Dealertrack

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.

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

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

• Dealer management system
• Automotive finance software
• Digital contracting platform
• Credit application network
• F&I compliance solutions

Headquarters

HQ city

New Hyde Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. DMS Subscription: Subscription-based dealer management system providing cloud-based access to dealership operations including sales, service, parts, and accounting workflows
2. 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
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

AI capability9 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• F&I SentinelcoreTechnology or Integration · 23 January 2026Strategic 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 PredictivecoreTechnology or Integration · 23 January 2026Partnership 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.
• XtimecoreTechnology or IntegrationIntegration with Xtime for service scheduling and execution, enabling repair order management with parts reservation and service workflow connectivity.
• Kelley Blue BookcoreTechnology or IntegrationIntegration with Kelley Blue Book (KBB) for vehicle valuations and bookout services, supporting accurate pricing and acquisition workflows.
• vAutocoreTechnology or IntegrationIntegration with vAuto for inventory management and valuation capabilities, supporting service activity and acquisition workflows.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/DealerTrackDMS
• Facebookfacebook.com/DealertrackDMS
• LinkedInlinkedin.com/company/dealertrack-technologies

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dealertrack