Best Dealership CRM in 2026: 11 CRMs Compared for GMs

Short answer: the best dealership CRM depends on the DMS you run and how much of the lead work you want AI to do. Franchise stores on CDK usually land on CDK CRM (formerly Elead) or VinSolutions, Tekion stores on Tekion CRM, and DriveCentric is a strong all-round choice for stores that put rep adoption and mobile first. Independents under 150 cars should shortlist AutoRaptor, Selly, DealerCenter and Owini, and if you want AI to text, chat and call every lead from inside the CRM, Owini is built for that job.

Last updated: October 4, 2026. Owini publishes this comparison, and Owini is one of the CRMs on it. We list our own product first because it is the pick we would make for stores that want AI working every lead. We are not neutral, so every other entry leads with what that CRM does well, and anything we could not verify is marked "ask."

How we compared

We looked at each CRM the way a GM does when the contract is on the desk:

• Lead management: how ADF/XML leads from third-party sites and OEM portals arrive and get routed.
• AI built in or bolted on: whether the AI writes to the same lead record your reps use, and whether it handles phone calls or only texts.
• DMS integration and desking: which DMS the CRM is built around, and where the deal gets penciled.
• Mobile and reporting: can a rep work a lead on a phone, and can a manager see speed to lead by rep before the morning meeting.
• Pricing model and contract terms: published or quoted, and what drives the quote. Few vendors publish terms, so we tell you what to ask.
• Support: what the vendor states publicly about training and support.
• Public reviews: G2 and Capterra ratings with review counts as of October 4, 2026. Both sites block automated visits, so a few figures come from a September check or search snippets; those are labeled.

Competitor details come from each vendor's website, checked October 4, 2026. We did not run a paid trial of every product, so confirm anything that matters on a live demo with your own leads.

Quick picks by store type

Your store	Shortlist	Why
Franchise store on CDK	CDK CRM (formerly Elead), VinSolutions, DriveCentric	CDK CRM has the native CDK integration. The other two are the usual alternatives on top of CDK.
Franchise store on Reynolds	VinSolutions, DriveCentric, DealerSocket	Get written confirmation of a certified Reynolds interface, what it moves, and who pays the fee.
Dealer group	VinSolutions, CDK CRM, Tekion CRM, Fullpath	Group reporting and enterprise support matter most. Tekion fits if the group is moving its DMS too.
Independent under 150 cars	AutoRaptor, Selly, DealerCenter, Owini	Built for one lot. DealerCenter if you also need a DMS; Owini if you want AI answering and calling every lead.
Buy here, pay here	DealerCenter, Selly, ProMax	BHPH portfolio tools, a BHPH-focused CRM, and strong credit and compliance tools, in that order.
Wants AI to work every lead	Owini, DriveCentric, Tekion CRM, or an AI layer on your current CRM	Owini puts texting, website chat and inbound and outbound calls inside the CRM. DriveCentric and Tekion sell AI agents inside theirs.

The 11 dealership CRMs, compared

Every entry uses the same fields so you can compare them side by side. A full table follows the list.

1. Owini

Best for: independent and franchise dealers who want AI to work every lead (text, website chat, inbound and outbound calls) inside the CRM itself. Disclosure: this is our product.

Strengths:

• One inbox for SMS, email, phone, Facebook Messenger, Instagram DM, WhatsApp and Google Business Messages, one thread per customer.
• A 9-stage pipeline with pending substages, a speed-to-lead leaderboard, closing ratio by rep, and an inventory aging report.
• Price-drop automation that texts and emails everyone who asked about a car when you lower its price, plus 21 ready-made drip campaigns for sales, service and reactivation.
• Dynamic Facebook carousel ads that follow your inventory.

