Dealership Performance CRM

What Dealership Performance CRM does

Dealership Performance 360 CRM (DP360) is a cloud-based customer relationship management platform purpose-built for specialty vehicle dealerships across the powersports, marine, RV, truck, trailer, and agriculture verticals. Founded in 2014 and headquartered in Tualatin, Oregon, the company is self-funded and operates as Dealership Performance CRM, LLC (Delaware), serving a customer base of 2,000+ retailers. The platform is a certified vendor for four major OEMs (Harley-Davidson, Polaris, Airstream, and BRP) and integrates with 300+ third-party systems spanning DMS providers, dealer website platforms, and marketplace lead sources including the Trader Interactive family (Cycle Trader, RV Trader, Boat Trader, Equipment Trader, Commercial Truck Trader).

The core product architecture combines traditional CRM functionality (lead management, sales pipeline tracking, inventory integration, mobile access, broadcast text messaging, BDC suite, call recording, data mining) with a layered AI suite introduced in 2024. The AI stack comprises five engines: AI Lead Response (automated sub-5-minute lead reply), Reply With AI (one-click personalized response drafting), AI SMS (two-way text conversations), AI Engagement Driver (multi-channel orchestration with automatic channel switching), and TRON (real-time human-to-AI conversation handoff). An AI Premium tier with AI Data Analyst predictive lead scoring is on the late-2026 roadmap. The company reports performance outcomes of a 60% consumer reply rate, 2.5x higher close rate on AI-engaged leads, and a 98% SMS open rate.

DP360 operates a sales-led go-to-market model with direct enterprise field sales, virtual demos, and account management, supplemented by a partner referral channel, OEM-driven distribution, and conference sponsorships across the specialty vehicle industry. Revenue is generated on a per-rooftop subscription basis with monthly billing and one-time setup fees, plus tiered AI add-on subscriptions. As of 2024, the company reported $9.9M ARR and a $29.7M valuation, and is led by owner Tod Kilgore and VP of Sales Phong Tran.

Name

Dealership Performance CRM

Legal name

Dealership Performance CRM, LLC

Website

https://dealershipperformancecrm.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Dealership Performance 360 CRM (DP360) is a cloud-based CRM platform serving 2,000+ specialty vehicle dealerships across powersports, marine, RV, truck, and agriculture verticals. The platform combines lead management, 300+ third-party integrations, and an AI suite for automated multi-channel engagement and human-to-AI handoff.

Ownership category

akta.pro rank

Product category

Dealership CRM Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Industry-Specific CRM (Vertical CRM Suites) (HDAEAFAH)

akta.pro secondary industries

Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI), Sales Force Automation (SFA) CRM (HDAEAFAA), E-commerce & Retail CRM (Customer Data, Loyalty & Personalization) (HDAEAFAE)

Keywords

• Dealership CRM software
• Automotive CRM platform
• AI lead response
• Dealer management system
• Customer relationship management

Headquarters

HQ city

Wilsonville

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. CRM Subscription Services: The DP360 CRM Service is provided on a subscription basis with monthly invoicing. Clients pay upfront or set-up fees plus recurring monthly fees. The company has been reported as having $9.9 million in ARR (Annual Recurring Revenue) as of 2024. Subscriptions are sold per dealership rooftop location with a non-exclusive, non-sublicensable, non-transferable, revocable license.
2. AI Services Tiers: AI-powered services sold in tiers (AI Essential, AI Advanced, AI Premium coming late 2026) as add-ons to the core CRM subscription. Pricing varies by feature set including automated lead response, SMS capabilities, and human takeover features.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Dealership Performance 360 CRM (DP360 CRM) is a cloud-based customer relationship management platform sold as a monthly subscription per dealership rooftop location, serving specialty vehicle dealerships in powersports, marine, RV, truck, trailer, agriculture, and Harley-Davidson segments. The platform combines lead management, sales pipeline tracking, inventory integration with DMS and marketplace systems, and a suite of add-on modules (AI lead response, broadcast SMS, sales monitoring, marketing automation, service scheduling, BDC operations, data mining, call recording, mobile CRM) connected through 300+ third-party integrations. The core differentiation is the native AI layer (AI Advanced) that responds to leads within 5 minutes across email and SMS and hands off warm prospects to salespeople with full conversation context.

