Refraction
Your Dealership, Selling 24/7
Refraction combines an AI-powered storefront, built-in CRM, credit applications, and trade-in tools into one platform — synced to your DMS and ready to sell around the clock.
No per-car fees. No tech headaches. From lot to close, every tool your dealership needs to compete online.
Empowering Independent Dealerships
Enterprise-grade digital retail, built for independents.
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AI That Sells for You
Prizm AI engages every shopper with vehicle reviews, comparisons, and financing guidance — then converts that interest into credit applications and trade-in submissions, 24/7.
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Every Tool, One Platform
Storefront, CRM, credit applications, trade-ins, F&I pipeline, and lead management — all connected and synced to your DMS. No stitching together a dozen vendors.
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Compete at Any Scale
The same digital retail capabilities that franchise dealers pay six figures for — at a price point built for independent operators. Flat-rate, no per-car fees.
Our Product Suite
Three products, one platform. Each works on its own — together, they give your dealership a fully integrated digital retail operation.
Refraction
A white-labeled digital storefront with built-in Prizm AI, online checkout, credit applications, and trade-in tools — all synced to your DMS in real time.
- Prizm AI assistant built into every vehicle page
- Online credit applications & trade-in submissions
- Full DMS integration (Dealertrack, Frazer)
- Modern checkout with deposits & real-time inventory
Prizm AI
Your AI-powered shopping assistant that converts browsers into buyers — native on Refraction sites and available for most dealer websites.
- Starts credit applications & trade-in workflows
- Pulls vehicle reviews & YouTube comparisons
- Helps shoppers compare vehicles on your site
- Keeps customers engaged on your dealership website
GhostLot
Your lot never closes. QR-coded vehicle pages, a built-in CRM, and an F&I pipeline turn after-hours foot traffic into qualified leads and funded deals.
- Branded QR codes for windshields, mailers & ads
- CRM with lead tracking, up-rotation & scheduling
- Online credit applications & F&I pipeline management
- Unified dashboard: inventory, leads & analytics
Seamless DMS Integrations
Real-time, two-way sync with the DMS platforms independent dealers rely on most.
Why Dealers Choose Refraction
Branded Storefront
Your dealership, your domain. A fully customizable storefront with Prizm AI built right in.
Real-Time DMS Sync
Inventory, pricing, and status updates flow directly from Dealertrack or Frazer — always accurate, always current.
Credit Apps & Trade-Ins
Shoppers submit credit applications and trade-in details right from your site — moving them further down the funnel before they ever call.
AI Shopping Assistant
Prizm AI pulls reviews, makes comparisons, and guides buyers through financing — keeping shoppers engaged on your site.
Built-In CRM
Track every lead, manage up-rotation, and monitor your F&I pipeline from a single unified dashboard.
Dedicated Support
Hands-on onboarding and ongoing support from a team that understands independent dealerships inside out.
Simple, Transparent Pricing
No hidden fees, no per-car charges, just straightforward subscription pricing to help you budget with confidence.
| Product | Monthly Price | Contract Term | Additional Rooftops |
|---|---|---|---|
| Refraction | $1,000/month | 12 months | $500/month each |
| Prizm AI | $600/month | 12 months | N/A |
| GhostLot | $800/month | 12 months | $400/month each |
| Refraction + GhostLot Bundle | $1,500/month | 12 months | $750/month each |
| Prizm AI + GhostLot Bundle | $1,200/month | 12 months | $600/month each |
All plans include unlimited inventory listings, real-time DMS integration, Prizm AI, and dedicated support.
Ready to Transform Your Dealership?
Go live in days, not months. Here's what you'll need to get started:
Dealer License
Logo File
DMS Information
(Dealertrack or Frazer)
EIN
We handle the rest — storefront, AI, CRM, and all.