CDK Global
CDK Global provides an integrated cloud-based dealership management platform — DMS, CRM, digital retailing, F&I, fixed operations, inventory, and AI-powered analytics — serving 9,000+ franchised auto and heavy truck dealerships, OEMs, and ISVs across North America.
- Company typePrivate
- Founded1976
- HeadquartersHoffman Estates, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingSoftware
What CDK Global does
CDK Global is a Hoffman Estates, Illinois-based automotive retail software company that provides integrated data and technology solutions to franchised auto dealerships, heavy truck dealers, automotive OEMs, and independent software vendors. Its core offering is the Dealership Xperience (DXP) Platform, a cloud-based ecosystem combining a dealer management system (DMS), CRM, digital retailing, F&I, fixed operations, inventory management, and analytics suites under modular subscription pricing. The platform processes approximately $540 billion in annual automotive commerce across more than 9,000 dealership customers, supported by a built-in customer data platform unifying 257 million unique customer IDs and 900 million anonymized repair orders for AI-driven insights, and by the Fortellis API marketplace connecting 1,000+ integration partners. CDK generates revenue primarily through recurring SaaS subscriptions for its product suites, supplemented by professional services, embedded payment processing (SimplePay), API/data licensing, and consulting programs such as the Warranty Revenue Assistance Program (WRAP). The company was founded in the mid-1970s, went public, was taken private by Brookfield Business Partners in 2016, and currently operates with 5,001–10,000 employees under CEO Brian MacDonald, who returned to lead a renewed transformation effort in July 2022. CDK faces significant near-term headwinds including the June 2024 BlackSuit ransomware attack, $730 million in cumulative legal settlements over data access practices, approximately $5.5 billion in debt, and the migration of Asbury Automotive Group (158+ locations) to competitor Tekion.
CDK Global firmographics
Firmographics- Name
- CDK Global
- Legal name
- CDK Global LLC
- Website
- https://cdkglobal.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- CDK Global provides an integrated cloud-based dealership management platform — DMS, CRM, digital retailing, F&I, fixed operations, inventory, and AI-powered analytics — serving 9,000+ franchised auto and heavy truck dealerships, OEMs, and ISVs across North America.
- Ownership category
- akta.pro rank
Where CDK Global is headquartered
LocationHeadquarters
- HQ city
- Hoffman Estates
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
CDK Global business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Dealer Management System (DMS) SaaS Subscriptions: CDK generates primary revenue through recurring SaaS subscription fees for its integrated dealership management platform. The subscription model covers DMS, CRM, digital retail, F&I, fixed operations, inventory, and intelligence suites as part of the CDK Dealership Xperience ecosystem.
- Professional Services: Implementation, consulting, and training services provided through CDK's Professional Services organization, including Customer Success, Implementation, Consulting, and Learning Services.
- Data and API Services: Revenue from CDK Data Services and API solutions available through Fortellis Marketplace for ISV integrations.
- SimplePay Payment Processing: Embedded payment processing solution generating transaction revenue through credit card surcharging compliance and payment processing fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | CDK operates a modular, suite-based pricing structure where dealerships can select from multiple product suites including Foundations Suite, Fundamentals Suite, Modern Retail Suite, Fixed Operations Suite, Vehicle Inventory Suite, and Intelligence Suite. |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
CDK Global product offering
Product offeringCore offering
CDK Global provides integrated data and technology solutions for automotive dealerships, OEMs, and heavy truck dealers, anchored by the Dealership Xperience Platform (DXP). The platform combines a Dealer Management System (DMS), CRM, digital retailing, F&I tools, fixed operations, inventory management, and AI-driven intelligence suites into a unified SaaS offering. Revenue is primarily generated through annual subscriptions, supplemented by professional services, data/API licensing, and embedded payment processing.
Product overview
CDK Global is an automotive retail software company offering a unified platform architecture called the Dealership Xperience (DXP) Platform, which integrates multiple suites and modules for comprehensive dealership management. The core offerings include the Foundations Suite (enterprise DMS for multi-dealership operations), Fundamentals Suite (scalable DMS for smaller 1-2 site dealers), and multiple integrated modules including Modern Retail Suite (omnichannel sales and CRM), Fixed Operations Suite (service and parts management), Vehicle Inventory Suite (AI-powered inventory and pricing), Intelligence Suite (advanced analytics and AI/ML), and Built-In Customer Data Platform (unified customer profiles). Additional products span F&I software, digital retailing, payment processing (SimplePay), and the Fortellis API marketplace. The platform handles $540 billion in automotive commerce annually across 2.6% of U.S. GDP, processing 257 million customer IDs and 900 million repair orders with AI-driven insights.
