I-Motor

What I-Motor does

I-Motor (legal entity i-Motor Pty Ltd, ABN 96 133 242 798) is an Australian-headquartered automotive digital retailing platform founded in 2008 that builds proprietary, modular software for automotive dealers, dealer groups, and OEMs across Australia and New Zealand. Its stack is organised around three pillars: the iMotor Website Platform (customisable, mobile-first, SEO-optimised dealer and OEM websites with CMS control); iStock for inventory management and publishing (featuring AI Dealer Comments, Reserve Now, wishlist, dynamic CTAs, and RedBook vehicle data integration); and Dealer Drive, a mobile-first operations suite covering test drives, loan vehicles, calendar bookings, and vehicle appraisals. The platform integrates with DMS, CRM, OEM APIs, F&I providers, and service/diagnostics systems, and incorporates RedBook data for trade-in valuations and vehicle specifications.

The company monetises primarily through recurring subscriptions (website/CMS hosting, Dealer Drive monthly subscription, iStock) and recurring digital marketing services (Google Ads as a certified Google Partner, Meta advertising, Dynamic Inventory Ads, plus carsales Ignition mediahouse). Distribution blends a direct enterprise sales motion targeting dealer groups and OEMs (phone 1300 075 301) with a self-serve product-led growth motion via the Dealer Drive app on iOS and Android. Operational entities include i-Motor Pty Ltd, Dealer Drive Australia Pty Ltd, Dealer Drive International Pty Ltd, and Lformation Pty Ltd, with offices in Melbourne (HQ), Sydney, Brisbane, Adelaide, and Auckland. Leadership includes General Manager James Jovanovic (joined 2024), Head of Operations & Projects Narelle Mulcahy (with the company since 2010), Head of Digital Mark Hewitt-Park, and Head of Design Geoff Schwartz. Recent product investment has emphasised AI-driven engagement (Native Chat, AI Dealer Comments) and EV-era tooling (EV Calculator).

Name

I-Motor

Legal name

i-Motor Pty Ltd

Website

https://imotor.com.au

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

I-Motor is an Australian automotive digital retailing platform that provides proprietary websites, inventory management (iStock), mobile dealer operations software (Dealer Drive), AI-driven chat, and digital marketing services to dealers, dealer groups, and OEMs across Australia and New Zealand on a subscription basis.

Ownership category

akta.pro rank

Headquarters

HQ city

Cheltenham

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Dealer Drive Monthly Subscription: Dealer Drive operates on a monthly subscription model for automotive dealerships. The mobile app is free to download; the recurring revenue comes from the monthly subscription fee for access to the full platform functionality including test drive management, loan vehicles, appraisals, and calendar bookings.
2. Website / CMS Platform Subscription: iMotor generates recurring revenue from dealer and OEM websites hosted on its proprietary platform. Dealers and OEMs pay recurring fees for website hosting, CMS access, and associated digital tools, with manufacturer updates handled on a monthly basis.
3. Digital Marketing Services: iMotor provides digital marketing services including Google Advertising (as certified Google Partners), Meta Advertising, and Dynamic Inventory Ads. Revenue is generated through management fees and media spend, with monthly performance reports provided to clients.
4. Platform Integrations & Connectors: iMotor's platform integrates with DMS, CRM, OEM APIs, parts/inventory systems, service/diagnostics, and F&I providers. These integrations are offered as part of the core platform subscription, with custom integration support available for clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

iMotor provides a proprietary modular digital retailing platform for automotive dealers, dealer groups, and OEMs across Australia and New Zealand. Core offerings include customisable dealer websites, an AI-enhanced inventory management and publishing platform (iStock), the Dealer Drive mobile application for test drives, loan vehicles, calendar bookings, and appraisals, and managed digital marketing services. The platform integrates with DMS, CRM, OEM APIs, RedBook vehicle data, and F&I providers to deliver an end-to-end digital retailing ecosystem.

Product overview

I-Motor is a modular automotive digital retailing platform comprising three core pillars: Website Solutions (iMotor Website Platform), Inventory Solutions (iStock with AI Dealer Comments, Trade-In Valuation), and Dealer Drive (test drive, loan car, calendar bookings, appraisals). Additional modules include Build & Buy (digital vehicle sales), iMotor Native Chat (AI chatbot), Advanced Service Booking, Review Aggregator, EV Calculator, and Digital Marketing services. The platform is designed for automotive dealers, dealer groups, and OEMs across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• Dealer Drive: Mobile app and platform for automotive dealerships to manage test drives, vehicle appraisals, loan cars, and calendar bookings.
• iStock
• Native Chat
• Build & Buy
• EV Calculator

