Toma vs DealerOn
Side-by-side comparison of AI visibility scores, market position, and capabilities
SF YC W24 AI voice agents for car dealerships at 7-fig ARR in under 1 year with 100+ dealers and 1M+ calls; $17.5M total ($17M a16z Series A Jun 2025) with Lithia/Cox partnerships competing for automotive dealership AI.
About
Toma is a San Francisco-based AI voice agent platform for automotive dealerships — backed by Y Combinator (W24) with $17.5 million in total funding including a $17 million Series A in June 2025 led by Andreessen Horowitz with Y Combinator, Scale Ventures, and angel investor Yossi Levi (Car Dealership Guy) — providing car dealerships with a fully integrated AI software suite that handles inbound and outbound voice calls across service, sales, finance, and IT departments. Surpassing 7-figure ARR in under one year since founding in early 2024, approaching 8-figure ARR, and serving 100+ dealerships across the US with 1 million+ call minutes handled, Toma partners with Lithia Motors and Cox Automotive positioning as the automotive industry's equivalent of Microsoft/OpenAI for dealership voice automation.
Digital marketing platform for franchise auto dealerships with inventory-integrated websites, SEO, and paid search. Based in Rockville, MD; serves dealer groups needing automotive-specific lead generation.
About
DealerOn is a digital marketing platform for automotive dealerships headquartered in Rockville, Maryland. Founded in 2004, DealerOn provides dealer website development, search engine optimization, paid search management, and digital advertising services tailored specifically to the automotive retail industry. Unlike general digital marketing agencies, DealerOn builds automotive-specific websites with inventory integration, vehicle detail pages optimized for search and conversion, and lead capture tools designed around the car-buying journey. The company serves franchise dealers and dealer groups across North America and has won multiple automotive industry awards for website quality and performance.\n\nDealerOn's website platform features dynamic inventory display, real-time vehicle pricing integration with DMS systems, trade-in valuation tools, and high-speed page performance optimized for mobile car shoppers. Its SEO capabilities include local search optimization for service and parts queries, schema markup for vehicle listings, and content strategies targeting high-intent automotive search terms. DealerOn's paid media practice manages Google Ads, Microsoft Ads, and display campaigns with automotive-specific audience targeting and attribution models that connect ad spend to dealer leads and sales outcomes. The platform also includes conversion rate optimization tools and A/B testing capabilities.\n\nDealerOn competes with Dealer Inspire (CDK), Sincro (formerly Digital Air Strike/DealerSocket digital marketing), and Cars.com's dealer marketing products. For franchise dealers evaluating website and digital marketing vendors, DealerOn's automotive specialization, performance-focused website platform, and integrated paid media capabilities position it as a premium alternative to general digital agencies or bundled DMS-connected website solutions. The company's focus on measurable lead and sales outcomes—rather than vanity metrics—resonates with dealer principals and general managers who evaluate marketing spend based on cost-per-sale.
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