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Relay is a lead management and communication platform for car dealerships. It catches every lead from every source, routes it to a salesperson’s phone in seconds, answers instantly with AI when nobody is free, and gives managers live visibility into response times. It runs on the web for the desk and on iOS and Android for the lot.
Franchised and independent dealerships of any size, anywhere. It pays for itself fastest at stores getting leads from multiple sources with two or more salespeople, where leads slip between the cracks of a shared inbox and a busy floor.
We don’t sell it as one, but for most stores it covers what a CRM actually gets used for: every lead in one place, every conversation logged, follow-up that happens, and accountability on all of it. Run it on top of the CRM you have, run it standalone as your system of record, or let it replace a CRM you only half-use. Nothing has to be ripped out on day one.
Those are full-suite CRMs, and if your team genuinely uses one, keep it; Relay runs on top and handles the speed: first reply in seconds, routing with accountability. But most stores use a fraction of their CRM, and Relay covers that fraction (leads, conversations, follow-up, visibility) while deploying in days instead of months and costing less. On top, standalone, or instead: your call.
Three. Blast (first-to-claim): every eligible rep gets the lead at once and the first to tap owns it. Sequential: leads rotate through your rep order one at a time, with a timeout before advancing. Auto-assign rules: leads go to the first rep in the queue and escalate automatically if there is no response. Pro lets you mix modes across teams.
The clock is always running. After the timeout you set (say, 60 seconds in Sequential mode), the lead moves to the next rep automatically. The original rep sees they missed it, the manager sees the full escalation trail, and the customer never waits on someone’s lunch break.
Relay knows your store hours, set per day. After close, you choose whether leads still race to phones immediately or queue until opening, the AI keeps answering within its active hours, and after-hours calls are handled instead of ringing an empty floor. The switch happens automatically.
On the Pro plan ($999 CAD/month), yes: unlimited teams with their own routing rules, like New and Used or separate rooftops. The Standard plan ($699 CAD/month) runs a single team.
Yes. When a lead lands and no rep replies first, the AI sends a contextual response within seconds, referencing the actual vehicle they asked about, and keeps the conversation warm until a rep takes over. It buys time; your team still closes.
It acknowledges the inquiry, references the vehicle, answers availability questions from your live inventory feed, and can book the appointment straight into the calendar. It won’t quote prices, payments, or trade-in numbers: deal talk hands off to a human, as does any customer who asks for a person, and it stops at the message limit you set. It pauses instantly the moment a rep sends a message.
Yes. Managers set the dealership default and the AI’s active hours, and each rep can turn AI coverage on or off for their own conversations from the app. Any rep can also pause the AI on a single thread with one tap.
No. Every rep texts and calls through dedicated dealership numbers inside the Relay app, on their own device. Customers see a normal local number, reps keep their personal number private, and every conversation stays with the dealership.
It stays. The numbers, the threads, and the customers belong to the dealership. Reassign the conversations to another rep in two taps and the customer never knows anything changed.
Relay is built for normal sales follow-up: it registers your numbers properly (A2P), handles opt-outs automatically, and respects quiet hours. You text people who asked about your inventory and stop when they say stop. The platform enforces the plumbing underneath.
Standard is $699/month and Pro is $999/month, both in CAD, plus carrier usage. Implementation is a one-time $2,500 fee that covers lead source mapping, routing setup, phone configuration, CRM/DMS connection, testing, and a manager walkthrough.
Phone numbers are $2 per number per month, texts are $0.025-$0.03 each, and voice is $0.03 per minute, all CAD. A store handling 300 leads a month typically sees usage around $130/month. Usage is visible in the dashboard, so the bill is never a surprise.
Everything needed to go live: mapping every lead source into Relay, configuring routing rules and schedules, provisioning phone numbers, connecting your CRM or DMS where a supported path exists, end-to-end testing, a manager walkthrough, and first-week tuning. One-time, $2,500 CAD.
Most dealerships are fully connected within 5-7 business days of signing. Lead sources that forward by email are live almost immediately; API and CRM connections land within the first week.
Yes: Relay Solo, a personal version for a single rep with their own number, AI auto-reply, and follow-up, from $49/month. It lives at solo.userelay.ca. Relay (this site) is the dealership platform with routing, team management, and manager visibility.
AutoTrader, CarGurus, Cars.com, Facebook and Instagram Lead Ads, Google Vehicle Ads, your website forms, and any provider that sends ADF/XML email, which is nearly all of them. Custom sources connect by webhook or API during implementation.
Almost always. ADF is the auto industry’s universal language, and it covers most of what stores actually need: leads flowing in, assigned leads flowing out. Relay ships field-mapped ADF profiles for DealerSocket, VinSolutions, eLead, PBS, and Tekion today, plus a generic profile for everything else, and direct API connections get built system by system. If your software can share information, we can usually connect to it, and we scope exactly what’s possible before you sign.
The dealership. Your numbers, your conversations, your customers. If you cancel, you get an export window for everything.
Data is encrypted in transit and at rest, telephony runs on carrier-grade infrastructure, nothing is sold or shared with third parties, and the platform is operated from Canada in line with Canadian privacy law.
Dig deeper: lead routing, AI auto-reply, SMS & calling, manager dashboard, integrations, and pricing.