AI capabilities (built in): the customer-facing AI texts buyers, runs website chat that knows your inventory, and answers inbound calls. On the Unlimited tier, the AI BDC calls, texts and emails every new internet lead in about 8 seconds, around the clock, in 50+ languages. For the team there is Ask Owini, a rep-facing AI agent with 44 tools that reads every lead, conversation and transcribed call, then makes CRM changes when a rep asks in plain English. Correct it once, and the customer-facing AI learns it too. Nothing sends to a customer without your OK, and every CRM change is one sentence from undone (sent messages cannot be pulled back).

Integrations and DMS: ADF/XML lead intake from any provider, including CarGurus, Autotrader, Cars.com, Facebook lead ads and OEM portals. Inventory syncs from DealerVault and compatible DMS feeds. Unlimited includes Vehicle Poster posting to Facebook Marketplace.

Pricing model: Advanced and Unlimited tiers, priced per store by inventory size. Advanced meters inbound voice AI by the minute; Unlimited adds the outbound AI BDC with no per-minute charges. Your price shows on owini.ai/pricing after you enter store type and inventory size, no sales call. 14-day free trial, monthly billing, cancel anytime, one-time setup fee.

Reputation: 4.9 from 31 Google reviews (Google Business Profile, October 4, 2026). The G2 and Capterra profiles have no reviews yet.

Limitations:

• Newer than the incumbents, with a smaller installed base and almost no third-party reviews outside Google.
• No desking, so plan to desk in your DMS or a separate tool.
• Not a DMS, and DMS integration today centers on inventory. Ask exactly which customer and deal data moves each way before you sign.
• No built-in video messaging, and choosing it means a CRM switch.

2. DriveCentric

Best for: franchise and independent stores that want a CRM reps like using, with AI agents they can add one at a time.

Strengths:

• A strong mobile app for iOS, Android and Apple Watch, with texts, calls, video and email in one thread.
• Sales and service in one platform, with OEM programs including FordDirect.

AI capabilities (built in, sold as agents): DriveCentric says its AI assistant answers new leads within minutes, even at 2 a.m. Its AI agents page lists Nurture, Prospect, Sales, Service to Sales and Performance agents and suggests starting with one. Ask which agents are in your quote.

Integrations and DMS: DMS, credit, appraisal, phone and website integrations, plus announced integrations with GoTo Connect, AutoFi and Urban Science.

Pricing model: quote only.

Reputation: Capterra 4.0 from 4 reviews. G2 showed 5.0 from 1 review on October 4; September search snippets showed about 75 reviews at 4.9, so the listing appears to have changed.

Limitations:

• With agents sold one at a time, the full AI setup can cost well beyond the base CRM. Price it with every agent you want.
• Thin public review volume on G2 right now.

More in our DriveCentric review.

3. VinSolutions (Cox Automotive)

Best for: franchise stores and groups already running Cox products such as Autotrader, Kelley Blue Book, vAuto, Dealer.com or Dealertrack.

Strengths:

• Cox Automotive shopper data inside the CRM to flag buyers who look closer to purchase.
• Mature desking with side-by-side scenarios, real-time rates, rebates and lender incentives.
• A long track record, so trainers and experienced users are easy to find.

AI capabilities (built in): VinSolutions markets 24/7 automated follow-up and AI that spots buyers from real-time shopping behavior. Ask which AI features come with your package.

Integrations and DMS: DMS integration plus the Cox product family and third-party providers.

Pricing model: quote only.

Reputation: G2 4.2 from 109 reviews (October 4). Capterra 4.6 from 36 (September 14).

Limitations:

• The value case leans on how much Cox software you already run.
• Cox now also owns Fullpath, so ask how the two products fit together on the roadmap.

More in our VinSolutions review.

4. CDK CRM (formerly Elead)

Best for: franchise stores and groups on CDK's DMS, especially those running a phone-heavy BDC.

Strengths:

• CDK says Elead has been part of CDK for years and is now known as CDK CRM, with CDK integrations built in.
• Desking, alerts that flag customers most likely to buy, and a built-in customer data platform.
• Elead has long been known for its BDC and phone tools.

