Motorcentral
Motorcentral Technologies Limited is a New Zealand SaaS vendor providing a mobile-first dealer management system and adjacent marketing, website, and vehicle-history tools to more than 500 car dealerships across New Zealand, operating as a subsidiary of Avanti Group.
- Company typePrivate
- Founded2001
- HeadquartersChristchurch, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Motorcentral does
Motorcentral Technologies Limited is a New Zealand-headquartered software vendor that provides a dealer management system (DMS) and adjacent workflow, marketing, and website products to vehicle dealerships across the country. The flagship product, Motorcentral DMS, is built mobile-first and supports Windows desktop deployment, giving dealers access to vehicle stock management, customer records, and operational workflows from mobile devices and laptops. The platform is complemented by a suite of add-on modules: AdConnect (automated Google and Facebook advertising with a 25% management fee on ad spend), AMPD CRM (rule-based email/SMS/letter marketing automation), Auto Attendant (automated enquiry email responses), BuyerScore (customer feedback surveys and reviews), Car Check (vehicle history reporting at $9.95 per full report / $2.95 per basic report, backed by NZTA integration), Dealer Websites, and Workshop Websites.
The business operates on a sales-led, subscription-heavy model with one-time setup fees. Core DMS subscriptions are tiered by vehicle stock size and dealership count, ranging from NZD $100/month (Standard 35) to NZD $240/month base plus NZD $140/month per additional dealership (Multi, unlimited vehicles and dealerships). Complementary modules are priced as separate subscriptions or usage-based fees (e.g., AMPD at NZD 0.50 per email/SMS and NZD 5 per postal item). Go-to-market combines a regional field-sales team of at least six named dealer solutions consultants covering all of New Zealand, an inside sales line (0800 623 687), and a self-serve website and MC Portal where dealers can download and trial the software.
Motorcentral claims more than 500 active dealership customers across New Zealand, collectively managing roughly 5,000 vehicles daily and 2.4 million vehicle sales annually. The company was acquired by Avanti Finance on 5 May 2023 to form the current entity, Motorcentral Technologies Limited, and operates as a core subsidiary of Avanti Group, a strategic owner in NZ automotive finance. Strategic integration with Avanti Finance (online finance applications inside dealer websites), Xero (accounting export), Trade Me (vehicle listing via the new Dealerbase API), and insurance providers (Autosure, Protecta) positions the platform as a vertically integrated software-and-finance hub for the NZ dealer ecosystem.
Motorcentral firmographics
Firmographics- Name
- Motorcentral
- Legal name
- Motorcentral Technologies Limited
- Website
- https://www.motorcentral.co.nz
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Motorcentral Technologies Limited is a New Zealand SaaS vendor providing a mobile-first dealer management system and adjacent marketing, website, and vehicle-history tools to more than 500 car dealerships across New Zealand, operating as a subsidiary of Avanti Group.
- Ownership category
- akta.pro rank
Motorcentral industry classification
Industry- Product category
- Dealer Management Software
- NAICS
- Motor Vehicle and Parts Dealers (441)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)
- akta.pro secondary industry
- Dealer Floorplan & Inventory Financing (FSAKADAD)
Keywords
Where Motorcentral is headquartered
LocationHeadquarters
- HQ city
- Christchurch
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Motorcentral business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Motorcentral DMS Subscriptions: Monthly subscription fees for dealer management software with tiered plans based on vehicle stock limits and dealership count. Plans range from Standard 35 (max 35 vehicles) to Multi (unlimited vehicles, unlimited dealerships). Additional modules include Database plans, Listing Agent Export, Support Pack, Accounting Export, and Data Conversion.
- Dealer Websites: One-time setup fees plus monthly hosting for dealer websites. Tiers include Premium Plus, Premium, Express, and Custom options.
- Workshop Websites: Website solutions for workshops with Essential and Optimum tiers including setup and monthly hosting.
- AMPD CRM: CRM marketing tool with per-communication charges: SMS 50c, Email 50c, Postal Item $5. Additional 50c per WOF or Rego date check.
- AdConnect: Ad network advertising on Google and Facebook with setup fee plus management fee of 25% on ad spend.
- Auto Attendant: Automated response system with setup and monthly fees based on DMS plan tier.
- Car Check Reports: Vehicle history reports sold at $9.95 for Full Report and $2.95 for Basic Report. Additional services include Background Check and Online MR13C.
