DealerFire Inc.

Name

DealerFire Inc.

Legal name

DealerFire Inc.

Website

https://dealerfire.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Oshkosh

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

Revenue model

1. Website Platform Subscriptions: Ongoing subscription-based website platform services for automotive dealerships with multiple package tiers including branded OEM packages and independent dealer packages. Revenue is generated through monthly/annual service fees with dedicated account management.
2. Digital Marketing Services: Content marketing, SEO services, social media management, and paid advertising services bundled with website packages or sold separately. Includes GMB optimization, blog content creation, and landing page development.
3. Precise Price Digital Retail: Digital retail solution with proprietary desking integration, available as part of certified OEM programs. Includes finance, lease, and cash buy functionality within one package.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

DealerFire provides responsive automotive website design, digital marketing services, and digital retail tools for car dealerships. The company's Engine6 platform powers thousands of dealer websites with features including a visual page editor, real-time inventory integration, and the proprietary Precise Price digital retailing tool. The company also offers SEO, content marketing, social media management, geo-fencing, and dedicated website account management to OEM-branded franchise dealers, independent dealers, and service/collision centers.

Product overview

DealerFire is an automotive digital marketing solutions provider operating as part of the DealerSocket/Solera ecosystem. The company offers a platform-plus-modules architecture centered on Engine6, a responsive website platform that powers thousands of automotive dealer websites. Key modules include Precise Price (digital retailing), SocketTalk (texting/MMS), RevenueRadar (equity mining), Ignite (inventory management), and Content Marketing Services. DealerFire also provides geo-fencing targeting, OEM certifications programs, and dedicated website account management. The platform serves OEM-branded dealers, independent dealers, and service/collision centers through a library of branded and independent website themes.

Differentiator

Problem solved

Functional benefit

Brands

• Engine6: Website platform technology powering DealerFire's automotive dealer websites, described as the fastest website platform in the industry with visual page editing capabilities.
• Precise Price

Products and services

• Engine6 Website Platform DealerFire's flagship responsive website platform delivering the fastest page load times in the automotive industry. Features an industry-first visual page editor with in-line editing capabilities, over 75 inventory- and incentives-integrated modules, and multi-device optimization. Powers thousands of automotive dealer websites.
• Precise Price Digital Retail
• SocketTalk Texting and Messaging Texting and internal messaging solution for dealers. Can send and receive images and videos via text message, with each communication recorded into the CRM and synced with work notes, opportunities, reporting, and notifications. Includes opt-in/opt-out choices for federal compliance.
• RevenueRadar Equity Mining Award-winning equity-mining solution combined with integrated marketing services including professional print services for direct mail campaigns and strategic performance manager options for process development and training.
• Ignite Inventory Management Inventory management tool providing enterprise management features with responsive design, smarter navigation, and expanded reporting capabilities. Supports bulk pricing adjustments, single-page appraisal, and Ideal Inventory Model algorithms for recommending vehicle stocking mix.
• Content Marketing Services SEO-optimized content including blogs, landing pages, and press releases. Content marketing services include Google My Business optimization, social media integration, and ongoing content creation to drive organic traffic and lead generation. Team of 30+ college-educated content specialists.
• Website Themes (Branded and Independent) Collection of responsive website themes including Billboard, Radiant, Motive MB, Forward Kia, Velocity Nissan, Pivot Porsche, Hyperion Collision, Metro, Peak, Bumble, Formula Five, Silk, Nebula, Sable Luxury, and Pinnacle. Available for OEM-branded dealers, independent dealers, and service/collision centers.
• Geo-fencing and Location Targeting Location-based marketing tool that utilizes GPS data to target specific audiences. Creates virtual boundaries around areas of interest to serve targeted ads or website content to users based on their location and potential needs.
• Website Account Management (WAM) Dedicated website account management service assigned based on service and region. Provides monthly consulting calls, product enhancement requests, and guidance on new features, OEM programs, and partnerships.

