Blue Flag
Blue Flag is an Australian automotive data and intelligence company that provides NEVDIS-integrated vehicle data APIs, market forecasts, transactional pricing, dealer benchmarking, and training solutions to OEMs, financial institutions, and dealer networks across Australia.
- Company typePrivate
- Founded2009
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Blue Flag does
Blue Flag is an Australian automotive business intelligence company headquartered in Melbourne, founded in 2008/2009. The firm aggregates and distributes Australian vehicle data and market intelligence through four principal products: Data Subscriptions (market intelligence including the New Car Calendar, 10-year Sales Forecast, EV Sales Forecast and Transactional Pricing), the Vehicle Data Platform (an API providing VIN, registration and NEVDIS lookups across millions of Australian vehicles), Trak LMS & Training Solutions (an automotive-focused learning management system) and BlueFlag Core, a dealer financial benchmarking and KPI platform. Supporting products include the Ignition mapping platform for dealer-network analysis and Car Parc / Units in Operation tracking.
The core technical asset is a direct integration with NEVDIS, the National Exchange of Vehicle and Driver Information System operated by Austroads together with all eight Australian state and territory road authorities, which Blue Flag uses to provide authoritative 100% coverage of Australian registered vehicles. On top of this layer, the company layers 15+ years of historical specifications, transactional pricing, forecast models, and dealer financial data, served via REST API for developers and self-serve SaaS for enterprise.
Blue Flag operates an API-first, hybrid go-to-market: a free developer sandbox and pay-per-request Launch tier for transactional use, a Grow tier with monthly subscriptions and onboarding support, and Enterprise contracts with dedicated account managers, custom data products and multi-year terms. Pricing is publicly disclosed only at the sandbox level; commercial tiers require Australian ABN registration. Customers span virtually every major Australian OEM (including Toyota, Mazda, VW, Ford, Hyundai, BMW, Mercedes, Audi, Lexus, Porsche, Volvo, Genesis, BYD and Chery), industry associations (FCAI, MTAA, AADA), large financiers (Commonwealth Bank, Macquarie, MONEYME), dealer software providers (Dealer Drive) and a New Zealand inspection partner (Vinz), with services restricted to Australian businesses.
Blue Flag firmographics
Firmographics- Name
- Blue Flag
- Legal name
- Blue Flag
- Website
- https://blueflag.com.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Blue Flag is an Australian automotive data and intelligence company that provides NEVDIS-integrated vehicle data APIs, market forecasts, transactional pricing, dealer benchmarking, and training solutions to OEMs, financial institutions, and dealer networks across Australia.
- Ownership category
- akta.pro rank
Blue Flag industry classification
Industry- Product category
- Automotive Data Intelligence / Vehicle Data Platform
- SIC
- Services-Detective, Guard & Armored Car Services (7381)
- akta.pro primary industry
- Motor Vehicle Records (MVR) & Driver Screening (BPACALAG)
Keywords
Where Blue Flag is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Blue Flag business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales
Revenue model
- API Access / Data Queries: Pay-per-request pricing model where customers only pay for the data queries they use. Pricing is fixed per product/data field. No lock-in contracts for Launch tier. Discounted pricing available for consistent usage through Grow tier.
- Monthly Subscription Plans: Grow tier offering discounted pricing with higher request limits per month, technical onboarding guidance, and email/phone support. Designed for businesses with consistent usage requirements.
- Data Subscriptions: Subscription-based access to automotive data and intelligence products including New Car Calendar, Sales Forecasts, EV Forecasts, Transactional Pricing, Specification Tracking, Vehicle Database, NVES reports, and Drive Away Calculator. Helps shape industry decisions for product planning, sales planning, policy decisions and marketing.
- Dealer Financial Reporting Platform: BlueFlag Core platform for OEM and dealer networks providing financial benchmarking and KPI tracking across dealership networks. Revenue likely derived from subscription/licensing model tailored to network size.
- Enterprise Custom Solutions: Custom contracts and invoicing for enterprise customers requiring customisable service tailored to corporate requirements. Includes dedicated account manager, integration assistance, and premium support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free sandbox environment for developers to build and test using any data fields |
| Usage-based | Pay-as-you-go | Pay-per-request model with no obligations or lock-in contracts |
| Subscription | Monthly | Monthly plans with discounted pricing and higher request limits |
| Subscription | Multi-year contract | Customised service for enterprise requirements with dedicated support |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Blue Flag product offering
Product offeringCore offering
Blue Flag is an Australian automotive data intelligence and software company that sells API access to authoritative vehicle registration data (via direct NEVDIS integration) and subscription-based market intelligence products including sales forecasts, EV forecasts, transactional pricing, and model lifecycle tracking. It also provides a dealer financial benchmarking platform (BlueFlag Core) and an automotive-specific learning management system (Trak LMS & Training Solutions). Its services are offered exclusively to registered Australian businesses holding an ABN.
