How to think about choosing a DMS
Every DMS vendor will say they can support any dealer. In practice, each platform has a “sweet spot” where it fits naturally. Use this as a decision framework before you even look at demos.
- Store profile: Independent used, BHPH, franchise, or multi-rooftop group? Choose a system that was originally built for that segment. For licensing requirements by state, see Dealer License Guide.
- Deal structure: Retail only, BHPH, lease, wholesale, or a mix? Make sure your most common deal type is fast and native, not a workaround.
- OEM & lender integrations: Franchise stores need certified OEM integration and warranty/parts flows; independents need strong lender and forms libraries.
- Accounting & compliance: Decide whether you want full dealership accounting in the DMS or to export to QuickBooks / outside accounting. For state-specific compliance rules, see Dealer Rules.
- Data access & APIs: Understand how you'll pull inventory, deal, and accounting data out for reporting, pricing tools, and third-party integrations.
- Contract & total cost: Look beyond "per rooftop" to include DMS base, CRM, BDC, service, integration, data access, and support fees.
Quick comparison of common DMS platforms
This table is meant as an orientation tool – it’s not exhaustive and individual quotes will vary by rooftop count, OEM programs, modules, and negotiated terms.
| DMS | Segment focus | Headline strengths | Common shortcomings | Typical pricing structure | Best fit |
|---|---|---|---|---|---|
|
DealerCenter |
Independent BHPH | All-in-one (DMS + CRM + website + BHPH) in a single cloud platform; strong integrations for independents. | Can feel busy or complex; reporting depth and customization are common asks from power users. | Published monthly pricing with separate modules for DMS, BHPH, QuickBooks, CRM, and website. | Independent and BHPH dealers wanting an integrated cloud stack. |
|
Frazer |
Independent BHPH | Simple, mature workflows; strong BHPH and accounting tools; widely used by small independents. | Older UI; more Windows-centric; web and mobile experience is less modern than newer cloud DMS options. | Published per-store monthly pricing for core DMS with add-ons (BHPH, accounting, internet advertising). | Smaller independents prioritizing stability and low cost. |
|
DeskManager (AutoManager) |
Independent | Built specifically for used-car dealers; strong desking and inventory workflows; integrations with BHPH and note buyers. | Feature-rich, which can add complexity; implementation quality matters. | Subscription pricing; tiers by features/users (typically quoted). | Growing independents wanting a modern, used-car focused DMS. |
|
Wayne Reaves |
Independent BHPH | Long-time independent focus; strong BHPH and collections tools; forms and title work support. | UI feels dated vs. newer cloud entrants; depth of integrations varies by partner. | Subscription pricing; often still competitive for smaller stores. | Independent and BHPH dealers comfortable with “classic” DMS UI. |
|
CDK Global |
Franchise Groups | Deep accounting, service, parts, and OEM integrations; enterprise-grade platform for large retailers. | Heavy and complex; integration and data access can carry significant fees; long contracts are common. | Quote-based. For a single franchise rooftop, dealers often report mid-four-figure monthly DMS + CRM packages. | Medium–large franchise dealerships and groups that need deep OEM workflows. |
|
Reynolds Retail Management System |
Franchise Groups | Very integrated “all-in-one” stack across sales, F&I, service, and accounting; strong OEM presence. | Perceived as expensive and rigid by many dealers; training and change management can be heavy. | Quote-based. Commonly among the higher-priced legacy DMS options for franchise stores. | OEM-driven franchise stores embracing a single-vendor stack. |
|
Dealertrack DMS |
Franchise Larger independent | Cloud-based; connects into the broader Cox ecosystem (Desking, F&I, digital retailing, etc.); flexible reporting. | Some dealers report usability gaps vs. the newest cloud DMS; data access and integrations can still add cost. | Quote-based. Franchise dealers often report lower total cost vs. some legacy competitors at similar scale. | Dealers wanting a cloud DMS tied into the Cox Automotive stack. |
|
Tekion |
Franchise Groups | Modern cloud architecture; strong UX focus; real-time data and AI-driven workflows; positioned as a lower-friction, more open alternative to legacy DMS. | Still maturing in some areas; implementation and migration from legacy DMS can be a heavy lift. | Quote-based. Large groups often report meaningful savings vs. legacy DMS contracts, especially on integration/data fees. | Groups and modern retailers actively moving away from legacy stacks. |
|
Auto/Mate |
Franchise Larger independent | Emphasis on support and value; solid service and parts workflows; good reporting engine. | Some dealers report limited customization and integrations vs. the biggest platforms. | Quote-based subscription with modules; often pitched as more affordable than legacy DMS for franchises. | Dealers wanting franchise-grade functionality without top-tier legacy pricing. |
|
Autosoft DMS |
Franchise Smaller groups | Unified platform with integrated CRM; focused on eliminating bottlenecks for smaller-volume dealers. | Feature depth still trails some of the biggest enterprise platforms; training needed to unlock value. | Quote-based subscription; often targeted at lower-volume franchise stores and small groups. | Smaller franchise dealers wanting a more streamlined DMS. |
DMS platforms built for independent and BHPH dealers
These platforms originated in used-car and BHPH, so they tend to handle buy-here-pay-here, collections, and flexible deal structures more naturally than legacy franchise DMS.
