Companies Using Impel

Our catalog files Impel next to photo galleries, so I opened our October 2026 crawl expecting a photo tool. It's a dealer software company. A domain counts here when a page loads Impel's merchandising script from integrator.swipetospin.com, the host SpinCar used before it became Impel in March 2022. That gives 3,386 live domains, 2,530 matched to a company, and a customer base made almost entirely of vehicle dealers.

One product, two catalog rows

Impel's newer code loads from cdn.impel.io and chat-cdn.impel.ai, and our catalog tracks that as a second Impel row. The two overlap almost completely: 3,061 domains run both hosts, 348 run only the old integrator and 52 run only the new one. So the legacy host misses very little, and the second row is the same product, not a competitor. The AI chat is easier to count by dealer, because each dealer gets its own file: 1,048 different chat files across 1,393 domains. Major World's file covers 62 of its domains and Blue Compass RV's covers 23.

Sales signal: dedupe by dealer group before you size this list. A chat file or a page title shared across domains is one buyer.

Three months of data

We began tracking Impel on 4 August 2026, so the chart has three points: 1,971 in August, 3,118 in September and 3,386 in October. I wouldn't call that growth. The set of domains we crawl turns over every month, with closed sites dropping out and new ones found, and our detection widened in that window. Exits are clearer. 551 domains dropped Impel on at least one hostname since 4 August, and 253 of those still run it on another hostname, which leaves about 298 that left it entirely in two months.

"Impel's code still loads from SpinCar's old host, swipetospin.com, more than four years after the rename. That host is how we find 3,386 live domains, nearly all of them dealers." - Elif Arslan, CMO & Co-founder at TechnologyChecker.io

Sales signal: treat this as a base of about 3,400 dealer sites, not a fast-growing segment. The leavers are worth a closer look, because dealers drop vendors when they change website platform.

Who the dealers are

39.46% of matched companies with a known size have 1 to 10 employees, 32.45% have 11 to 50 and 23.19% have 51 to 200. They're old businesses: 52.09% were founded before 1990. The top of our list is dealer groups, Herb Chambers, LaFontaine, Hoffman, Bert Ogden and Ewald, next to single stores like Camelback Toyota and specialists like Bretz RV & Marine and Riggs Cat, a Caterpillar equipment dealer. Impel's about page claims more than 8,000 clients worldwide across all its products, so our count of the merchandising script is a floor on its reach, not its client list.

Sales signal: the buyer at a dealer group is usually a digital or marketing director covering several rooftops. At a single store it's the general manager or the internet sales manager.

Countries and categories

2,049 of the 2,511 matched companies with a known country are American, 81.6%. Canada has 227 and Australia 157, more than the UK's 39, and Impel's website has regional editions for the UK and Ireland, Australia and New Zealand, Mexico, Spain and Central and South America, Brazil and the Middle East. On industry, Retail (37.8%), Motor Vehicle Manufacturing (33.28%), Automotive (9.7%) and Retail Motor Vehicles (5.43%) add up to 86.21%.

Sales signal: Canada and Australia are worth their own campaigns. Together they hold 384 of the 2,511 matched dealers with a known country, about 15%.

Platforms, programs and who pays

The open question was whether a website platform or an automaker deploys Impel for dealers. Of the 2,560 Impel domains where we logged third-party requests, 949 call Dealer.com's servers, 571 DealerOn's, 101 LeadVenture's and 54 Dealer Inspire's. On Dealer.com sites we rendered, Impel is switched on through Dealer.com's Web Integration API, an entry named after Impel that loads its integrator script. Impel's OEM programs page lists certified programs for Acura, Audi, Honda, Hyundai and GM's four brands, with co-op reimbursement for dealers who enroll.

"Dealer.com's servers show up on 949 Impel domains, but the dealer is still the buyer. The platform hosts the integration; the store signs the contract." - Elif Arslan, CMO & Co-founder at TechnologyChecker.io

Sales signal: partner with the platforms, sell to the dealers. A vendor that wants into this stack needs a Dealer.com or DealerOn integration and a place in the OEM programs, because that's how dealers get reimbursed for buying.

The stack around it

Across the 3,407 live domains in our stack analysis, Google Tag Manager runs on 99.3% and Google Analytics on 99%. Shift Digital Tag Manager is on 41.3% and Adobe Analytics on 33.52%, both signs of automaker programs. Dealer tools crowd the same pages: Kelley Blue Book on 14.32%, Edmunds on 13.71%, CarNow on 12.24%, Astute Solutions on 14.53% and Foureyes on 21.31%. Chat is contested. Gubagoo is on 11.42%, activEngage on 8.72%, Podium on 7.31% and Matador AI on 3.67%, and OpenAI's scripts appear on 5.11%.

Sales signal: a dealer running Impel and Gubagoo pays for two chat tools. That overlap is the opening for whichever vendor can show better lead response.

What it costs

Impel doesn't publish prices; the website sends dealers to a demo. The OEM programs add preferred packages and co-op reimbursement. Its about page lists a $104 million growth investment led by Silversmith Capital Partners in January 2023, and Impel bought Outsell for more than $100 million in June 2024.

Sales signal: co-op money shapes the buying calendar. Pitch when a dealer's program year resets, not at a random renewal date.

Key takeaways

1. 3,386 live domains on Impel's legacy SpinCar host, 8th of 29 in a category that doesn't fit it.

2. Dealer.com's servers appear on 949 of 2,560 domains with logged requests and DealerOn's on 571, but the dealer holds the account.

3. 95.1% of matched dealers have 200 or fewer staff, and 52.09% were founded before 1990.

4. Gubagoo runs on 11.42% of Impel domains, the clearest overlap in chat.

5. About 298 domains left Impel entirely between 4 August and October 2026.

How to use this list

Filter by country and dealer group, then dedupe by group, since some dealers run dozens of domains. For the full list of 3,386 Impel domains with company, size and stack data, explore TechnologyChecker.io.