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

Dealer Essential is an all-in-one platform for independent and buy-here-pay-here dealers. It covers inventory, deals and paperwork, CRM, a website and AI listing tools, priced by lot size. Pricing: Base Plan $59 a month for up to 30 vehicles; add-on prices load in a plan builder.

What Dealer Essential does well, from its own materials:

• A published starting price: $59 a month for up to 30 vehicles.
• No per-user fees, with unlimited users under one rooftop.
• Plans are month-to-month with no long-term contract and no setup fee.
• The Base Plan includes AI descriptions, window stickers, deal management, sales documents and tax reports.
• The terms say the customer keeps all rights to its data, with 30 days to export after termination.
• The website page FAQ offers a 30-day money-back guarantee on the first month.

• The free plan was retired on June 26, 2026, and there is no time-limited free trial. A demo is offered instead.
• The homepage "Get Started Free" button leads to a call booking page.
• Add-on prices, including CRM and Premium Website, are not stated in the pricing page text.
• The website page FAQ says the website is included, while the pricing FAQ lists Premium Website as an add-on. Confirm which applies.
• Cancellation wording differs: "cancel anytime" on pricing, 30 days' notice on the website page, end of billing period in the terms.
• The terms say all fees are non-refundable and subscriptions auto-renew. The website page offers a first-month money-back guarantee.

Choose Dealer Essential if

• You need a DMS for deals, sales documents and tax reports, not only a website.
• You run buy-here-pay-here and want it in the same platform as inventory and the website.
• You have up to 30 vehicles and want a $59 starting price with unlimited users.
• You want e-sign, DMV title search and a lender marketplace from one vendor.

Choose AutoFire if

• You already use Frazer or another DMS and only need the website, leads and feeds.
• You want to start on a free plan for up to 10 cars, without booking a call.
• You want CarGurus, Cars.com, Autotrader, Google and Meta feeds and an AI website assistant at a published plan price.

1. Is the website in the $59 Base Plan, or do I need the Premium Website add-on, and at what price?
2. What does the CRM add-on cost per month?
3. How much notice do I need to cancel: none, 30 days, or end of the billing period?
4. Does the 30-day money-back guarantee apply if the terms say fees are non-refundable?
5. Who owns my domain if you register it, and how do I transfer it if I leave?

• Export your customer data while your account is current; you have 30 days after termination, then it may be deleted.
• Cancel through account settings or by written email; the terms say it takes effect at the end of the billing period.
• Domain ownership is not covered in the terms. Keep the domain registered in your name, or confirm transfer in writing.
• If the website is an add-on on your plan, ask to drop only that and keep the Base Plan for deals.
• Import your inventory into AutoFire 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.