Cars Commerce
Cars Commerce operates an audience and technology platform for automotive retail, serving approximately 19,500 dealers across the US and Canada through the Cars.com marketplace, Dealer Inspire websites, AccuTrade appraisal technology, Media Network advertising, and the DealerClub wholesale platform.
- Company typePublic
- Founded1998
- HeadquartersChicago, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Cars Commerce does
Cars Commerce (NYSE: CARS; legal entity Cars.com Inc., d/b/a Cars Commerce Inc.) is a Chicago-based audience and technology platform for automotive retail, founded in 1998 and serving approximately 19,500 franchised and independent dealer customers across the United States and Canada. The company operates a platform-plus-modules architecture spanning five core product lines: the Cars.com marketplace (ranked #1 in brand recognition in the Q1 2025 Brand Tracker, with 26.6 million average monthly unique visitors), Dealer Inspire (data-driven dealer websites with AI search optimization and 100+ DMS/IMS/CRM integrations), AccuTrade (vehicle appraisal and acquisition technology with OBD-II diagnostic scans), DealerClub (reputation-based dealer-to-dealer wholesale), and the Cars Commerce Media Network (in-market advertising across display, video, social, and VIN-level performance media). Recent additions include the DealerCloud LLC CRM (built on Salesforce Agentforce Automotive in partnership with DGDG), AccuTrade IMS, and a generative-AI Video Solution for vehicle inventory.
The business model combines multiple recurring and transaction-based revenue streams: tiered marketplace subscriptions (Base, Premium, Premium+) for dealer listings and reputation management, subscription and service fees for Dealer Inspire websites and SEO/media services, technology licensing and service fees for AccuTrade appraisal and the new AccuTrade IMS, advertising revenue through the Cars Commerce Media Network, and lead generation fees delivering qualified shoppers with real-time intent context to dealers. Pricing is quote-based and not publicly disclosed. Go-to-market combines enterprise field sales targeting dealer groups and OEMs (with Dealer Inspire's near-universal OEM certification as a distribution lever), inside sales for mid-market dealers, a self-serve portal on Cars.com for SMB and individual dealer subscriptions, and partner channels such as FordDirect.
Cars Commerce has historically grown through acquisition (DealerRater 2017, Dealer Inspire 2019, D2C Media 2023, DealerClub 2025) and is currently in a leadership transition following the January 2026 appointment of Tobias Hartmann as CEO succeeding 28-year veteran Alex Vetter, alongside a new CTO (Cormac Twomey, December 2025) and a new CMO (Sarah Kettler, June 2026). The product roadmap is increasingly oriented around AI-driven capabilities (AccuTrade predictive analytics, AI Video Solution, AI search-optimized dealer websites, In-Market Video Attribution, and Agentforce-based DealerCloud CRM) that layer proprietary first-party marketplace audience data on top of third-party AI platforms.
Cars Commerce firmographics
Firmographics- Name
- Cars Commerce
- Legal name
- Cars.com Inc.
- Website
- https://carscommerce.inc
- Company type
- Public
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Cars Commerce operates an audience and technology platform for automotive retail, serving approximately 19,500 dealers across the US and Canada through the Cars.com marketplace, Dealer Inspire websites, AccuTrade appraisal technology, Media Network advertising, and the DealerClub wholesale platform.
- Ownership category
- akta.pro rank
Cars Commerce industry classification
Industry- Product category
- Automotive Commerce Technology
- NAICS
- Motor Vehicle and Parts Dealers (441)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Automotive Vehicles & Parts C2C (CRAFAKAE)
Keywords
Where Cars Commerce is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cars Commerce business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Dealer Marketplace Subscriptions: Recurring subscription revenue from dealers for Cars.com marketplace listings. Dealers pay for inventory listings, enhanced exposure, and reputation management tools across Base, Premium, and Premium+ tier packages.
- Dealer Inspire Website Services: Subscription and service fees for dealer website platforms, SEO services, media services, and managed services. Revenue from websites built for automotive retailers.