Differentiator
Problem solved
Functional benefit
Brands
- Dealership Xperience Platform (DXP): Integrated software platform combining multiple dealership solutions including CRM, DMS, digital retail, and F&I tools.
- CDK Foundations Suite
- CDK Fundamentals Suite
- CDK Modern Retail Suite
- CDK Fixed Operations Suite
- CDK Vehicle Inventory Suite
- CDK Intelligence Suite
- SimplePay
- AIVA (AI Virtual Assistant)
- Fortellis
- CDK University
Products and services
- CDK Foundations Suite Enterprise DMS suite designed to strengthen every part of the dealership from front to back, incorporating CRM, DMS, service, accounting, and document management capabilities for large multi-rooftop dealer groups.
- CDK Fundamentals Suite Proven and scalable core business system tailored for one-to-two-site franchise dealers and independent auto dealers, providing essential DMS functionality including digital contracting, signature capture, document management, and accounting.
- CDK Modern Retail Suite Front office solution enabling seamless omnichannel retail experiences from online to showroom, integrating digital retail, CRM, lead response, trade valuation, and F&I tools for improved customer engagement and revenue.
- CDK Fixed Operations Suite Comprehensive service department solution for building loyalty and maximizing parts and service revenue, featuring technician videos, vehicle tracking, service scheduling, predictive service, and connected vehicle data integration.
- CDK Vehicle Inventory Suite AI-powered inventory management solution for pricing with confidence, AI-generated merchandising content, appraisal workflows, and real-time inventory insights across multiple channels.
- CDK Intelligence Suite Advanced analytics and business intelligence platform powered by AI and machine learning, providing predictive insights, comparative analysis, executive dashboards, and KPI tracking across dealership operations.
- Dealership Xperience Platform (DXP) Unified cloud-based technology platform incorporating all CDK suites (Foundations, Fundamentals, Modern Retail, Fixed Operations, Vehicle Inventory, Intelligence) for integrated dealership operations across sales, service, and back-office.
- Built-In Customer Data Platform (CDP) Customer data platform embedded within Dealership Xperience, unifying fragmented customer data from CRM, DMS, service, parts, and third-party systems into AI-enriched profiles with real-time actionable insights across 257M+ customer IDs.
- CDK CRM AI-powered automotive CRM built for dealerships, providing customer engagement, lead management, marketing automation, desking integration, and connection to Built-In CDP for unified customer views.
- CDK F&I Software Finance and insurance software suite including credit services, computerized vehicle registration, digital finance office, eForms library, and MenuVantage Platinum for personalized add-on product recommendations.
- CDK Digital Retailing Omnichannel digital retailing platform enabling online-to-showroom transactions with omnichannel storefront, automated lead response, trade valuation, and multibrand marketplace capabilities.
- SimplePay Built-in payment processing solution offering text-to-pay, contactless payments, Apple Pay, Google Pay, auto-reconciliation, and credit card surcharge compliance for service and sales transactions.
- Dealer Management System (DMS) Core DMS engine powering dealership operations with over a million built-in business rules, FTC compliance tools, sales-boosting features, SOC 2 compliant data centers, and integration across all dealership departments.
- Fortellis API Platform and Marketplace
Quantifiable outcome
- 30% gross profit growth in Service within one year for top-performing dealers
- +10 more outcomes
Companies that use CDK Global
Customer profileNamed customers20 records
Segments6 records
Ideal customer profiles4 records
CDK Global technology and API
TechnologyAPI detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability13 records
Feature8 records
CDK Global partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Gibson Dunn & CrutcherminorGibson Dunn & Crutcher is the law firm advising the creditor coalition holding CDK debt. The firm structured a cooperation agreement binding creditors together in the event CDK seeks debt restructuring talks.
Scale indicators23 records
Recent moves7 records
Expansion highlights6 records
CDK Global competitors and assessment
Company assessmentBroad incumbents
- Salesforce: Enterprise CRM and customer-data platform whose Customer 360/Agentforce stack could be unbundled or extended by large dealer groups seeking a general-purpose alternative to CDK's embedded CRM and CDP functionality.