- BuyerScore: Customer feedback and review system with setup fee and monthly subscription based on vehicle stock limits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard 35 - Max 35 vehicles, 1 dealership |
| Subscription | Monthly | Standard 100 - Max 100 vehicles, 1 dealership |
| Subscription | Monthly | Standard Max - Unlimited vehicles, 1 dealership |
| Subscription | Monthly | Multi - Unlimited vehicles, unlimited dealerships |
| Subscription | Monthly | Dealer Website - Premium Plus |
| Subscription | Monthly | Dealer Website - Premium |
| Subscription | Monthly | Dealer Website - Express |
| Subscription | Monthly | Workshop Website - Optimum |
| Subscription | Monthly | Workshop Website - Essential |
| Hybrid | Monthly | AMPD CRM - All touchpoints |
| Hybrid | Monthly | AdConnect - Google & Facebook |
| Subscription | Monthly | Auto Attendant - Solo |
| Subscription | Monthly | Auto Attendant - Standard |
| Unit Pricing | Pay-as-you-go | Car Check - Full Report |
| Unit Pricing | Pay-as-you-go | Car Check - Basic Report |
| Subscription | Monthly | BuyerScore Ultimate 35 |
| Subscription | Monthly | BuyerScore Ultimate 100 |
| Subscription | Monthly | BuyerScore Ultimate Max |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Motorcentral product offering
Product offeringCore offering
Motorcentral sells a mobile-first, cloud-based dealer management system (Motorcentral DMS) for vehicle dealerships, supported by an integrated suite of add-on modules including AdConnect (automated Google/Facebook advertising), AMPD CRM (automated email/SMS/postal marketing), Auto Attendant (automated email responses), BuyerScore (customer feedback and reviews), Car Check (vehicle history reports) and website packages for both car dealers and workshops. The platform is sold on tiered monthly subscriptions with setup fees, usage-based charges on certain modules, and is purpose-built for the New Zealand automotive retail market with deep local integrations.
Product overview
Motorcentral offers a platform-plus-modules architecture centered on Motorcentral DMS, a dealer management system for New Zealand car dealerships. The product suite includes AdConnect (automated Google/Facebook advertising), AMPD CRM (automated email/SMS/letter marketing), Auto Attendant (automated enquiry responses), BuyerScore (customer review/survey system), and Car Check (vehicle history reporting). Website building services are offered for both car dealers (Dealer Websites in Express/Premium/Premium Plus/Custom tiers) and workshops (Workshop Websites in Essential/Optimum tiers). All products integrate with the core Motorcentral DMS and are complemented by an Xero accounting export module. The company is owned by Avanti Group following acquisition in May 2023.
Differentiator
Problem solved
Functional benefit
Brands
- Motorcentral DMS: Flagship dealer management software for vehicle stock management
- AdConnect
- AMPD CRM
- Auto Attendant
- BuyerScore
- Car Check
- Dealer Websites
- Workshop Websites
Products and services
- Motorcentral DMS
- AdConnect
- AMPD CRM
- Auto Attendant
- BuyerScore
- Car Check
- Dealer Websites
- Workshop Websites
- MC Portal
Quantifiable outcome
- Dealerships report improved stock control, better customer follow-up, and increased sales efficiency
- +2 more outcomes
Companies that use Motorcentral
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Motorcentral technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature9 records
Motorcentral partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- XerocoreXero is a world-leading online accounting software for small business. Motorcentral integrates with Xero allowing dealerships to export contacts, purchase invoices and sales invoices. Motorcentral DMS is a Xero Connected App.
- Trade MecoreMajor vehicle listing platform in New Zealand. Motorcentral supports vehicle export to Trade Me, and recently transitioned from FTP listing upload method to new Dealerbase API method.
- GooglecoreAdConnect automatically advertises vehicles to Google. Integration with Google Translate for website translation and Google Maps for dealership location display.
- FacebookcoreAdConnect automatically advertises vehicles to Facebook and Instagram platforms as part of the dealer marketing solution.
- Avanti FinancecoreFull online finance application with direct link to Avanti Finance available through dealer websites. Insurance enquiry forms also integrated.
