South African autotech firm Motify Group has completed the sale of its dealer management system (DMS) business to UK-based Pinewood Technologies Group PLC (Pinewood.AI), marking a significant strategic pivot for the company.
The transaction, effective from 1st August 2025, sees Pinewood.AI acquire customer agreements and personnel serving the Southern African market. Since 2009, Motify has developed an impressive regional presence as Pinewood.AI's exclusive reseller, establishing over 300 dealer partnerships and 30+ OEM relationships across five countries.
Pinewood.AI brings substantial global credentials to the acquisition, operating from its UK headquarters with a 200-strong team serving more than 30,000 users across 21 countries. The company maintains partnerships with over 50 OEM brands worldwide.
The divestiture enables Motify to concentrate on its core autotech offerings, including AutoRetention, AutoWeb, and AutoInsights. These solutions address critical customer journey phases, transforming business challenges into profit-driving opportunities for motor dealers and OEMs.
"We are proud of our achievements with the Pinewood Automotive Intelligence' Platform in Southern Africa," stated Julie Caldicott (photo), Motify's Managing Director, who will continue leading the restructured company. "This positions us to transform our industry relationships using digital technology."
Chantelle Giani, formerly Motify's finance and operations director, transitions to the same role at Pinewood.AI Southern Africa. She emphasises the acquisition reflects Pinewood.AI's commitment to expanding its Southern African market presence.
The strategic separation allows both entities to focus on their respective strengths: Pinewood.AI on DMS solutions and Motify on innovative autotech consulting and technology solutions.
