DealerCenter vs. Frazer: Which DMS Fits an Independent Used Car Dealership?
Both cover inventory, CRM, desking, and BHPH servicing, but they're built for different IT preferences and integration needs. The right pick depends on your existing workflow, not which one has more features.
DealerCenter vs. Frazer: Side-by-Side
Pricing based on standard plans for independent dealerships.
Monthly cost comparison
This isn't a hypothetical two-vendor bake-off. DealerCenter and Frazer are the two DMS platforms our data most often finds running simultaneously at the same dealership — usually because a migration started and never finished. That's the single most expensive form of overlap in this industry, worth more than any per-feature comparison below: pick one, and get fully off the other.
DealerCenter: $400/mo — built for 3-50 employees
DealerCenter covers inventory, CRM, desking, and BHPH loan servicing in one platform. It integrates with QuickBooks Online, vAuto, Carfax, Dealertrack, CarGurus Dealer Advertising, and Autotrader Dealer Advertising. At $400/mo it's the default for dealerships that want their DMS to talk to every other tool in the stack — leads from CarGurus and Autotrader push straight into the CRM without staff re-keying them. The failure mode we see most is on the accounting side: DealerCenter's BHPH loan ledger doesn't push principal and interest to QuickBooks automatically, so someone still has to post that manually even on the more automated DMS.
Frazer: $350/mo — built for 3-50 employees
Frazer is the long-established Windows-based dealer management system for independents with inventory, BHPH servicing, and accounting integration. It integrates with QuickBooks Online, vAuto, Carfax, and Dealertrack — but notably not with CarGurus or Autotrader directly. At $50/mo less than DealerCenter, it's the conservative pick for legacy shops already standardized on Frazer's workflow. The real cost of that $50/mo savings shows up downstream: without a direct listing-platform integration, whoever manages leads has to export from CarGurus/Autotrader and import into Frazer by hand, which is the kind of manual step that quietly stops happening once things get busy.
The DealerCenter-vs-Frazer decision weighs integration breadth against workflow disruption, not which platform has more features.
Feature comparison
| Feature | DealerCenter | Frazer |
|---|---|---|
| Monthly cost | $400 | $350 |
| Team size range | 3-50 | 3-50 |
| Cloud-native | ||
| CarGurus integration | ||
| Autotrader integration | ||
| BHPH loan servicing |
Frazer saves $600/year but lacks direct CarGurus and Autotrader integration — if listing-platform sync matters to your workflow, DealerCenter's integration breadth justifies the premium.
The actual decision rule
Questions to ask before choosing between them
- Do you need CarGurus/Autotrader leads to flow straight into your CRM, or is manual export/import acceptable at your volume?
- Are you comfortable running a cloud-native, browser-based DMS, or does your team need the familiar Windows desktop workflow?
- How will you reconcile the BHPH loan ledger with QuickBooks — automatically or in a monthly manual batch — regardless of which DMS you pick?
- If you're mid-migration from one DMS to the other, what's your hard cutoff date to stop paying for both?
Want cloud-native and CarGurus sync? DealerCenter. Already on Frazer's Windows workflow? Stay put. Tight budget without listing sync needs? Frazer saves $600/year.
- Want cloud-native access from any device and need direct CarGurus/Autotrader integration: DealerCenter usually wins on integration breadth.
- Already standardized on Frazer's Windows-based workflow and don't want to retrain staff: Frazer is the lower-disruption pick.
- Tightest budget matters most and you don't need CarGurus/Autotrader DMS sync: Frazer saves $600/year.
Our engine ranks these purely on your employee count and integration needs against the vertical data above — it has no visibility into which vendor pays the biggest affiliate bounty. Run the free audit to see which one fits your dealership, plus the rest of your stack.