Automotive retail software provider Pinewood Technologies has warned that delays to its major contract with Marshall Motor Group will weigh on FY26 profits as it shifts the rollout of its Pinewood.AI system at the AM100 dealership group into the second half of 2026.
The company said the implementation timeline has slipped from an expected Q1 2026 start, following a longer than anticipated planning phase with Marshalls to help align the rollout with other technology projects.
Pinewood Technologies secured the major five-year contract with Marshall Motor Group in 2024, cementing its position as a supplier to a fifth of the top 20 UK dealer groups.
Under the agreement, Pinewood’s systems are to be implemented across Marshall’s 120 dealerships, marking a significant expansion for Pinewood in the UK market.
Marshalls delay hits profits
This change in timing will result in FY26 underlying EBITDA coming in below current market expectations, highlighting the financial contribution of the Marshalls contract to Pinewood’s growth.
Since the contract was signed in October 2024, Marshalls has also expanded its dealer network with new brands including Geely Auto, Omoda, Jaecoo, BYD and Genesis, adding further complexity to the rollout.
Despite the delay, Pinewood reaffirmed its medium term outlook, stating it still expects to achieve underlying EBITDA of between £58m-£62m by FY28, supported by existing contracts and a strong pipeline.
Growth to support recovery
Elsewhere, Pinewood said progress remains on track with other major deployments, including the rollout across Lookers, which began in July 2025 and is scheduled to complete in Q4 2026.
In 2025, Pinewood Technologies landed the five-year contract with Lookers owner Global Auto Holdings to implement its Automotive Intelligence platform across its entire dealership network in the UK, North America, and Scandinavia.
With over 155 franchise dealership locations and an extensive distribution division, Global Auto Holdings, which bought Lookers in 2023, represented the largest non-affiliated dealership group to adopt Pinewood’s platform.
In February, the company completed a 13-site go-live across Lookers’ Mercedes-Benz dealerships, marking a key milestone in the programme.
Bill Berman, chief executive officer of Pinewood Technologies Group, said: “We are proud to be part of the continuing growth story of Marshalls and Constellation Automotive Group. As they partner with a number of new OEM partners, we look forward to helping them drive their business forward with the Pinewood.AI system delivering productivity improvements and increased efficiencies.
“I am encouraged by the progress of the Lookers rollout, which reflects the strength of collaboration between the Pinewood.AI and Lookers teams. We remain on track to complete the Lookers implementation on schedule. Preparations for our rollout with Lithia in the US also continue at pace, with module testing progressing well as we prepare to launch later in 2026.”
He reported that international expansion is also continuing, with North American testing underway alongside Lithia, and a full rollout expected to begin later this year.
“Our team have done an excellent job on the North American market work so far, on both the integrations needed and the product localisation. We are now close to entering what is comfortably the biggest market in the world, with over $9 billion of addressable revenue,” said Berman.
“The acquisition of our Netherlands reseller highlights our commitment to growing Pinewood.AI’s customer base in Central Europe. We have acquired a very successful business and an excellent team who will help us accelerate our growth in this key region.”
Pinewood will publish its FY25 results on 22 April.
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