Product overview

Dealership Performance 360 CRM (DP360 CRM) is a cloud-based, modular CRM platform for powersports, marine, RV, truck, trailer, automotive, and agriculture dealerships. The core platform provides lead management, sales tracking, inventory integration, and 300+ third-party integrations. The product portfolio includes AI-powered modules (AI Essential, AI Advanced, AI Premium) providing automated lead response across email and SMS with natural language processing and autonomous agent capabilities; specialized add-on modules for sales monitoring, marketing automation, service scheduling, dealer support, data mining, BDC operations, and call recording; and utility sub-products (Smart Follow-Up, Smart Source, Smart Feed, Smart Survey, Smart Lead Push, Smart Merge, Text to Pay, Report Builder, Sales Pipelines, Opportunity Manager). The AI Advanced suite features TRON for real-time human-to-AI conversation handoff and AI Engagement Driver for multi-channel orchestration.

Differentiator

Problem solved

Functional benefit

Brands

• AI Advanced: Multi-channel AI orchestration suite with lead response, SMS, and human takeover (TRON) capabilities for automated customer engagement.
• AI Essential
• DP360 CRM Mobile
• Smart Follow-Up
• Smart Source
• Smart Feed

Products and services

• Dealership Performance 360 CRM (DP360 CRM) Cloud-based customer relationship management software designed for powersports, marine, RV, truck, trailer, automotive, and agriculture dealers. Provides 360-degree view of dealership with lead management, sales tracking, inventory integration, and 300+ third-party integrations. Sold as a per-rooftop monthly subscription with one-time setup fees.
• AI Advanced (AI Suite) Multi-channel AI orchestration suite with automated lead response across email and SMS, human takeover capability (TRON), and AI Engagement Driver for orchestrating outreach across customer-preferred channels. Achieves under 5-minute response time, 2.5x higher close rate on AI-engaged leads, and 60% consumer reply rate. Sold as a tiered subscription add-on to the core CRM.
• Broadcast Text Messaging Bulk text broadcast capability for reaching entire customer base with personalized promotions, updates, and alerts; includes 98% open rates and campaign scheduling automation.
• Effective Sales Monitoring Sales oversight tool providing performance dashboards and real-time visibility into staff activity across the entire dealership.
• Hyper-Targeted Marketing Suite In-house marketing tools including dealer-centric email and text marketing for OEM promotions, pre-built dealership templates, automated follow-ups, and comprehensive data mining.
• Fully Integrated Service Scheduler Scheduling module for managing service department appointments and staff workload.
• First-In-Class Dealer Support Support services including unlimited access to support call center, immediate response from qualified team, phone and email support 6 days a week, and onsite training options.
• Data & Equity Mining Market opportunity discovery and customer data analysis tools with hundreds of searchable data points and automated analysis for targeted marketing campaigns.
• In-House BDC Suite Business Development Center tools for managing inbound inquiries, follow-up campaigns, and customer engagement strategies.
• Call Recording Inbound and outbound call recording for monitoring sales and service calls, training, identifying best practices, resolving customer disputes, and ensuring compliance.
• DP360 CRM Mobile Mobile CRM application enabling sales staff to manage leads and sales data from mobile devices while on the showroom floor or traveling, with real-time security and mobile-optimized interface.

Quantifiable outcome

• AI responds to leads in under 5 minutes vs. 47-hour industry average
• +4 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration139 records

