Dealertrack
Dealertrack, a Cox Automotive brand, provides cloud-based dealer management systems and F&I software connecting US automotive dealerships to 500+ lenders and 375+ OEMs for credit, contracting, compliance, and digital workflow automation.
- Company typePrivate
- Founded2001
- HeadquartersNew Hyde Park, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingSoftware
What Dealertrack does
Dealertrack, a brand of Cox Automotive (a subsidiary of family-controlled Cox Enterprises), is a US-based provider of cloud-based dealer management system (DMS) and finance & insurance (F&I) software serving automotive dealerships and lenders across North America. The platform integrates credit application processing, digital contracting, compliance automation, and aftermarket menu selling into a single workflow, connecting dealers to a network of more than 500 lenders, 1,500 total lender integrations, and 375+ OEMs. The company also operates dedicated lender-side solutions spanning loan origination, acquisition, retention, and direct-to-indirect lending through Lender Referral.
The product architecture is built around two core pillars — Dealertrack DMS and F&I and Credit Application — supported by an extensive modular portfolio including Digital Contracting & Signing, Compliance Suite, F&I Aftermarket Network, Payoff Quotes & Titling, BookOut valuations, Alternative Deal Structures (ADS), Structured Stips, and Stip Upload & Delivery. Underlying technical capabilities include AI-driven driver's license authentication (computer vision), AI-powered fraud detection through a partnership with Point Predictive (BorrowerCheck), predictive analytics leveraging billions of data attributes from the Cox Automotive ecosystem, and OpenTrack, a proprietary open integration layer that connects the platform to multiple third-party products and competing DMS providers — including CDK Global, Reynolds & Reynolds, Tekion, DealerBuilt, AutoSoft, and Dominion — without custom code, with claimed annual savings up to $30K per dealer on hidden integration fees.
Dealertrack monetizes primarily through quote-based subscription pricing for the DMS and F&I suite, complemented by transaction fees on digital contracting workflows where 86% of auto finance contracts are now digitally eligible. Go-to-market is anchored on direct enterprise field sales, supported by self-guided product demos, industry events (notably NADA), and content marketing aimed at dealership and lender buyers. Distribution is materially enhanced by its position within the broader Cox Automotive portfolio, which includes Autotrader, Kelley Blue Book, vAuto, VinSolutions, Manheim, Xtime, Dealer.com, and Central Dispatch, providing cross-sell leverage and shared data assets that standalone DMS vendors cannot replicate.
Dealertrack firmographics
Firmographics- Name
- Dealertrack
- Legal name
- Dealertrack, Inc.
- Website
- https://us.dealertrack.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Dealertrack, a Cox Automotive brand, provides cloud-based dealer management systems and F&I software connecting US automotive dealerships to 500+ lenders and 375+ OEMs for credit, contracting, compliance, and digital workflow automation.
- Ownership category
- akta.pro rank
Dealertrack industry classification
Industry- Product category
- Automotive Dealer Management Software
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)
- SIC
- Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)
- akta.pro secondary industry
- Distributor & Dealer Finance (Channel Financing) (FSABAHAE)
Keywords
Where Dealertrack is headquartered
LocationHeadquarters
- HQ city
- New Hyde Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Dealertrack business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- DMS Subscription: Subscription-based dealer management system providing cloud-based access to dealership operations including sales, service, parts, and accounting workflows
- F&I Solutions: Integrated F&I and credit application solutions including compliance, digital contracting, and menu selling, typically sold as part of the DMS suite or as standalone modules
- Digital Contracting Transaction Fees: Digital contracting and funding services that streamline the auto loan process, with 86% of auto finance contracts now eligible for digital submission
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | DMS and F&I integrated suite - pricing by custom quote |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Dealertrack product offering
Product offeringCore offering
Dealertrack provides cloud-based Dealer Management System (DMS) software and integrated Finance & Insurance (F&I) solutions to automotive dealerships and lenders. Its platform connects credit applications, digital contracting, compliance, menu selling, and aftermarket products in a single workflow, with deep integrations to 375+ OEMs and 1,500+ lenders.
Product overview
Dealertrack is a modular platform-plus-solutions architecture offered by Cox Automotive, providing connected dealership software for faster deals. The core platform consists of Dealertrack DMS (Dealer Management System) and F&I and Credit Application solutions, which connect credit, contracting, compliance, and menu selling in one streamlined workflow. Supporting modules include Loan Originations, Loan Acquisition and Retention, Direct to Indirect Lending (Lender Referral), Contracting Services, and OpenTrack integration layer. Key sub-products and features include Credit Application Network (500+ lenders), Digital Contracting & Signing, Compliance with AI-powered fraud detection (BorrowerCheck), F&I Aftermarket with Enhanced Menu powered by Darwin, Payoff Quotes & Titling, BookOut vehicle valuations, Alternative Deal Structures (ADS), Structured Stips, and Stip Upload & Delivery. The platform integrates with over 375 OEMs, 1,500 lenders, multiple DMS providers (CDK Global, Reynolds & Reynolds, Tekion, DealerBuilt, AutoSoft, Dominion, Xtime, Kelley Blue Book, vAuto), and offers OpenTrack as an open connectivity layer for third-party integrations. The company also recently announced Cox Automotive Deal Central as a new retail solution.