Quantifiable outcome

• Mobile page load time reduced to 3 seconds (75% better than industry average of 12 seconds)
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• VolkswagencoreOEM/ Whitelabel/ Licensing Partner · 1 May 2019DealerSocket gained Volkswagen Precise Price certification for dealers to enroll in VW's pilot program starting April 2019, potentially eligible for up to 50% co-op reimbursement.
• Fiat Chrysler Automobiles (FCA)coreOEM/ Whitelabel/ Licensing Partner · 1 April 2019Engine6 platform is integrated into FCA's Digital Certified Program, enabling franchise dealers to access DealerFire's website platform with 75+ inventory and incentives-integrated modules.
• Toyota Motor CompanycoreOEM/ Whitelabel/ Licensing Partner · 1 March 2019DealerFire earned first OEM certification with Toyota in 2009 and has maintained the relationship through Toyota's TDDS 2.0 vendor program. As a certified vendor, DealerFire offers exclusive website packages to Toyota and Lexus dealers with marketing services included.
• DealerSocketcoreStrategic or Co-development PartnerDealerFire is part of the DealerSocket portfolio of advanced automotive technology products. DealerSocket provides CRM, Inventory, and DMS solutions that integrate with DealerFire's website platform.
• SoleracoreStrategic or Co-development PartnerDealerFire operates as part of the Solera ecosystem, a provider of automotive digital marketing solutions and automotive technology products.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• DealerSocket: DealerSocket is DealerFire's parent company and the provider of CRM, inventory, and DMS solutions that integrate with Engine6. It is included as a portfolio/integration partner rather than a competitor.

Direct peers

• AutoAlert: AutoAlert provides equity-mining, customer lifecycle marketing, and CRM-adjacent tools for auto dealers. It overlaps with DealerFire/DealerSocket's RevenueRadar and multi-channel follow-up product lines.
• Dealer.com (Cox Automotive): Dealer.com, a Cox Automotive company, is the largest provider of dealer websites and digital marketing in the U.S. It competes head-to-head with DealerFire across OEM-certified website programs, SEO, and digital advertising for franchise dealerships — directly comparable in product offering, customer base (franchise auto dealers), and recurring SaaS revenue model.
• PureCars: PureCars provides digital marketing, behavioral targeting, and inventory-ads solutions tailored to automotive dealers. It competes with DealerFire in the martech layer (geo-fencing, SEO, paid media, retargeting) sold alongside dealer websites.
• DealerInspire (Cars.com): DealerInspire is a Cars.com-owned provider of responsive dealer websites, digital advertising, and inventory/lead management for franchise and independent auto dealers. It overlaps directly with Engine6 on platform, themes, and digital marketing services.
• VinSolutions (Cox Automotive): VinSolutions provides CRM, desking, and inventory tools for auto dealers that integrate with its sister Cox product, Dealer.com. It competes with DealerSocket/Ignite/RevenueRadar modules sold alongside DealerFire websites.

Broad incumbents

• Tekion: Tekion is a modern, cloud-native automotive retail platform with CRM, DMS, and consumer-facing dealer tools. It is a broader incumbent that increasingly overlaps with the DealerSocket/DealerFire product bundle for digital retail and dealer experience.
• CDK Global: CDK Global is a large, established dealer technology provider spanning DMS, CRM, websites, and digital marketing. While broader than DealerFire, CDK's website and marketing offerings overlap with Engine6 at franchise dealers and represent a competitive incumbent.

Emerging players

• LotLinx: LotLinx is a VIN-specific digital advertising platform for automotive dealers using AI-driven targeting. It is an emerging martech player that intersects with DealerFire's geo-fencing, paid media, and SEO offerings.
• Roadster: Roadster (formerly known in dealer digital retailing) provides online auto sales platforms including digital store, financing, and home delivery. It is an emerging digital retailing player directly comparable to DealerFire's Precise Price module.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dealersocket
• Facebookfacebook.com/dealersocket
• LinkedInlinkedin.com/company/dealersocket

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 DealerFire Inc.