What Dragon 2000 does

Dragon2000 Limited is a UK-based software vendor founded in 1995 that builds and sells an integrated dealer management ecosystem — branded DragonDMS — for automotive retailers, franchised dealers, and independent garages. The company's core platform unifies vehicle sales management, stock control, workshop/job card management, parts inventory, CRM, accounting linkages, finance deal stacking, and customer-facing websites into a single product, supplemented by native mobile apps for sales and workshop staff. The technology stack is cloud-hosted on AWS and Rackspace (with a Rackspace LDN1 UK-based disaster recovery site), uses AES-256 encryption at rest and TLS 1.2+ in transit, authenticates via Microsoft Entra ID with MFA, and runs backend services in Docker containers with automated point-in-time backup recovery.

The company monetises primarily through a recurring monthly subscription priced by "Licensed Connections" (concurrent user seats), supplemented by recurring managed website hosting fees and one-off website design/redesign fees. Customer acquisition is sales-led, supported by a 30-day free trial, direct demo requests, an annual dealer conference, and SEO/content marketing. Dragon2000 claims more than 1,000 UK dealer and garage customers, with cumulative platform usage of roughly 3.7 million cars sold, 11.5 million services completed, and 4.3 million service hours charged.

The product surface has been widened materially over 2021–2024, adding APPraise AI (AI-generated vehicle appraisals and sales videos, processed via France-based subcontractor LACOUR CONCEPT), an ecommerce module for parts/accessories, Clover card payment integration, Xero-compatible accounting exports, and new stock advertising feeds (Carwow, CarGurus, Carhuna, Facebook Marketplace). The standout 2024 milestone is Stellantis Dealer Data Consolidation (DDC) certification, which makes DragonDMS an approved data-feed provider to the Stellantis franchised dealer network covering Abarth, Alfa Romeo, Citroen, DS, Fiat, Fiat Professional, Jeep, Maserati, Peugeot, and Vauxhall. Revenue is not publicly disclosed, and the company is privately held with no parent, no disclosed funding rounds, and no recorded M&A activity.

Name

Dragon 2000

Legal name

Dragon2000 Limited

Website

https://dragon2000.co.uk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Dragon2000 Limited is a UK-based software vendor, founded in 1995, that sells an integrated dealer management system (DragonDMS) plus websites and mobile apps to more than 1,000 UK car dealerships and garages on a per-seat subscription model.

Ownership category

akta.pro rank

Product category

Dealer Management System (Automotive Retail Software)

akta.pro primary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• Dealer management system
• Car dealer websites
• Garage workshop software
• Automotive CRM software
• Vehicle stock management

Headquarters

HQ city

Alderton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription (Licensed Connections): Monthly subscription fees calculated based on the number of Licensed Connections ordered by the customer. Licensed Connections provide access to DragonDMS software and Mobile App Services. Multiple users can use a single Licensed Connection on different devices, but only one connection can be active at any time.
2. Managed Website Services: Monthly fees for website design, construction, and hosting services. May also include one-time fees for initial website design or redesign.
3. Website Design/Redesign: One-time fees for the design, construction or re-design of customer websites, either charged as a single upfront fee or as part of a combination with ongoing monthly fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Dragon2000 sells and supports an integrated dealer management system (DragonDMS), car dealer websites, mobile apps, and supporting modules (APPraise AI, Deal Stacker, Card Payment Integration via Clover, Ecommerce, Garage Software, Car Sales Software) to UK automotive dealerships and garages. Revenue is generated through monthly subscriptions priced by Licensed Connections, recurring managed website hosting fees, and one-time website design or redesign fees, with a 30-day free trial offered as the primary acquisition channel.

Product overview

Dragon 2000 provides an integrated dealer management ecosystem for the UK motor trade. The core DragonDMS platform is supplemented by Car Dealer Websites, Mobile Apps, and specialized modules including APPraise AI for sales presentations, Ecommerce for online parts sales, Card Payment Integration via Clover, Deal Stacker for finance quotes, and Garage Software for workshop management. The system serves 1,000+ car dealers and garages with cloud-hosted or locally installed options, integrating with major automotive platforms (Auto Trader, Stellantis DDC), accounting software (Sage, Xero), and multiple advertising channels.

