What CarNow does

CarNow is a US-based, privately held software company founded in 2014 that operates a cloud-based dealer retail platform serving automotive dealerships. Its core platform combines real-time chat and messaging, digital retailing (online trade-in, credit, and deal-building), showroom tools, and CRM add-ons such as ReConnect, enabling dealerships to convert online shoppers into qualified leads and move them through the sales funnel. Underlying technology is built on AWS infrastructure with integrations into the dominant dealer technology stack (CDK Global, Dealertrack, DealerSocket, Tekion, vAuto, VinSolutions, DriveCentric) plus credit (TransUnion), valuation (Kelley Blue Book), payments (PayPal), and communications (Twilio).

CarNow's business model is subscription SaaS sold on a sales-led, direct basis with auto-renewing monthly terms, plus distribution through OEM digital retailing programs. The company holds in-program certifications with nine OEMs — Acura, Audi, BMW, General Motors, Honda, Hyundai, Land Rover, Kia, and Lexus — and acts as the central data conduit for Kia's EasyBuy program reaching 54 million annual Kia.com visitors. In May 2024 CarNow joined the AWS Partner Network to layer generative AI capabilities into customer engagement and operational optimization. The company employs 251-500 staff across the United States (headquartered in Raleigh, NC, with an Atlanta office), following a recent executive expansion that brought in a CRO and EVP of Marketing.

Strategic positioning reflects a vertical SaaS depth play: CarNow competes with CDK Global, DealerSocket, Tekion, vAuto, and VinSolutions by combining multiple point solutions into a unified platform with measurable conversion outcomes (70-80% chat-to-lead conversion; 85% digital retail lead growth between 2022 and 2023). Capital structure includes a $40 million debt facility from Runway Growth Capital in April 2024 and prior venture backing from Gutbrain Ventures, NXT Ventures, Oyster Angel Fund, and Sigma Prime Ventures.

Name

CarNow

Legal name

CarNow, Inc.

Website

https://carnow.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

CarNow is a US-based, subscription SaaS platform that provides automotive dealerships with chat, messaging, digital retailing, and CRM add-on tools to convert online shoppers into qualified leads and complete vehicle purchases.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription-based SaaS Platform: CarNow operates on a subscription-based model where dealerships pay for access to the dealer retail platform. The Master Subscription Service Agreement specifies Sales Orders with fees, monthly billing, and auto-renewal terms. Revenue is generated through recurring subscription fees from dealership customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels10 records

Core offering

CarNow sells a subscription-based, cloud-hosted dealer retail platform that gives automotive dealerships real-time live chat, messaging, digital retailing, digital deal-building, credit applications, service scheduling, and CRM add-on capabilities to convert online shoppers into qualified leads and closed deals. The platform is sold via direct subscriptions to U.S. dealerships and OEM partner programs and integrates with major DMS, CRM, desking, credit, and payments systems.

Differentiator

Problem solved

Functional benefit

Brands

• ReConnect: A powerful CRM add-on designed to help dealerships follow up with leads and gain appointments faster, blending automation, AI, and human live engagement.
• CreditApp
• ServiceBoost
• CruiseControl
• Conversion+

Products and services

• Dealer Retail Platform CarNow's central subscription platform that combines chat, messaging, digital retail, showroom experience, service, and traffic-driving tools so dealerships can generate high-converting leads through personalized engagement that moves shoppers through the sales funnel.
• Chat & Messaging Real-time chat and messaging solution for dealership websites that converts visitors at higher rates than other chat providers, with digital business cards, trade-in links, and human-backed conversations. Conversion rates average 70-80% chat-to-lead.
• Digital Retail Digital retailing solution that enables customers to complete significant parts of the buying process online, including exploring inventory, valuing trades, applying for financing, and finalizing purchases with integrated live inventory, pricing, and lender data.
• Showroom Dealmaker Digital showroom tool that enables customers to build deals and complete transactions from anywhere in the sales funnel with digital deal-building capabilities.
• CreditApp Digital credit application tool that allows customers to complete credit applications online, integrated with deal-building tools for a seamless financing workflow.
• Conversion+ Conversion optimization tool designed to increase appointment set rates and improve lead-to-show ratios through strategic call-to-action buttons.
• ServiceBoost Service-focused tool that drives customer engagement and service scheduling for dealership service departments.
• CruiseControl Traffic and lead generation tool designed to drive more visitors to dealer websites.
• ReConnect AI-powered CRM add-on that blends automation, AI, and human live engagement for lead follow-up, appointment management, and customer re-engagement with opt-in/opt-out logic.
• Kia EasyBuy Digital retailing program developed with Kia Motors America that provides a seamless online-to-dealer vehicle buying experience with consistent inventory access and deal-building tools across certified provider platforms.