AI capability8 records

Feature9 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Dealer SpikecoreStrategic or Co-development Partner · 14 May 2021Strategic partnership announced May 14, 2021. Dealer Spike promotes DP360 as their preferred CRM partner for dealers using their websites and digital marketing services. Joint go-to-market with co-marketing and dealer referrals.
• Harley-DavidsoncoreOEM/ Whitelabel/ Licensing PartnerHarley-Davidson certified vendor relationship where DP360 CRM is recommended to Harley-Davidson dealers as an approved CRM solution. Deep integration with Harley-Davidson dealer systems and processes.
• PolariscoreOEM/ Whitelabel/ Licensing PartnerPolaris certified vendor relationship. DP360 CRM integrates with Polaris dealer systems and is recommended to Polaris dealers for CRM and lead management.
• BRPcoreOEM/ Whitelabel/ Licensing PartnerBRP certified vendor relationship. DP360 works with BRP dealers across Sea-Doo, Ski-Doo, Can-Am, and other BRP brands.
• AirstreamcoreOEM/ Whitelabel/ Licensing PartnerAirstream certified vendor providing CRM solutions to Airstream RV dealers. Strategic partnership for dealer network CRM standardization.
• WinnebagominorOEM/ Whitelabel/ Licensing PartnerWinnebago brand partnership providing CRM integration for Winnebago dealer networks.
• Dealer SpikecoreGTM or Marketing PartnerDealer Spike recommends DP360 to their dealer clients across powersports, auto, marine, RV and more. Integration with Dealer Spike website platform for seamless lead flow.
• Trader Interactive (Cycle Trader, RV Trader, Boat Trader, Equipment Trader, Commercial Truck Trader)Technology or IntegrationDeep integration with all Trader Interactive marketplaces enabling automated lead response and inventory synchronization with Cycle Trader, RV Trader, Boat Trader, Equipment Trader, and Commercial Truck Trader.
• Keystone RVminorGTM or Marketing PartnerKeystone RV offers DP360 CRM integration to their dealer network through Rollick partnership. Christy Spencer, Keystone Director of Marketing stated response time is critical for customer inquiries and comprehensive CRM integration helps dealers connect with customers.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• RWA (Rolling System / RWA Automotive): RWA provides dealership CRM and digital retailing solutions serving automotive and powersports dealers. It overlaps with DP360 in the specialty and powersports vertical, particularly on dealer lead handling and digital engagement.
• VinSolutions (Cox Automotive): VinSolutions is a leading CRM platform purpose-built for automotive dealerships, part of Cox Automotive. It directly competes with DP360 for dealership lead management and CRM business, particularly in the broader auto retail vertical that DP360 also targets through adjacent specialty segments.
• DealerSocket (CDK Global): DealerSocket provides CRM and dealership management software for auto dealers and is owned by CDK Global. It is a direct competitor to DP360 in dealership CRM, with overlapping lead-management, desking, and customer-engagement functionality.
• Sales Pro CRM: Sales Pro CRM offers dealership CRM and desking solutions primarily for franchised auto dealers. It competes with DP360 on lead management, CRM workflow, and integration with DMS providers in the same dealership buyer segment.
• Elead CRM (CDK Global): Elead is a dealership CRM owned by CDK Global, focused on sales, BDC, and customer engagement for auto dealers. It competes head-to-head with DP360 on lead response, follow-up automation, and multi-channel engagement features.

Broad incumbents

• HubSpot CRM: HubSpot is a broad CRM, marketing automation, and customer engagement platform widely used by SMB and mid-market companies. While not purpose-built for dealerships, it is listed as a DP360 integration partner and competes for dealership marketing and CRM budgets against DP360's core platform.
• Salesforce CRM: Salesforce is the largest enterprise CRM platform globally and is integrated alongside DP360 for dealership customers. It represents a broad incumbent alternative for larger dealership groups evaluating enterprise-scale CRM, even though it lacks DP360's vertical specializations.

Others

• Auto/Mate (Dealertrack DMS): Dealertrack (including the former Auto/Mate DMS) provides dealer management systems and adjacent software used by franchised dealers. It is more of a complementary/ecosystem participant than a direct CRM rival, with overlap on DMS integration touchpoints that DP360 connects to.

Emerging players

• Gubagoo: Gubagoo provides digital retailing, live chat, and lead-engagement tools for automotive dealers. It competes with parts of DP360's value proposition around website lead capture, live engagement, and multi-channel conversation, and is integrated into the same DP360 ecosystem.
• Kenect: Kenect is a text-messaging, reputation, and payment platform built for dealerships, including RV and powersports dealers. It overlaps with DP360's SMS, broadcast messaging, and Text-to-Pay offerings, serving as an emerging communication-focused competitor and complement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DealershipPerformanceCRM
• LinkedInlinkedin.com/company/dealership-performance

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 Dealership Performance CRM