Differentiator

Problem solved

Functional benefit

Products and services

• DragonDMS Dealer Management System Cloud-hosted Dealer Management System providing comprehensive management of vehicle sales, stock, service, accounts, CRM, finance proposals, parts, and reporting for franchised car dealerships, independent car dealerships, and garages in the UK. Serves 1,000+ dealerships since 1995 and is Stellantis DDC certified.
• Car Dealer Websites Responsive, individually designed websites for car dealers with full DragonDMS integration, real-time stock feeds, 360-degree vehicle images, sales videos, live chat, ecommerce capabilities, and managed hosting. Sold as ongoing monthly website services plus optional one-time website design or redesign fees.
• Mobile Apps for Sales and Workshop Suite of mobile applications for sales teams and workshop operations, including APPraise sales video app, Spin360 360-degree vehicle imaging app, Stocklister parts stock management app, and Workshop app for technicians. Apps enable remote stock management, job card updates, parts inventory, and customer-facing video presentations, all integrated with DragonDMS.
• APPraise AI AI-powered vehicle appraisal and sales presentation tool that generates professional videos and appraisals from vehicle registration, photos, and walkaround footage. Uses generative AI, conversational vehicle search, and multimodal processing of registration data, images, and video to produce customer-facing presentations.
• Garage Software Workshop management software for independent garages and service centres, including digital job cards, service booking diary, MOT scheduling, technician scheduler, vehicle health checks, parts management, and service invoicing. Targeted at garages, MOT centres, and approved RAC dealers.
• Car Sales Software Vehicle sales management module covering stock control, enquiry management, sales videos, finance calculators, online reservations, part-exchange valuation, vehicle history checks (HPI, Experian AutoCheck), and advertising feeds to multiple online platforms including Auto Trader, CarGurus, Carwow, eBay, and Facebook Marketplace.
• Deal Stacker CRM-integrated finance quote tool allowing sales executives to build customer deals with vehicle details, part exchange valuations including settlements, and additional products. Integrates with Codeweavers for live finance quotes and supports creation and submission of finance proposals directly from the deal screen.
• Card Payment Integration Integrated card payment processing within DragonDMS supporting Clover terminals and online payment links. Allows dealers to take card payments on-site via Clover devices and send payment links via text or email for online invoice payments and online reservation deposits.
• Ecommerce Module Online store and checkout functionality for dealer websites integrated with DragonDMS. Dealers can sell vehicle parts, accessories, and merchandise, with upselling and cross-selling based on customer browsing. Sales automatically integrate back into DragonDMS for inventory management and invoicing.
• Website Design and Redesign Services One-time website design, construction, or redesign services for car dealers, either charged as a single upfront fee or in combination with ongoing monthly managed website service fees.

Quantifiable outcome

• Over 1,000 UK car dealers and garages use Dragon2000 services
• +3 more outcomes

Named customers10 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

Integration29 records

AI capability7 records

Feature6 records

Partnerships

22 partnerships are on record, tiered core and supporting.

