Automotive CRM Guide: Understanding the Top 8 Automotive CRMs Used by Dealerships

Choosing the right automotive CRM can completely transform how a dealership handles leads, communicates with customers, tracks opportunities, and ultimately grows revenue. Modern dealers rely on CRMs not just as digital rolodexes but as full-scale workflow engines that can automate follow-up, streamline sales processes, and give managers real-time visibility into performance. Because the automotive industry has very specific workflow needs—such as desking, inventory integration, lead routing, service reminders, and OEM compliance—a generic CRM often falls short. This guide breaks down the top automotive CRMs used in Canada and the United States, exploring what makes each one stand out and why dealerships choose them.

1. VinSolutions is one of the most recognized CRMs in the automotive world. Dealers choose it because it integrates tightly with Cox Automotive products like vAuto, Dealertrack, and Kelley Blue Book, creating a centralized system for sales and service workflows. The platform is known for its Customer 360 profile, which compiles every interaction, lead source, and marketing touchpoint into a single timeline. It also includes robust desking tools, automated follow-up plans, equity mining through Connect Automotive Intelligence, and extensive OEM-certified integrations. Many high-volume dealerships appreciate its scalability and reliability, although some users find the learning curve steep and the interface busy.
2. DealerSocket has long been another major player in dealership CRM solutions. It offers a highly customizable workflow engine that allows dealerships to configure almost every step of their sales process. DealerSocket provides built-in desking, automotive-specific lead routing, advanced reporting dashboards, and marketing automation features. Many dealers use it for its CRM-ILM combination, allowing internet lead teams and showroom teams to work from the same system. Because it’s been around for so long, DealerSocket has deep integrations with major DMS providers and strong OEM support. Some users note that support quality can vary and that the interface feels dated compared to newer systems.
3. ELEAD CRM has earned a reputation as one of the most user-friendly automotive CRMs. It is popular for its fast workflows, clean interface, and strong BDC tools. ELEAD’s strength is its communication system, allowing dealership teams to call, text, and email directly from within the CRM while automatically logging everything. It also includes desking, service drive tools, equity mining, and marketing automation. Many dealerships like that ELEAD feels less overwhelming than older systems while still offering enterprise-level functionality. Some dealers, however, wish its reporting dashboards were more customizable without exporting data.
4. DealerCenter is widely known in the independent dealership space, especially for dealers looking for an all-in-one platform. DealerCenter combines CRM, inventory management, desking, digital retailing, website hosting, and buy-here-pay-here tools. It’s one of the few platforms that allow smaller dealerships to run nearly their entire business from a single login. Many independent dealers prefer it because it integrates with lenders, advertising channels, and major vehicle history report providers. The system can feel feature-heavy for dealers who only want a CRM, but for independent stores wanting everything under one ecosystem, it’s considered one of the most cost-effective options.
5. AutoRaptor is another CRM frequently used by independent dealerships. Dealers appreciate its simplicity and mobile-friendly interface. Unlike enterprise CRMs that may require weeks of onboarding, AutoRaptor is designed to get a dealership up and running quickly. It offers lead management, texting, appointment scheduling, workflows, and compliance tools, all in a clean layout. AutoRaptor is often chosen by dealerships that want something lightweight, easy to train new staff on, and reliable for day-to-day lead handling. While it doesn’t include advanced desking or equity mining, many dealers consider that a benefit because the system stays fast and uncomplicated.
6. Momentum CRM is a growing favourite among mid- to large-sized dealerships and dealer groups that want a modern interface with powerful reporting. It is known for its configurable dashboards, highly detailed reporting engine, and clean mobile app. Momentum stands out for its emphasis on accountability across the entire dealership: sales, service, marketing, and BDC teams can all work from the platform. Dealers also appreciate its service drive solutions, automated task management, and customizable processes. Some users say it feels more enterprise-focused, which can overwhelm smaller stores, but for high-volume operations it’s extremely effective.
7. Selly Automotive is designed primarily for small, independent, and used-car dealers that want a simple but modern CRM. It offers lead management, texting, email templates, tasks, and lightweight reporting without the complexity of larger systems. It also integrates with Facebook lead forms, marketplace platforms, DMS providers, and inventory tools. Independent dealers often choose Selly because it’s affordable, easy to use, and offers strong support. It doesn’t come with enterprise-level desking or OEM integrations, but most independent stores don’t require those features.
8. Force Marketing’s WeDrive Automotive CRM is sometimes used by dealerships that want their CRM tightly connected with outsourced marketing. The platform focuses heavily on automation, data-driven messaging, and multi-channel follow-up. Dealerships that rely heavily on digital marketing appreciate that WeDrive can track a customer’s journey from ad click to purchase in a unified environment. While it’s not as widely adopted as giants like VinSolutions or ELEAD, its emphasis on marketing-first automation appeals to stores that want a hands-off but highly personalized customer experience.

For dealers who prefer Canadian-built systems, companies like PBS Systems, Quorum, and Rapid RTC offer CRM components bundled into broader dealership platforms. These systems often appeal to Canadian dealer groups because they’re tightly integrated with Canadian DMS infrastructure and support teams that operate in Canadian time zones. While these tools may not focus solely on CRM, their baked-in approach can simplify operations for dealers who want fewer separate systems.

Choosing the right CRM depends on dealership size, workflow complexity, staff experience, and the other tools already in use. High-volume franchised stores often prefer VinSolutions, DealerSocket, or ELEAD because they integrate deeply with OEM programs and offer advanced tools. Independent dealers tend to gravitate toward DealerCenter, AutoRaptor, or Selly because they’re easier to use and more cost-effective. Dealer groups often adopt Momentum or enterprise-grade systems because reporting and accountability across rooftops is crucial. No matter the dealership type, the most important factors are ease of use, communication tools, follow-up automation, and how well the CRM integrates with marketing, inventory, and desking. A CRM is only as good as the daily habits of the team using it, so choosing a system that staff will consistently adopt is more important than choosing the one with the longest feature list.

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