HOW DOES IT WORK?
CDW partners with select website providers to keep your dealership’s site fully aligned with the latest marketing programs, promotions, and branding requirements. This ensures your website and branded landing pages are always up to date, delivering a consistent and premium customer experience. Providers work directly with you to create, customize, and maintain a site that fits your dealership’s needs, while handling ongoing updates and optimization on your behalf.
CDW Benefits
- Higher Lead Generation: CDW websites generate leads at a rate 12% higher than non-CDW sites.
- Co op Eligible Investment: Leverage up to $200/month in co op funds toward your Certified Dealer Web website.
- We Do the Work for You: MY launches, promotions, and select initiatives—handled for you to drive demand in your local market.
- Data & Analytics Visibility: Access the Polaris Analytics Suite to view website performance metrics alongside lead activity, all in one place to deepen your understanding of your local Polaris Demand/deeper marketing conversations with Polaris sales.
CERTIFIED DEALER WEB PROVIDERS
CDW has partnered with select certified website providers to deliver a complete turnkey solution for your dealership. Each provider offers unique capabilities to help you create and maintain a high-performing website. For more details on each provider, select “Learn More.”
Enroll at no cost and pay only for your website based on your selected package and provider, with the added benefit of up to $200 co‑op reimbursement done for you.
Compare Providers Unenroll
- Dealer Attract is focused on innovation guided by client feedback to deliver solutions that truly meet the needs of our dealers. Paired with top-tier support, we build websites that act as your #1 salesperson—designed to perform, convert, and drive real results.
- Drive more leads and accelerate results with Dealer Spike’s(formerly ARI) custom-designed, responsive, SEO-optimized websites. Dealers benefit from Dealer Spike's industry expertise and dedicated Customer Success representatives who oversee each website.
- A DX1 website revs up your dealership’s online brand with Google-preferred responsive design. Whether your customers are connecting to your website via desktop, tablet or mobile device, the user experience is seamless.
- Pixel Motion is a full-service agency that combines creative excellence and industry-leading talent to redefine the digital experience. Our responsive dealer websites are customized based on individual dealer needs and their digital marketing goals.
- Power Go excels in exceptional web design, enhancing user experience and achieving top conversion rates in the powersports market through strategic, industry-focused decisions. Let's connect and elevate your digital presence to new heights.
Provider Capabilities Comparison
Choose the best fit for your dealership
 US Providers |
||||||
|---|---|---|---|---|---|---|
| Technical Quality | Polaris Brand Consistency | Site Conversion Performance | Dealer Satisfaction | Why Choose | ||
| ARI | C | B | C | C |
- Long-running industry platform - Integrated parts/eCatalog offering |
|
| Dealer Attract* | A | * | * | * |
- Easy to use, advanced backend - Automotive-grade design flexibility + SEO Strength |
|
| Dealer Spike | B | B | C | C |
- Largest provider on the market - A la carte add-ons to core platform |
|
| DX1 | B | A | B | A |
- Highly integrated: websites, inventory, CRM + marketing tools |
|
| Pixel Motion | C | B | A | A |
- Highly customizable, mobile-first inventory conversion focused websites - Automoztive expertise + eComm tools |
|
| Power Go | B | B | A | A |
- Fast SEO-first websites - AI-Driven tools to personalize experienes + boost conversion |
|
| * New to program will be updated quarterly. | Key: A = Exceeds Expectations B = Meets Expectations C = Does Not Fully Meet Expectations | |||||
 Canada Providers |
|||||||
|---|---|---|---|---|---|---|---|
| Technical Quality | Polaris Brand Consistency | Site Conversion Performance | Dealer Satisfaction | Language | Why Choose | ||
| Dealer Attract* | A | * | * | * | English Only |
- Easy to use, advanced backend - Automotive-grade design flexibility + SEO Strength |
