Dealer Forge started on the showroom floor. Ethan Reynolds, a car sales professional from Virginia with three years in the car business, founded AutoLister Pro in April 2024 to kill the hours he was losing to manual Facebook Marketplace listings — and it grew to 618+ dealers across multiple countries.

Working inside the dealership every day meant seeing the rest of the problem up close: stores paying thousands a month for slow websites and clunky CRMs that can't prove what they generate. Dealer Forge is the answer — a modern website and CRM built from scratch, priced like software instead of a franchise fee.

Because the team still lives in the dealership world, every feature comes from a real store's real problem — not a product manager's guess.

Jon Rambo, Dealer Forge's Founder & Chief Sales Operator, brings 15 years in the car business — time served as a finance manager, sales manager, and general sales manager. He's run the desk, worked the funding, and owned the number.

As a GSM, Jon took a store from 18 sales a month to a 70-per-month average in the span of two months — the kind of turnaround that comes from process, follow-up, and knowing exactly where every deal stands.

That operator's eye is built into Dealer Forge: the CRM works the way a desk actually runs, and the websites are judged by one metric — do they put more deals on the board.