auto-it
Auto-IT develops dealer management software (UNITS, EQUIP, PMDS) and adjacent tools for retail dealerships in automotive, truck, agriculture, and construction equipment verticals. It serves enterprise franchise dealership groups across 20+ countries via direct offices and channel partners.
- Company typePrivate
- Founded2000
- HeadquartersWellington, New Zealand
- Headcount—
- GTM typeB2B
- OfferingSoftware
What auto-it does
Auto-IT develops and supplies dealer management software (DMS) systems for retail dealerships in four vertical industries: automotive, trucking, agriculture, and construction equipment. The company's core products are UNITS (Windows-based DMS for large automotive dealerships), EQUIP (DMS for truck, agriculture, and construction equipment dealers), and PMDS (long-running automotive and truck DMS with browser-based extensions). These are supplemented by a layered ecosystem including the Enable Platform (web-based access to UNITS and EQUIP databases with browser-based Workshop Scheduling via KAIZEN), Enable AP Workflow (AI-assisted accounts payable automation using OCR), Dealer Spectrum (a business intelligence tool aligned to seven strategic steps), Tech Mobile (native mobile time-clocking), Conversations (two-way SMS), F&I Introductions, and the Launcher platform supporting a quarterly release cadence. Systems are built on a Windows Server foundation, operate in real-time, feature open architecture for OEM integrations, and include built-in language cloning tools supporting international deployments. The company is migrating to Microsoft Azure as part of a Constellation Software-guided modernisation programme.
Auto-IT serves large franchise dealership groups ranging from six to over 200 users, targeting multi-franchise, multi-branch, multi-company operations across automotive, truck, agriculture, and construction equipment verticals. Customers include enterprise names such as Keema, Super Groups, 3 Point Motors, Buckby Motors, Roylance's Tractor Replacements, Col Crawford Motors, Wakeling Motors, Tilford Auto Group, TTMI, Godings, and Pickerings Auto Group, with multi-decade retention. The company operates direct regional offices in Wellington, Melbourne, Sydney, Kuala Lumpur, Bangkok, and Bangalore/Coimbatore, supplemented by channel partners in South Africa and Mexico, serving over 25,000 users in more than 20 countries.
The company generates revenue primarily through subscription-based licensing and recurring support of its DMS systems (UNITS, EQUIP, PMDS) with associated add-ons, plus professional services including on-site, web-based, classroom, and seminar-style training and strategic business consulting. Distribution is conducted through direct enterprise field sales via Client Relationship Managers and an OEM Engagement Manager who coordinates funded OEM solutions, with channel partners extending reach into additional geographies. Pricing is not publicly disclosed and is structured per-deployment based on dealership size, users, modules, and OEM-funded arrangements.
auto-it firmographics
Firmographics- Name
- auto-it
- Legal name
- Auto-I.T. Pty Ltd
- Website
- https://auto-it.co.nz
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Short description
- Auto-IT develops dealer management software (UNITS, EQUIP, PMDS) and adjacent tools for retail dealerships in automotive, truck, agriculture, and construction equipment verticals. It serves enterprise franchise dealership groups across 20+ countries via direct offices and channel partners.
- Ownership category
- akta.pro rank
auto-it industry classification
Industry- Product category
- Dealer Management Software
- NAICS
- Custom Computer Programming Services (541511)
- akta.pro primary industry
- Digital Process Automation (DPA) & Orchestration Suites (HDAEAHAF)
Keywords
Where auto-it is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices6 records
Markets served
auto-it business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Dealer Management Software Licenses and Support: Auto-IT generates revenue primarily through the licensing of its dealer management software systems (UNITS, EQUIP, PMDS) and associated support contracts to retail dealerships. Systems are sold to dealership groups ranging from 6 users to over 200 users. Support is delivered through dedicated Client Relationship Managers, telephone support, training services, and strategic business consulting. The company treats clients as business partners rather than software customers, indicating a relationship-based subscription/support model.
- Professional Services and Training: Auto-IT generates revenue from professional services including on-site training, web-based training, classroom sessions, seminar-style training, and strategic business consulting. Training covers topics including Parts, Service, CRM, Accounting, Systems Administration, and Sales.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
auto-it product offering
Product offeringCore offering
Auto-IT develops and supplies integrated dealer management systems (DMS) for retail dealerships in the automotive, trucking, agriculture, and construction equipment industries. Its core products are UNITS, EQUIP, and PMDS — Windows-based, real-time systems that unify financials, parts, service, sales, CRM, and marketing across multi-branch, multi-franchise dealership groups. The portfolio is supplemented by web-based Enable platform, AI-driven Enable AP Workflow for accounts payable, Dealer Spectrum business intelligence, and KAIZEN service workshop tools, supported by training, consulting, and OEM integration services.
Product overview
Auto-IT offers a multi-product dealer management system (DMS) portfolio for the automotive, trucking, agriculture, and construction equipment industries. The core products are UNITS (automotive), EQUIP (trucking, agriculture, construction), and PMDS (automotive and truck). These are supplemented by the Enable platform (web-based access), Enable AP Workflow (AI-powered accounts payable automation), Dealer Spectrum (business intelligence), and KAIZEN (service workshop management). The products share integration capabilities and are designed for large retail dealership operations across multiple countries.
Differentiator
Problem solved
Functional benefit
Brands
- UNITS®: Easy-to-use Windows-based dealer management system tailored to the needs of large retail automotive dealers.
