DealerFire Inc.
- Company typePrivate
- Founded2009
- HeadquartersOshkosh, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
DealerFire Inc. firmographics
Firmographics- 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
Where DealerFire Inc. is headquartered
LocationHeadquarters
- HQ city
- Oshkosh
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
DealerFire Inc. business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Toyota Certified Program Packages - Three tiers of website packages exclusive to Toyota dealers with marketing services included |
| Subscription | Monthly | Branded OEM Themes and Independent Dealer Themes with various customization levels |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
DealerFire Inc. product offering
Product offeringCore 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
Companies that use DealerFire Inc.
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
DealerFire Inc. technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
DealerFire Inc. partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- VolkswagencoreDealerSocket 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)coreEngine6 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 CompanycoreDealerFire 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.
- DealerSocketcoreDealerFire 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.
- SoleracoreDealerFire 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
DealerFire Inc. competitors and assessment
Company assessmentOthers
- 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
DealerFire Inc. social profiles
Digital presenceDealerFire Inc. compliance and trust
Trust signalCompliance5 records
DealerFire Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
DealerFire Inc. leadership team
Management profileNumber of profiles
Profiles1 record
DealerFire Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DealerFire Inc. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DealerFire Inc.
What does DealerFire Inc. do?
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.
Is DealerFire Inc. a public or private company?
DealerFire Inc. is a private company. It is classified as corporate owned and is currently operating.
When was DealerFire Inc. founded?
DealerFire Inc. was founded in 2009. It employs 101 to 250 people.
Where is DealerFire Inc. based?
DealerFire Inc. is headquartered in Oshkosh, United States, in the North America region.
How does DealerFire Inc. make money?
Three revenue lines are on record. Website Platform Subscriptions are the primary driver. The others are digital Marketing Services and precise Price Digital Retail.
Who are DealerFire Inc.'s main competitors?
DealerSocket is listed as an others. Direct peers are AutoAlert, Dealer.com (Cox Automotive), PureCars, DealerInspire (Cars.com) and VinSolutions (Cox Automotive). Broad incumbents are Tekion and CDK Global. Emerging players are LotLinx and Roadster.
Does DealerFire Inc. have an API?
No public API is recorded for DealerFire Inc..