List · October 29, 2026 · 2 min read
8 types of dealership software, and who buys each one
DMS, CRM, inventory, F&I, service scheduling, marketing, phones and staffing: the main kinds of car dealership software, example vendors, and the role that buys each.
A car dealership runs on a stack of software, and each piece is usually bought by a different person. If you sell into that stack, knowing which category you are in tells you who to call. The vendors below are well-known examples, not a full market map; DealerData is not affiliated with them.
Dealer management system (DMS)
Owner, GM, controller
The system of record for deals, accounting, parts and service. Switching is rare and decided at the top, often at group level. CDK Global and Reynolds and Reynolds are the long-standing names.
- Buyer: dealer principal, GM and controller
- Long contracts, big switching cost
CRM and lead management
GSM, BDC, internet sales
Tracks every lead, customer and follow-up. VinSolutions and DealerSocket are common dealership CRMs. Add-ons for texting, video and lead routing sell to the same people.
- Buyer: general sales manager, BDC and internet sales managers
Inventory, appraisal and pricing
Used car manager
Helps the used car department buy the right cars, price them to the market and move them before they age. vAuto is the best-known example.
- Buyer: used car manager, with the GM
F&I, lending and compliance
F&I manager
Connects the store to lenders, handles credit applications and contracts, and presents protection products. RouteOne and Dealertrack are the main lender networks.
- Buyer: F&I manager or director, with the GM
Service scheduling and inspections
Fixed ops, service manager
Online booking, multi-point inspections, video and follow-up on declined work. Xtime is a widely used example.
- Buyer: fixed operations director or service manager
Digital marketing and listings
Marketing director
Websites, ads, SEO, reviews and third-party listing sites such as Cars.com. Larger stores and groups have a marketing director who owns these budgets.
- Buyer: marketing director, internet sales manager or GM
Phones, BDC services and call tracking
BDC manager
Call tracking, AI and human answering, outsourced BDC teams and appointment setting.
- Buyer: BDC manager, with the GM
Staffing, training and payroll
GM, controller
Recruiting, sales training, pay plans and payroll. Often bought by the GM or the group’s office.
- Buyer: GM, controller or group HR
Find the buyer for your category
Once you know your category, filter DealerData by that role to see the people at every store. The job titles guide explains each role.
Frequently asked questions
What software do car dealerships use?
Most dealerships run a DMS, a CRM, inventory and pricing tools, F&I and lender platforms, service scheduling, and marketing and listing tools, plus phone and staffing tools.
Who buys software at a car dealership?
It depends on the category: the owner and GM decide on the DMS, the GSM and BDC on CRM tools, the used car manager on inventory tools, F&I on lender platforms, and fixed ops on service tools.
What is a DMS at a car dealership?
A dealer management system is the store’s system of record for deals, accounting, parts and service. CDK Global and Reynolds and Reynolds are common examples.
Find the right person at every dealership.
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