Built by Dealers. Powered by AI.
Get Ahead with Traction — Centralized Management, Streamlined Processes, and Sales on Full Throttle.
Centralize and ensure the seamless flow of information across your organization
Take full control of the customer journey — from first contact to renewal
Empower, align, and hold your sales teams accountable at every level
Who We Are
Founded by a successful dealership owner who lived through the same challenges you face every day, Traction DK is an innovation-driven force in automotive dealership software. We don't just understand your industry — we were built from inside it.
Our Values
Expertise
Built by dealership veterans who lived the challenges you face every day.
Synergy
Connecting every department — sales, F&I, service, and management — into one seamless workflow.
Efficiency
Eliminating manual tasks and double entry so your team can focus on selling.
Cohesion
Aligning your entire organization around a single source of truth for every customer.
Our Story
Built by dealers. Powered by AI.
Traction was born inside a dealership. Our founders experienced firsthand the chaos of managing leads, inventory, and team performance with disconnected tools. They built the CRM they wished existed — one where AI doesn't just help, it's the backbone.
Today, Traction powers over 150 dealerships across Canada, from single-rooftop motorcycle shops to multi-location automotive groups. Every line of code is informed by real dealer feedback and real sales floor experience.
2017
Founded
150+
Dealerships
20+
Years experience
Kevin Boutin
Co-founder & CEO
Dave Renouf
Co-founder & CTO
Our Journey
A decade ofinnovation
From a dealership floor idea to the leading AI CRM in Canada.
The Spark
Kevin Boutin launches a motorsports division at Mathias Marine Sports and identifies the CRM gap. Existing tools are clunky, disconnected, and built for a different era.
Traction DK Is Born
Kevin and Dave Renouf found Traction DK Inc. after Groupe Contant acquires the tool. Development begins on a dealer-first CRM shaped by real dealership experience.
First Dealerships
Traction officially launches with its first dealerships in Quebec. Product-market fit is immediate — dealers finally have a tool built for them.
Growing Adoption
Word spreads across the dealer network. Traction expands across Quebec with new modules — workflow management and task tracking ship.
Going Mobile
The mobile app launches, giving sales teams full CRM access on the floor. Despite the pandemic, dealer adoption accelerates as digital becomes essential.
AI Sales Agent
The AI Sales Agent goes live — responding to leads in under 60 seconds, 24/7. Dealerships see immediate improvements in lead capture and response time.
AI Everywhere
AI is embedded into every module — call summaries, coaching, content generation, and predictive analytics. The platform becomes truly AI-native.
150+ Dealerships
Traction surpasses 150 active dealerships across Canada. Mathias Marine Sports reaches 2,000 vehicles sold using the platform.
The Future
Expanding AI capabilities with voice agents, deeper DMS integrations, and predictive market intelligence. The best is yet to come.
Testimonials
What dealers say about us
Real feedback from dealerships using Traction every day.
With TRACTION, we achieved a 100% increase in closing rate, improving from 20% to 40% in two years through thorough lead follow-up and tailored sales training.
Luc Bibollet
General Manager, Mathias Sports
Thanks to TRACTION's integrated call note and voicemail system, we have increased customer call-backs by more than 50%, significantly improving customer satisfaction.
Martin Gagnon
General Manager, Lapointe Sports
We have tried multiple CRMs without much success. TRACTION is the only one that has truly made an impact on increasing our sales.
Ryan Smith
President, The Power Garage
Get in Touch
Let's talk about your dealership.
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