Roadster

Roadster is a digital retail platform for automotive dealerships built to enable end-to-end online car buying. Originally founded as an independent startup in 2013 and later acquired by CDK Global in 2021 for approximately $360M, Roadster developed the Express Storefront product—a white-label digital retailing solution that dealers embed on their websites to allow consumers to complete the majority of the car-buying process online. Roadster's acquisition by CDK brought its digital retail capabilities into one of the largest automotive software portfolios in the industry, alongside CDK's DMS, DealerSocket CRM, and Dealer Inspire digital marketing products.\n\nRoadster's Express Storefront lets consumers search inventory, value their trade-in, explore OEM and dealer incentives, build a payment based on real financing terms, select F&I products, and schedule delivery—all without a dealership visit. For the dealer, Roadster provides a deal management interface where staff can review online deals, adjust terms, and communicate with online shoppers before they arrive for delivery. The platform integrates with major DMS systems and lender networks, ensuring that online deal data flows into the dealer's back-office systems without re-keying. OEM programs including Honda, Acura, Porsche, and others have deployed Roadster as an official digital retail solution.\n\nRoadster competes with AutoFi, Modal, and Shift Digital in the digital retailing platform market. Within the CDK Global portfolio, Roadster benefits from integration with DealerSocket CRM and CDK DMS, creating a more connected workflow from online lead to final signed contract. For dealers looking to reduce the time buyers spend in the showroom—particularly on the financing and paperwork steps—Roadster's Express Storefront provides a consumer-friendly online experience that addresses one of the most friction-heavy aspects of the traditional car purchase process.