™AutoFire vs DealerCenter
AutoFire vs DealerCenter: Pricing, Features & Fit (2026)
DealerCenter, from Nowcom, is a DMS-centered suite for independent dealers: DMS, CRM, buy-here-pay-here, accounting and lender connections, with a dealer website sold as a separately priced module. Below, DealerCenter and AutoFire™ side by side on price, contract, website, inventory, leads and feeds. Every claim about DealerCenter links to its own public pages.
By AutoFire · Researched
The short answer
If you run your deals, accounting and buy-here-pay-here notes in DealerCenter already, its $99 to $125 website keeps everything on one vendor, and that is worth a lot. If you only need a better website and inventory feeds, AutoFire is free for 10 cars and $59.99 for 25, with no contract, and you keep whichever DMS you have.
At a glance
| AutoFire | DealerCenter | |
|---|---|---|
| Published price | Free for 10 vehicles; $59.99 (25), $99.99 (75), $199 (200) per month | Website $99 (Premium) or $125 (Premium Pro) per month; DMS $99; CRM Plus $99 or Pro $199; BHPH $50 |
| Contract and setup | No contract or setup fee; cancel anytime. Free plan and 30-day Pro trial need no card | Subscriptions auto-renew for a term equal to the first one; no refund for an unused term |
| Dealer website | Mobile dealer website with a page per vehicle; custom domain on paid plans | Premium and Premium Pro sites; Pro adds sticky filters, lead buttons and multi-step credit applications |
| Inventory tools | VIN decoding, photo tools, CSV and Frazer import, and import from your current website | Vehicle pages with unlimited high-resolution photos and embedded video |
| DMS (deals and accounting) | No. Keep your DMS for deals and accounting | Yes, $99 a month, plus accounting, reconditioning and service modules at $99 each |
| Leads and CRM | Lead inbox with the vehicle attached, test-drive scheduling, ADF export to your CRM | CRM Plus $99 or CRM Pro $199 a month; DC Chat with video calls and Messenger |
| Credit application | Links your lender or credit-app provider on the site; no SSN collection | Multi-step credit applications on Premium Pro; sends deals to 1,200+ lenders |
| Marketplace and ad feeds | CarGurus, Cars.com, Autotrader, Google and Meta feeds on paid plans (marketplace fees separate) | Online Ad Post Premium add-on, $50 a month |
| AI shopper chat | AI website assistant that answers from your live inventory, on paid plans | Website AI Agent answers vehicle questions; AI Sales Agent $99 a month |
| Mobile app | iPhone app on every plan | Yes, listed among the suite products |
| Built for | Independent used-car dealers | Dealers buying a DMS-centered suite who add a website module |
Sources: DealerCenter pricing · DealerCenter dealer websites · DealerCenter home · DealerCenter General Terms (modified Aug 3, 2026) · AutoFire pricing · AutoFire features · AutoFire integrations
What is DealerCenter?
DealerCenter, from Nowcom, is a DMS-centered suite for independent dealers: DMS, CRM, buy-here-pay-here, accounting and lender connections, with a dealer website sold as a separately priced module. Pricing: website $99 or $125 a month, DMS $99, CRM $99 or $199, each priced separately.
What DealerCenter does well, from its own materials:
- Publishes an itemized monthly price for nearly every module, with a cart that totals the cost.
- One vendor covers DMS, CRM, buy-here-pay-here, accounting, a mobile app and websites.
- Its pricing page promises unlimited users, free training and support.
- The website includes an AI agent, AudioEye accessibility monitoring and an SEO package.
- Customers may export their data in a standard format during the term, and Nowcom claims no rights to it.
Sources: DealerCenter pricing · DealerCenter dealer websites · DealerCenter home · DealerCenter General Terms (modified Aug 3, 2026)
What to check before you choose DealerCenter
- The website is priced separately from the DMS: $99 or $125 a month for the website, plus $99 for the DMS.
- The website page names its tiers "Premium Plus" and "Premium Pro", while the pricing page lists "Premium Website" and "Premium Pro Website". Confirm which one you are quoted.
- Subscriptions auto-renew for periods equal to the first term, and there is no refund for an unused term when you cancel.
- Nowcom may raise or add fees with at least 30 days of notice, and may end the agreement at any time.
- Credit bureau access carries monthly subcode fees on top of per-report charges, for example $40 a month for Equifax plus $15 for monitoring.
- Digital marketing services are priced by phone only.
Sources: DealerCenter pricing · DealerCenter dealer websites · DealerCenter General Terms (modified Aug 3, 2026)
DealerCenter or AutoFire: which fits your lot?
Choose DealerCenter if
- You want one vendor for DMS, CRM, buy-here-pay-here, accounting and the website.
- You finance in-house and need BHPH servicing and 1,200+ lender connections in the same system.
- Your team will use the CRM and AI sales tools enough to justify their monthly prices.
Choose AutoFire if
- You need a better website and inventory feeds, not a new DMS.
- You want to start free for up to 10 cars, or pay $59.99 for 25, without a contract that auto-renews.
- You want marketplace feeds, an AI website assistant and a lead inbox included in one plan price instead of added module by module.
- You already use Frazer or another DMS and want to keep it.
Questions to ask on a DealerCenter demo
- Which website tier is on my quote, "Premium Plus" or "Premium Website", and what is the difference?
- What is the total monthly price for the website plus every module my team needs?
- How long is my first subscription term, and when is the renewal notice deadline?
- Who owns my domain, and how do I take it with me if I leave?
- Which listing sites does Online Ad Post Premium send my inventory to, and what do they charge?
Switching from DealerCenter to AutoFire
- Export your customer and inventory data during the term; after termination you have 30 days to retrieve it, and only if your account is paid in full.
- Cancel in writing; it takes effect at the end of your current subscription term, so note your renewal date.
- Domain ownership is not covered in DealerCenter's General Terms. Confirm in writing who controls your domain before you switch.
- You can keep DealerCenter as your DMS and move only the website: export inventory as a CSV and import it into AutoFire.
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 DealerCenter website cost?
DealerCenter lists its Premium Website at $99 a month and Premium Pro Website at $125 a month. The DMS ($99) and CRM ($99 or $199) are priced separately.
Can I use AutoFire with DealerCenter?
Yes. AutoFire is not a DMS. You can keep DealerCenter for deals and accounting and use AutoFire for the website, inventory feeds and leads, importing inventory by CSV.
Does DealerCenter require a contract?
DealerCenter subscriptions run for a term set on your order form and auto-renew for the same length. There is no refund for an unused term. AutoFire has no contract.
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.