What Dealer Specialties does

Dealer Specialties is a U.S. provider of inventory merchandising services and software for automotive dealerships, operating since 1989 as a division of Dominion Dealer Solutions, LLC (a subsidiary of Dominion Enterprises). The company serves more than 3,000 dealerships nationwide, offering an integrated stack that includes the VinMotion inventory management platform, on-the-lot and professional photography, LiveLot video capture, DealerSpin360 360-degree walkarounds, AI-driven background removal, the StoryBuilder AI description generator, window labels, and inventory distribution to over 200 third-party sites including Cars.com, AutoTrader, eBay Motors, Facebook Marketplace, and Manheim.

The underlying technology combines a cloud-based inventory management platform (VinMotion) with computer-vision and generative-AI components for image and text processing, plus a real-time syndication engine for distribution. Revenue is generated primarily through subscription/recurring engagements for software and bundled services, with quote-based pricing (not publicly disclosed). Distribution is handled through a mix of enterprise field sales targeting dealership groups, an inside sales team for inbound demos, and direct digital onboarding via the VinMotion platform, supplemented by OEM-authorized program status with GM (DVIM) and Jaguar/Land Rover (CPO Window Label) and a high-leverage partnership with SiriusXM spanning 33,000+ pre-owned program dealers.

Name

Dealer Specialties

Legal name

Dealer Specialties, A Division Of Dominion Dealer Solutions, LLC

Website

https://dealerspecialties.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Dealer Specialties provides inventory merchandising software and services — including photography, video, 360 walkarounds, AI-powered descriptions, and real-time distribution — to over 3,000 U.S. automotive dealerships nationwide.

Ownership category

akta.pro rank

Product category

Automotive Inventory Merchandising

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Automotive Parts and Accessories Retailers (441330), Motor Vehicle and Parts Dealers (441)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

Keywords

• Automotive inventory merchandising
• Vehicle photography services
• Inventory management software
• Dealership data distribution
• Vehicle listing syndication

Headquarters

HQ city

Monroe

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Inventory Merchandising Services: Dealer Specialties generates revenue through providing comprehensive inventory merchandising services including photography, videography, 360-degree walkarounds, window labels, and distribution services to automotive dealerships. Services can be purchased independently or in conjunction with other Dealer Specialties products.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Dealer Specialties provides inventory merchandising solutions for automotive dealerships, combining on-the-lot services (professional vehicle photography, videography, 360-degree walkarounds, window labels) with a proprietary software platform (VinMotion) and AI-powered tools (StoryBuilder, Background Removal). The company syndicates dealer inventory in real time to over 200 third-party sites and sales platforms, serving more than 3,000 dealerships nationwide.

Product overview

Dealer Specialties offers a comprehensive automotive inventory merchandising platform that combines software tools with on-the-lot services. The core platform is VinMotion, an inventory management software that integrates with photography, 360-degree spins (DealerSpin360), video (LiveLot), and AI-powered description generation (StoryBuilder). The portfolio includes distribution services to over 200 third-party sites, professional photography, AI-enhanced image processing (Background Removal), window labels, vehicle condition reports (C.A.R.Score), and OEM partnership programs for GM and Jaguar/Land Rover dealers. The company serves over 3,000 dealerships nationwide with a focus on helping dealers move inventory faster through digital merchandising.

Differentiator

Problem solved

Functional benefit

Brands

• VinMotion®: Inventory merchandising software for new and used vehicles with tools for pricing, appraisals, vehicle comments and more.
• DealerSpin360
• LiveLot®
• Dominion StoryBuilder®

Products and services

• VinMotion Inventory merchandising software for new and used vehicles with tools for pricing, appraisals, vehicle comments, photos, and integration with distribution networks. Enables dealers to manage inventory from anywhere via web and mobile.
• Photography
• DealerSpin360
• LiveLot Dealership video service providing professionally shot vehicle videos with distribution to major sites. Includes video creation, platform for managing video assets, video ads, and DIY video upload capabilities.
• Dominion StoryBuilder AI-powered automated vehicle commenting engine that transforms vehicle-specific data into engaging stories and unique vehicle descriptions using VIN data.
• Background Removal Service AI-powered image enhancement service that automatically removes distracting backgrounds from vehicle photos, delivering studio-quality images within 24 hours.
• Window Labels
• Inventory Feeds
• C.A.R.Score
• OEM Programs