Quantifiable outcome

• 70-80% chat-to-lead conversion rate
• +5 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability7 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Dealer.comcoreTechnology or Integration · 10 December 2025Dealer.com was added as a certified digital retailing provider under the Kia EasyBuy program, allowing Kia dealers to select Dealer.com as their preferred digital retailing platform while CarNow acts as the central data conduit aggregating and synchronizing customer, vehicle, and deal information across platforms.
• Amazon Web Services (AWS)coreTechnology or Integration · 22 May 2024CarNow joined the AWS Partner Network as a Software Partner, enabling the company to leverage AWS generative AI tools to enhance customer experience, optimize business operations for clients, and increase productivity. AWS generative AI algorithms provide the ability to analyze massive amounts of complex dealership data for insights.
• Kia Motors AmericaflagshipOEM/ Whitelabel/ Licensing PartnerKia EasyBuy digital retailing program serves Kia.com's 54 million annual visitors. CarNow acts as the central data conduit for the program, synchronizing customer, vehicle, and deal information across certified provider platforms. The program was piloted with CarNow-powered dealers and expanded to include Dealer.com.
• OEM Partner NetworkcoreOEM/ Whitelabel/ Licensing PartnerCarNow maintains in-program OEM partnerships with Acura, Audi, BMW, General Motors, Honda, Hyundai, Land Rover, Kia, and Lexus, enabling certified digital retailing integrations across major automotive brands.
• DMS/CRM Integration PartnerscoreTechnology or IntegrationCarNow integrates with existing dealer management systems and CRM tools including CDK Global, DealerSocket, Dealertrack, Dominion Dealer Solutions, Tekion, vAuto, VinSolutions, DriveCentric, and others. The open API integrates with existing DMS, CRM, and desking tools.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• VinSolutions: VinSolutions (a Cox Automotive company) is a leading dealer CRM and ILM platform that competes head-to-head with CarNow ReConnect. Both target lead follow-up, appointment setting, and customer engagement inside the dealership.
• Tekion: Tekion is a cloud-native dealer platform (formed via the DealerSocket merger) offering CRM, digital retailing, and DMS in a single suite. It is one of the most direct competitors to CarNow's Dealer Retail Platform and was named alongside CarNow in the FeaturedCustomers 2025 dealer management report.
• DealerSocket: DealerSocket (now part of Tekion) historically competed with CarNow across dealer CRM and digital retailing; its merger into Tekion created a broader bundled competitor. CarNow's open API integrates with DealerSocket, reflecting the partner/competitor dynamic.
• Roadster (Cars.com Commerce): Roadster (now part of Cars.com) provides digital retailing, desking, and e-commerce tools for franchised dealers — a direct peer in online-to-showroom car buying. Like CarNow, it serves OEM-certified digital retailing programs and competes for the same dealership wallet.
• AutoFi: AutoFi is a digital retailing and online financing platform for automotive dealers, enabling online credit applications, deal structuring, and F&I workflows. It overlaps directly with CarNow's Digital Retail, CreditApp, and Showroom Dealmaker modules.
• Modus (BigTime): Modus is a digital retailing platform for automotive dealers offering online credit, trade-in, and deal-building experiences similar to CarNow Digital Retail. It is one of the named certified providers in programs that compete with CarNow for OEM endorsements.

Broad incumbents

• Cox Automotive (Dealertrack): Cox Automotive is the parent of Dealertrack, VinSolutions, vAuto, and other dealer SaaS brands that compete with CarNow across digital retailing, CRM, and DMS. As a much larger, multi-product incumbent, it represents the bundling threat that could compress CarNow's standalone value proposition.
• CDK Global: CDK Global is a dominant DMS and dealer software provider whose suite increasingly overlaps with CarNow's digital retailing and engagement modules. CarNow's open-API integrations actually route through CDK, making CDK both a partner and a competitive threat.
• Dealer Inspire: Dealer Inspire (a Cars.com company) provides dealer websites, digital marketing, and an integrated digital retailing experience. CarNow explicitly integrates with Dealer Inspire, making it both a partner and a competing end-to-end digital storefront for dealers.

Emerging players

• SpinCar: SpinCar provides digital merchandising, 360° vehicle imagery, and shopper engagement tools for dealerships — adjacent to CarNow's chat/messaging and conversion modules and increasingly overlapping as the digital merchandising layer moves upstream into engagement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/i/flow/login?redirect_after_login=%2FCarNowOfficial
• Facebookfacebook.com/carnowofficial
• LinkedInlinkedin.com/company/carnow
• Instagraminstagram.com/carnowofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CarNow