AI capabilities (built in): CDK says AI is built into its retail workflow. Ask which AI features are live in your package today.

Integrations and DMS: deepest with CDK's own DMS and products.

Pricing model: quote only.

Reputation: no standalone G2 rating found. CDK Global's Capterra listing showed 4.1 from 207 reviews in a September search snippet, covering CDK products broadly.

Limitations:

• The strongest case assumes CDK's DMS.
• Reviews are hard to separate from the rest of CDK.

See it next to the other legacy names in VinSolutions, DealerSocket and Elead compared.

5. Tekion CRM

Best for: stores running Tekion's DMS, or planning to move to it.

Strengths: part of Tekion's Automotive Retail Cloud, so the CRM shares one customer record with the DMS, digital retail, service and accounting.

AI capabilities (built in): Tekion's CRM AI is a set of agents inside the CRM. Its Salesperson AI answers inbound inquiries by text or email in seconds, 24/7, and follows up on active leads, unsold visits and missed appointments.

Integrations and DMS: native with Tekion's DMS. Ask how it works with any other DMS.

Pricing model: quote only.

Reputation: not captured for this update.

Limitations: the full payoff comes with the Tekion DMS, which makes it a much bigger project than a CRM swap.

6. DealerSocket (Solera)

Best for: stores that want CRM, desking, equity mining and service CRM from one vendor, especially alongside Solera's Auto/Mate or IDMS systems.

Strengths:

• CRM modules for sales, service, marketing and group management.
• Desking that handles finance, lease, one-pay and cash deals from one screen and pushes the deal to the DMS.
• RevenueRadar for equity mining and DealerFire for websites.

AI capabilities: its homepage did not lead with AI when we checked. Ask what AI is available and whether it is an add-on.

Integrations and DMS: part of Solera, with its own DMS products for franchise and independent stores.

Pricing model: quote only.

Reputation: G2 3.8 from 74 reviews and Capterra 1.5 from 2, both from September search snippets.

Limitations: a thinner public AI story than DriveCentric, Tekion or Fullpath, and the lowest G2 score of the three legacy CRMs in our data.

More in our DealerSocket review.

7. Fullpath (Cox Automotive)

Best for: dealer groups that want a customer data platform plus AI agents, and are comfortable with a CRM in limited release.

Strengths: a customer data platform with a group version for multi-rooftop visibility, and a deep library of case studies and research.

AI capabilities (built in): AI agents that qualify leads, answer phones, and create and prioritize tasks. Its Agentic CRM is listed as a limited release on its website as of October 2026.

Integrations and DMS: built to unify data from the systems you already run. Ask how it connects to your DMS and current CRM.

Pricing model: quote only.

Reputation: G2 4.9 from 20 reviews. Listed on Capterra with no reviews.

Limitations: the CRM is still in limited release, and Cox announced the acquisition in April 2026, so ask about the roadmap before signing a long term.

We compared the two approaches in Fullpath vs Owini.

8. ProMax

Best for: stores where the desk and credit drive the deal, including special finance.

Strengths:

• CRM, desking, credit and compliance in one login, with real-time lender rates, rebates and incentives on the desk.
• Soft-pull prequalification, OFAC and MLA screening, ID and fraud checks, and eSign forms.
• Data mining across customers, lender programs, inventory and equity.

AI capabilities: not front and center on its homepage when we checked. Ask what is included.

Integrations and DMS: inventory data exchange, an API and call tracking.

Pricing model: quote only.

Reputation: not captured for this update.

Limitations: if AI working your leads is the priority, you may end up adding a separate AI vendor.

9. AutoRaptor

Best for: independent stores that want a web-based CRM priced around team size.

Strengths:

• Plans by user count: 3 to 5 users, 6 to 10, 11 to 15, and unlimited.
• Inventory matching, multi-vehicle quoting, credit verification and 20+ reports.
• Phone and tablet access with mobile VIN scanning, and support by phone, email and chat.