Product overview
Blue Flag is an Australian automotive business intelligence company offering a portfolio of four interconnected products: Data Subscriptions (market intelligence on new car launches, offers, sales forecasts, and EV trends), Vehicle Data Platform (API access to Australian vehicle data via NEVDIS), Trak LMS & Training Solutions (automotive-specific learning management system), and Dealer Financial Reporting / BlueFlag Core (dealership financial benchmarking and KPI tracking). The company also provides supporting data products including Car Parc (vehicle registration tracking) and NEVDIS access for VIN/registration lookups.
Differentiator
Problem solved
Functional benefit
Brands
- BlueFlag Core: Performance intelligence tool designed to ingest, standardise and visualise dealer financials for OEMs and dealers.
- Ignition
Products and services
- Data Subscriptions Automotive data intelligence subscription service providing industry insights including New Car Calendar tracking, New Car Offers, 10-year Sales Forecasts, EV Sales Forecasts, Transactional Pricing, Real Car Pricing, Specification Tracking, Vehicle Database, NVES reports, and Drive Away Calculator. Built for automotive OEMs, dealers, and industry analysts needing forward-looking market intelligence.
- Vehicle Data Platform REST API platform providing access to data for millions of Australian cars, motorbikes, and trucks through NEVDIS integration. Enables vehicle identification, VIN decoding, registration lookups (NSW, VIC, QLD, WA, SA, TAS, ACT, NT), and data products including Vehicle Details, Glass's NVIC, Written Off Check, Stolen Check, Registration Status, and Build and Compliance data. Built for developers and businesses integrating vehicle data into applications.
- Trak LMS & Training Solutions Flexible learning management system and training services tailored for the automotive industry, delivering eLearning, virtual, and in-person training through an industry-specific platform designed to upskill staff and improve performance across dealerships and networks.
- Dealer Financial Reporting (BlueFlag Core) Dealership financial benchmarking platform (BlueFlag Core) enabling KPI tracking, efficiency improvement, and performance optimisation with custom dashboards, scenario planning tools, and dealer network benchmarking against brand and industry KPIs. Designed for OEM dealer networks and individual dealerships.
- Car Parc Vehicle Units in Operation (UIO) tracking service providing real-time registration status and location data (postcode/suburb level) for Australian vehicles through integration with state road authorities. Includes the Ignition mapping platform for analysing UIO in relation to dealer networks and identifying network gaps.
- NEVDIS Access API access to the National Exchange of Vehicle and Driver Information System (NEVDIS) containing information on all vehicles registered in Australia, sourced directly from Austroads and state/territory road authorities. Enables plate-to-VIN lookups, registration status checks, Written Off Vehicle (WOVR) checks, and Stolen Vehicle checks across millions of Australian cars, motorbikes, and trucks.
Quantifiable outcome
- OEM client using model lifecycle tracking gained early visibility of competitor launches, enabling refined product positioning and optimized launch timing to avoid overlap
- +1 more outcomes
Companies that use Blue Flag
Customer profileNamed customers35 records
Segments8 records
Ideal customer profiles5 records
Blue Flag technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Blue Flag partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- AustroadscoreAustroads is the peak body of Australian and New Zealand road transport and traffic authorities. Blue Flag integrates directly with Austroads-managed NEVDIS (National Exchange of Vehicle and Driver Information System) for authoritative vehicle registration data sourced from all eight state and territory road authorities.
- State and Territory Road Traffic AuthoritiescoreBlue Flag's NEVDIS integration provides direct access to vehicle registration data from all eight Australian state and territory road authorities including NSW Roads, VicRoads, Queensland Transport, Main Roads WA, Department for Transport SA, Services Tasmania, Access Canberra, and NT Department of Transport. This ensures 100% coverage of Australian registered vehicles.
