Artificial intelligence is reshaping vast swathes of industry – and the motor retail sector is no exception
Suppliers have been working hard to incorporate artificial intelligence where it will provide the greatest benefit, whether back-of-house doing some of the heavy-lifting administration or directly in front of consumers managing early-stage enquiries.
And while motor retailers tell Automotive Management there is still work to be done to link up their technology stacks and eradicate inefficiencies such as double-keying and numerous logins, suppliers clearly understand the importance of seamless integration.
Ahead of publication of the 2025 AM Dealer Technology Guide this Thursday, of which the headline sponsor partners are Assurant, Car Care Plan, CitNOW Group, Cox Automotive and Keyloop, we asked their leaders to share their thoughts on dealer groups’ use of technology.
What are some of the key elements for dealerships to consider to smooth their implementation of new technology?
CitNOW Group chief executive Boris Huard and chief marketing officer Anthony Kay: “ROI and success criteria from technology often falls short due to poor integration and data silos. To successfully implement new technology, dealerships must prioritise seamless integration across their fragmented tech and data stack. Choosing solutions that eliminate double-keying, speed up processes, and improve data management and insights is key. A unified data approach, automation, and strategic tech planning can unlock real growth. Equally important is effective onboarding, team training, and ongoing support from suppliers. Effective and continuous technology learning and development drive long-term success. Finally, dealerships should define clear success metrics from the start to ensure the technology delivers measurable, meaningful results.”
Keyloop’s chief strategy officer Tim Smith: “New implementations are often shaped by practical, short-term operational goals, but it’s important to also reflect a broader vision for where the business is heading. Notably, anticipate how greater use of automation and AI will help teams better understand performance, increase efficiency and boost revenues. It’s beneficial to have a ‘customer first’ mentality – it’s at the heart of our new Fusion Automotive Retail Platform (ARP) and is an ethos that helps deliver positive customer outcomes and amplify vehicle and customer lifetime value. Additionally, ensure all new technologies can draw upon a single source of accurate, actionable customer data.”
Do you expect the dealer-supplier relationship to become even closer in future due to the crucial role of technology?
CitNOW Group’s Huard and Kay: “Yes, the dealer-supplier relationship will only grow stronger as technology plays an increasingly vital role in dealership performance. Even with increased investment in technology, many dealers still find it challenging to realise its full potential. Suppliers who deeply understand dealership operations and pain points, especially those with automotive expertise, will become essential partners. Tailoring tech stacks to individual retailer needs, with a focus on integration, usability, and unified data, is now critical. A streamlined tech strategy isn’t optional; it’s key to delivering standout customer experiences and staying competitive. Strong partnerships will help dealerships drive sustainable growth and make smarter, more impactful technology decisions.”
Keyloop’s Smith: “We might be a little biased, but I’d say so! Retailers are looking to suppliers to help them maintain and drive their success in a fast-changing market. Our intelligent inventory and asset risk management tools, for example, provide a single source of truth, enabling more proactive and strategic decision-making when it comes to vehicle supply, pricing and advertising. Whether our customers are managing new, used, pipeline or fleet vehicles, Keyloop technology provides the insights and tools they need to maximise vehicle visibility, achieve faster stock turn and reduce advertising spend.”
What would you say dealer groups should look out for from technology in the future?
CitNOW Group’s Huard and Kay: “Dealer groups should prioritise technology that empowers customers with digital self-service tools and a seamless transition between online and offline experiences, offering personalised journeys tailored to individual preferences. Crucially, technology must be customer-centric, designed to deliver exceptional customer experiences whilst making the users life easy. The future also points to the growing role of AI in sales and marketing, helping personalise interactions and improve lead conversion. Finally, integration is key: systems must work seamlessly together to provide a unified view of the customer whilst streamlining operations. The right tech stack will empower dealers to be more agile, efficient, and responsive in a rapidly evolving market.”
Keyloop’s Smith: “Unquestionably, we will see an acceleration in the uptake of automation and AI in motor retail. Initially this will largely be about helping current processes work more effectively, but the sector should look beyond this.Sales opportunities can be more automated and driven by the wealth of data that is increasingly at the retailer’s disposal. The end goal should be that the sales or aftersales customer feels empowered to make simple purchase decisions at a moment that most suits them and their particular circumstances. This shift towards ‘omnichannel 2.0’ will be powered by AI, and it’s a key focus for much of our current product planning.”