DealerCenter is a cloud-based, all-in-one platform that combines DMS, CRM, websites, BHPH tools, and digital marketing for independent dealers in a single system.
- Cloud-native with mobile access and browser-based UI.
- Integrated DMS + CRM + BHPH + websites reduces vendor sprawl for independents.
- Strong integration coverage for common lenders, forms, and auction partners.
- Because it does so much, the interface can feel busy or overwhelming at first.
- Power users often want deeper custom reporting and export flexibility.
- Published monthly pricing for the core DMS, typically around the tens of dollars per month per rooftop, with separate charges for BHPH, QuickBooks integration, CRM, and website modules.
- Unlimited users is common; cost scales by modules, not seats.
Frazer is a long-standing dealer management system built around independent and BHPH workflows, with a big emphasis on simple daily operations and integrated accounting.
- Mature BHPH functionality, including collections and reporting.
- Integrated accounting and strong compliance/forms support for smaller dealers.
- Large existing install base among independents, so many accountants know it.
- UI and deployment are more traditional; it feels older next to the newest cloud systems.
- Web-native workflows and modern integrations are improving but not as fully cloud-first as some newer platforms.
- Publicly listed DMS monthly pricing, often in the low hundreds per month per dealership, with add-on fees for BHPH, accounting, and internet advertising modules.
- Typically billed per rooftop, not per user, with optional services.
DeskManager Online is AutoManager’s cloud-based DMS designed to streamline all aspects of used-car dealership operations, including inventory, desking, and deal management.
- Cloud-based dealer management for used-car operations.
- Strong desking and deal tools; integrations with BHPH and note-sale platforms.
- Flexible enough for small independents up through larger used-car operators.
- Rich feature set means there’s a learning curve without good implementation and training.
- Some users want more refined reporting or more direct control of exports.
- Subscription pricing with tiers based on features and user count; typically quoted rather than fully published.
- Optional add-ons for integrations and advanced modules (e.g., websites, advanced reporting).
Wayne Reaves is another long-running DMS focused on independent and BHPH dealers, with emphasis on inventory, deal, forms, and collections workflows.
- Well-known in the independent dealer and BHPH community with long-standing workflows.
- Solid support for forms, titles, and collections.
- User interface feels older compared to the newest cloud DMS providers.
- Integration options may be more limited or require third-party tools in some cases.
- Subscription pricing typically competitive for smaller stores; exact numbers usually quote-based.
DMS platforms built for franchise dealers and groups
These platforms focus on OEM programs, fixed operations, and enterprise-grade accounting. They tend to be heavier, more deeply integrated – and more expensive.
CDK provides a unified dealership management platform across sales, service, inventory, accounting, and intelligence, and is widely used by franchised dealerships and groups.
- Deep accounting, payroll, service, and parts functions built for large operations.
- OEM integrations and certified interfaces for many brands.
- Broad ecosystem of third-party tools and data integrations.
- Complex and heavy; can be hard to change or customize without vendor involvement.
- Dealers frequently cite integration and data access fees as a key pain point.
- Quote-based contracts with per-rooftop fees plus charges for CRM, fixed-ops modules, and data/integration services; dealers typically report mid-four-figure monthly totals per franchise rooftop for a full CDK stack.
- Integration partners may pay separate fees to connect into CDK systems, which can affect downstream vendor pricing.
Reynolds’ Retail Management System is positioned as an end-to-end platform that unifies CRM, DMS, service, and accounting on a single system, with a long history in franchised auto retail.
- Very deep integration across departments; built as one system.
- Strong OEM presence and program support.
- Extensive forms and compliance workflows for franchise dealers.
- Perceived as one of the more expensive options in the market.
- Training and day-to-day usability can be challenging for some store roles; process change is heavy.
- Quote-based; often at the higher end of enterprise DMS pricing for franchised dealerships, with long contract terms.
