DealerSignals Information

DealerSignals is an independent automotive technology intelligence platform built by someone who has spent 22 years on both sides of the dealer relationship — and who got tired of the industry's data being controlled by the vendors selling it. Founded by Will Burke, DealerSignals exists because the market needed a source of truth that answers to dealers, not vendors. Will's career spans virtually every corner of the automotive retail ecosystem — from selling cars on the lot to executive-level roles in automotive technology, dealer associations, conference speaking, auction, floorplan, and marketing. He has represented major automotive technology brands as the face of their dealer relationships, built trust networks across the independent dealer community, and walked away from roles when he felt the mission had shifted away from serving dealers. That breadth of experience — and that conviction — is what DealerSignals is built on. We scan thousands of dealer websites across the United States to detect what software dealers are actually running. The data is anonymized, aggregated, and continuously updated. No vendor relationships. No sponsored rankings. No agenda. Just honest intelligence about the automotive technology market, published freely for the people who need it most. Our Signal Reports track adoption across 16 technology categories, 300+ vendor signals, and a growing national dataset — with state-level breakdowns for independent dealers, franchise dealers, and buy-here-pay-here operations. Who uses DealerSignals: Independent and franchise dealers benchmarking their tech stack Automotive SaaS vendors understanding true market penetration Industry speakers, analysts, and consultants citing real adoption data Investors and operators evaluating the automotive technology landscape Built from the inside. Trusted because we answer to dealers, not vendors.