- EQUIP®
- PMDS®
- Dealer Spectrum®
- Enable®
- Enable AP Workflow
- Kaizen
- Launcher
Products and services
- UNITS Windows-based real-time dealer management system developed in consultation with leading OEMs for large retail automotive dealerships, managing every aspect of dealership operations with seamless integration between departments.
- EQUIP Windows-based dealer management system for large retail dealers in the trucking, agriculture, and construction equipment industries, providing integrated modular components for financials, parts, service, sales, CRM, and marketing.
- PMDS Long-serving dealer management system for large automotive and truck businesses in Australia and New Zealand, combining 35+ years of functionality with browser-based management and point-of-sale software.
- Enable AP Workflow Modern web-based accounts payable automation solution using AI-driven OCR document scanning to process creditor invoices, automate approvals, and import directly into UNITS, PMDS, or EQUIP.
- Dealer Spectrum
Quantifiable outcome
- Enable AP Workflow reduces accounts payable processing time by 80% (3 hours/day to 30 minutes/day) for Super Groups, saving approximately 20 hours per week
- +3 more outcomes
Companies that use auto-it
Customer profileNamed customers12 records
Ideal customer profiles2 records
auto-it technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Feature13 records
auto-it partnerships and signals
Strategic signalScale indicators9 records
Recent moves8 records
Expansion highlights6 records
auto-it competitors and assessment
Company assessmentDirect peers
- Reynolds and Reynolds: Long-established US automotive DMS provider serving franchised dealers with integrated retail management, F&I, and document services. Directly comparable to Auto-IT's automotive-focused UNITS and PMDS offerings.
- Pinewood Technologies: UK-headquartered automotive DMS provider (formerly Pinewood.AI, listed on AIM) serving franchise dealers with cloud-based DMS. Direct international peer with comparable target market and product scope to Auto-IT.
- Dominion Dealer Solutions: US-based DMS and dealer software provider serving franchised automotive dealers with CRM, desking, inventory, and DMS modules. Comparable to Auto-IT's mid-market franchise dealer positioning and module-based product approach.
- Cox Automotive (Dealertrack): Cox Automotive's Dealertrack DMS and adjacent products (vAuto, VinSolutions, Xtime) form one of the broadest dealer software suites globally. Competes with Auto-IT across DMS, F&I, and inventory management for franchise dealer groups.
- PBS Systems: Canadian mid-market DMS provider with international reach across automotive, truck, and equipment dealers. Closely comparable to Auto-IT in scale, vertical specialization, and customer segment (multi-franchise groups).
- CDK Global: Largest global dealer management system provider serving automotive dealers in North America, EMEA, and Asia. Direct competitor to Auto-IT's UNITS in automotive dealerships, with significantly larger scale and R&D investment.
Emerging players
- DealerSocket (Fullpath): Originally a CRM/marketing platform, now part of Fullpath, with cloud-based dealer software spanning CRM, desking, and digital retail. Indirect but increasingly direct competition for mid-market franchise dealers.
- Frazer Computing: US-based independent DMS provider focused on independent and smaller franchise dealers. Compares to Auto-IT in serving the mid-market with integrated DMS functionality, though Auto-IT skews toward larger groups.
- Tekion: Cloud-native, AI-first automotive DMS challenger backed by significant venture capital. Competes for the same franchise dealer customers with a modern architecture that pressures legacy DMS providers including Auto-IT.
Regional players
- Infomedia: ASX-listed Australian supplier of automotive parts pricing, data, and electronic parts catalogues to dealers and OEMs across ANZ and globally. Adjacent regional peer operating in the ANZ dealer software ecosystem with overlapping customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
auto-it social profiles
Digital presenceauto-it financial estimates
Financial estimateRevenue estimate
Valuation estimate
auto-it leadership team
Management profileNumber of profiles
Profiles8 records
auto-it subsidiaries and ownership
Company hierarchySubsidiaries1 record
auto-it funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
auto-it 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 auto-it
What does auto-it do?
Auto-IT develops and supplies integrated dealer management systems (DMS) for retail dealerships in the automotive, trucking, agriculture, and construction equipment industries. Its core products are UNITS, EQUIP, and PMDS — Windows-based, real-time systems that unify financials, parts, service, sales, CRM, and marketing across multi-branch, multi-franchise dealership groups. The portfolio is supplemented by web-based Enable platform, AI-driven Enable AP Workflow for accounts payable, Dealer Spectrum business intelligence, and KAIZEN service workshop tools, supported by training, consulting, and OEM integration services.
Is auto-it a public or private company?
auto-it is a private company. It is classified as corporate owned and is currently operating.
When was auto-it founded?
auto-it was founded in 2000.
Where is auto-it based?
auto-it is headquartered in Wellington, New Zealand, in the Oceania region.
How does auto-it make money?
Two revenue lines are on record. Dealer Management Software Licenses and Support is the primary driver. The others are professional Services and Training.
Who are auto-it's main competitors?
Direct peers on record are Reynolds and Reynolds, Pinewood Technologies, Dominion Dealer Solutions, Cox Automotive (Dealertrack), PBS Systems and CDK Global. Emerging players are DealerSocket (Fullpath), Frazer Computing and Tekion. Infomedia is listed as a regional player.
Does auto-it have an API?
No public API is recorded for auto-it.
What industry is auto-it in?
auto-it's product category is Dealer Management Software. Its primary akta.pro industry code is HDAEAHAF, Digital Process Automation (DPA) & Orchestration Suites. Its NAICS code is 541511.