Dealertrack DMS is a cloud-based dealer management platform from Cox Automotive, offering secure access to dealership data and workflows from anywhere and tying into the broader Cox ecosystem.
- Cloud deployment with remote access and reduced on-prem infrastructure.
- Integrates with Cox tools (desking, F&I, digital retailing, appraisal).
- Typically priced below some legacy competitors at similar scale, according to dealer reports.
- Some dealers report usability pain points and update-related glitches.
- As with other enterprise DMS platforms, integration and data access can still carry separate fees.
- Quote-based subscription with per-rooftop pricing and modules; reported pricing for a full DMS + CRM stack for a single rooftop is often in the lower- to mid-four-figure monthly range.
Tekion is an AI-native, cloud-first DMS that emphasizes modern UX, real-time data, and lower friction around integrations and data access compared to legacy vendors.
- Modern, consumer-style interface and paperless workflows for sales and service.
- Real-time reporting and analytics built into the core platform.
- Often pitched as reducing total DMS spend for large groups, in part by lowering integration and data-access costs.
- Still maturing in some enterprise edge cases; may not match every legacy feature on day one.
- Migration from entrenched legacy DMS is complex and requires a well-managed project.
- Quote-based; large dealer groups often report moving from high-five-figure monthly legacy contracts down to lower total spend with Tekion, depending on footprint and modules.
Auto/Mate, now part of the DealerSocket/Solera family, positions itself as a DMS that delivers franchise-grade capabilities with a focus on support and cost savings versus legacy DMS.
- Emphasis on dealer-friendly support and transparent pricing.
- Good service, parts, and reporting tools for franchise dealers.
- Often positioned as a lower-cost alternative to legacy DMS for certain rooftop sizes.
- Some dealers cite fewer customization options and integrations than with the biggest legacy stacks.
- Quote-based with per-rooftop subscription; typically marketed as more affordable than legacy DMS, especially for small–mid sized rooftops.
Autosoft offers a unified DMS platform that aims to remove bottlenecks for dealerships, particularly lower-volume franchise rooftops, with integrated CRM and operational tools.
- Unified platform with built-in CRM and reporting tools tailored to franchise dealers.
- Designed to help low-volume or smaller dealers avoid the overhead of more complex legacy DMS.
- Extensive feature set requires training; some advanced features trail the biggest legacy stacks.
- Quote-based subscription; commonly positioned toward smaller franchise rooftops and regional groups.
How DMS pricing really works (and what to watch for)
The monthly “DMS price” is only part of the bill. For a realistic view, you need to include modules, integrations, and contract terms.
- Base vs. modules: Break out DMS core, CRM/BDC, desking, digital retailing, service, parts, BHPH, accounting, and websites. Each module can carry its own monthly fee.
- Per-rooftop vs. per-user: Enterprise DMS typically price per rooftop plus modules; indie-focused systems often include unlimited users.
- Data & integration fees: Legacy enterprise vendors frequently charge separate integration and data access fees to third-party tools, which can drive up your overall tech stack cost.
- Term, renewals, and exit: Watch for 3–5 year terms, auto-renewal language, and significant early-termination fees. Make sure you understand how your data will be exported if you switch. For title and registration workflows that integrate with your DMS, see Dealer DMV Guide.
- Implementation & training: Ask for a written implementation plan, training hours included, and any on-site or remote setup fees.
DMS FAQ for dealers
Start with your store profile (independent vs. franchise vs. group) and eliminate vendors built for a different segment. Then prioritize 2–3 options where your primary deal type (retail, BHPH, lease) is native and fast. Finally, run demos with your real deal scenarios and ask for a written line-item quote. For state licensing requirements that may affect your DMS needs, see Dealer License Guide.
Usually not, unless you have a very specific need that only those systems solve. Independent-focused DMS platforms tend to be cheaper, faster to implement, and better aligned with used-car and BHPH workflows. Enterprise DMS makes more sense when OEM and multi-store complexity dominates your day-to-day.
A typical independent dealer often lands in the low hundreds per month for a core DMS plus optional modules; a franchise rooftop on a legacy enterprise DMS can easily be in the mid-four figures per month once CRM, service, and data fees are included. Always ask for pricing scenarios scaled to your expected growth.
Both matter, but data access and integrations are what make it possible to plug in pricing tools, marketing tech, and reporting. If you plan to build your own analytics or AI tooling, negotiate data ownership and export rights up front – not after you sign. For compliance rules that may affect how you use DMS data, see Dealer Rules.