Corporate-grade dealer software, priced for the rest of us.

For years, the South African used-car software space has looked like a two-class system. The big franchise groups and corporate dealer chains have proper platforms — purpose-built systems with stock management, recon tracking, finance, accounting integration, the lot. They pay tens of thousands of rand a month for it. That's fine: it works for them.

Everyone else has been left with two real options. Excel — which works until your floor passes about ten units and your team grows past one. Or generic accounting software like Pastel or Sage, which can record a sale but knows nothing about a used car: no recon costs per unit, no days on the floor, no live profit per stock number, no consignment, no floor-plan interest. You end up piecing together your own system out of spreadsheets and WhatsApp groups, and you live with the gaps.

That gap is what AutoMargin exists to close.

We're not interested in being the cheapest spreadsheet replacement. We're interested in giving the independent dealer the same calibre of platform the big groups use — every cost against every unit, live margin, VAT-compliant invoicing, team permissions, proper reporting — at a price that makes sense for the dealer turning over fifteen cars a month, not five hundred.

Most dealer software starts from the same assumption: you'll sit down at a desk, open the app, click through forms, log your costs. That's not how a real SA dealership runs. Costs happen on the road. The mechanic sends an invoice on WhatsApp. The valet's receipt arrives as a photo. The auction voucher comes through email or WhatsApp from the runner. By the time you're back at the desk, half of it's been forgotten.

So we flipped it. AutoMargin's primary interface is WhatsApp. Forward the receipt with a one-line caption. Send a voice note while you're walking to the next car. Ask "how many Hiluxes in stock?" from the petrol station. No extra app to install on your team's phones, no app icons to lose, no training session needed. If your team can use WhatsApp, they can use AutoMargin.

The dashboard, reports and PDFs all exist — when you need them. For the day-to-day, the platform meets you where you already are.

We're not going to pretend AutoMargin has been around for ten years. It launched on the live web in May 2026 — recent. The platform underneath it is mature (twenty-two years of Webjockeys engineering DNA), but the product itself is genuinely new, and we'd rather you knew that going in.

What that means in practice: the platform ships updates weekly. Dealer-requested features go onto the roadmap and we move on them quickly. If something is missing that would change your business — tell us. We're small enough to listen and we'll build it if it makes sense for the dealers we serve.

We're focused on growing AutoMargin into the platform we describe above. That focus shapes how we price, how we support, how we prioritise. We're not trying to extract maximum revenue from a captive customer base. We're trying to earn the long relationship with dealers who give us a shot while we're still small.