AutoTalker urges dealers to link pricing systems fast

AutoTalker says US dealerships need connected digital systems that can respond quickly to vehicle price changes. The comments come as a proposed 50% US tariff on Canadian vehicles, parts and steel adds uncertainty to automotive retail pricing.

For retailers, the challenge is not control over trade policy but the speed and accuracy with which pricing can be updated across customer-facing and internal systems. AutoTalker argues that fragmented software increases the risk of outdated prices appearing online, in showrooms and on forecourts when manufacturers change vehicle costs.

Dealerships typically manage stock and pricing information across Dealer Management Systems, websites, online marketplaces and showroom displays. When those systems are not linked, staff may have to update the same vehicle details multiple times, increasing manual work and the risk of inconsistencies.

The problem becomes more acute as pricing changes become more frequent. A dealer may end up showing one price on its website, another on a marketplace listing and a third on a display beside the vehicle, creating confusion for customers and extra pressure for sales teams.

Andrew Wood, Chief Executive Officer and Founder of AutoTalker, said the current trade dispute highlights a broader operational issue for car retailers. "Tariffs are outside a dealership's control, but the systems they use to manage their vehicle data aren't," he said.

He added: "If a manufacturer changes its pricing, a dealer needs to be able to reflect that change quickly and accurately. When information has to be moved manually between disconnected systems, there's always a risk that something gets missed or a customer ends up looking at an outdated price."

Connected systems

AutoTalker sells a digital vehicle pricing system that links dealership vehicle data with electronic displays used on forecourts and in showrooms. The platform connects with Dealer Management Systems and other retail software through interfaces including API, CSV, XML, JSON and SFTP, allowing changes to vehicle information to be sent to connected displays without replacing printed price cards by hand.

Its system is intended to bring physical vehicle displays closer to the digital processes dealerships already use for online listings and stock management. The displays can show prices, finance information, vehicle specifications, promotions, branding, warranty details and QR codes linking to online listings or enquiry forms.

Staff can manage the displays through a mobile app, while dealer groups can oversee pricing and promotional content across multiple locations from a single platform. This is designed to help retailers update stock presentation more quickly when market conditions change.

The system can also work with dealerships' existing software rather than requiring a full replacement of current technology. That may appeal to retailers looking to limit disruption while improving the flow of information between systems.

Tariff pressure

The proposed US tariff has focused attention on how quickly costs could move through the vehicle supply chain. If enacted, higher import costs on Canadian cars, trucks, parts and steel could affect manufacturer pricing decisions, with knock-on effects for dealers managing new vehicle inventories and consumer offers.

Even if the tariff does not proceed in its current form, pricing volatility is unlikely to disappear. Vehicle prices can shift because of supply constraints, manufacturer decisions, trade measures and wider economic conditions, leaving dealers to keep pace across both digital and physical sales channels.

For dealership groups with large inventories, that can create a significant administrative burden. Updating pricing manually across websites, marketplace listings and printed forecourt materials can take time, particularly when the same change must be reflected at several sites.

AutoTalker says its displays use e-ink because the screens only require power when information changes. That keeps power consumption low while maintaining outdoor readability, a practical benefit for forecourt use where visibility and durability matter.

Wood said the current uncertainty should prompt dealers to examine whether their systems can handle more frequent pricing revisions. "Dealership technology has to reflect the speed at which the industry operates," he said.

He added: "Nobody knows exactly what will happen with these tariffs, and the situation could change again before January. What dealers can do is make sure they're not relying on systems that make every pricing change harder than it needs to be."