The verdict in three sentences
For a group of truck and van dealerships, the profitable website is not a brand showcase: it is a used-stock catalogue synchronised with the DMS and a workshop request router per branch. Allow 14,000 to 27,000 EUR for the site plus 3,000 to 7,000 EUR for the stock feed, delivered in 9 to 12 weeks. With 20 to 30 % of used sales starting online, one extra tractor unit sold per month pays the project back in under a year.
What the site must do for a multi-site group
The marketing director of a 5-branch group across Dublin, Naas, Drogheda, Athlone and Wexford manages about 350 used vehicles: tractor units, rigids, trailers, light commercials. Entering those listings by hand on the website and on specialist portals takes one employee 2 to 3 days a week.
| Feature | Commercial role | 2026 indicative budget |
|---|---|---|
| Used catalogue with filters (GVW, mileage, Euro standard, power) | Generate qualified leads | 4,000 to 7,000 EUR |
| Stock feed from the DMS (Kerridge, Pinewood, OEM DMS) | Zero re-keying, up-to-date prices | 3,000 to 7,000 EUR |
| Export to portals (Truckscout24, DoneDeal Commercials) | Wider reach | 1,500 to 3,000 EUR |
| Workshop booking per branch | Fill the workshops | 2,500 to 5,000 EUR |
| 5 branch pages with local SEO | Visibility for "truck garage Dublin" | 2,000 to 4,000 EUR |
| Brand and service pages (rental, finance, parts) | Additional sales | 1,500 to 3,500 EUR |
| Design, build, CMS | Foundation | 3,000 to 5,000 EUR |
The DMS feed is what makes the difference. An XML or CSV export every 2 to 4 hours is enough: a sold vehicle leaves the site the same day, which avoids frustrated calls from hauliers about a truck that is already gone.
Three project levels
| Criterion | Essential | Group | Connected group |
|---|---|---|---|
| Site price | 14,000 EUR | 20,000 EUR | 27,000 EUR |
| Stock feed | Daily CSV import | DMS feed every 4 h | Real-time API feed |
| Feed cost | 3,000 EUR | 5,000 EUR | 7,000 EUR |
| Workshop booking | Form routed by email | Calendar per branch | Calendar + slots from the DMS |
| Multi-portal | No | 2 portals | 4 portals |
| Timeline | 9 weeks | 10 to 11 weeks | 12 weeks |
| Monthly maintenance | 150 EUR | 280 EUR | 450 EUR |
For 5 branches and 350 vehicles, the Group level is the most common: 25,000 EUR in total, with maintenance covering hosting, updates and feed monitoring.
Routing requests to the right branch
A haulier in Kildare looking for a Euro 6 tractor unit does not need to call head office. The site identifies the branch holding the vehicle, or the nearest one for workshop jobs, and sends the request to the right salesperson with a 2 business-hour response target.
| Request type | Recipient | Target response | Share of requests |
|---|---|---|---|
| Specific used vehicle | Used sales at the holding branch | 2 h | 40 % |
| Workshop booking | Nearest workshop manager | 4 h | 30 % |
| Spare parts | Parts counter | 4 h | 15 % |
| Short-term rental | Group rental desk | 24 h | 10 % |
| Finance, part-exchange | Group used vehicle manager | 24 h | 5 % |
Mini case study
Aoife, marketing director of a 5-branch group around Dublin, starts with 9 used sales per month initiated online out of 48 in total. She picks the Group level: 20,000 EUR for the site and 5,000 EUR for the DMS feed, 25,000 EUR in total.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Target at 12 months: 13 online-initiated sales a month, 4 more. With an average margin of 4,500 EUR per used vehicle, that is an estimated 18,000 EUR of extra monthly margin. She also frees 2 days a week of data entry, roughly 14,000 EUR a year of staff time. The project pays back in 2 to 4 months even if only half the target is reached.
FAQ
Our DMS has no API, is that a blocker?
No. 80 % of DMS products in the sector can produce a scheduled CSV or XML export. The connector reads that file every 2 to 4 hours for 3,000 to 5,000 EUR.
Should we show used vehicle prices?
Yes in most cases: listings with prices get 2 to 3 times more enquiries. You can hide the price on incoming vehicles.
Can we comply with manufacturer brand guidelines?
Yes. Brand pages follow DAF, Volvo or Scania guidelines while the group site keeps its own identity. Allow 1 to 2 weeks for manufacturer approval.
How long until we rank locally?
The 5 branch pages and Google Business Profiles deliver results in 3 to 6 months on "truck garage" searches in each town.
Who updates the photos?
Salespeople take 10 to 15 smartphone photos per vehicle and add them to the DMS. The feed publishes them automatically.
Let's scope your project. Tell us your DMS, number of branches and stock volume, and we will price the site, the feed and workshop routing over 9 to 12 weeks. 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.