Who Owns Your Dealership’s Data?
Can you access it freely, or are you dependent on vendors to unlock it?
Are your CRM, DMS, and marketing platforms working together or against you?
In an era where data fuels every aspect of automotive retail—from targeted marketing to service reminders to real-time inventory insights—these aren’t just technical questions—they’re strategic ones.
According to a 2023 NADA report, over 70% of franchised dealerships use five or more disconnected software platforms daily, many of which don’t share data seamlessly. Another study by Automotive News found that 42% of dealers report limited or no access to the raw data stored in their systems. Meanwhile, regulatory pressures are rising: compliance with consumer data protection laws like CCPA and GDPR is becoming a significant concern for dealership leadership.
Yet despite this, many dealers operate in fragmented data environments—effectively locked out of their information.
This needs to change.
Let’s explore why dealership data ownership matters now more than ever, and how shifting to a transparency and control model can unlock operational efficiency and long-term growth.
The Data Dilemma: Siloed Systems And Limited Access
Most dealerships rely heavily on Dealer Management Systems (DMS) to run their operations. These platforms handle everything from inventory to sales to service scheduling. They’re powerful, yes—but they also come with a catch.
Traditionally, DMS providers have maintained tight control over the data flowing through their platforms. This creates several issues:
- Restricted access: Dealerships often can’t export or use their data freely without jumping through hoops or paying extra.
- Vendor bottlenecks: If you want to use a third-party marketing platform or analytics tool, you’ll likely need to go through the DMS as a gatekeeper.
- Data fragmentation: When data lives in disconnected silos—CRM, service, sales—it’s nearly impossible to get a holistic view of the customer journey.
As more dealership operations move toward omnichannel customer experiences and data-driven decision-making, these limitations become more than an inconvenience—they become a liability.
Why Data Ownership Matters Now More Than Ever
The auto industry is undergoing massive digital transformation. Buyers expect Amazon-level personalization, rapid responses, and seamless online-to-offline experiences. None of that is possible without clean, accessible, and connected data.
Here’s what full data control can unlock for a dealership:
- Better Marketing
Targeted campaigns based on real-time customer behavior, not stale lists. - Improved Compliance
GDPR, CCPA, and other regulations demand transparency. Owning your data simplifies your legal responsibilities. - Enhanced Customer Experience
Unified customer profiles mean smarter interactions—from service reminders to trade-in offers. - More Strategic Vendor Relationships
Control who gets access to your data and monitor how they’re using it.
Simply put: dealerships that can harness their data intelligently are positioned to outperform those that can’t.
From Data Gatekeepers To Data Empowerment: A Shift In Mentality
Until recently, the idea of a dealership taking full control of its data ecosystem seemed idealistic. But the tools—and mindset—are changing.
Modern dealers are exploring independent data management platforms above their existing systems rather than relying on a single vendor to house and manage their data. These platforms extract, organize, and syndicate data in a secure, dealer-controlled environment. A handful of innovators lead the charge in this area, offering dealer-first solutions prioritizing transparency and control. For example, platforms like DealerVault by Authenticom have emerged as key players. They allow dealerships to manage vendor access, monitor data sharing, and maintain full visibility into where and how their information is used—without being locked into rigid DMS workflows.
This shift is significant. The dealership, not the DMS, becomes the central hub for data decision-making. This rebalancing of power brings transparency, security, and agility to dealership operations.
The Business Case For Owning Your Data
The results are measurable when dealerships shift from a passive to an active role in managing their data. Here are just a few ways ownership pays off:
- Smarter Marketing Spend: With clean and unified data, marketing campaigns become more targeted, conversion rates improve, and ad dollars stretch further.
- Real-Time Insights: Centralized data enables faster reporting and analytics, leading to quicker decision-making.
- Reduced Operational Friction: When your systems can “talk” to each other seamlessly, the customer journey and internal processes are smoother.
- More Flexible Vendor Relationships: Data control lets you test, replace, or integrate vendors easily without being locked into one ecosystem.
In a competitive landscape where customer attention is fleeting and operating costs are high, these advantages translate directly into improved ROI.
How Dealerships Can Start Regaining Control
If you’re a dealer—or work with dealerships—this might all sound a bit overwhelming. But reclaiming data control doesn’t have to be a full system overhaul. In fact, many dealers are making incremental changes with significant impact.
Here are some practical steps:
1. Audit Your Data Environment
- What systems are you using (DMS, CRM, website, chat, service tools)?
- Where is your data stored, and who has access to it?
- Do you have export rights or control over third-party data sharing?
2. Consolidate Data Silos
Look for platforms or services that can centralize data from multiple systems into a single, normalized format—making it easier to analyze and act on.
3. Analyse Vendor Agreements
Some vendors insert clauses that limit your access to your own data. Start negotiating contracts with clearer data control provisions.
4. Invest In Transparent Syndication Tools
Whether it’s DealerVault or a similar service, having a neutral tool that lets you manage data feeds can instantly boost control, efficiency, and compliance.
5. Make Data Part Of The Culture
Train staff on how to collect, manage, and use data responsibly. Data literacy is becoming as important as sales technique.
Beyond Marketing: Data As A Strategic Asset
While much of the data conversation centers around marketing, the implications extend far beyond ad targeting.
- Inventory Management: Knowing what sells—and what doesn’t—enables smarter stocking.
- Service Optimization: Predictive maintenance and personalized offers can increase service revenue and improve customer satisfaction.
- Finance and Compliance: Accurate, centralized records reduce fraud risk and streamline audits.
The more connected your data, the more proactive and profitable your business becomes.
A Culture Shift That’s Already Underway
Many dealerships are already embracing this new reality. In recent years, industry events and forums have seen increasing discussion around data independence. OEMs are also beginning to shift expectations, recognizing that dealer-level data insights drive better brand experiences.
What’s clear is this: data ownership is no longer a fringe concern or a luxury—it’s becoming table stakes.
Dealerships that fail to prioritize it risk falling behind. Those who invest in it are poised to become market leaders, not just in sales, but in customer loyalty, operational efficiency, and adaptability.
Conclusion: Empowerment Through Ownership
The question is no longer whether data matters in automotive retail. It’s who controls it.
For too long, dealerships have operated under the assumption that they must cede ownership to their tools and vendors. But the tide is turning. With the right mindset and tools, dealerships can reclaim control, simplify operations, and turn their data into one of their greatest competitive advantages.
This isn’t about breaking free from technology—it’s about choosing technology that works for you, not the other way around.
The automotive industry is evolving rapidly. Those who own their data will own the future.
