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Roadster — DealerRefresh Vendor Library
Digital retailing platform enabling online deal-building, credit applications, vehicle customization, and e-contracting for dealerships.
About suggest a correction →
Digital retailing platform enabling online deal-building, credit applications, vehicle customization, and e-contracting for dealerships.
What you do with it
present a structured online deal-building experience including pricing, financing, and vehicle customization, so they can convert more website visitors into engaged, deal-ready leads
When a shopper is researching and configuring a vehicle online before visiting the dealership
facilitate e-contracting and credit applications digitally, so they can reduce in-store transaction time and paperwork friction
When a dealer wants to modernize the F&I and contracting process
provide a credible, OEM-endorsed platform that sales staff can adopt into their daily workflow, so they can demonstrate measurable improvement in salesperson productivity and results
When a dealer is evaluating digital retailing vendors to compete in an increasingly online-first market
Community evidence → Stable
The DealerRefresh community views Roadster as one of the more credible digital retailing platforms, with at least some dealers and industry voices recommending it alongside newer competitors like AutoFi, and OEM validation from Hyundai's selection of it as one of three approved EV retailing platforms. Practitioner-level voices — including salespeople from Sun Automotive Group and Rallye BMW — have been publicly highlighted as success cases. However, sentiment is not uniformly positive: at least one community member flatly stated the platform 'won't work' after a demo, and broader discussion of digital retailing solutions as a category notes mixed results across dealers. CDK Global's acquisition of Roadster introduces an additional layer of uncertainty, with dealers openly questioning whether the product's independence and roadmap will be preserved.
OEM and enterprise validation (Hyundai, CDK acquisition)3 mentions
Mixed real-world dealer results with digital retailing broadly3 mentions
Salesperson-level adoption and day-to-day workflow impact2 mentions
Post-acquisition concern about product direction under CDK2 mentions
Recommended as a modern alternative to legacy DR tools2 mentions
At least one dealer found it unworkable after demo1 mention
13 mentions · 4 positive · 1 negative · Scored from 20+ years of candid DealerRefresh discussion. Scores shift as new conversations happen.
POSITIVE
"Jeff Kershner announces a Roadster webinar featuring two experienced salespeople—Dustin Dutterer (Sun Automotive Group) and Gabe Hale (Rallye BMW)—discussing how digital retailing has impacted their day-to-day selling and improved their results."
Digital Retailing: A Salesperson's POV →
POSITIVE
"respondents recommending exploration of newer competitors like Roadster and AutoFi instead"
Thinking of moving everything to DealerSocket. Talk me out of it - Or confirm my thinking. →
POSITIVE
"some dealers like those using Roadster report success"
Digital Retailing- is anyone doing right yet? →
POSITIVE
"the high-performance Veritas RS3 Roadster"
What Modern Car Deserves to be a HERO on a TV Show? →
MIXED
"digital retailing solutions (Roadster, Dealer Science, Cox Accelerate, etc.) actually deliver value, with mixed results reported"
Digital Retailing - do you? →
NEUTRAL
"Hyundai USA has selected Tekion Corp to be one of three digital retailing EV platforms for dealers, along with Roadster and Dealer.com."
Tekion - EV Digital Retail solution for car dealers? →
NEUTRAL
"CDK Global's acquisition of Roadster, a digital sales platform, sparks discussion among dealers about whether it will replace CDK's Connected Store offering"
Wow! CDK Acquires Roadster →
NEUTRAL
"several vendors (Fixed Ops Digital, Orbee, Team Velocity, Roadster, and Foureyes) highlighting new product launches and features"
NADA 2020 Roll Call →
NEUTRAL
"becoming their primary lead generation method beyond their Roadster digital retailing platform"
TradePending Case Study: Unstoppable Auto Group Grows Trade-In Leads 1,326% →
NEUTRAL
"recent similar deals (CDK acquiring Roadster, Upstart acquiring Prodigy for $100 million)"
Reynolds & Reynolds Acquires Gubagoo →
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