Pinewood.AI strengthens African presence with Motify DMS acquisition

The automotive technology landscape in Southern Africa is set for transformation following Pinewood.AI's acquisition of Motify Group's dealer management system business, a move that consolidates the UK company's position in emerging markets.

This strategic acquisition brings together Pinewood.AI's global expertise - serving 30 000 users across 21 countries with partnerships spanning 50+ OEM brands - with Motify's established regional network of 300+ dealer partnerships developed since 2009.

The deal represents more than a simple business transfer; it's a recalibration of how automotive technology services are delivered across Southern Africa. Motify's decision to divest its DMS operations stems from a broader strategic vision to focus exclusively on its proprietary autotech solutions.

Julie Caldicott (photo), Motify's Managing Director, frames the transition as an evolution: "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."

The acquisition ensures continuity for existing customers whilst potentially accelerating innovation through Pinewood.AI's broader technological resources. Chantelle Giani, now Pinewood.AI Southern Africa's finance and operations director, alongside Layton Smith and their teams, will drive this integration.

For the Southern African automotive sector, this consolidation could herald enhanced technological capabilities and improved service delivery. Motify's retained focus on AutoRetention, AutoWeb, and AutoInsights positions it as a specialised consulting partner, whilst Pinewood.AI assumes comprehensive DMS responsibilities.

The transition, effective 1st August 2025, exemplifies how automotive technology companies are adapting to market demands through strategic focus and partnership evolution.