Products and services

• iMotor Website Platform Customisable dealer and OEM website platform with advanced features, CMS control, mobile optimisation, SEO-ready design, and integrations for automotive retailers across Australia and New Zealand.
• iStock Next-generation inventory management and publishing platform for automotive dealers with SEO-optimised listings, AI-generated dealer comments, Reserve Now functionality, wishlist feature, dynamic CTAs, and RedBook vehicle data integration.
• Dealer Drive Mobile-first automotive dealership management software covering test drives, loan vehicles, calendar bookings, and vehicle appraisals with real-time reporting and dashboard access. Available as a free iOS/Android app download with a paid monthly subscription for full platform access.
• Build & Buy Digital retailing solution enabling customers to view, configure, and purchase new vehicles online through a three-step process of Model Selection, Model Configuration, and Buy/Reserve, with integrated test drive booking, finance enquiry, and trade-in valuation CTAs.
• iMotor Native Chat AI-powered chat agent providing real-time engagement on dealer websites with instant responses, 24/7 availability, guided buying journeys, and enquiry capture.
• Trade In Valuation Online vehicle valuation tool powered by RedBook data, enabling customers to estimate trade-in values by entering registration and answering tailored questions before visiting a dealership.
• Advanced Service Booking Online service appointment booking platform with multiple search methods (rego, postcode, state, manual), four-step booking flow, flexible trading hours configuration, and confirmation email automation for OEMs and individual dealerships.
• Review Aggregator Tool for displaying Google ratings and reviews directly on dealer websites with four flexible display options and a built-in call-to-action for leaving reviews.
• EV Calculator Free tool for comparing estimated running costs of Electric Vehicles against Hybrid, Petrol and Diesel vehicles over 1 to 10 years, including fuel, electricity, registration, insurance, and servicing costs.
• Digital Marketing Services Managed digital marketing services including Google Advertising (as certified Google Partners), Meta Advertising, Dynamic Inventory Ads, and Ignition (carsales mediahouse) for automotive dealer clients, with monthly performance reporting.

Quantifiable outcome

• 4.8 average rating from 20 Google reviews
• +2 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability6 records

Feature12 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• Google (as certified Google Partner)coreTechnology or IntegrationiMotor is a certified Google Partner, enabling the company to manage Google advertising campaigns for its dealer clients, including Vehicle Listing Ads, Search Engine Marketing, and Google Display Network. This partnership is central to iMotor's digital marketing service offering.
• carsales (via Ignition platform)coreTechnology or IntegrationiMotor has integrated with the carsales Ignition platform, providing its dealer clients with self-serve access to carsales mediahouse advertising solutions for campaign planning, buying, and measurement across the carsales network.
• RedBook (Automotive Data Services Pty Ltd)coreTechnology or IntegrationRedBook provides trusted vehicle data, specifications, and valuations that power iMotor's Trade-In Valuation tool, inventory management platform (iStock), and Advanced Service Booking registration search. RedBook data appears on iMotor's dealer websites to provide customers with verified vehicle information throughout their buying journey.
• Meta (Facebook/Instagram)coreGTM or Marketing PartneriMotor manages Meta Business Suite advertising campaigns for dealer clients, promoting automotive inventory across Facebook and Instagram using the iMotor platform's dynamic inventory ad capabilities.
• Dealership Management System (DMS) ProviderscoreTechnology or IntegrationiMotor's platform integrates with multiple DMS platforms used by automotive dealerships, enabling automated stock report syncing directly into Dealer Drive and supporting seamless data flow between dealer management systems and the iMotor ecosystem.
• CRM & Lead Management System ProviderssupportingTechnology or IntegrationiMotor integrates with CRM and lead management platforms, enabling dealers to manage leads generated from the website, Trade-In Valuation, Native AI Chat, and service bookings within their existing CRM workflows.
• Finance, Insurance & Warranty ProviderssupportingTechnology or IntegrationiMotor's platform integrates with F&I providers to support the Build & Buy digital retailing solution, enabling integrated third-party finance tools as part of the online vehicle purchase workflow.
• Service, Repair & Diagnostics PlatformssupportingTechnology or IntegrationiMotor integrates with service and repair platforms to support the Advanced Service Booking tool, enabling seamless booking, service records, and customer communication for dealer service departments.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cox Automotive: Global automotive technology incumbent offering dealer websites (Dealer.com), inventory, CRM, and marketing platforms. Overlaps with iMotor across nearly every product line but at vastly greater scale across multiple geographies.
• CDK Global: Global provider of dealer management systems, CRM, websites, and digital marketing for automotive retailers. Closest large-scale comparable to iMotor's integrated stack across DMS, web, and marketing layers.
• Dealer.com (Cox Automotive): Dealer website and digital marketing platform within Cox Automotive's portfolio. Directly comparable to iMotor's website platform, SEO inventory listings, and digital marketing services.
• VinSolutions (Cox Automotive): Dealer CRM, ILM, and digital marketing platform within the Cox Automotive ecosystem. Comparable to iMotor's lead capture, CRM integration, and marketing automation capabilities.
• Trader Interactive: Digital marketplace and dealer solutions provider for automotive, powersports, RV, and commercial vehicles. Comparable to iMotor's digital retailing platform in its multi-vertical dealer focus.

Direct peers

• carsales.com: Australia's largest automotive marketplace and platform, also an iMotor partner through the Ignition integration. Operates dealer-facing digital tools and mediahouse services targeting the same ANZ dealer base.

Emerging players

• PureCars: Digital marketing and advertising platform purpose-built for automotive dealers. Direct overlap with iMotor's Google Ads, Meta Ads, and Dynamic Inventory Ads offering at a more specialized scale.
• Frazer Computing: US-based dealer management software provider with integrated website and inventory tools. Comparable to iMotor in serving independent and small dealer groups with a single integrated platform.
• PBS Systems: Dealer management system provider for automotive, RV, and powersports dealers across North America. Comparable to iMotor in combining DMS, website, and inventory functionality for dealers.

Regional players

• Auto Trader UK: UK automotive marketplace and dealer platform providing listings, advertising, and digital retail tools. Comparable to iMotor in providing dealer websites, inventory publishing, and digital marketing — but in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

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 I-Motor