Differentiator
Problem solved
Functional benefit
Products and services
- Dealertrack DMS
- F&I and Credit Application
- Credit Application Network
- Digital Contracting & Signing
- Compliance
- F&I Aftermarket
- Payoff Quotes & Titling
- Menu
- Loan Originations
- Loan Acquisition and Retention
- Direct to Indirect Lending (Lender Referral)
- Contracting Services
- BookOut
- Cox Automotive Deal Central
Quantifiable outcome
- 86% of auto finance contracts now eligible for digital submission
- +4 more outcomes
Companies that use Dealertrack
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Dealertrack technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability9 records
Feature6 records
Dealertrack partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- F&I SentinelcoreStrategic integration enabling real-time automated validation of finance and insurance products at point of sale. Reduces contract errors and rejections for lenders, eliminates re-contracting delays for dealers, and streamlines compliance across the automotive finance ecosystem.
- Point PredictivecorePartnership for AI-powered fraud detection providing machine learning validation through billions of data points. Powers BorrowerCheck for synthetic identity fraud risk screening and fraud exposure protection.
- XtimecoreIntegration with Xtime for service scheduling and execution, enabling repair order management with parts reservation and service workflow connectivity.
- Kelley Blue BookcoreIntegration with Kelley Blue Book (KBB) for vehicle valuations and bookout services, supporting accurate pricing and acquisition workflows.
- vAutocoreIntegration with vAuto for inventory management and valuation capabilities, supporting service activity and acquisition workflows.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Dealertrack competitors and assessment
Company assessmentDirect peers
- CDK Global: One of the largest DMS providers for franchised auto dealers in North America, with deep F&I and digital retailing capabilities. Directly competes with Dealertrack's DMS layer while also integrating with Dealertrack's digital contracting.
- Reynolds & Reynolds: Long-standing DMS provider (Era, Ignite, Power platforms) for franchised dealers. Competes head-to-head with Dealertrack DMS in dealership software and F&I workflows.
- Tekion: Cloud-native, API-first DMS challenger that competes for the same dealer customers as Dealertrack DMS, positioning on modern architecture and integrated consumer experiences.
- RouteOne: Credit application network connecting dealers to finance sources; overlaps directly with Dealertrack's Credit Application Network and origination solutions for the same dealers and lenders.
- DealerBuilt: Independent DMS provider targeting franchised and independent dealerships; competes with Dealertrack DMS while also integrating with Dealertrack Digital Contracting.
- DealerSocket (Dominion Dealer Solutions): DMS and CRM provider for auto dealers, now part of Dominion. Competes across the same dealer software stack as Dealertrack, with overlapping F&I and digital retailing features.
- AutoSoft: DMS provider primarily serving franchised dealers; competes with Dealertrack at the DMS layer and integrates with Dealertrack Digital Contracting for credit and contracting workflows.
- PBS Systems: DMS vendor with a strong base in the heavy-duty and automotive dealership markets; competes for the same dealer software wallet as Dealertrack.
- Frazer Computing: Independent DMS provider focused on independent and used-car dealerships; competes with Dealertrack for the dealer operations software category.
Broad incumbents
- Cox Automotive: Parent organization of Dealertrack and the broader Cox Automotive portfolio (Autotrader, KBB, Manheim, vAuto, VinSolutions, Xtime). Sets the strategic and capital context in which Dealertrack operates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks1 record
Key highlights7 records
Customer concentration
Dealertrack social profiles
Digital presenceDealertrack compliance and trust
Trust signalCompliance4 records
Dealertrack financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dealertrack leadership team
Management profileNumber of profiles
Profiles3 records
Dealertrack funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dealertrack M&A and investment
M&A and investmentM&A7 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dealertrack
What does Dealertrack do?
Dealertrack provides cloud-based Dealer Management System (DMS) software and integrated Finance & Insurance (F&I) solutions to automotive dealerships and lenders. Its platform connects credit applications, digital contracting, compliance, menu selling, and aftermarket products in a single workflow, with deep integrations to 375+ OEMs and 1,500+ lenders.
Is Dealertrack a public or private company?
Dealertrack is a private company. It is classified as corporate owned and is currently operating.
When was Dealertrack founded?
Dealertrack was founded in 2001. It employs 5,001 to 10,000 people.
Where is Dealertrack based?
Dealertrack is headquartered in New Hyde Park, United States, in the North America region.
How does Dealertrack make money?
Three revenue lines are on record. DMS Subscription is the primary driver. The others are F&I Solutions and digital Contracting Transaction Fees.
Who are Dealertrack's main competitors?
Direct peers on record are CDK Global, Reynolds & Reynolds, Tekion, RouteOne, DealerBuilt, DealerSocket (Dominion Dealer Solutions), AutoSoft, PBS Systems and Frazer Computing. Cox Automotive is listed as a broad incumbent.
Does Dealertrack have an API?
No public API is recorded for Dealertrack.
What industry is Dealertrack in?
Dealertrack's product category is Automotive Dealer Management Software. Its primary akta.pro industry code is FSAJALAD, Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors), with a secondary code of FSABAHAE, Distributor & Dealer Finance (Channel Financing). Its NAICS code is 42312 and its SIC code is 5010.