Name

DealerOn

Legal name

DealerOn, Inc.

Website

https://dealeron.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Derwood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Website Platform Subscription: Monthly subscription fees for website platform access across multiple tier levels (CORE, PREMIER, ELITE for independent dealers; various OEM-specific packages). Pricing ranges from $599/month to $10,000+/month depending on package complexity and dealer type. Revenue is recurring monthly with annual commitment options typically offering discounts.
2. SEO Services: Monthly fees for ongoing local SEO management services including on-page optimization, content creation, backlink management, and local citation building. Tiered packages from $1,499/month to $3,000+/month.
3. Digital Advertising Services: Monthly advertising management fees plus media spend pass-through. Packages range from $3,000/month to $10,000/month with additional media costs. Includes PPC, display, social, video advertising management.
4. Add-on Features and Upgrades: Additional monthly fees for optional features including Lead Driver products, PriceStak, Loop engagement tools, Design Studio, Enterprise Specials Manager, and other add-ons. Prices vary by feature and dealer size.
5. Compliance Solutions: Monthly fees for accessibility (accessiBe) and consent management (Termly) solutions integrated into the website platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

DealerOn provides automotive dealerships with a comprehensive digital marketing platform, including a proprietary dealer website CMS (Cosmos), digital retailing software (Apex), SEO services, paid digital advertising management, inventory listings management, and AI-powered sales and content tools. Its products are designed to help dealers generate leads, manage online vehicle sales, and synchronize inventory across third-party automotive marketplaces.

Product overview

DealerOn is a digital marketing technology company providing an integrated platform of website, SEO, and digital advertising solutions exclusively for automotive dealerships. The company's flagship product is the Cosmos Website Platform, an open-retail e-commerce platform built natively for automotive retail that integrates all DealerOn tools including Apex Digital Retailing (eCommerce), Cyrus Chat (AI digital assistant), Listings Manager (business listing syndication), Symphony Automation (specials management), Lead Driver (behavioral targeting and coupons), PriceStak (payment display), Loop (customer engagement), Beacon Reporting (Google Analytics-powered analytics), and Design Studio (creative production). The platform is complemented by Elite SEO Services and Generative Engine Optimization (GEO) for AI search visibility, Digital Advertising across search/social/display channels, and compliance tools including Termly Consent Manager and accessiBe ADA Compliance. DealerOn has expanded through acquisitions of fusionZONE Automotive (2023) and Sincro (2024) and serves over 7,000 car dealers across North America as a certified provider for major OEMs including Acura, BMW, Ford, GM, Honda, Hyundai, Kia, Lexus, Mercedes-Benz, Nissan, Porsche, Stellantis, Toyota, and others.

Differentiator

Problem solved

Functional benefit

Brands

• OnPrompt: AI search visibility platform for automotive dealerships that monitors brand presence across AI-powered platforms such as ChatGPT, Gemini, and Perplexity, featuring prompt tracking, brand sentiment analysis, content gap identification, competitor analysis, and AI referral analytics.
• Sidekick
• Cosmos
• Apex Digital Retailing
• Cyrus Chat
• Symphony Automation
• Signals

Products and services

• DealerOn Website Platform (Cosmos) Proprietary website content management system designed for automotive dealerships, used to build and operate dealer websites, capture leads, and integrate with inventory and digital retailing tools.
• Apex Digital Retailing Digital retailing solution that allows automotive dealerships to offer online vehicle purchase workflows, including configuration, financing, and home delivery options for consumers shopping on the dealer's website.
• DealerOn SEO Services Managed SEO service that helps automotive dealerships improve organic search visibility for vehicle, model, and local-intent queries.
• DealerOn Digital Advertising Managed paid digital advertising service for automotive dealerships, covering search engine marketing, display, and paid social campaigns designed to drive lead and traffic to the dealer's website.
• Listings Manager Inventory syndication and listings management solution that distributes dealer vehicle inventory to third-party automotive marketplaces and keeps listings accurate and consistent across sites.
• OnPrompt AI-driven content and prompt tool that helps dealerships generate marketing copy, vehicle descriptions, and other content assets more efficiently.
• Sidekick AI sales assistant that supports dealership sales teams with lead follow-up, customer engagement, and workflow automation.
• Cyrus Chat Conversational AI chatbot that engages online shoppers on dealer websites, answers questions, captures leads, and routes conversations to dealership staff.
• OnMarketplace Partner ecosystem and integration marketplace that allows dealerships to extend the DealerOn platform with approved third-party applications, data providers, and automotive services.

Quantifiable outcome

• 200% average lead volume increase when switching to DealerOn from prior provider
• +11 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration26 records

AI capability11 records

Feature12 records

Partnerships

20 partnerships are on record, tiered major, core, featured and trusted.

