™AutoFire vs DealerFire
AutoFire vs DealerFire: Pricing, Features & Fit (2026)
DealerFire, part of the DealerSocket portfolio and of Solera since 2021, builds Engine6 websites and SEO for franchise, independent and service-only dealers. It is not part of Sincro. Below, DealerFire and AutoFire™ side by side on price, contract, website, inventory, leads and feeds. Every claim about DealerFire links to its own public pages.
By AutoFire · Researched
The short answer
DealerFire fits a Mercedes-Benz or Porsche store that needs a certified site, or a franchise group that wants Engine6 with co-op support. AutoFire has no OEM certification. Independent used-car dealers can weigh a DealerFire quote against AutoFire's published plans, free for 10 cars and $59.99 for 25.
At a glance
| AutoFire | DealerFire | |
|---|---|---|
| Published price | Free for 10 vehicles; $59.99 (25), $99.99 (75), $199 (200) per month | No published pricing; /pricing returns a 404 and the purchase path is a demo |
| Contract and setup | No contract or setup fee; cancel anytime. Free plan and 30-day Pro trial need no card | No public terms of service; /terms returns a 404 |
| Dealer website | Mobile dealer website with a page per vehicle; custom domain on paid plans | Engine6 drag-and-drop editor with 25+ page templates and 75+ modules |
| Inventory tools | VIN decoding, photo tools, CSV and Frazer import, and import from your current website | Inventory and incentive data integrations for marketing |
| DMS (deals and accounting) | No. Keep your DMS for deals and accounting | Not published |
| Leads and CRM | Lead inbox with the vehicle attached, test-drive scheduling, ADF export to your CRM | Not published |
| Credit application | Links your lender or credit-app provider on the site; no SSN collection | Not published |
| Marketplace and ad feeds | CarGurus, Cars.com, Autotrader, Google and Meta feeds on paid plans (marketplace fees separate) | Not published |
| AI shopper chat | AI website assistant that answers from your live inventory, on paid plans | Not published |
| Mobile app | iPhone app on every plan | Not published |
| Built for | Independent used-car dealers | OEM franchise, independent and service-only dealers |
Sources: DealerFire Engine6 websites · DealerFire OEM certifications · DealerFire independent dealer themes · DealerFire /pricing (HTTP 404) · DealerFire /terms (HTTP 404) · AutoFire pricing · AutoFire features · AutoFire integrations
What is DealerFire?
DealerFire, part of the DealerSocket portfolio and of Solera since 2021, builds Engine6 websites and SEO for franchise, independent and service-only dealers. It is not part of Sincro. Pricing: quote only; /pricing returns a 404.
What DealerFire does well, from its own materials:
- Certified for Mercedes-Benz since 2016 and a Porsche program partner since 2017.
- Its OEM certification brings co-op reimbursement, compliance reviews, reporting and discounted pricing.
- Offers independent and service-only themes, such as Pinnacle, Radiant and Sable, followed by a custom design.
- SEO features include meta, schema and alt tags, dynamic location keywords and predictive search.
- Says it has won the Automotive Website Award eight times.
Sources: DealerFire Engine6 websites · DealerFire OEM certifications · DealerFire independent dealer themes · About DealerFire · DealerFire /pricing (HTTP 404)
What to check before you choose DealerFire
- No published pricing: /pricing returns a 404 and the purchase path is a demo.
- No public terms of service: /terms returns a 404, and the footer links only Solera's Privacy Center.
- The OEM page names only two certifications, Mercedes-Benz and Porsche. For other brands it says "Just ask!"
- Homepage speed and conversion stats showed labels but no figures on the page we fetched.
- Sincro is a different company; DealerOn acquired it from Ansira in 2024.
Sources: DealerFire home · DealerFire OEM certifications · DealerFire /pricing (HTTP 404) · DealerFire /terms (HTTP 404) · DealerOn acquires Sincro (Sep 2024)
DealerFire or AutoFire: which fits your lot?
Choose DealerFire if
- You run a Mercedes-Benz or Porsche store and need a certified website provider.
- You want OEM co-op reimbursement and compliance reviews handled by your website vendor.
- You already use DealerSocket products and want the website from the same portfolio.
Choose AutoFire if
- You run an independent used-car lot and want a published price.
- You want to start free for 10 cars, with no contract or setup fee.
- You want marketplace and ad feeds and an AI website assistant on paid plans.
- You want an iPhone app on every plan.
Questions to ask on a DealerFire demo
- Is DealerFire certified for my brand, or only Mercedes-Benz and Porsche?
- What is the monthly price, and is there a setup fee?
- Where are the contract, renewal and cancellation terms, since /terms returns a 404?
- What are the current figures behind the homepage speed and conversion stats?
- Who owns my domain and content if I leave?
Switching from DealerFire to AutoFire
- DealerFire's OEM page invites dealers looking "to make the switch" to ask whether it serves their OEM.
- Get contract and exit terms in writing before you sign, since none are public.
- To move to AutoFire, import inventory from your current website or a CSV file.
Paste your current website on the AutoFire homepage to preview your own cars on AutoFire, or compare plans by lot size.
Frequently asked questions
Is DealerFire part of Sincro?
No. DealerFire joined DealerSocket in 2015 and became part of Solera in 2021. Sincro was acquired by DealerOn from Ansira in 2024.
How much does DealerFire cost?
DealerFire does not publish prices. Its /pricing page returns a 404, and buying starts with a demo.
Does DealerFire build sites for independent dealers?
Yes. DealerFire offers Engine6 themes for independent and service-only stores, followed by a custom design. AutoFire is built for independent used-car dealers, with published plans.
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.