Pinewood Technologies Group PLC has announced a move to strengthen its footprint in Southern Africa, revealing plans to acquire key assets of the Pinewood Dealer Management System business from entities within the Motify Group (referred to collectively as “PWSA”) for £2.5 million in cash.
The acquisition follows Pinewood’s transformation into an independent entity in 2024, after its parent company Pendragon PLC sold its UK Motor and Leasing divisions to Lithia Motors Inc. Earlier this year, Pinewood also acquired Seez, an automotive AI and machine learning SaaS platform, further expanding its technology offerings.
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The transaction, which is expected to complete on 1 August 2025, will see Pinewood acquire customer contracts and associated assets via its wholly owned South African subsidiary. The acquisition will allow Pinewood.AI, the company’s global software platform, to take full control of its sales and customer service functions across the Southern African market.
“We are thrilled to be bringing PWSA fully into the Pinewood.AI Group,” said Bill Berman, CEO of Pinewood Technologies. He added that the move aligns with the company’s long-term strategy to expand global operations, particularly in key international markets such as Southern Africa, Asia Pacific, and Northern & Central Europe.
PWSA has been operating in the region since 2009, during which it has built a strong network of around 300 dealer partnerships and over 30 OEM partnerships across South Africa, Zimbabwe, Zambia, Botswana, Eswatini, Namibia, and Mauritius. Pinewood.AI will assume these contracts upon completion of the deal and will also onboard a number of PWSA employees to ensure continued “high levels of service and support” for its customers.
The deal is expected to deliver immediate commercial benefits, adding between £0.5 million and £0.7 million in incremental annual EBITDA.
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By GlobalData“This acquisition will enhance our Go-to-Market capabilities and deepen our customer relationships in an important growth market,” Berman noted, adding that Pinewood’s customer base in the region has expanded significantly across multiple franchise partners in recent years.
Pinewood Technologies Group serves customers in over 20 countries, supporting a global client base through partnerships with more than 50 OEM brands.
