Divestiture enables Motify to focus on driving customer retention and profitability for motor dealers and OEMs in Southern Africa.
[7 July 2025, Cape Town, South Africa] Motify Group (Pty) Ltd, the autotech company driving customer retention and profitability for the motor industry, today announced it has sold its dealer management system (DMS) business to Pinewood Technologies Group PLC (“Pinewood.AI”).
Since 2009, Motify has grown the Pinewood.AI system’s footprint across five countries, establishing 300+ dealer partnerships and 30+ OEM partnerships as the exclusive Southern African reseller.
The sale enables Motify to focus on its autotech products, solutions, and consulting services. The Motify suite empowers motor dealers and OEMs to drive customer retention and profitability using technology. Its flagship products include AutoRetention, AutoWeb, and AutoInsights. Each tackles a critical phase of the customer and business journey to identify challenges and turn them into opportunities. Additionally, Motify’s experienced team of industry experts works with its customers to design practical solutions that deliver technology benefits to the business.
As part of the deal, Pinewood.AI has acquired the customer agreements and associates servicing the Southern African market.
“We are proud of what we have achieved with the Pinewood Automotive Intelligence™ Platform in Southern Africa, and the time is right for Pinewood.AI to take over these relationships,” said Julie Caldicott, Motify managing director. “For Motify, this positions us to transform how we work with the industry, using digital technology to turn business challenges into opportunities that drive customer retention and profit. We look forward to building on our relationships with dealers and OEMs, becoming their long-term technology partners as they navigate the next evolution of the motor industry.”
“This agreement reflects Pinewood.AI’s commitment to growing its market share in the Southern African automotive market,” said Chantelle Giani, previously finance and operations director at Motify, and now finance and operations director of Pinewood.AI Southern Africa. “As part of Pinewood.AI, the South African team will continue to drive growth and unlock value for current customers, OEMs and importers through the Automotive Intelligence™ Platform. We will work closely with the team at Motify to continue building on our existing relationships and delivering exceptional value to our customers.”
The sale goes into effect on 1 August 2025, with Julie Caldicott continuing to head up Motify while Chantelle Giani, Layton Smith and their teams move to Pinewood.AI.
About Motify
Motify helps motor dealerships and OEMs solve their toughest business challenges using digital solutions that drive real results. Where management systems highlight issues, we provide the solutions that transform them into competitive advantages. Our suite of autotech solutions helps dealerships boost efficiency, unlock the value in their data, and deliver seamless customer experiences that drive growth. As a women-led business, we think differently about automotive technology, bringing fresh perspectives to industry challenges. We’re committed to making technology work harder for the motor industry, creating practical solutions that deliver measurable results.
Learn more at www.motify.co.za
About Pinewood.AI
First established in 1981, Pinewood.AI (Pinewood Automotive Intelligence™) is a leading pure-play cloud-based business, providing innovative solutions to automotive retailers and OEMs. Pinewood.AI’s system is a market-leading automotive intelligence platform, which has been developed collaboratively with dealers and OEMs to provide full end-to-end secure cloud-based software across sales, aftersales, accounting and CRM. Headquartered in the UK, Pinewood.AI has a team of over 200 people serving over 30,000 global users across 21 countries and long-standing partnerships with over 50 OEM brands. LSE: PINE OTCQX: PINWF
For more information, please contact:
Julie Caldicott
Managing Director
Motify Group (Pty) Ltd
julie.caldicott@motify.co.za
www.motify.co.za