|
| Dealer Spike | B | B | C | C | English Only |
- Largest provider on the market - A la carte add-ons to core platform |
|
| Power Go | B | B | A | A | English + French |
- Fast SEO-first websites - AI-Driven tools to personalize experienes + boost conversion |
|
| * New to program and will be updated quarterly | Key: A = Exceeds Expectations B = Meets Expectations C = Does Not Fully Meet Expectations | ||||||
Provider Capabilities Comparison
Choose the best fit for your dealership
| US Providers |
||||||
|---|---|---|---|---|---|---|
| ARI | Technical Quality: C | Polaris Brand Consistency: B | Site Conversion Performance: C | Dealer Satisfaction: C |
Why Choose - Long-running industry platform - Integrated parts/eCatalog offering |
|
| Dealer Attract* | Technical Quality: A | Polaris Brand Consistency: * | Site Conversion Performance: * | Dealer Satisfaction: * |
Why Choose - Easy to use, advanced backend - Automotive-grade design flexibility + SEO Strength |
|
| Dealer Spike | Technical Quality: B | Polaris Brand Consistency: B | Site Conversion Performance: C | Dealer Satisfaction: C |
Why Choose - Largest provider on the market - A la carte add-ons to core platform |
|
| DX1 | Technical Quality: B | Polaris Brand Consistency: A | Site Conversion Performance: B | Dealer Satisfaction: A |
Why Choose - Highly integrated: websites, inventory, CRM + marketing tools |
|
| Pixel Motion | Technical Quality: C | Polaris Brand Consistency: B | Site Conversion Performance: A | Dealer Satisfaction: A |
Why Choose - Highly customizable, mobile-first inventory conversion focused websites - Automoztive expertise + eComm tools |
|
| Power Go | Technical Quality: B | Polaris Brand Consistency: B | Site Conversion Performance: A | Dealer Satisfaction: A |
Why Choose - Fast SEO-first websites - AI-Driven tools to personalize experienes + boost conversion |
|
| * New to program and will be updated quarterly | Key: A = Exceeds Expectations B = Meets Expectations C = Does Not Fully Meet Expectations | |||||
| Canada Providers |
||||||
|---|---|---|---|---|---|---|
| Dealer Attract* | Technical Quality: A | Polaris Brand Consistency: * | Site Conversion Performance: * | Dealer Satisfaction: * | Language: English Only |
Why Choose: - Easy to use, advanced backend - Automotive-grade design flexibility + SEO Strength |
| Dealer Spike | Technical Quality: B | Polaris Brand Consistency: B | Site Conversion Performance: C | Dealer Satisfaction: C | Language: English Only |
Why Choose? - Largest provider on the market - A la carte add-ons to core platform |
| Power Go | Technical Quality: B | Polaris Brand Consistency: B | Site Conversion Performance: A | Dealer Satisfaction: A | Language: English + French |
Why Choose: - Fast SEO-first websites - AI-Driven tools to personalize experienes + boost conversion |
| * New to program and will be updated quarterly | Key: A = Exceeds Expectations B = Meets Expectations C = Does Not Fully Meet Expectations | |||||
Scoring Scale Methodology
All scores use a common scale centered on 100, which represents the program baseline. Performance results are grouped into three tiers to make comparisons simple and consistent:
- 105 and above – Exceeds expectations with consistently strong performance (A)
- 95 to 104 – Meets expectations with solid, steady performance (B)
- Below 95 – Does not fully meet expectations in this area (C)
How Provider Scores Are Calculated
For each metric, provider performance is based on the provider’s average compared to the overall program average. The difference is then scaled to produce a normalized score across all providers.
Capabilities Comparison Metric Definitions
Technical Quality:
Measures the general technical health of provider websites, including speed, responsiveness, and overall site performance.
Polaris Brand Consistency:
Evaluates how well each provider maintains Polaris brand standards.
Site Conversion Performance:
Measures how effectively provider websites convert shoppers through key actions such as Click‑to‑Call, Form Submissions, and VDP Views.
Dealer Satisfaction:
Reflects dealer sentiment through the overall satisfaction score collected in the Polaris dealer survey.