The verdict in three sentences
For a multi-brand dealership in Dubai, a website that actually sells costs between USD 20,000 and 40,000 (about AED 73,000 to 147,000) in 2026, depending on how deeply stock is synchronized and which finance modules are included. The heart of the project is the 250-vehicle catalogue synced with the dealer management system: wrong stock online destroys trust faster than having no site at all. Since 70% of visitors arrive on mobile, every vehicle page, test drive form and service booking must be designed for the phone first.
Budget by module
A dealership site is a small piece of software: stock, leads, workshop. Here is the typical breakdown.
| Module | Content | 2026 budget (estimate) |
|---|---|---|
| Core site | Mobile-first design, brand pages, services, contact, Arabic and English | USD 5,000 to 8,500 |
| Stock catalogue | 250 vehicles, filters (brand, price, fuel, gearbox), photos, spec sheets | USD 4,500 to 9,000 |
| Synchronization | Automatic import from the DMS or a spreadsheet, daily update | USD 3,000 to 7,000 |
| Finance calculator | Monthly payment by down payment and term, request sent to the bank partner | USD 2,000 to 4,500 |
| Test drive and trade-in forms | Test drive booking, trade-in estimate, sales alerts | USD 1,800 to 4,000 |
| Service bookings | Slot selection, job type, SMS reminder | USD 2,000 to 4,500 |
| Testing, training, launch | Mobile QA, team training, basic SEO | USD 1,700 to 2,500 |
| Total | USD 20,000 to 40,000 |
The low end means stock imported by file and a simple calculator. The high end includes automatic sync with the dealership's DMS and a lead dashboard.
Timeline and mobile requirements
The realistic timeline is 9 weeks: 1 week of discovery, 2 weeks of mockups, 4 weeks of development and stock integration, 2 weeks of testing and training. Vehicle photography, often forgotten, must start in parallel from week 2.
| Mobile requirement | Target to require | Why |
|---|---|---|
| Vehicle page load time | Under 2.5 seconds on 4G | Beyond that, one visitor in two leaves |
| Photo weight | WebP format, 150 KB max per image | 15 to 25 photos per vehicle |
| Call and WhatsApp button | Always visible on every vehicle page | A large share of contacts happen by phone |
| Test drive form | 4 fields maximum | Each extra field lowers conversion |
| Stock filters | Thumb-friendly, instant results | Visitors compare 5 to 10 vehicles |
| Arabic and English reading | Language switch on every page, correct RTL | Bilingual clientele in Dubai |
For maintenance and hosting, plan USD 300 to 700 per month depending on sync frequency and photo volume.
Mini case study
Mr. Al Mansoori, general manager of a multi-brand dealership in Dubai (Al Quoz), picks a USD 30,000 project with daily sync, finance calculator and service bookings, plus USD 500 per month for maintenance. Cost over 12 months: USD 36,000.
After 3 months, the site generates 120 test drive requests per month. At an 8% conversion rate, that is nearly 10 sales per month. If only 3 of those sales are truly incremental and the average margin is USD 2,500 per vehicle, the monthly gain reaches USD 7,500. The workshop also fills 60 more slots per month. The project pays back in a little under 5 months.
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FAQ
Should we display vehicle prices on the site?
Yes for in-stock vehicles, with an "indicative price, excluding registration fees" note. Listings without prices receive far fewer serious enquiries.
Does the finance calculator commit the dealership?
No, it gives an estimated monthly payment. The request goes to the bank partner, which approves the application under its own criteria.
How do we avoid showing wrong stock?
With daily sync from the DMS, or at least a stock file import every morning. A sold vehicle must disappear from the site within 24 h.
Do we need one site per brand?
Not for a multi-brand dealership: a single site with optimized brand pages costs less and concentrates SEO. Budget USD 350 to 700 per additional brand page.
How many photos per vehicle?
Between 15 and 25, including interior, odometer and any defects. An outsourced photo session costs about USD 30 to 50 per vehicle.
Let's scope your project. Send us your stock size and brands: we price the catalogue, sync, finance calculator and service module, on a 9-week schedule. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
