Dx.one GmbH

What Dx.one GmbH does

Dx.one GmbH is a Wolfsburg-based, wholly-owned subsidiary of Volkswagen AG, founded in September 2021 as the consolidated IT organization for Group Sales IT within the Volkswagen Konzern. The company provides IT and data services that digitalize car dealerships and back-office processes across Volkswagen, Audi, SEAT, Škoda, and VW Nutzfahrzeuge brands, serving over 2,200 partner companies and 1,600+ daily dealer operations on its CROSS cloud-based Dealer Management System.

The core technology stack centers on CROSS, a modular cloud DMS without local maintenance, surrounded by ten add-on modules covering service booking, digital service reception, workshop planning, parts management, electronic invoicing, data quality, and connected-car services. Above the dealer layer, Dx.one operates enterprise platforms: ONE.CRM & Customer Care (a Salesforce-based CRM with Data Cloud, Auto Cloud, and Agentforce integrations), Asset2Shop (eCommerce/marketplace), B2B Fleet (fleet management), and the Cloud Analytics Platform. Distribution combines direct enterprise field sales to VW Konzern dealers, a dx.certified/dx.preferred partner program for third-party integrations, and a ticket.io-hosted e-shop for digital products.

The business model is predominantly subscription-based recurring revenue (CROSS modules, ONE.CRM, Asset2Shop, Cloud Analytics) supplemented by professional services for implementation and IT support. Pricing is quote-based and not publicly disclosed. The company operates offices in Wolfsburg, Berlin, Munich, and Ingolstadt with 11–50 employees and is led by Managing Directors Nils Apeler (since February 1, 2026) and Roland Ottacher, following a succession from Marcus Heitmann.

Name

Dx.one GmbH

Legal name

dx.one GmbH

Website

https://dx.one.gmbh

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Dx.one GmbH is a wholly-owned Volkswagen AG subsidiary that provides cloud-based dealer management (CROSS), CRM, eCommerce, fleet, and analytics platforms to digitalize car dealerships across the VW Konzern, serving over 2,200 partner companies in Germany.

Ownership category

akta.pro rank

Product category

Automotive Dealer Management Software

NAICS

Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industry

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

Keywords

• Automotive dealer software
• Cloud dealer management
• Automotive retail CRM
• Fleet management platform
• Automotive commerce software

Headquarters

HQ city

Wolfsburg

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. DMS and Software Subscriptions: Subscription-based access to CROSS Dealer Management System and its modular extensions (SBO, DSR, WCP, PartsMobile, ELRE, ServiceQ). Modules are bookable individually and provide recurring revenue.
2. CRM and Data Services: ONE.CRM and Customer Care solutions for brands within the VW Konzern, providing ongoing CRM functionality and data analytics services.
3. IT Support and Professional Services: Full-service partner from product development through implementation and operation of systems to comprehensive IT support for all Konzern brands in Germany.
4. eCommerce Platform Services: Asset2Shop platform serving as the central hub for product portfolio management across VW Group brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Dx.one GmbH sells cloud-based IT and data solutions for the digitalization of automotive retail across the Volkswagen Konzern. Its core offering is the CROSS Dealer Management System (used by over 1,600 dealerships daily), supplemented by enterprise platforms including ONE.CRM & Customer Care, Asset2Shop eCommerce, B2B Fleet management, and the Cloud Analytics Platform, plus modular add-ons for service booking, digital reception, workshop planning, parts, invoicing, and reporting.

Product overview

Dx.one GmbH is a 100% Volkswagen Group subsidiary and integral part of Group Sales IT, offering a modular product portfolio for automotive retail digitalization. The offering centers on CROSS, a cloud-based Dealer Management System serving over 1,600 dealerships across all VW Group brands, supplemented by individual add-on modules (Service Booking Online, Digital Service Reception, Workshop Control Panel, ServiceQ, PartsMobile, Elektronische Rechnung, Datenqualität-Services, Group Service Key Online, Lead Inbox Retail). Above the dealership level, Dx.one provides enterprise platforms including ONE.CRM & Customer Care (Salesforce-based CRM for 14+ live markets), Asset2Shop (commerce/trading platform), B2B Fleet (fleet management), and Cloud Analytics Platform. Supporting tools include dx.reports (reporting dashboard), dx.winner customized (email campaigns), and the dx.certified/dx.preferred certification program for third-party interface providers.