• Sincro (Acquisition from Ansira)majorStrategic or Co-development Partner · 26 September 2024DealerOn acquired Sincro from Ansira (backed by Truelink Capital) to expand digital marketing and automotive dealership solutions. The acquisition enhances DealerOn's suite of services including website, inventory, advertising, retailing, and SEO tools.
• PypestreamcoreTechnology or IntegrationStrategic collaboration for Cyrus Digital Assistant, DealerOn's AI-powered conversational engagement solution. Pypestream provides the conversational AI platform enabling natural language understanding, tone detection, sentiment analysis, and chatbot capabilities throughout dealership websites.
• TradePendingcoreTechnology or IntegrationTradePending powers Cyrus Chat's instant trade-in valuations, providing accurate vehicle valuation data integrated into the conversational AI experience.
• XtimecoreTechnology or IntegrationXtime integration enables Cyrus Chat to seamlessly schedule service appointments directly within the conversational experience.
• LyteflofeaturedTechnology or IntegrationLyteflo's EV Sales Hub enables DealerOn websites with VIN-specific EV data and tools for comprehensive EV shopping experience including affordability, charging, range, and incentive information.
• TermlycoreTechnology or IntegrationTermly provides consent management platform for dealership websites, enabling automatic cookie scanning, granular consent controls, GDPR/CCPA compliance, and Google Consent Mode integration.
• accessiBecoreTechnology or IntegrationaccessiBe provides AI-powered accessibility remediation for DealerOn websites, ensuring compliance with ADA, WCAG 2.1, Section 508, and other worldwide accessibility laws. Automated 24-hour audits and AI remediation.
• GooglecoreTechnology or IntegrationGoogle integrations include Google Business Profile synchronization, Google Analytics 360 for Beacon Reporting, Google Ads certification and management, Google Dialogflow for Cyrus Chat, and Google Search Console integration.
• EdmundstrustedTechnology or IntegrationEdmunds vehicle reviews integration available on DealerOn websites. Edmunds also uses OnMarketplace for dealer product implementation visibility and optimization.
• CarNowtrustedTechnology or IntegrationCarNow digital retail integration available through OnMarketplace, enabling seamless vehicle acquisition experiences on DealerOn websites.
• MarchexcoreTechnology or IntegrationMarchex provides advanced call tracking and analytics solutions for automotive dealerships, integrated into DealerOn's website and advertising platform.
• SpinCarfeaturedTechnology or IntegrationSpinCar 360-degree vehicle spin integration available for Vehicle Detail Pages, providing immersive vehicle viewing experiences on DealerOn websites.
• DraivertrustedTechnology or IntegrationDraiver digital retail solutions available through OnMarketplace for DealerOn dealer websites.
• Full Throttle AItrustedTechnology or IntegrationFull Throttle AI personalization solutions available through OnMarketplace for DealerOn dealer websites.
• ImpeltrustedTechnology or IntegrationImpel vehicle details and digital merchandising solutions available through OnMarketplace.
• Insignia GrouptrustedTechnology or IntegrationInsignia Group digital retail solutions available through OnMarketplace.
• KordtrustedTechnology or IntegrationKord inventory management solutions available through OnMarketplace.
• LetzChattrustedTechnology or IntegrationLetzChat conversational AI solutions available through OnMarketplace for DealerOn websites.
• Reynolds & ReynoldstrustedTechnology or IntegrationReynolds & Reynolds dealer management system integrations available through OnMarketplace for Lead/Curre leads.
• Google DialogflowcoreTechnology or IntegrationGoogle Dialogflow integration powers Cyrus Chat's Natural Language Understanding, enabling accurate inventory search, feature queries, and enhanced service interactions.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CDK Global: CDK Global (now under Brookfield) provides DMS, website, and digital marketing solutions to dealers and OEMs. Closely comparable to DealerOn's website and SEO offerings, with deeper DMS integration that represents both a competitive advantage and an integration dependency for the broader dealer ecosystem.
• Cox Automotive / Dealer.com: Cox Automotive (parent of Dealer.com, VinSolutions, Autotrader, Dealertrack) is the dominant vertically integrated provider of websites, CRM, DMS, and digital marketing to U.S. auto dealers. Most directly comparable to DealerOn's website + advertising + digital retailing offerings, with significantly larger scale.
• AutoTrader / Cox Automotive Marketplaces: AutoTrader (Cox Automotive) is the largest U.S. third-party automotive marketplace and an indirect competitor to DealerOn's dealer websites. Represents the marketplace channel that DealerOn's dealer customers must compete against for shopper attention.

Direct peers

• Tekion: Tekion acquired DealerSocket/autoAction and now competes head-to-head with DealerOn across dealer CRM, websites, digital retailing, and marketing. Operates a cloud-native automotive platform with a similar bundled SaaS GTM targeting single-rooftop dealers through dealer groups.
• Dealer Center (DealerCenter): DealerCenter offers dealer websites, CRM, and digital marketing aimed at independent dealerships, overlapping directly with DealerOn's CORE/PREMIER/ELITE tier offerings. Targets the same SMB and single-rooftop dealer segments with comparable subscription pricing.
• Dealer Inspire (Cars.com): Dealer Inspire, owned by Cars.com, provides automotive dealer websites, digital advertising, and digital retailing solutions. Directly comparable product suite and OEM-affiliated GTM motion to DealerOn, with the additional benefit of Cars.com marketplace traffic.
• Elite Dealer Solutions / eDealer: eDealer provides automotive dealer websites, digital marketing, and SEO services with a similar subscription-based pricing model. Competes head-to-head for independent dealer and dealer group accounts with comparable product breadth.

Others

• Yelp / Google Business Profile solutions: Google (Business Profile, Ads) and Meta (Facebook Marketplace, Instagram) are upstream platform dependencies and indirect competitors through their own first-party dealer listing and lead-generation tools. DealerOn's Listings Manager and Digital Advertising products exist in part to manage and offset platform power.

Emerging players

• HigherGear / HigherRing: HigherGear (and similar regional providers like DMSI, BZ Results) offer automotive dealer websites and digital marketing primarily to dealer groups. Represents the long tail of regional competitors DealerOn competes against for mid-market and group accounts.
• CarNow (Holman): CarNow provides digital retailing, live deals, and engagement tools distributed through DealerOn's own OnMarketplace. While a partner, it is also a competitor in dealer digital retailing — a direct overlap with DealerOn's Apex product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/dealeron
• Facebookfacebook.com/dealeron
• LinkedInlinkedin.com/company/dealeron-inc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A2 records

Investments

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

Frequently asked questions about DealerOn