Who Are The Top 5 Website Providers for Car Dealerships in 2024?

Selecting the Best Website Platform for Your Automotive Dealership

Introduction

According to Google research, 89% of car buyers start their journey online, not at your dealership. The 2023 Cox Automotive Car Buyer Journey Study revealed nearly 71% of consumers surveyed indicated they would likely use a hybrid approach for their next automobile purchase, combining online and in-person activities at the dealership. 21% expressed a preference for total online purchasing experience, while only 8% said they would shop exclusively in person at the dealership.

In May 2020, Google’s Chrome Team unveiled Core Web Vitals (CWV) – Google’s basic performance and user experience (UX) standard – offering a set of quality signals for web page performance. The result? A need for auto dealership websites and landing pages to now pass CWV to optimize the sites ability to compete in organic search and PPC, and to gauge if a website is providing an ideal user experience (i.e., maximizing conversions). 

Why Picking the Best Website Provider is Critical 

• Technical SEO and Organic Awareness: Your mobile and desktop website needs to pass CWV in origin mode; failing to meet that standard reduces your organic visibility in search (less traffic) and hurts PPC performance if you’re routing AdWords traffic to your website (lower ROI). Failing CWV also means your site list fails to convert visitors at the level it otherwise would.
• Mobile-first, not “responsive” design: Unlike legacy website products that were built for a desktop experience and then modified to work on mobile (i.e., “responsive”), Overfuel builds sites for mobile first, then applies that design to the desktop. 
• Optimized Conversions: The UI/UX design of a website should be the result of tons of behavior tracking, not someone’s personal design opinion. 
• No Code, Modern Technology: Vendor platforms built on modern, monolithic technology stacks keep your website updated instantly and without human dependence, custom development work and additional expenses.
• Ease of Use: It doesn’t matter how robust a platform is if a dealer team struggles to use it. 
• OEM Programs and Certifications: While it’s important to note which vendors have OEM approval, many approved website vendors are legacy platforms failing to meet Google’s basic standard. 

#1 Website Provider: Overfuel

Overfuel is the top car dealership website provider of 2024, delivering sites meeting Google’s basic performance standard and offering a full suite of features, including a custom CMS that feels as intuitive as WordPress, AI-enhanced inventory listings, customer validated design, digital retailing, real-time analytics and much more. 

Overfuel’s platform approach provides outsized benefit for independent and OEM franchisee dealers. All websites can be updated, simultaneously, and unifying website vendors into a single source allows for apples-to-apples reporting across an entire group, including group sites, collision sites, etc. 

The platform is built on Next.js, the same technology used by Netflix, TikTok and Uber, generating lightning fast performance combined with UI/UX design based on real shopper data across all client websites. 

Overfuel is not OEM approved yet has consistently grown their OEM franchisee customer base with dealers who’ve grown weary of depending on approved websites failing to meet desired performance thresholds. From Honda to Ford to Chrysler Dodge Jeep Ram franchisees, progressive dealers are finding the ROI in making the Overfuel investment. 

Learn more about Overfuel here. 

Key Features

• Passing Google’s Basic Performance Standard: All sites are produced to pass CWV and dealers are warned when requesting outdated 3rd-party plugins which fail CWV. Lightning fast load speeds, strong conversion ratios. Dedication to technical SEO is the foundational difference between Overfuel and most competitors. 
• Conversion-Proven Design: Overfuel uses Microsoft Clarity (see Microsoft + Overfuel case study) to track user behaviors across all sites and make adjustments, system-wide, as warranted. The platform allows for site updates to occur across the entire customer base, immediately. Design focus is on mobile usability and visitor conversion, not building “pretty” custom websites. 
• Built-In Inventory Syndication: Push your inventory feed into Google Vehicle Listings Ads (VLA) and Facebook Marketplace.
• Rich Website Tagging: Using Schema.org snippets, Overfuel ensures your inventory is eligible for display on your Google Business Profile, Google Search and Google VLA. People can then search, filter, and see pricing and availability information, driving more impressions and organic visits to their website.
• Ai-Enhanced Inventory: ChatGPT integration produces compelling vehicle descriptions to elevate your VDP for buyers and impact SEO.
• Inventory Heat Reports: See which vehicles are moving the fastest and bringing you the best ROI. 
• Never-Delete VDP Approach: Most vendors delete VDPs of sold inventory, throwing away earned SEO. Overfuel shifts VDPs to Sold Mode and recommends auto alternatives for buyers, enabling dealerships to build a healthy catalog of content over time. Alternatively, most vendors simply remove sold units from the website, which keeps Google constantly guessing as to which cars are in stock.
• Vehicle Reservations via Credit Card Deposit: Using a credit card, Apple Pay or Google Wallet, buyers can hold a vehicle, day or night, without human intervention. Deposits feed into dealer Stripe accounts with no upcharge from Overfuel. Dealers set the deposit amount and time of hold. 
• Deeper Visitor Analytics: Overfuel offers a powerful real-time analytics engine providing complete clarity into the buyer’s journey, start to finish. Tracking lead attribution for display, search and social adverts, referral traffic, organic search and direct visits. 
• Automotive Content Management System (aCMS): Instead of white labeling WordPress, Overfuel built a custom CMS specifically for the auto dealership. Simple and intuitive, allowing a dealership, their agency or their Overfuel account manager to make website changes on the fly, manage staff members and FAQs, service coupons, or build featured inventory pages for seasonal or promotional purposes.
• Easy Buyer Actions: Simple CTA buttons for credit pre-approval, secure online payments, instant cash trade offers, test Drive & Service, Payment Calculator and Nationwide Shipping (US). 
• Finance Support: Overfuel offers free credit check summaries, full finance applications, custom payment calculators and transparent financing calculations.
• Automotive Integrations: Out-of-the-box integrations with 700Credit, CARFAX, RouteOne, Dealertrack, ProMax Digital, and more. Overfuel also enables ADF delivery to multiple addresses and CRMs.
• Data Security: Overfuel embraces GDPR-compliance practices and encrypts sensitive data at rest.
• GA4 & Tag Manager Integration: All the basic coverage required along with meeting the Automotive Standards Council (ASC) standards.
• Smart Text Completion Fields: Across a dealer site, Overfuel will detect common email address typos, pre-populate fields based on previously entered data and auto-populate address information via Google Maps integration – everything to improve the buyer experience.
• Google Search Generative Experience (SGE) for Automotive: Beyond passing CWV, Overfuel participates in the SGE Beta and provides a holistic SGE solution based on preliminary understanding. 
• API-First: Overfuel’s API-first approach allows for deep customization, depending on client needs. 
• NOT OEM Certified: Overfuel is currently focused on servicing progressive franchisees who demand a modern alternative to poorly performing but mandated OEM website vendors, and is not currently seeking OEM partnerships.