AI capabilities (built in): an AI sales assistant and an AI voice agent it calls Rick AI.

Integrations and DMS: DMS, inventory and credit tools. Its pricing page notes premium integrations may cost extra.

Pricing model: plans listed by user count, with prices on request.

Reputation: not captured for this update.

Limitations: built around independents, and premium integrations can add to the bill.

10. DealerCenter

Best for: independent and BHPH dealers who want a DMS, CRM and BHPH tools from one web-based vendor.

Strengths:

• A web-based DMS with CRM, deal management, lender access, and BHPH portfolio management with collections and payments.
• A mobile app and dealer websites. Its pricing page says products include unlimited users, free training and support, and it says more than 20,000 dealerships use it.

AI capabilities (built in): AI agents for sales, vehicle descriptions and photos, video, and your website.

Integrations and DMS: it is the DMS, so the CRM shares data with it directly.

Pricing model: publishes a la carte monthly pricing on its website, with add-ons such as credit reports and e-contracts.

Reputation: not captured for this update.

Limitations: built for independents, and the CRM makes the most sense if you take the DMS too.

11. Selly

Best for: independent, used and BHPH stores that want an AI-assisted CRM with text marketing.

Strengths:

• Calls, texts and email in one place, with smart call routing and text campaigns.
• Desking proposals and a mobile app that scans driver's licenses and VINs.
• 100+ integrations, including DMS platforms, websites and lead providers.

AI capabilities (built in): AI lead nurturing with configurable timing, tone and escalation, after-hours follow-up, conversation summaries, and alerts when a person needs to step in.

Integrations and DMS: through its integration partners.

Pricing model: through a demo; we found no public pricing page.

Reputation: not captured for this update.

Limitations: built for independents, and we did not see AI that answers or places phone calls.

For the independent side of the market, see our best CRM for independent used car dealers guide.

Keeping your CRM: AI layers that sit on top

Two names that rank for "best dealership CRM" are AI products that plug into the CRM you already have. If your desk and reports live in your current CRM and your team likes it, this route may fit better than a switch.

• Impel: an AI customer lifecycle platform for sales and service, including voice AI. G2 3.8 from 16 reviews; Capterra 4.7 from 20 under its former name, SpinCar.
• Matador: AI agents that answer and follow up on leads by text, voice and chat. G2 4.8 from 47 reviews; Capterra 5.0 from 1. See Matador vs Owini.

AI built in vs bolted on: what changes on the floor

Built in means the AI that texts or calls a buyer writes to the same lead record, pipeline and task list your reps use. When a buyer replies at 10 p.m., the rep sees the whole conversation in the morning and the speed-to-lead report counts it.

Bolted on means a separate AI vendor connected to your CRM. You keep your CRM and your desk. In exchange, conversation history passes through an integration, a sync problem can leave a rep unaware of what the AI promised, and when the AI gets something wrong you fix it in a different system.

Either can work. A store with a CRM it likes can do well with a layer. A store that wants every lead answered by phone and text, on one record and one bill, should look hard at a CRM with the AI built in. Our best AI tools for car dealerships roundup covers the AI side in more depth.

Full comparison table

"Ask" means we could not verify it from public information. Ratings are G2 / Capterra with review counts, October 4, 2026 unless noted.

