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.

Pinewood.AI's headquarters are in the UK where Pinewood.AI has a team of over 200 people serving over 30 000 global users across 21 countries, and it has long-standing partnerships with over 50 OEM brands.

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 team of experts works with its customers to design practical solutions that deliver technology benefits to the business, a statement says.

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,” says Julie Caldicott (photo), Motify’s 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 partner as they navigate the next evolution of the motor industry,” she states.

“This agreement reflects Pinewood.AI’s commitment to growing its market share in the Southern African automotive market,” says 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,” she says.

• The sale comes 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.