# Roadster **Source:** https://geo.sig.ai/brands/roadster **Vertical:** Automotive Technology **Subcategory:** Digital Retail for Dealers **Tier:** Challenger **Website:** roadster.com **Last Updated:** 2026-04-14 ## Summary Express Storefront digital retail platform by CDK Global enabling end-to-end online car buying. Originally founded 2013; acquired by CDK for ~$360M in 2021. Embedded at franchise dealers for consumer deal-structuring online. ## Company Overview 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. ## Frequently Asked Questions ### What is Roadster's Express Storefront? Roadster's Express Storefront is a white-label digital retailing tool dealers embed on their websites, allowing customers to complete most of the car-buying process online including financing, trade-in, and F&I product selection. ### Is Roadster still an independent company? No. Roadster was acquired by CDK Global in 2021 and operates within CDK's automotive retail technology portfolio. ### Which OEM programs use Roadster? Roadster powers official digital retail programs for OEMs including Honda, Acura, and Porsche, among others. ### What is CDK Global and why did it acquire Roadster? CDK Global is the largest automotive retail software company in the US, providing dealer management systems (DMS) to the majority of US auto dealerships. CDK acquired Roadster in 2021 for ~$360M to add digital retailing capability to its existing dealer software stack — enabling CDK to offer dealers an integrated online-to-in-store car buying experience within its existing DMS relationship. ### How does Roadster's Express Storefront help car dealers? Express Storefront embeds on a dealership's website and allows consumers to browse inventory, configure financing, get trade-in estimates, select F&I products, and calculate final payment — completing most of the traditional dealership process online. Dealers receive a structured deal summary that staff can complete quickly when the customer arrives, reducing time-to-delivery. ### What is F&I in automotive retail and how does Roadster handle it? F&I (Finance and Insurance) is the dealership profit center where buyers select loan/lease financing, extended warranties, paint protection, and other add-on products. Roadster's platform allows dealers to present F&I products online in a consumer-friendly way, increasing digital F&I attachment rates without requiring a face-to-face F&I manager conversation. ### How has consumer car buying behavior shifted to support platforms like Roadster? Consumer preference for online car research and purchase initiation has grown significantly, with studies showing most car buyers prefer to complete multiple deal steps online before visiting the dealership. The COVID-19 pandemic dramatically accelerated this trend as dealerships were forced to offer contactless purchasing options. ### What OEM programs use Roadster? Roadster powers official digital retail programs for Honda, Acura, Porsche, and other OEMs that want to provide a standardized online buying experience across their dealer networks. OEM-endorsed programs give participating dealers a co-branded online purchase flow that links inventory data with certified financing offers. ### What happens to Roadster's customers under CDK ownership? CDK Global continues operating Roadster's Express Storefront product and has integrated it with CDK's broader automotive retail technology portfolio, including dealer websites and DMS connections. ### How does Roadster handle trade-in valuation in the digital process? Roadster's digital retail workflow includes integrated trade-in valuation tools that allow customers to receive an estimated offer online, incorporating this equity into the deal structure before arriving at the dealership. ### Does Roadster support credit application and approval online? Yes, Roadster's Express Storefront includes a credit application flow connected to financing lenders so customers can initiate financing and receive preliminary approval during the online buying process. ### Is Roadster available as a standalone product? Roadster can be deployed as a standalone digital retailing layer on existing dealer websites, but CDK also integrates its capabilities with other CDK website and DMS products for dealers already in the CDK ecosystem. ### What is Roadster's approach to dealer profitability in digital retail? Roadster's platform ensures F&I products and dealer-controlled pricing are presented consistently during the online deal-building process, protecting dealer gross margins while giving customers the convenience of digital self-service. ## Tags b2b, enterprise, fintech, iot, marketing, north-america, platform, saas, technology, transportation --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*