- Cars Commerce Media Network Advertising: Turnkey advertising solutions promoting dealer brands and inventory to in-market car shoppers. Dealers and OEMs purchase media placements across In-Market Video, Display, VIN Performance Media, and Cars Social channels.
- AccuTrade Appraisal Services: Technology licensing and service fees for AccuTrade appraisal platform enabling dealers to appraise vehicles, acquire inventory from service drives, and manage inventory with real-time market data.
- Lead Generation Fees: Revenue from delivering qualified leads to dealers with real-time shopper context including vehicle preferences, price range, and competitor engagement data.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Base tier includes essential marketplace tools to list, engage, and convert shoppers |
| Subscription | Monthly | Premium tier offers elevated listings experience that ensures dealers stand out against competitors |
| Subscription | Monthly | Premium+ tier provides complete package to conquer market with maximum reach and results |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Cars Commerce product offering
Product offeringCore offering
Cars Commerce operates an audience-driven technology platform that connects automotive dealerships with car shoppers. The company provides marketplace listings (Cars.com), dealer websites (Dealer Inspire), real-time vehicle appraisal technology (AccuTrade), reputation-based wholesale auctions (DealerClub), in-market advertising (Cars Commerce Media Network), inventory management (AccuTrade IMS), and an automotive CRM (DealerCloud LLC) to approximately 19,500 dealers across the US and Canada.
Product overview
Cars Commerce is an audience and technology platform for automotive retail, operating as a platform-plus-modules architecture. The core portfolio includes Cars.com (the #1 automotive marketplace with 26.6 MM avg. monthly unique visitors), Dealer Inspire (digital dealer websites and digital strategy services), AccuTrade (vehicle appraisal and acquisition technology), DealerClub (reputation-based wholesale), and Cars Commerce Media Network (in-market advertising). The platform serves approximately 19,500 dealer customers across the US and Canada, connecting consumers at scale while streamlining dealership experience and operations end-to-end. Recent additions include DealerCloud LLC (Salesforce-based CRM), AccuTrade IMS (inventory management system), AI Video Solution for vehicle inventory, and In-Market Video attribution tracking.
Differentiator
Problem solved
Functional benefit
Products and services
- Cars.com Marketplace
- Dealer Inspire
- AccuTrade
- DealerClub
- Cars Commerce Media Network
- DealerCloud LLC
- AccuTrade IMS
- DealerRater
Quantifiable outcome
- 4% average standard deviation from final sale price vs 34% lower than KBB/Blackbook
- +10 more outcomes
Companies that use Cars Commerce
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles3 records
Cars Commerce technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability10 records
Feature6 records
Cars Commerce partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and major.
- Del Grande Dealer Group (DGDG)coreStrategic collaboration to launch DealerCloud LLC, a new automotive CRM built on Salesforce's Agentforce Automotive platform. Initial testing across DGDG's 15 dealerships showed 30-40% shorter sales cycles and 30% increase in close rates for internet leads. DGDG serves as the pilot testing ground for the new CRM solution.
- SalesforcecoreTechnology partnership using Salesforce's Agentforce Automotive platform as the foundation for DealerCloud LLC CRM. Salesforce provides the platform infrastructure for the automotive dealer CRM solution developed through the DGDG collaboration.
- FordDirectmajorMarketing partnership combining Cars Commerce first-party audience data with FordDirect's Ford.com data to power omni-channel media campaigns for Ford dealers. Part of FordDirect AdVantage program enabling dealers to influence active car shoppers across screens with in-market video campaigns and dynamic search ads.
Scale indicators17 records
Recent moves6 records
Expansion highlights6 records
Cars Commerce competitors and assessment
Company assessmentBroad incumbents
- Manheim: Manheim operates the largest U.S. wholesale vehicle auction network. Its digital wholesale platform directly competes with Cars Commerce's DealerClub reputation-based wholesale marketplace.
- Cox Automotive: Cox Automotive owns AutoTrader, Kelley Blue Book, Dealertrack, Manheim and Dealer.com — the deepest incumbent stack in dealer software, marketplace, appraisals and DMS. It is the broadest competitive threat and the closest full-stack peer to Cars Commerce's portfolio.
