In the automotive retail industry, many enterprises are transforming their systems to the Service Oriented Architecture (SOA) and mapping data models to achieve seamless information exchange. In this paper, we propose a Service Oriented Ontology Management Framework (SOOMF) that combines ontology with Web Services to improve the semantic interoperability of automotive retail applications. We will also introduce our reference ontology based approach for ontology mapping, STAR ontology, and the prototype system.