DealerInt vs Pinewood
How DealerInt adds decision intelligence alongside Pinewood. No replacement—just visibility where it matters.
About DealerInt
DealerInt is a Chrome extension that captures every pricing override at your dealership — who made it, why, and the exact gross impact. Works alongside your existing DMS and CRM. 24-hour setup, no IT work.
Pinewood DMS is developed by Pinewood Technologies Group PLC, an automotive software provider founded in 1981. The cloud-based platform serves approximately 22% of the UK dealer market, with major contracts including Marshall Motor Group. Who uses Pinewood? UK franchise dealer groups and single-point stores. The system is approved by carmakers including Renault and BMW, with integrations for Ford and Volkswagen Group. What dealers evaluate when they select Pinewood is manufacturer fit, cloud reliability, and operational breadth. Override-level visibility and margin decision capture are typically not in scope—Pinewood was built to process transactions and manage operations, not to answer who approved each override and what it cost in gross. This page is for stores already on Pinewood that want to add that layer without replacing their DMS.
What Pinewood Does Well
Pinewood excels at UK dealer operations. Vehicle sales, aftersales, manufacturer compliance, and cloud-based delivery are strong. The platform provides a secure end-to-end ecosystem for dealer groups. Manufacturer integrations and OEM reporting are mature. What Pinewood does well is cover the full deal lifecycle in one place. What it was not built to do is capture every pricing override with a mandatory reason code and deliver real-time GM alerts and board-ready margin reports. That gap is where DealerInt fits.
The Gap No DMS or CRM Was Built to Fill
Every tool in a dealership—CRM, DMS, desking software—was built to manage a specific workflow. CRMs manage relationships. DMS platforms manage transactions. Desking tools structure deal presentations. None of them were built to answer one specific question: when a price changed on a deal, who approved it, what reason was given, and exactly what did it cost in gross margin? This is not a criticism of Pinewood. It is a structural reality. The override decision happens in a moment—a manager steps in, a number changes, a deal closes. The DMS records the final figure. The CRM logs the closed deal. But the decision itself—the reasoning, the approval, the margin impact—disappears. For an 80-unit store running 100+ override decisions per month at an average of £300–£500 each, that is £24,000 to £40,000 in monthly gross impact that exists nowhere in any report. Not in Pinewood. Not in any CRM or DMS. This is the gap DealerInt was built specifically to fill.
How DealerInt Works Alongside Pinewood
DealerInt is a Chrome extension that runs on top of Pinewood and 30+ other platforms. No API, no data sharing with Pinewood, and no change to your Pinewood workflow. Install the extension on the desking computers, connect your store in the DealerInt dashboard, and you are live in about 24 hours. When a price override occurs in your Pinewood workflow, DealerInt captures it and prompts for a structured reason. The GM gets real-time alerts via email, SMS, or Slack. Monthly board-ready reports show total override impact, compliance rate, and recovered gross. DealerInt does not modify Pinewood data or workflows; it only adds the decision layer. No IT project and no disruption.
Side-by-side comparison
Pinewood vs DealerInt — complementary, not competitive.
| Feature | Pinewood | DealerInt |
|---|---|---|
| Lead/customer management | ✅ Yes | ❌ Not the focus |
| DMS transaction recording | ✅ Yes | ❌ Not the focus |
| Pricing override capture | ❌ No | ✅ Yes |
| Override reason documentation | ❌ No | ✅ Yes |
| Real-time GM alerts | ❌ No | ✅ Yes |
| Margin impact reporting | ❌ No | ✅ Yes |
| Chrome extension (no IT) | ❌ No | ✅ Yes |
| 24-hour setup | ❌ No | ✅ Yes |
| Monthly ROI report | ❌ No | ✅ Yes |
| Works alongside existing tools | ✅ Yes | ✅ Yes |
Override exposure calculator
How much gross could untracked overrides be costing your store?
Drag the slider to match your average retail units per month. DealerInt customers typically see override leakage drop 30–50% in the first 90 days once every decision requires a reason and shows up on the GM's dashboard.
Est. monthly leakage
$16,800
Est. annual leakage
$201,600
Based on observed override patterns across DealerInt stores. Actual results vary; this is meant to make the invisible cost visible.
Frequently asked questions
- Does DealerInt replace Pinewood?
- No. DealerInt works read-only alongside Pinewood. It adds override tracking and margin intelligence that Pinewood was not designed to provide. Most stores run both: Pinewood for DMS and operations, DealerInt for override capture and margin visibility.
- Can I use DealerInt if my store already runs Pinewood?
- Yes. Install the Chrome extension, connect your store in the DealerInt dashboard, and DealerInt starts capturing override decisions immediately. No Pinewood integration or IT work required. Works across UK dealer groups.
- What does Pinewood not track that DealerInt does?
- Pinewood records transactions and deal data. It does not capture who approved a pricing override, what reason was given, or the exact gross margin impact. DealerInt captures all three at the point of override.
Already using Pinewood? See what it's missing.
DealerInt installs in 24 hours alongside Pinewood and starts capturing override decisions immediately. No IT work. No disruption.
SOC 2 Certified · Read-only · Works on Pinewood and 30+ platforms
Explore solutions: Dealership analytics · Performance management · Dealer marketing ROI · Pricing · Demo
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