- Cox Automotive (Dealertrack): Parent of Dealertrack, Autotrader, Kelley Blue Book, Manheim and VinSolutions; offers a broad portfolio of dealer DMS, CRM and inventory tools that overlap with CDK's Dealership Xperience platform while serving adjacent wholesale and consumer marketplaces.
Direct peers
- Tekion: Cloud-native automotive retail platform (DMS + CRM + digital retailing) built for franchise dealer groups. Direct head-to-head competitor — most notably for large groups such as Asbury, which is migrating 158+ rooftops off CDK onto Tekion.
- PBS Systems: Canada-headquartered DMS and dealer technology vendor serving franchise and independent dealerships across North America; competes directly for dealer multi-rooftop contracts in overlapping geographies.
- Frazer Computing: DMS vendor focused on independent and smaller franchise dealers; overlaps with CDK's Fundamentals Suite and competes on price-sensitive end of CDK's customer base.
- Reynolds and Reynolds: Long-standing dealer management system provider and CDK's principal legacy competitor across U.S. franchised dealerships, with overlapping DMS, F&I and document-management offerings and a similar enterprise field-sales motion.
- Dominion Dealer Solutions: Provider of Dominion DMS, CRM, ILM and dealer-platform solutions for franchise and independent dealerships; competes with CDK across mid-market and group dealer segments.
Others
- Workday: Enterprise SaaS vendor whose financial and HR systems are broadly deployed across large dealer groups; relevant because CDK's CTO (Alex Choy) joined from Workday and Workday's platform-style architecture mirrors CDK's DXP strategy.
- SAP: Enterprise software suite where CDK's Chief Product Officer (Sanjay Almeida) previously led Intelligent Spend Management; SAP's enterprise spend/finance stack is an indirect functional peer for CDK's F&I and accounting modules.
Emerging players
- DealerCenter: Cloud-based DMS and dealer management platform focused on smaller and independent dealers; competes with CDK Fundamentals via a modern, lower-cost SaaS model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CDK Global social profiles
Digital presenceCDK Global compliance and trust
Trust signalCompliance5 records
CDK Global financial estimates
Financial estimateRevenue estimate
Valuation estimate
CDK Global leadership team
Management profileNumber of profiles
Profiles11 records
CDK Global subsidiaries and ownership
Company hierarchySubsidiaries3 records
CDK Global funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CDK Global M&A and investment
M&A and investmentM&A9 records
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CDK Global
What does CDK Global do?
CDK Global provides integrated data and technology solutions for automotive dealerships, OEMs, and heavy truck dealers, anchored by the Dealership Xperience Platform (DXP). The platform combines a Dealer Management System (DMS), CRM, digital retailing, F&I tools, fixed operations, inventory management, and AI-driven intelligence suites into a unified SaaS offering. Revenue is primarily generated through annual subscriptions, supplemented by professional services, data/API licensing, and embedded payment processing.
Is CDK Global a public or private company?
CDK Global is a private company. It is classified as private equity controlled and is currently operating.
When was CDK Global founded?
CDK Global was founded in 1976. It employs 5,001 to 10,000 people.
Where is CDK Global based?
CDK Global is headquartered in Hoffman Estates, United States, in the North America region.
How does CDK Global make money?
Four revenue lines are on record. Dealer Management System (DMS) SaaS Subscriptions are the primary driver. The others are professional Services, data and API Services and simplePay Payment Processing.
Who are CDK Global's main competitors?
Broad incumbents on record are Salesforce and Cox Automotive (Dealertrack). Direct peers are Tekion, PBS Systems, Frazer Computing, Reynolds and Reynolds and Dominion Dealer Solutions. Others are Workday and SAP. DealerCenter is listed as an emerging player.
Does CDK Global have an API?
Yes. CDK Global offers API solutions through its Fortellis platform, which connects OEMs and dealers with software developers through the Developer Network and Marketplace. APIs are designed to make it easier to integrate and connect people, places, systems, data and algorithms. The company also offers a Data Extract API Bundle for data access. CDK provides over 1,000 integrated partners in their open, dealer-ready ecosystem. Developer documentation is at fortellis.io.