Differentiator

Problem solved

Functional benefit

Brands

• CROSS: Dealer Management System (DMS) of the Volkswagen Konzern - a modular cloud-based solution for car dealerships covering service, customer management, and sales backoffice.
• dx.reports
• dx.certified
• dx.preferred
• dx.winner customized
• ONE.CRM & Customer Care
• Asset2Shop
• B2B Fleet
• Cloud Analytics Platform (CAP)
• Service Booking Online (SBO)
• Digital Service Reception (DSR)
• CROSS Workshop Control Panel (WCP)
• ServiceQ
• PartsMobile
• Elektronische Rechnung (ELRE)
• Group Service Key Online
• Lead Inbox Retail

Products and services

• CROSS Dealer Management System Cloud-based Dealer Management System of the Volkswagen Konzern, serving as the central digital hub for over 1,600 dealerships, unifying service, sales backoffice, and customer management without local maintenance.
• dx.reports Reporting dashboard bringing key dealership KPIs for sales, aftersales, and inventory into a single readable view with daily data updates and intuitive filters.
• dx.winner customized Email campaign tool with customizable templates, targeted recipient selection, and editable designs for brand-consistent email marketing.
• dx.one E-Shop Online shop platform for dx.one products and services, externally hosted by ticket.io with separate privacy policy and terms of use.
• ONE.CRM & Customer Care Central CRM solution enabling personalized interactions along the entire customer journey for campaign, lead, and case management in sales and aftersales across 14 live markets and 50+ aftersales markets, integrating Salesforce Data/Auto Cloud and Agentforce.
• Asset2Shop eCommerce platform evolved from a PIM/DAM product into a full trading platform with marketplace functionality, serving as the central hub for the VW Group product portfolio covering aftersales, digital products, vehicles, OEM MDM, Accessory PIM/Catalogue, eShop.Lite, marketing PIM, Connect, FOD, and tire configurator.
• B2B Fleet Comprehensive fleet management platform providing centralized access to fleet information including order status tracking, policy management, vehicle management, and contract information, with API integration to existing customer systems.
• Cloud Analytics Platform (CAP) Data platform providing centralized access to data sources and analytics tools for VW Group markets and non-sales domains, enabling efficient data processing and integration into new products and systems.
• Service Booking Online (SBO) CROSS module enabling customers to book service appointments online 24/7 worldwide with real-time pricing display and automatic integration into the CROSS scheduler, including a wheel-change submodule for seasonal booking.
• Digital Service Reception (DSR) CROSS module enabling digital vehicle reception via tablet with vehicle-specific or custom checklists, structured condition documentation with photos, direct service offerings with pricing, and digital signature capture.
• Workshop Control Panel (WCP) CROSS module replacing the analog job board with digital workshop planning, enabling digital job assignment to mechatronics, mobile task viewing and clocking, links to ServiceQ, and status tracking for service advisors.
• ServiceQ CROSS module for digital damage documentation via photo or video during service, enabling customers to receive digital offers for work order expansions and supporting warranty and goodwill case processing.
• PartsMobile CROSS module digitizing the parts department from goods receiving and dispatch through inventory to parts warehouse organization, using a barcode scanner solution linked to storage locations, parts, mechatronics, and orders.
• Elektronische Rechnung (ELRE) CROSS module enabling paperless electronic invoicing in PDF format for end customers and business clients, and X-Rechnung format via the European PEPPOL platform for public authorities.
• Datenqualität-Services CROSS module providing automated customer data quality management with verification via Deutsche Post, Telekom, and Schufa, with optional email address validation for digital marketing campaigns.
• Group Service Key Online Aftermarket digital tool reading vehicle information including mileage directly from the car key; depending on model, additional data such as low fluid levels or error codes can be retrieved for vehicle reception.
• Lead Inbox Retail Aftermarket tool receiving vehicle data (pending maintenance, minor collisions, dashboard error messages) from the vehicle connectivity unit, enabling proactive customer outreach by dealerships.
• dx.certified Certification program ensuring third-party solutions meet technical and quality standards for productive API connection, providing official approval for interface providers and quality assurance for dealerships.
• dx.preferred Optional premium channel extending dx.certified with active product promotion by the dx.one sales team and direct lead forwarding to certified interface providers across over 1,600 CROSS DMS dealerships.

