UK-based automotive technology company Keyloop has appointed Tim Smith as its new chief strategy officer (CSO).

The former CEO of Automotive Transformation Group (ATG), Smith will lead the company’s strategy function, focusing on value propositions and marketing.

This move comes after Keyloop’s acquisition of ATG in May 2024 and the subsequent integration aimed at enhancing automotive retail through the creation of the industry-leading automotive retail platform, Fusion.

Keyloop CEO Tom Kilroy said: “Tim is a powerful force for change in our industry and very highly regarded by our customers and partners. His impressive track record at ATG and the progress he’s already made here at Keyloop helping shape the vision of Fusion, gives me great confidence in his ability to drive further success as part of our executive leadership team.”

In the new role, Smith is spearheading the newly formed strategy team, which is tasked with driving the positioning and development of Fusion.

The platform is designed to deliver significant value across the automotive retail sector, benefiting retailers, original equipment manufacturers (OEMs), financiers, fleet suppliers, and partners globally.

Fusion represents a pioneering approach to automotive retail, encompassing four critical domains, including supply, demand, ownership, and operation.

Building on the success of ATG’s omnichannel retailing platform, which focused on supply and demand, Fusion extends its scope to include ownership and operation, integrating Keyloop’s dealer management systems and aftersales capabilities.

The platform aims to optimise the complete vehicle sales cycle, from the initial consumer enquiry to ownership and retention.

By employing Experience-First technology, Fusion seeks to enhance customer and vehicle lifetime value while simultaneously reducing operational costs, thus enabling businesses to adapt swiftly to changes within the sector.

In the fourth quarter, users of Fusion will have access to DMS integration with NetDirector iConvert and NetDirector SalesMaster.

Smith said: “We have a unique opportunity to unlock value for our customers through the power of a connected ARP. The four domains have been strategically designed to create a high-level framework that helps our customers engage the extensive experience of our people and the scale of our technology installations.

“We are laser-focused on simplifying the vehicle sales and ownership process and delivering on our Experience-First principles. Our ARP is not just about technology; it’s about helping transform the way our industry operates and delivering real value to everyone involved.”

Earlier this month, Keyloop and Bumper, a payment platform for car sales, repairs, and services, partnered to advance their integration.