- Dealer DriveminorDealer Drive is listed as a client/logo partner, suggesting a channel relationship where Dealer Drive may embed or resell Blue Flag vehicle data within their dealer management system offerings.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Blue Flag competitors and assessment
Company assessmentBroad incumbents
- Kelley Blue Book (Cox Automotive): Iconic US automotive valuation and data brand, now part of Cox Automotive. Comparable in providing authoritative vehicle valuation and pricing data via both consumer-facing channels and B2B integrations.
- Edmunds: US automotive data and marketplace platform offering transactional pricing, specs, and reviews. Comparable in combining real-market pricing intelligence with vehicle specification data for OEMs and consumers.
- Carfax: Global leader in vehicle history reports. Closely comparable in operating a NEVDIS-equivalent B2B lookup API serving lenders, dealers, and developers with VIN-based vehicle records.
- TrueCar: US-based automotive pricing and data platform providing transactional pricing intelligence. Comparable market-intelligence focus though US-centric and marketplace-led.
- Cox Automotive: Major automotive data and platform provider (parent of Manheim, Autotrader, KBB). Comparable in combining marketplace data with dealer SaaS, valuation, and analytics at significantly larger scale.
- J.D. Power: Global automotive analytics and market intelligence firm. Comparable in providing OEM-grade market intelligence, sales forecasts, and industry benchmarking—though broader in scope and global in reach.
Direct peers
- VinAudit: Vehicle data API provider offering VIN decoding, vehicle history, and lookup services. Direct comparable to Blue Flag's Vehicle Data Platform in product scope and target audience.
- Carsales.com.au: Australia's dominant automotive marketplace with deep market data, pricing intelligence, and dealer SaaS. Most directly comparable Australian peer given overlapping automotive data focus and shared OEM/dealer customer base.
- MarketCheck: Vehicle data and inventory API platform serving the US automotive ecosystem. Closely comparable as a developer-first API business with similar pay-per-request pricing and OEM/dealer/fintech customer mix.
Regional players
- AutoGrab: Singapore-headquartered automotive data platform expanding across Asia-Pacific. Comparable regional automotive data ambition and serves similar dealer and OEM stakeholders.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Blue Flag social profiles
Digital presenceBlue Flag financial estimates
Financial estimateRevenue estimate
Valuation estimate
Blue Flag leadership team
Management profileNumber of profiles
Blue Flag funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Blue Flag 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 Blue Flag
What does Blue Flag do?
Blue Flag is an Australian automotive data intelligence and software company that sells API access to authoritative vehicle registration data (via direct NEVDIS integration) and subscription-based market intelligence products including sales forecasts, EV forecasts, transactional pricing, and model lifecycle tracking. It also provides a dealer financial benchmarking platform (BlueFlag Core) and an automotive-specific learning management system (Trak LMS & Training Solutions). Its services are offered exclusively to registered Australian businesses holding an ABN.
Is Blue Flag a public or private company?
Blue Flag is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Blue Flag founded?
Blue Flag was founded in 2009. It employs 11 to 50 people.
Where is Blue Flag based?
Blue Flag is headquartered in Melbourne, Australia, in the Oceania region.
How does Blue Flag make money?
Five revenue lines are on record. API Access / Data Queries are the primary driver. The others are monthly Subscription Plans, data Subscriptions, dealer Financial Reporting Platform and enterprise Custom Solutions.
Who are Blue Flag's main competitors?
Broad incumbents on record are Kelley Blue Book (Cox Automotive), Edmunds, Carfax, TrueCar, Cox Automotive and J.D. Power. Direct peers are VinAudit, Carsales.com.au and MarketCheck. AutoGrab is listed as a regional player.
Does Blue Flag have an API?
Yes. Blue Flag's Vehicle Data Platform (VDP) provides a REST API for accessing data on millions of Australian vehicles. Features include VIN and registration lookups, NEVDIS-brokered vehicle information, and multiple dataset access. The API offers search by registration plate (NSW, VIC, QLD, WA, SA, TAS, ACT, NT), VIN, and chassis number. Data products include Vehicle Details, Glass's NVIC, Written Off Check, Stolen Check, Registration Status, and Build and Compliance data. Pricing is pay-per-request with no lock-in contracts. Developer sandbox available with free test credentials and unlimited test requests. Developer documentation is at blueflag.com.au/docs/api.
What industry is Blue Flag in?
Blue Flag's product category is Automotive Data Intelligence / Vehicle Data Platform. Its primary akta.pro industry code is BPACALAG, Motor Vehicle Records (MVR) & Driver Screening. Its SIC code is 7381.