Quantifiable outcome

• Over 1,600 operations use CROSS DMS daily
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature10 records

Partnerships

Three partnerships are on record, tiered core.

• Volkswagen AGcoreOthersdx.one is a 100% subsidiary of Volkswagen AG with headquarters in Wolfsburg. The company is an integral part of Group Sales IT with clear cross-brand market responsibility for central systems within the Volkswagen Konzern.
• SalesforcecoreTechnology or IntegrationTechnology platform powering ONE.CRM & Customer Care. The ONE.CRM landscape continuously evolves and integrates new Salesforce technologies including Data Cloud, Auto Cloud, and Agentforce.
• Volkswagen Group BrandscoreOthersSupports Volkswagen Group brands including Volkswagen, Audi, SEAT, Škoda, and VW Nutzfahrzeuge. Provides CRM, eCommerce, Fleet Management, and Data Services across all brands.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• CDK Global: Leading global vendor of Dealer Management Systems (DMS), CRM, and digital retailing for automotive OEMs and dealers. Closest commercial peer to dx.one's CROSS platform; competes for the same multi-OEM DMS contracts dx.one is captive to.
• Reynolds and Reynolds: Major US-based dealer management system and retail technology provider. Closely comparable to dx.one's CROSS DMS in product scope (service, sales backoffice, CRM), with focus on franchise dealer networks.
• Porsche Digital: Porsche AG's digital subsidiary developing retail, mobility, and customer experience platforms for Porsche dealers. Comparable in scope and captive structure to dx.one's role inside the VW Group.
• incadea: Provider of DMS and dealer management software to automotive OEMs and dealer groups internationally, including within European markets. Comparable in delivering OEM-anchored dealer technology platforms.
• Mercedes-Benz Tech Innovation: Captive IT and digitalization arm for Mercedes-Benz, building dealer-facing platforms, connected car services, and cloud solutions. Directly comparable as an OEM-owned technology subsidiary serving the same automotive retail digitalization problem.

Regional players

• PBS Systems: North American DMS and dealer software provider offering integrated retail and CRM systems to franchise dealer groups. Comparable in dealer software scope though geographically concentrated outside dx.one's VW-centric European footprint.

Emerging players

• Geotab: Leading fleet management and telematics platform with OEM partnerships and dealer-channel distribution. Comparable in scope to dx.one's B2B Fleet product as a connected fleet management solution.
• Tekion: Cloud-native automotive retail platform combining DMS, CRM, and consumer-facing digital retailing. Comparable as a next-generation, cloud-first alternative to traditional on-premise DMS, the architectural direction dx.one's CROSS platform is pursuing.

Others

• Salesforce: Underlying technology platform for dx.one's ONE.CRM and Customer Care, integrating Data Cloud, Auto Cloud, and Agentforce. A platform dependency and ecosystem enabler rather than a direct competitor.

Broad incumbents

• Cox Automotive / Dealertrack: Global automotive retail technology provider offering DMS, dealer financing, inventory, and CRM solutions across many OEMs. Broad incumbent comparable to dx.one in retail software scope, though operating at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Dx.one GmbH