Automotive Transformation Group acquires leading automotive software supplier SalesMaster

· The acquisition underlines the Group’s overall strategy to support its automotive industry customers to keep pace with rapid automotive digitalisation, driving cost efficiencies and embracing commercial opportunities through an omnichannel consumer journey

Kent, United Kingdom – 29 July 2021: Just two weeks after its global launch, the Automotive Transformation Group has completed the acquisition of leading automotive industry software supplier SalesMaster. With it, the Group has further underlined its intent to be a key player in the global automotive digital retail landscape.

Bringing SalesMaster into the Automotive Transformation Group, specifically under its GForces brand, will enhance its ability to support its customers embracing the opportunities available through the delivery of a truly omnichannel consumer journey.

Founded in 2009 and headquartered in the UK, SalesMaster already serves many franchised dealer sites in its domestic market. Its key products are inventory stock management tool STOCKBOOK, vehicle booking system DEMO DIARY and FLEETBASE, its fleet-focused order management platform. Along with the company’s other software solutions, each will now be seamlessly integrated into the parent company’s offering to create an even more powerful platform, adding specific expertise and insight in the areas of stock management software development. With a focus on new vehicles, data quality and operational sales efficiencies, the tools will enable retailers and OEMs to work smarter by consuming multiple data feeds into a single, simple interface, saving both time and money.

Commenting on the acquisition, Giles Smith, Chief Product Officer, Automotive Transformation Group, said, “We already had an excellent working relationship with the team at SalesMaster, having collaborated on a series of successful, leading-edge GForces client projects. They are true industry vehicle data specialists who have worked in a dealer sales

environment and therefore understand the complexities of managing various data sources for both new and used vehicles. Their digital know-how and client base are an ideal fit.”

Christian Erlandson, CEO, Automotive Transformation Group added, “I’m delighted to welcome the whole SalesMaster team into the Automotive Transformation Group family. They will be instrumental in furthering our overall commercial strategy, as we create something truly unique in the automotive digital retail space.”

SalesMaster CEO, Chris Stott, commented, “We’ve been on a huge growth journey over the last 11 years and this latest stage is our most exciting yet. We’re delighted to become a part of the Automotive Transformation Group and look forward to a great international future together in the years ahead.”


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