Toma vs Roadster
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.
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.
About
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.
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