Competitor comparison
AutoMarketIQ vs MarketScan (S&P Global)
OEM incentive and desking platform from S&P Global.
Short answer
AutoMarketIQ and MarketScan solve different problems. MarketScan is a desking and incentive-stacking tool — given a customer and a vehicle, what payments are available. AutoMarketIQ is a competitive intelligence tool — what did buyers actually pay at competitor stores last week. Many dealers use both.
Feature comparison
| Capability | AutoMarketIQ | MarketScan |
|---|---|---|
| Shows actual buyer-paid selling price | Yes | Partial |
| Doc fees & dealer add-ons visible | Yes | No |
| Redacted deal sheets as source documents | Yes | No |
| Dealer-level (named stores) granularity | Yes | No |
| Accessible to single-point dealers | Yes | Limited |
Data source for MarketScan: OEM-provided rebate and incentive feeds; manufacturer program data.
Where MarketScan is strong
- Authoritative OEM incentive data directly from manufacturers
- Deep support for desking and payment calculation
- Strong for finance managers and desk managers structuring a live deal
Where MarketScan falls short
- Does not show what competitor dealers actually sold at
- No visibility into specific competitor doc fees or add-on strategies
- No source documents from real transactions
- Competitive benchmarking is not the core use case
What AutoMarketIQ adds
- Competitor-specific selling prices, not payment scenarios
- Visibility into actual discount-off-MSRP patterns at named stores
- Doc fee and add-on benchmarks from real deal sheets
- Complements MarketScan — use both
Best fit for MarketScan: Dealers who need to structure payments and stack OEM incentives on live deals.
Frequently asked questions
Do I need AutoMarketIQ if I already have MarketScan?
They solve different problems. MarketScan tells you what payments you can offer given OEM incentive rules. AutoMarketIQ tells you what your competitors are actually selling at. Dealers who use both can desk a deal with MarketScan and price it with AutoMarketIQ.
Can AutoMarketIQ help with incentive stacking?
AutoMarketIQ shows the actual net effect of stacked incentives in the real transactions you're benchmarking against. You can see, for example, that a specific competitor store has been consistently netting $3,200 below MSRP on a model, which implies the stack they're using. For structuring the stack on your own deal, MarketScan remains the canonical tool.
See what your competitors actually sold at.
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