AutoFire vs Dealer.com: Pricing, Features & Fit (2026)

Dealer.com, part of Cox Automotive, sells personalized websites, advertising and managed services to franchise dealers in OEM programs. It connects to Autotrader, Kelley Blue Book, VinSolutions, Dealertrack and vAuto. Pricing: quote only; /pricing returns a 404.

What Dealer.com does well, from its own materials:

• Certified relationships with over 30 brands, including Acura, Audi, BMW, Ford, GM, Genesis, Honda, Hyundai and Kia.
• Part of Cox Automotive and connected to Autotrader, Kelley Blue Book, VinSolutions, Xtime, Dealertrack and vAuto.
• OEM specials and incentives can deploy automatically from an existing OEM feed.
• Accelerate My Deal Elite adds identity and insurance checks, e-signatures, and payment and delivery scheduling online.
• Each client works with a Performance Manager, and the FAQ lists 24/7 customer service.

• No published prices: dealer.com/pricing returns a 404, and the path to buy is a demo request.
• We found no independent-dealer page; /independent-dealers/ returns a 404 and positioning centers on OEM programs.
• The public Terms of Use cover the dealer.com website only. Dealer service contract terms are not public.
• Several advertised gains depend on also buying Autotrader and KBB.com listings.
• Its personalization results, such as 2x more form submissions, are Dealer.com's own figures.

Choose Dealer.com if

• Your franchise store needs a certified website in its OEM program.
• You already use VinSolutions, Dealertrack, vAuto or Xtime and want the website on the same Cox stack.
• You want a Performance Manager and managed advertising from one vendor.

Choose AutoFire if

• You run an independent used-car lot and do not need OEM certification.
• You want a published price and no contract or setup fee.
• You want CarGurus, Cars.com, Autotrader, Google and Meta feeds on paid plans without buying other products.
• You want an AI website assistant and an iPhone app included.

1. What is the monthly price for the website alone, and for each managed service?
2. What is the contract length, and how do renewal and cancellation work?
3. Which results depend on also buying Autotrader or KBB.com listings?
4. Do you serve independent dealers outside an OEM program?
5. Who owns the domain and site content if I leave?

• To start, Dealer.com asks you to contact it to discuss your needs, then guides setup.
• Franchise dealers enroll through OEM program contacts, such as the Acura Dealer Digital Program team.
• Get your contract terms in writing before you sign, since the public terms do not cover them.
• To move to AutoFire, import inventory from your current website or a CSV file, and keep your current DMS.

Paste your current website on the AutoFire homepage to preview your own cars on AutoFire, or compare plans by lot size.