CRM	Best for	AI built in	DMS fit	Desking	Pricing	G2 / Capterra
Owini	AI working every lead	Text, chat, inbound and outbound calls, rep agent	Inventory sync via DealerVault and compatible feeds	No	By inventory size, shown online	0 / 0 (Google 4.9, 31)
DriveCentric	Rep adoption, mobile	Assistant plus add-on agents	Multiple DMS integrations	Ask	Quote	5.0 (1) / 4.0 (4)
VinSolutions	Cox-heavy franchise stores	Follow-up, shopper insights	DMS plus Cox products	Yes	Quote	4.2 (109) / 4.6 (36, Sept)
CDK CRM (Elead)	Franchise on CDK	AI in workflows	Deepest with CDK	Yes	Quote	None found / CDK 4.1 (207, snippet)
Tekion CRM	Stores on Tekion DMS	CRM AI agents	Native with Tekion	Ask	Quote	Not captured
DealerSocket	One-vendor CRM and desking	Ask	Solera DMS and others	Yes	Quote	3.8 (74) / 1.5 (2), snippets
Fullpath	Groups wanting data plus agents	Agents; CRM in limited release	Ask	Ask	Quote	4.9 (20) / 0
ProMax	Desk and credit-driven stores	Ask	Ask	Yes	Quote	Not captured
AutoRaptor	Independents	Sales assistant, voice agent	DMS and inventory integrations	Quoting	By user count, on request	Not captured
DealerCenter	Independents, BHPH	AI agents	Is the DMS	Yes	Published, a la carte	Not captured
Selly	Independents, BHPH	AI lead nurturing	Via partners	Proposals	Through a demo	Not captured

Questions to ask in every CRM demo

Bring two real leads from last week and make the vendor work them live. Then go down this list.

1. Show me a lead that came in at 11 p.m. on a Saturday. What happened to it, and when?
2. Which AI features are in the price you quoted, and which cost extra?
3. Does the AI answer and make phone calls, or only text and email?
4. When the AI says something wrong, how do I correct it, and does the fix stick for the next customer?
5. Can the AI send anything to a customer without a person approving it? Show me the controls.
6. Which DMS do you integrate with today, what data moves each way, and who pays the interface fee?
7. Show me the desking screen, or tell me where my desk will live.
8. Hand a rep the phone app and have them take a lead from first reply to booked appointment.
9. What will my sales manager open every morning? Show me speed to lead by rep.
10. What are the contract term, the renewal notice period and the cap on price increases?
11. If we leave, what data do we get back, in what format, and how fast?
12. Can I talk to two stores my size that switched to you in the last year?

Switching CRMs: what to export, how long it takes, and running in parallel

What to export before you give notice

• Every customer and lead with contact fields, owner, source and status.
• Opt-out, do-not-call and unsubscribe flags. Import these before anyone sends a text, because a missed opt-out can turn into a TCPA claim.
• Notes, activity history, and open tasks and appointments.
• Sold history with VIN and sale date, which feeds service and reactivation campaigns later.
• Users, assignments, templates, and any call recordings you need to keep.

Check your contract for export rights and the notice period first, and ask for a test export early so you can see what is missing.

How long it takes

A reasonable plan for a single rooftop is 30 to 60 days from signing to the day the team works only in the new CRM, and longer for a group. The data import is usually the fast part. The time goes to:

• Your current vendor's notice period and the DMS interface, including any approval and fees from your DMS provider.
• Re-pointing lead sources: give the new ADF address to CarGurus, Autotrader, Cars.com, your OEM portal, Facebook lead ads and your website forms, then confirm each with a test lead.
• Porting or forwarding phone numbers and updating call tracking.
• Business texting registration (A2P 10DLC), which US carriers require and which can take days to weeks.
• Training in short sessions by role.

Running both systems in parallel

Plan for one to two weeks of overlap. Route new leads to the new CRM first and keep the old one for history. Each morning, have one person confirm every lead source landed. Pick a cutover day, set the old CRM to read-only that day, and keep read-only access long enough to look up old deals.

Frequently asked questions

Where to start

Start with your DMS and your store type, then decide how much of the lead work you want AI to carry. If your DMS vendor's CRM fits and your team knows it, the switching cost may not be worth it. If leads are waiting on people who are busy on the floor, look at CRMs where AI answers every lead by text, chat and phone and writes it all to one record.

That is the store Owini was built for. Don't take our word for it: chat with the AI yourself, talk to the AI BDC in 30 seconds, see what's in the CRM, or see pricing for your store.