations or prioritizing leads. Dealers in our survey rated built-in CRM AI 5.1 out of 10 on average, so ask to see it working in a store like yours.
How long does it take to switch CRMs?
It depends on store count, data and training. Ask each vendor for a typical timeline for a group your size and what training is included, and plan a short overlap with your old system.
Who owns the data in our CRM?
You should. Get it in writing, along with how you would export all of it, and in what format, if you leave.