#2 Website Provider: Motive

Founded in 2020, Motive is considered part of the new school movement in automotive website providers

Key Features

• OEM Certified: Motive shows a certification as a Genesis Website Platform partner.
• OEM Focused: Heavily-focused on OEM franchisees, not Independents.
• Customization Design-Focused: From the homepage, to ADF, to feeds, Motive values customization for its customers.
• 3rd-Party Integrations: Compatible with tools like 700Credit, CarFax, and AutoCheck.
• GA4 Integration and Tag Management: Simplifies tag management and tracks conversions.
• Infinite Scrolling: Allows users access relevant data without reloads, reducing load times, improving session engagement.
• Blog & CMS Features: Content management and blogging tools with Ai integration.
• Pricing & Incentives: Displays customizable pricing, OEM rebates, automatic savings calculation, and a shipping calculator.

#3 Website Provider: DealerSync

DealerSync was established in 2011, and continues to expand their product offering for the dealership landscape.

Key Features

• OEM Certified: Based on their website, it’s not clear which if any OEM certifications DealerSync possesses.
• Ai-Enhanced Inventory Management: Autonomous inventory management feature.
• Internet Lead Management: Receive, measure and sort leads within a single portal.
• Compliance: All websites are ADA Compliant. 
• Exterior & Interior Images: Create internal and external vehicle walkarounds.
• Marketing Connectivity: Syncs with Google, Facebook, Bing and Craigslist.

#4 Website Provider: Dealer Inspire

Dealer Inspire (CARS Company) was established in 2012 and continues to be a well known vendor in automotive. 

Key Features

• OEM Certifications: They hold OEM certifications with numerous programs, including Acura, Alfa Romeo, BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GM, Genesis, GMC, Harley Davidson, Honda, Hyundai, Infinity, Jaguar, Jeep, Kia, Land Rover, Lexus, Maserati, Mazda, Mercedes-Benz, Mini, Mitsubishi, Nissan, Porsche, Ram, Subaru, Toyota, Volkswagen and Volvo. 
• Website Technology: Dealer Inspire builds their website on top of WordPress technology, a legacy solution. 
• Ai-Chat Bot: Allows visitors to chat with bot for more information. 
• Video Chat: Gives sales teams the ability to video chat with buyers. 

#5 Website Provider: DealerFire

Founded in 1999, DealFire (DealerSocket) represents the oldest legacy provider on our list, claiming more than 2,000 customers. 

Key Features

• OEM Certifications: Their website promotes certifications with numerous OEM programs, including Kia, Lexus, Mazda, Mercedes-Benz, Nissan and Porsche.  
• DealerSocket Integration: Based on owning DealerFire, integrations with DealerSocket CRM and inventory management systems are available. 
• Easy Website Management: Offers more than 75 inventory- and incentives-integrated modules to create multi-device optimized landing pages and a robust CMS.
• Geofencing: Offers geofencing functionality to help deliver the right message to the right person at the right time.

Conclusion

As a dealer looking for the right website solution for your business, there’s one KPI that means the most: number of conversions. Which website is going to drive more organic traffic and convert it at a higher rate. 

Some website design companies are focused solely on the “design” aspect, when research has shown that consumers are immediately interested in inventory. Missing in the inventory they care about, no pretty design will save you.

Function over form, every time. 

Disclaimer

This guide is intended for informational purposes, drawing from publicly available data and customer feedback. We recommend readers conduct their own research before making any decisions. The website providers mentioned are trademarks of their respective owners, and their inclusion does not imply endorsement.