The dealership CRM that never clocks out
The operating system for modern dealerships — every lead, customer, and deal forged into one workflow, with Madison AI scoring, following up, and booking appointments 24 hours a day.
Integrated modules — one platform instead of five vendors
Madison AI works every lead, after-hours included
Built-in roles, from Platform Owner to BDC
Row-level security on every CRM table
How it works
From cold lead to sold car
The AI quietly runs every step between a shopper raising their hand and your team shaking it.
Capture
Website, marketplaces, social — every lead pours into one pipeline instead of five tabs.
Understand
The AI scores intent, enriches the contact, and decides the smartest next move for each one.
Engage
It drafts the message, books the visit, and keeps the conversation warm — no nudging required.
Close
Your team clocks in to a full calendar and a clean pipeline, and does what they do best.
Meet Madison
The AI your shoppers will think is your best rep
Madison isn't an autoresponder — she's a conversational assistant wired into your inventory, your calendar, and your customer records.
A real conversation, not a canned drip
Madison is a conversational SMS assistant with tool calling — she searches your live inventory, schedules appointments, updates customer profiles, and adds vehicles to wishlists mid-conversation.
After-hours, your rules
Respond, acknowledge, or stay silent — you choose how Madison behaves when the store is closed, with follow-up caps so no shopper ever feels spammed.
Sees the floor and the funnel
Live showroom visit tracking and a real-time Active Shoppers widget — page views become behavior scores and tasks for your team, automatically.
Every AI decision logged
An AI Trust Center with full audit trails. You always know what Madison said, when, and why — compliance teams included.
Watch her work
A real lead, handled at 2:47 AM
This is Madison working an overnight lead exactly as she does in production — real inventory answers, a booked appointment, and a rep walking in to a full calendar.
- Answers come from your live inventory — trims, prices, packages
- The appointment lands on your calendar with reminders attached
- Every word is logged in the AI Trust Center for review
21 integrated modules
One platform instead of five vendors
Everything below ships in the box — no add-on invoices, no integration projects.
Inside the CRM
Built to sell, not to babysit
Everything your sales floor and BDC actually need — with the AI handling the repetitive grind in the background so nobody has to.
Knows who's ready to buy
Hot, warm, and cold scoring on a 0–100 scale the second a lead lands — ADF/XML feeds, website forms, and third-party sources, with duplicates rejected automatically.
Writes the follow-up
Personalized texts and emails, drafted per shopper in your voice. Your reps review and hit send instead of staring at a blank message box.
Books the appointment
Test drives and service visits drop straight onto the calendar — reminders included — so showings happen without anyone playing phone tag.
One thread per customer
A full Customer 360: consent, segmentation, and a unified activity timeline — with VIN decode, trade comparisons, and license OCR built in.
Replies in seconds
The first dealer to respond usually wins the sale. Madison answers every new lead instantly with a configurable SLA — 3am on a holiday included.
Deals & desking, connected
0–100 deal probability scoring and an explicit desk handoff that opens the full worksheet — with status synced both ways, audited end to end.
For dealer groups
Multiple rooftops. One number.
A UUID-keyed Dealer Group → Store hierarchy with row-level security on every table, SSO with automated provisioning, and nine system roles that mirror how a real group runs.
“We replaced three vendors with Dealer Forge in 60 days. Our GM finally has one number for closed deals across all four rooftops.”
GM, Multi-Brand Dealer Group4 stores · 280 deals/month
FAQ
CRM questions, answered
Does this replace our current CRM?
It can fully replace a legacy CRM, or run alongside it during a transition. We map a migration plan around your data — customers, open deals, and history come with you.
How do leads get into the system?
ADF/XML feeds, website forms, and third-party sources all flow into one pipeline, with duplicates rejected automatically. Every lead is scored hot/warm/cold on a 0–100 scale the second it lands.
What keeps Madison from going off-script?
You configure her personality, FAQs, after-hours behavior, and follow-up caps — and every decision she makes is logged in the AI Trust Center with a full audit trail. She's an employee with a manager, not a black box.
Does it work with the website we already have?
Yes. Any site can post leads straight into the CRM — you don't need a DealerForge website to use it. Run both together and the visitor's full browsing history stitches onto the lead automatically.
How does it handle a dealer group?
A Dealer Group → Store hierarchy with row-level security on every table, SSO with automated provisioning, and nine roles that mirror how a real group runs. Group rollups and per-store views come standard.
What does it cost?
$699/month standalone, or $1,499/month bundled with a DealerForge website. Month-to-month, no lock-in — see the pricing page for details.
Join the waitlist
Put your follow-up on autopilot
Early access is rolling out store by store. Tell us about your dealership and Madison will be working your leads before the competition wakes up.