The verdict in three sentences
A custom website for a truck dealership costs 12,000 to 28,000 EUR in 2026 (about 13,000 to 30,000 USD in the US), with maintenance of 250 to 600 EUR a month. It pays off once the dealership is multi-brand and manages a used stock of 300 to 800 vehicles, because the manufacturer's platform covers only one brand and leaves you no control over search rankings. The real financial lever is cost per lead: 25 to 60 EUR on Google Ads versus 8 to 15 EUR from SEO once vehicle pages are properly indexed.
Manufacturer platform or custom website
Major truck makers offer their dealers a turnkey website. Convenient for a single-brand dealer, it becomes limiting for a group selling tractor units, rigid trucks, vans and trailers from several brands, and wanting to win all-makes workshop customers.
| Criterion | Manufacturer platform | Custom website |
|---|---|---|
| Upfront cost | 0 to 4,000 EUR | 12,000 to 28,000 EUR |
| Subscription or maintenance | 150 to 400 EUR a month | 250 to 600 EUR a month |
| Brands covered | One | All, plus used stock |
| Used stock feed | Limited to the brand | 300 to 800 vehicles, all sources |
| Workshop booking | Generic module | Real slots, job types, all makes |
| Ownership of SEO and data | Manufacturer | Dealership |
| Time to launch | 2 to 4 weeks | 10 to 14 weeks |
The often forgotten point: with the manufacturer platform, search history and leads stay tied to the platform. If the dealer agreement changes, the dealership starts from scratch.
Custom budget breakdown
| Item | 2026 range (excl. VAT) | Comment |
|---|---|---|
| Scoping, UX and design | 2,500 to 5,000 EUR | New, used, workshop and rental journeys |
| Used stock feed integration | 3,000 to 7,000 EUR | Import from the DMS or listing platforms, hourly refresh |
| Vehicle pages and search | 2,000 to 5,000 EUR | Filters for GVW, body type, Euro standard, mileage |
| Workshop booking | 2,000 to 5,000 EUR | Slots, job types, SMS reminder |
| Lead forms and CRM | 1,500 to 3,500 EUR | Trade-in, finance, long-term rental |
| Technical SEO and local content | 1,000 to 2,500 EUR | Pages per city and service area |
| Total | 12,000 to 28,000 EUR | 10 to 14 weeks |
The stock feed is the most technical item. Pages must be generated automatically with stable URLs, photos compressed to WebP and Vehicle JSON-LD markup, then retired cleanly (redirected to the category) once the vehicle is sold.
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Mini case study
Jonas, managing director of a multi-brand truck dealership near Stuttgart, generates 90 leads a month through Google Ads at an average of 42 EUR, or 3,780 EUR monthly. He invests 21,000 EUR in a custom site with 520 indexed used vehicle pages and workshop booking. After 6 months, 50 monthly leads come from organic search at an estimated 11 EUR each (maintenance and content included), and he trims campaigns to 45 paid leads. Monthly spend falls to about 2,440 EUR for 95 leads, a saving of 1,340 EUR a month. The site pays for itself in 16 months, before counting the 35 workshop bookings made online each month.
FAQ
Can we keep the manufacturer site and add a used-stock site? Yes, that option costs 7,000 to 14,000 EUR for a site dedicated to used stock and all-makes servicing. Watch brand consistency and traffic split between two domains.
Which DMS supports an automatic stock feed? Most truck-market DMS tools export XML or CSV, or offer an API. Allow 3,000 to 7,000 EUR depending on export quality and sync frequency.
How long before SEO produces leads? Usually 4 to 6 months for used vehicle and local pages. Cost per lead then drops to 8 to 15 EUR, versus 25 to 60 EUR on Google Ads for queries like "used tractor unit for sale". In the US, Google Ads leads often run 40 to 90 USD.
Do hauliers actually use online workshop booking? Yes, especially small fleets that want to plan outside opening hours. Equipped dealerships see 20 to 35 % of bookings made online after one year.
Should we add a second language? A second language adds 15 to 25 % to the budget. It is worth it if at least 10 % of your workshop customers come from across the border, or in US markets with a large Spanish-speaking driver base.
Let's scope your project. Send us your used stock size, your DMS and your brands: we will price the scope, indicative budget and a 10 to 14 week plan. 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.