Quantifiable outcome

• 350% increase in website leads with LiveLot video services
• +3 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability6 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• SiriusXMcoreStrategic or Co-development Partner · 22 January 2019Dealer Specialties works closely with SiriusXM to streamline the activation process for SiriusXM radio trials on pre-owned vehicles at the point of sale. Dealer Specialties' lot services package enables dealers to ensure customers can enjoy SiriusXM during test drives with a complimentary three-month trial subscription to SiriusXM's All Access package. This partnership enhances customer service and provides added value to dealer clients.
• VastcoreTechnology or Integration · 9 January 2019Dealer Specialties expanded data access through Vast, a data company based in Austin, TX. This partnership brings more competitive data sets for more accurate vehicle pricing, helping dealers appraise vehicles for their true market value and list/sell used vehicles for higher profit.
• GM Dealer Vehicle Inventory Management Program (DVIM)coreOEM/ Whitelabel/ Licensing PartnerDealer Specialties is a partner in the GM Dealer Vehicle Inventory Management Program (DVIM), offering a complete suite of General Motors iMR turnkey-approved inventory solutions for GM dealers.
• Jaguar and Land Rover CPO Window Label ProgramcoreOEM/ Whitelabel/ Licensing PartnerDealer Specialties is an Authorized Partner of the Jaguar and Land Rover CPO Window Label Program, providing branded CPO labels for Jaguar and Land Rover retailers through their new VinMotion Software.
• Facebook MarketplacecoreChannel Partner/ Reseller/ DistributorDealer Specialties is an approved inventory partner for Facebook Marketplace, enabling dealers to list vehicles on this popular platform where buyers are already shopping.
• Third-Party Distribution Partners (1,600+)coreChannel Partner/ Reseller/ DistributorDealer Specialties maintains the industry's largest Internet distribution channel with more than 1,600 partners including GetAuto.com, Cars.com, eBay Motors, Overstock.com, Google Base, AutoTrader.com, The Cobalt Group, Manheim, and over 200 additional third-party sites for real-time inventory syndication.

Scale indicators14 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• LotLinx: LotLinx provides AI-powered inventory advertising and merchandising for auto dealers, focusing on optimizing which vehicles get promoted across digital channels. It directly competes with Dealer Specialties' Inventory Feeds and merchandising services for the same dealership customers.
• DealerSocket (Solera): DealerSocket is a dealer management system (DMS) and CRM provider for auto dealers, now part of Solera. It competes with Dealer Specialties' software/inventory layer and is sold into the same dealer decision-maker.
• VinSolutions (Cox Automotive): VinSolutions is a leading CRM, ILM, and digital merchandising platform for automotive dealers, owned by Cox Automotive. It overlaps directly with Dealer Specialties' VinMotion inventory management, CRM-adjacent, and merchandising capabilities for franchised dealers.
• PureCars: PureCars is a digital marketing platform purpose-built for automotive dealers, offering inventory advertising, AI-driven merchandising, and audience targeting. It is a direct competitor to Dealer Specialties' inventory merchandising and digital distribution stack for the same dealer customer base.
• DealerOn: DealerOn builds websites, digital marketing, and SEO/SEM products for automotive dealers. It competes with Dealer Specialties in dealer digital presence and inventory merchandising distribution to OEM websites and third parties.

Emerging players

• Roadster: Roadster provides digital retailing and online car-buying tools to franchised dealers, including digital storefronts, desking, and e-commerce checkout. It competes with Dealer Specialties at the digital merchandising layer for the same dealer customers.
• Automotive Mastermind: Automotive Mastermind provides AI-driven predictive marketing and customer behavior analysis for auto dealers. It is an emerging competitor in the dealer AI/marketing space that intersects with Dealer Specialties' StoryBuilder AI and merchandising analytics.

Broad incumbents

• Cars.com: Cars.com is one of the largest automotive marketplace platforms and a key distribution partner (and competitor at the edges) for Dealer Specialties. While primarily a listings destination, it offers adjacent dealer marketing tools that overlap with DS's distribution business.
• CarGurus: CarGurus is a leading automotive marketplace and research platform. It serves as both a syndication partner for Dealer Specialties' dealer customers and a broader competitor for dealer lead-generation budgets.
• Autotrader (Cox Automotive): Autotrader is a major automotive marketplace owned by Cox Automotive. It is both a distribution partner for Dealer Specialties' inventory feeds and a broad incumbent in the dealer marketing ecosystem that competes indirectly for dealer marketing dollars.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DealerSpecialt1
• YouTubeyoutube.com/user/DominionDealer
• Facebookfacebook.com/DominionDealerSolutions
• LinkedInlinkedin.com/company/163397

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Dealer Specialties