Mentor was created by Danny Palmer of Palmers Motor Company and software expert Paul Heams, over 16 years ago. Palmers were looking to sell more cars across several dealer franchises and to increase their second hand vehicle sales. Danny and Paul created a CRM system that was built specifically to meet the exact sales needs of the motor industry. Mentor CRM is now used across the UK and globally to help dealer franchises, used car dealers and workshops to sell more.

Over the years this system has expanded to a fully bespoke Mentor Dealer Management System, which can manage all areas of a dealership including vehicle admin, sales, finance, service centres and parts stock. Mentor Dealer Management Systems is known for its simple and easy to use interface; and trusted for its strict data and systems security required of ISO 27001 certification. Integrations with leading car manufacturer data hubs and business systems. With hundreds of third party integrations including GForces NetDirector® Auto-e integration, Rapid RTC, Cinch, Automotive Compliance, Experian Vehicle Lookup, CAP Vehicle Specifications and HMRC Making Tax Digital.

With ISO 27001 we have demonstrated that we have good reliability and process controls, meaning we can deliver quality solutions with increased data security. Our Information Security Policy is available upon request.

ISO 27001

Why Choose Us?


20 Years of Experience

We have put all of our experience into creating a system that understands unique needs of the Automotive Industry.


200 Branches Using Mentor

Ranging from individual branches with a sales or service operation up to multi-franchise dealer groups.


1200 Users Worldwide

Using Mentor to enhance their dealership processes, whether that is in sales, service, parts, vehicle administration or accounts.

Our History

First CRM


CRM Development Started

Creation of the prototype CRM System.



Released the re-interfaced GEM 2000 as MAX DMS.

Released the web based CRM system with DMS data communication.

Mentor Web


Mentor Web

Released the Mentor website system with CRM enquiry integration.

Marketing Design Department


Marketing Design

New in house marketing design department to create dealer adverts.

Mentor DMS


Mentor DMS

Released the new updated Mentor DMS system integrated DMS, CRM and Web System.

Mentor Video


Mentor Video

New in house marketing design department to create dealer adverts.


Mentor works with some of the largest and most respected suppliers in the industry. Mentor integrates with hundreds of third parties and manufacturers.


GForces NetDirector® Auto-e integration within Mentor; online leads, deposits, stock and photos to your website.

Automotive Compliance

FCA compliance using the ACL integration within Mentor Systems. Compliance throughout the whole sales process.

Rapid RTC

Mentor integration with Rapid RTC, for easy access to digital leads and essential follow up by your sales team.

Deal Trak

The DealTrak Mentor integration; easy one-click submission of customer, vehicle and finance details.

PSA Peugeot Citroen

Mentor DMS is integrated with the PSA Group, allowing sales, service and parts data to be transferred between systems.


Our DMS is integrated with the FCA Group allowing sales, service and parts data to be transferred between the systems.


Mentor DMS is a VW approved system allowing sales data to be transferred between systems.


Mentor DMS is a Nissan complaint system which allow sales data to be transferred between systems.


CAP integration is available and used for vehicle valuation look-ups.


Mentor DMS uses Experian for vehicle details lookup.

UK Mail

Our marketing suit has UKMail integration allowing you to print and send letters at a click of a button.

Text Local

Text Local allows us to send SMS messages easily through Mentor DMS.


We have vehicle stock feeds that can supply motors with your stock list.


We have stock feed integration with MCN.


BCA Marketplace PLC, formerly British Car Auctions, is a used vehicle marketplace which we can provide stock data too.


We work closely with Autotrader to provide vehicle stock feeds and imports.

Car Finance 247

We can feed your vehicle stock-list to Car Finance 247 on a daily feed.


We use a variety of Google services from Analytics integration to postcode lookup services.

Piston Heads

We have stock feed integration with Piston Heads.

Car Gurus

We have stock feed integration with Car Gurus.


We have stock feed integration with eBay.


We have stock feed integration with Autorola.

Exchange And Mart

We have stock feed integration with Exchange and Mart.

Evolution Funding

We have stock feed integration with Evolution Funding.

Sales Master

We have stock feed integration with Sales Master.

CDK Global

We have stock feed integration with Keyloop.


We have stock feed integration with Manheim.


Find out more about Mentor

About Us

Mentor specialise in software for the automotive industry, providing vehicle dealers with cost effective Contact Management and DMS software solutions. With over 16 years of experience and supported by manufacturers and industry specialists, we provide a complete package to help you run and manage your dealership.

Contact Us

Mentor Dealer Management Systems,
24 Greenhill Crescent, Watford,
Hertfordshire, WD18 8XN

 01923 604105

 Mentor Systems

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