• ClovercoreTechnology or Integration · 12 September 2024New card payment integration within DragonDMS with Clover payment terminals. Dealers can take card payments on-site via Clover devices and send payment links via text or email for online invoice payments. Online reservation deposits and deposits can be taken through dealer websites, all integrated into DragonDMS.
• StellantiscoreStrategic or Co-development Partner · 6 September 2024DragonDMS achieved Stellantis certification for the Dealer Data Consolidation (DDC) system after stringent testing. This enables franchised dealerships of Stellantis brands (Abarth, Alfa Romeo, Citroen, DS Automobiles, Fiat, Fiat Professional, Jeep, Maserati, Peugeot, Vauxhall) to feed data directly and securely into Stellantis systems. The integration removes manual uploading requirements and processes manufacturer Parts Price Files.
• CodeweaverscoreTechnology or IntegrationIndustry-first DMS finance integration allowing DragonDMS to pull live finance quotes for each deal. Finance proposals can be created and automatically submitted to Codeweavers for approval. The deal can then be agreed and transferred to sales invoice without re-keying data. Also integrated Codeweavers Checkout for website payments.
• Auto TradercoreTechnology or IntegrationAuto Trader real-time integration available to all DragonDMS users. Stock feeds enable vehicle listings to be automatically uploaded to Auto Trader platform. Also Auto Trader Connect Partner status.
• RackspacecoreTechnology or IntegrationPrimary UK-based data hosting provider (Rackspace LDN1) for disaster recovery and backups. Supports Dragon2000's cloud-hosted infrastructure with automated backup systems.
• AWScoreTechnology or IntegrationAWS cloud infrastructure used for data hosting and backups as part of Dragon2000's cloud-hosted solution.
• SagesupportingTechnology or IntegrationSage 50 accounting integration allows all DragonDMS invoice transactions to be posted directly into Sage for accurate accounts. Default nominal codes and Chart of Accounts provided in conjunction with motor trade customers.
• XerosupportingTechnology or IntegrationXero accounting compatible exports available for DragonDMS, enabling integration with Xero accounting software.
• HPIsupportingTechnology or IntegrationHPI check facility within DragonDMS car sales module. Checks include Vehicle ID, Stolen, Finance, Security Watch, Condition Inspected, Insurance Write Off, and Plate Transfer.
• ExperiansupportingTechnology or IntegrationExperian AutoCheck data integration for vehicle history verification.
• AutodatasupportingTechnology or IntegrationAutodata integration for vehicle specification and technical data within DragonDMS.
• MicrosoftsupportingTechnology or IntegrationMicrosoft technologies used for authentication (Microsoft Entra ID with MFA and conditional access) and overall technology infrastructure.
• DocuSignTechnology or IntegrationE-signature integration for digital document signing within the car sales process.
• TrustpilotsupportingGTM or Marketing PartnerTrustpilot reviews integration for dealer websites, enabling customer review display on Dragon2000-built websites.
• Facebook MarketplacesupportingTechnology or IntegrationFree Facebook Marketplace stock feed allowing DragonDMS users to advertise vehicles on Facebook Marketplace.
• Instavid (Spin360)supportingTechnology or IntegrationSpin360 app integration for 360-degree vehicle photography and video, sending vehicle registration and images to South Africa for processing.
• LACOUR CONCEPTsupportingTechnology or IntegrationFrance-based subcontractor for APPraise AI feature, processing vehicle registration information, videos, and images within the Appraise Ai module. Covered by UK-France adequacy decision for data flows.
• CarwowsupportingTechnology or IntegrationNew stock feed enabling DragonDMS users to advertise vehicles on Carwow platform.
• CarhunasupportingTechnology or IntegrationStock advertising feed to Carhuna platform for vehicle listings.
• CarGurussupportingTechnology or IntegrationCarGurus advertising feed for vehicle listings on CarGurus platform.
• Visitor ChatsupportingTechnology or IntegrationLive chat integration for dealer websites with free trial offer.
• SignablesupportingTechnology or IntegrationElectronic signature solution integration.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Keyloop: Keyloop is the largest global DMS/autonomous retail platform for automotive dealerships (formed from Carwow/Kerridge/Dealerweb). Directly competes with Dragon2000 in UK franchised and independent dealership software, including CRM, websites and inventory platforms, with broader geographic reach and larger engineering footprint.
• Auto-IT: Auto-IT is a UK DMS focused on vehicle sales and workshop management for independent dealers and franchised groups. Closely comparable to Dragon2000 in module offering (DMS, accounting, marketing) and UK dealer target, serving as a direct competitor in mid-market UK dealership software.
• GForces (incadea/cloudForge): GForces (now part of Constellation Automotive Group) is a UK-based automotive digital agency providing dealer websites, digital marketing and e-commerce platforms. Comparable to Dragon2000's Car Dealer Websites offering and stock-broadcast modules and competes for the same UK dealer marketing and website budget pool.
• Pinewood Technologies: Pinewood is a UK-based (now Constellation-owned) DMS provider selling into franchised and independent dealers with similar software-plus-services model. Directly competes with Dragon2000 for UK dealer customers on stock, CRM and desking, serving similar target segments.
• Kerridge (now part of Keyloop) / MAM Software: Kerridge (originally MAM Software / Auto-IT Line of Business) is a UK-based distributor management system and DMS provider for parts distribution, retail and workshops. Directly competes in UK trade software ecosystems with Dragon2000, particularly among parts distributors, tyre outlets, and workshops.

Emerging players

• Tjekvik: Tjekvik is a Nordic/European automotive digital retail platform providing self-service check-in, payments and customer engagement tools to dealer service departments. Compares to the customer-facing portions of Dragon2000's garage and payment modules (e.g., Clover-powered checkout links, online reservation deposits) in the European dealer market.
• Workshop Software: Workshop Software (now part of MHM/BYRNE.AI ecosystem) is a cloud workshop and garage management platform serving independent garages. Directly comparable to Dragon2000's Garage Software module as a focused, modern workshop tooling alternative; only partial overlap as it's primarily workshop-only versus Dragon2000's full DMS suite.

Broad incumbents

• Constellation Automotive Group (incadea, Pinewood): Constellation owns multiple UK/EU dealer software and services assets including Pinewood DMS, incadea (Microsoft-based DMS) and GForces, providing direct integrated competition across DMS, websites and marketing modules that match Dragon2000's product portfolio. Acts as a strategic aggregator in the UK dealer software space.
• CDK Global (Dealertrack): CDK Global is the dominant US-headquartered DMS and dealer software provider (Forte, ELEAD, CDK Drive) and is also active in UK dealership software. Comparable product breadth (DMS, CRM, desking, websites) versus Dragon2000's integrated stack, with materially larger scale and dealer base.
• Reynolds and Reynolds (Reynolds DOC): Reynolds is one of the two largest US dealer management system incumbents (Reynolds DOC, ERA-IGNITE). Comparable vertically-integrated automotive retail software suite (DMS, desking, CRM, websites) targeting franchised dealerships; benchmarks Dragon2000's product scope at a much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights8 records

Customer concentration

• Facebookfacebook.com/dragon2000
• LinkedInlinkedin.com/company/dragon2000-ltd

Compliance1 record

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 Dragon 2000