- NZTAcoreMotorcentral Car Check integrates with NZTA for Online MR13C vehicle transfer to dealership name and vehicle history information including RUC checks.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Motorcentral competitors and assessment
Company assessmentDirect peers
- PBS Systems: PBS Systems is a dealer management system and customer relationship management provider for automotive and powersports dealerships. Comparable SMB-targeting DMS vendor with similar CRM/marketing automation scope.
- DealerSocket: DealerSocket (now part of Cox Automotive) provides dealer management software, CRM, and digital marketing tools for automotive dealerships. Highly comparable to Motorcentral's DMS + AMPD CRM + AdConnect product stack.
- Reynolds and Reynolds: Reynolds and Reynolds provides dealership management systems, document services, and retail management software to automotive retailers. It directly competes with Motorcentral in the core DMS category with similar dealership workflows.
- AutoCheck (Experian): AutoCheck is Experian's vehicle history reporting service offering similar data points to Motorcentral Car Check (accident history, ownership, title data). Direct competitor in vehicle history report category.
- Carfax: Carfax is the dominant vehicle history report provider. Directly comparable to Motorcentral's Car Check product (PPSR, odometer, ownership, stolen, RUC checks), though at vastly greater scale and data depth.
- Frazer: Frazer provides dealer management software focused on independent and BHPH (buy-here-pay-here) used car dealers. It targets a comparable SMB dealership customer segment and offers a similar workflow product.
Broad incumbents
- CDK Global: CDK Global is a large publicly listed provider of dealer management systems and related automotive retail technology to dealerships worldwide. It directly overlaps Motorcentral's DMS core offering at much greater scale, serving as the global benchmark competitor.
- Cox Automotive: Cox Automotive is a broad automotive-services and technology group (including Dealertrack, DealerSocket, Autotrader, Kelley Blue Book). It is comparable to Motorcentral as a multi-product automotive retail technology platform serving dealerships.
Others
- Autotrader New Zealand: Autotrader NZ is a New Zealand automotive listings marketplace. It is an integration partner for Motorcentral's vehicle export feature and a peer in the NZ vehicle advertising ecosystem.
- Trade Me: Trade Me is New Zealand's largest online marketplace, including the dominant Trade Me Motors automotive listings platform. It is both a Motorcentral integration partner and an ecosystem participant in NZ vehicle advertising.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Motorcentral social profiles
Digital presenceMotorcentral financial estimates
Financial estimateRevenue estimate
Valuation estimate
Motorcentral leadership team
Management profileNumber of profiles
Profiles1 record
Motorcentral funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Motorcentral 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 Motorcentral
What does Motorcentral do?
Motorcentral sells a mobile-first, cloud-based dealer management system (Motorcentral DMS) for vehicle dealerships, supported by an integrated suite of add-on modules including AdConnect (automated Google/Facebook advertising), AMPD CRM (automated email/SMS/postal marketing), Auto Attendant (automated email responses), BuyerScore (customer feedback and reviews), Car Check (vehicle history reports) and website packages for both car dealers and workshops. The platform is sold on tiered monthly subscriptions with setup fees, usage-based charges on certain modules, and is purpose-built for the New Zealand automotive retail market with deep local integrations.
Is Motorcentral a public or private company?
Motorcentral is a private company. It is classified as corporate owned and is currently operating.
When was Motorcentral founded?
Motorcentral was founded in 2001. It employs 11 to 50 people.
Where is Motorcentral based?
Motorcentral is headquartered in Christchurch, New Zealand, in the Oceania region.
How does Motorcentral make money?
Eight revenue lines are on record. Motorcentral DMS Subscriptions are the primary driver. The others are dealer Websites, workshop Websites, AMPD CRM, adConnect, auto Attendant, car Check Reports and buyerScore.
Who are Motorcentral's main competitors?
Direct peers on record are PBS Systems, DealerSocket, Reynolds and Reynolds, AutoCheck (Experian), Carfax and Frazer. Broad incumbents are CDK Global and Cox Automotive. Others are Autotrader New Zealand and Trade Me.
Does Motorcentral have an API?
No public API is recorded for Motorcentral.
What industry is Motorcentral in?
Motorcentral's product category is Dealer Management Software. Its primary akta.pro industry code is FSAJALAD, Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors), with a secondary code of FSAKADAD, Dealer Floorplan & Inventory Financing. Its NAICS code is 441 and its SIC code is 5500.