Direct peers
- Kelley Blue Book (Cox Automotive): KBB provides vehicle valuation and appraisal data used by dealers and consumers, and is the primary accuracy benchmark for Cars Commerce's AccuTrade product (4% vs. KBB/Blackbook). Both compete for dealer appraisal and inventory software spend.
- CarGurus: CarGurus operates one of the largest U.S. automotive marketplaces with dealer subscription tiers, transparent pricing and inventory listings, competing head-to-head with Cars.com for dealer leads and ad budgets.
- TrueCar: TrueCar runs an automotive pricing and marketplace platform monetized through dealer subscriptions and lead generation, directly overlapping with Cars Commerce's marketplace subscription and lead-fee revenue streams.
- AutoTrader: AutoTrader, part of Cox Automotive, is the largest U.S. online automotive marketplace for new and used cars and the most direct competitor to Cars.com for dealer subscriptions, listings and advertising spend.
- Edmunds: Edmunds is a long-standing automotive research, pricing and marketplace site offering dealer leads and pricing tools, competing with Cars.com for shopper traffic, dealer advertising, and leads.
Emerging players
- DealerSocket (Solera): DealerSocket (owned by Solera) provides dealer CRM, website, inventory and digital marketing software for franchised dealers, overlapping with Dealer Inspire and AccuTrade on the dealer software side of Cars Commerce.
- VinSolutions (Cox Automotive): VinSolutions is a leading automotive CRM tied to the Cox Automotive stack (and the interface DealerCloud on Salesforce Agentforce competes directly against), competing with Cars Commerce's CRM and platform strategy.
Others
- CarGurus (Trade Pending: CarMax / Cox comparison): CarMax is a large used-vehicle retailer that increasingly operates its own digital marketplace experience; it competes more on consumer car shopping experience and wholesale pricing than dealer SaaS, but pressures the broader Cars Commerce audience and dealer business models.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Cars Commerce social profiles
Digital presenceCars Commerce financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cars Commerce leadership team
Management profileNumber of profiles
Profiles3 records
Cars Commerce subsidiaries and ownership
Company hierarchySubsidiaries4 records
Cars Commerce funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cars Commerce M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cars Commerce
What does Cars Commerce do?
Cars Commerce operates an audience-driven technology platform that connects automotive dealerships with car shoppers. The company provides marketplace listings (Cars.com), dealer websites (Dealer Inspire), real-time vehicle appraisal technology (AccuTrade), reputation-based wholesale auctions (DealerClub), in-market advertising (Cars Commerce Media Network), inventory management (AccuTrade IMS), and an automotive CRM (DealerCloud LLC) to approximately 19,500 dealers across the US and Canada.
Is Cars Commerce a public or private company?
Cars Commerce is a public company. It is classified as public and is currently operating.
When was Cars Commerce founded?
Cars Commerce was founded in 1998. It employs 1,001 to 5,000 people.
Where is Cars Commerce based?
Cars Commerce is headquartered in Chicago, United States, in the North America region.
How does Cars Commerce make money?
Five revenue lines are on record. Dealer Marketplace Subscriptions are the primary driver. The others are dealer Inspire Website Services, cars Commerce Media Network Advertising, accuTrade Appraisal Services and lead Generation Fees.
Who are Cars Commerce's main competitors?
Broad incumbents on record are Manheim and Cox Automotive. Direct peers are Kelley Blue Book (Cox Automotive), CarGurus, TrueCar, AutoTrader and Edmunds. Emerging players are DealerSocket (Solera) and VinSolutions (Cox Automotive). CarGurus (Trade Pending: CarMax / Cox comparison) is listed as an others.
Does Cars Commerce have an API?
No public API is recorded for Cars Commerce.
What industry is Cars Commerce in?
Cars Commerce's product category is Automotive Commerce Technology. Its primary akta.pro industry code is CRAFAKAE, Automotive Vehicles & Parts C2C. Its NAICS code is 441 and its SIC code is 5500.