™AutoFire vs Dealer Car Search
AutoFire vs Dealer Car Search: Pricing, Features & Fit (2026)
Dealer Car Search (DCS) builds websites, lead management and merchandising tools for independent dealers. It connects directly to the Frazer DMS, sold separately. Below, Dealer Car Search and AutoFire™ side by side on price, contract, website, inventory, leads and feeds. Every claim about Dealer Car Search links to its own public pages.
By AutoFire · Researched
The short answer
If you run Hosted Frazer, DCS gives you inventory that flows to the website automatically, plus a deep add-on catalog. If you want published prices and no contract, AutoFire is free for 10 cars and $59.99 for 25, and it imports from Frazer.
At a glance
| AutoFire | Dealer Car Search | |
|---|---|---|
| Published price | Free for 10 vehicles; $59.99 (25), $99.99 (75), $199 (200) per month | Website price not published; /pricing returns a 404 and pricing goes through sales. Craigslist Posting Tool $6 per vehicle |
| Contract and setup | No contract or setup fee; cancel anytime. Free plan and 30-day Pro trial need no card | Term set in your Order Form, then renewal terms; 30 days' written notice to stop renewal; no refunds |
| Dealer website | Mobile dealer website with a page per vehicle; custom domain on paid plans | Over 60 design templates; mobile-first responsive sites with website texting and Facebook Messenger |
| Inventory tools | VIN decoding, photo tools, CSV and Frazer import, and import from your current website | Up to 100 photos per vehicle as a paid upgrade; Black Book valuations and Chrome VIN decoder |
| DMS (deals and accounting) | No. Keep your DMS for deals and accounting | Connects to Frazer DMS, a separate subscription: Desktop $129 or Hosted from $199 a month |
| Leads and CRM | Lead inbox with the vehicle attached, test-drive scheduling, ADF export to your CRM | Lead management for internet leads, phone-ups, floor-ups and be-backs; Lead Hunter scoring requires the AEM email product |
| Credit application | Links your lender or credit-app provider on the site; no SSN collection | Pre-qualification with monthly payments through Payment Genie and 700Credit |
| Marketplace and ad feeds | CarGurus, Cars.com, Autotrader, Google and Meta feeds on paid plans (marketplace fees separate) | Exports inventory to the classified sites you already pay for; Craigslist posting $6 per vehicle |
| AI shopper chat | AI website assistant that answers from your live inventory, on paid plans | AI Product Expert answers shopper questions around the clock |
| Mobile app | iPhone app on every plan | Not published |
| Built for | Independent used-car dealers | Independent dealers, especially Frazer DMS users |
Sources: Dealer Car Search home · Dealer Car Search products · Dealer Car Search + Hosted Frazer · Lead Hunter requires AEM · Dealer Car Search Terms of Service (updated 05/01/2023) · Dealer Car Search /pricing (404) · Frazer pricing · AutoFire pricing · AutoFire features · AutoFire integrations
What is Dealer Car Search?
Dealer Car Search (DCS) builds websites, lead management and merchandising tools for independent dealers. It connects directly to the Frazer DMS, sold separately. Pricing: website pricing by quote only; Craigslist posting $6 per vehicle.
What Dealer Car Search does well, from its own materials:
- With Hosted Frazer, inventory flows from the DMS to the DCS website automatically.
- Frazer's own site offers a Frazer subscription bundled with a DCS website.
- Over 60 design templates to choose from.
- A broad add-on catalog: SEO, texting, AI chat, email marketing, call tracking, reputation and Spin 360.
- Website texting and Facebook Messenger feed into the same lead management.
- Frazer publishes its DMS prices and says it has no setup costs or hidden fees.
Sources: Dealer Car Search home · Dealer Car Search products · Dealer Car Search + Hosted Frazer · Dealer Car Search /pricing (404) · Frazer DMS home · Frazer pricing
What to check before you choose Dealer Car Search
- No website price is published; the /pricing page returns a 404 and the products page sends you to sales.
- The Frazer connection names Hosted Frazer. Desktop Frazer users are pointed to upgrade, which starts at $199 a month instead of $129.
- Lead Hunter lead scoring requires a separate Automated Email Marketing (AEM) subscription.
- Renewal can be stopped only with at least 30 days' written notice before the renewal term, and the terms say no fees are refunded.
- Fees may rise once every 12 months or at renewal, and increase notices may appear on your invoice.
- Marketing services may carry a one-time nonrefundable setup fee. The customer terms were last updated 05/01/2023.
Sources: Dealer Car Search products · Dealer Car Search + Hosted Frazer · Lead Hunter requires AEM · Dealer Car Search Terms of Service (updated 05/01/2023) · Dealer Car Search /pricing (404) · Frazer pricing
Dealer Car Search or AutoFire: which fits your lot?
Choose Dealer Car Search if
- You use Hosted Frazer and want the DMS and website connected directly.
- You want a large template library and add-ons like call tracking, reputation and Spin 360 from one vendor.
- You want lead scoring and email marketing tied to website activity, and will pay for AEM.
Choose AutoFire if
- You want to see the price before a demo: free for 10 cars, $59.99 for 25, $99.99 for 75.
- You use Desktop Frazer and do not want to upgrade to Hosted Frazer to connect a website.
- You want no contract and no setup fee instead of a term with 30 days' renewal notice.
- You want CarGurus, Cars.com, Autotrader, Google and Meta feeds and an AI website assistant in one plan price.
Questions to ask on a Dealer Car Search demo
- What is the total monthly price for the website and each add-on on my quote?
- Does the Frazer connection work with Desktop Frazer, or must I upgrade to Hosted Frazer?
- How long is my first term, and what date is my 30-day renewal notice deadline?
- Is there a setup fee, and is it refundable?
- Who owns my domain, and how do I take it with me if I leave?
- Will exporting my data to a new website provider require a signed agreement?
Switching from Dealer Car Search to AutoFire
- Keep your own backup copy of the website; the terms make you solely responsible for it, and access is disabled at termination.
- Send written notice at least 30 days before your renewal term starts.
- Ask in writing how to export your data. Exporting to a company DCS deems a competitor may require a signed agreement.
- Domain ownership is not covered in the DCS terms. Confirm who controls your domain before you switch.
- Keep Frazer as your DMS and import inventory into AutoFire with its Frazer import, by CSV, or from your current website.
Paste your current website on the AutoFire homepage to preview your own cars on AutoFire, or compare plans by lot size.
Frequently asked questions
How much does a Dealer Car Search website cost?
Dealer Car Search does not publish website prices; pricing comes from sales. Its Craigslist Posting Tool is $6 per vehicle. Frazer DMS is a separate subscription.
Does Dealer Car Search work with Frazer?
Yes. Frazer is the only DMS integration on its products page. The connection names Hosted Frazer, from $199 a month, and Desktop Frazer users are pointed to upgrade.
Can I use AutoFire with Frazer?
Yes. AutoFire is not a DMS. Keep Frazer for deals and accounting, and import your inventory into AutoFire with its Frazer import or by CSV.
Explore more
See whether AutoFire fits your lot
Explore a live dealer website, then compare inventory capacity and features against the tools your dealership needs.