What Pinewood Technologies Group does

Pinewood Technologies Group PLC is a UK-headquartered (Birmingham) public software company founded in 1981 that provides a cloud-based Automotive Intelligence Platform serving automotive retailers and OEMs. Spun out of Pendragon PLC in late 2023 and listed on the London Stock Exchange (PINE) and US OTCQX (PINWF), the company operates under the Pinewood.AI brand and serves customers across 36+ countries with reported FY2025 revenue of £40.5 million, up approximately 30% year-over-year.

The core platform is a single-database, cloud-based dealer management system (DMS) covering sales, aftersales, accounting, CRM, F&I, parts, and business intelligence functions, supplemented by an AI product suite (CARS) launched in December 2025 that includes chatbot (Assist), customer connection (Connect), marketing automation (Reach), aftersales optimization (Serve), and performance optimization (Boost) modules. The March 2025 acquisition of Dubai-based Seez brought proprietary AI/ML capabilities in-house covering vehicle appraisal, inventory management, and digital marketing, while integrations span 500+ third-party systems across 50+ OEM brands. The platform processes £18 billion+ in annual dealership revenue and manages 40 billion+ rows of operational data.

Revenue is generated primarily through enterprise SaaS subscriptions with multi-year contract structures, exemplified by a $60 million long-term Lithia Motors contract for US/Canadian dealerships, a five-year Global Auto Holdings agreement covering 155+ franchise locations across the UK, North America, and Scandinavia, and a five-year Marshall Motor Group contract for approximately 120 UK dealerships. The go-to-market is direct enterprise sales to large dealership groups and OEMs, supplemented by industry event presence (NADA, AM Live). Pinewood has guided to FY2028 underlying EBITDA of £58-62 million, with approximately £50 million of that target stated to be covered by existing customers and signed contracts as of the FY2025 results.

Name

Pinewood Technologies Group

Legal name

Pinewood Technologies PLC

Website

https://pinewood.ai

Company type

Public

Founded year

1981

Operating status

Operating

Headcount range

251–500 employees

Short description

Pinewood Technologies Group PLC is a UK-based public software company providing a cloud-based dealer management system and Automotive Intelligence Platform serving automotive retailers and OEMs across 36+ countries, with FY2025 revenue of £40.5 million.

Ownership category

akta.pro rank

Product category

Automotive Dealer Management Software

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• Dealer management software
• Automotive retail platform
• Cloud DMS solutions
• Automotive intelligence platform
• AI-powered dealer software

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. SaaS Subscription (DMS Platform): Subscription-based revenue from dealership management system (DMS) and Automotive Intelligence Platform. The company reported FY2025 revenue of GBP 40.5 million, up approximately 30% year-over-year. Revenue driven by new customer wins, upselling, and the March 2025 acquisition of Seez.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Pinewood Technologies Group provides a cloud-based Automotive Intelligence Platform that serves as a comprehensive Dealer Management System (DMS) for automotive retailers and original equipment manufacturers (OEMs). The platform unifies sales, service, accounting, F&I, customer, parts, and manufacturer operations with embedded AI capabilities, helping dealership groups digitally transform their operations. The company also offers AI-driven bespoke solutions (CARS, Connect, Assist, Reach, Serve, Boost) and LicenceLink for licence document automation.

Product overview

Pinewood.AI is a cloud-based automotive retail technology platform providing a unified ecosystem with modular intelligence solutions. The core Automotive Intelligence Platform integrates sales, service, accounting, business intelligence, F&I, customer, and parts management into one database. The AI product suite (CARS) includes Connect, Assist, Reach, Serve, and Boost modules for specific dealership functions. Seez, acquired March 2025, provides underlying AI chatbot, vehicle appraisal, inventory management, and digital marketing capabilities. The platform serves dealers and OEMs across 22+ countries with over 50 OEM partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Pinewood Automotive Intelligence Platform: Cloud-based dealership management system providing integrated software across sales, aftersales, accounting and CRM
• CARS
• LicenceLink
• SeezBoost
• Connect
• Assist
• Reach
• Serve

Products and services

• Pinewood Automotive Intelligence Platform Core cloud-based Dealer Management System (DMS) that unifies sales, service, accounting, F&I, customer, parts, and manufacturer operations for automotive retailers and OEMs worldwide.
• CARS (Conversational Automotive Retail Suite)
• LicenceLink
• Connect
• Assist
• Reach
• Serve
• Boost

Quantifiable outcome

• 70% average reduction in number of systems required
• +12 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability9 records

Feature9 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Lithia MotorscoreStrategic or Co-development Partner · 1 July 2025Major strategic partnership involving two transactions in July 2025: (1) Pinewood acquired Lithia's 51% stake in North American JV for $76.5M, gaining full control of its North American platform; (2) Simultaneously signed $60M long-term contract to implement Pinewood's system across Lithia's dealerships in US and Canada, with pilots starting H2 2025 and wider roll-out in FY26.
• Volkswagen Group JapancoreStrategic or Co-development Partner · 10 May 2025Five-year contract secured with Volkswagen Group Japan, announced April 2025. Expands Pinewood's presence in Japanese automotive market.
• LookerscoreStrategic or Co-development Partner · 25 March 2025Ongoing system implementations at Lookers' dealerships. Part of February 2025 contract announcement. Lookers is one of the major UK dealership groups.
• SeezcoreStrategic or Co-development Partner · 24 March 2025Acquired 90.9% stake in Dubai-based Seez for approximately £33.3M ($42M). Seez is an automotive AI & ML SaaS platform offering chatbot, vehicle appraisal, inventory management, and digital marketing tools. Previously invested $4.2M in September 2024.
• Global Auto HoldingscoreStrategic or Co-development Partner · 15 February 2025Five-year contract to implement Pinewood Automotive Intelligence platform into all of Global Auto Holdings' owned dealerships across UK, North America and Scandinavia. Represents 155+ franchise dealership locations, making it the largest non-associated major dealership group to adopt the platform.
• NFDA (National Franchised Dealers Association)minorGTM or Marketing Partner · 7 January 2025Associate membership in NFDA, the organization representing franchised car and commercial vehicle retailers in the UK (4,500+ franchise outlets). Provides networking and advocacy access.
• Marshall Motor GroupcoreStrategic or Co-development Partner · 22 October 2024Five-year contract (announced October 2024) to implement Pinewood's system into approximately 120 Marshall dealerships in the UK. Implementation delayed from original timeline to H2 2026.

Scale indicators18 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• PBS Systems: Canada-based DMS and dealership software provider with full retail and OEM offerings. Comparable to Pinewood as a mid-sized, geography-rooted DMS specialist expanding beyond its home market.
• Dealertrack (Cox Automotive): Dealertrack's DMS and F&I platform is a direct competitor to Pinewood's sales, F&I and CRM modules, particularly for US dealership groups seeking integrated retail solutions.
• Frazer Computing: Provider of DMS software for independent and franchised auto dealers in the US, focused on sales, F&I, service and accounting. Comparable independent DMS competitor with similar SMB and dealer-group positioning.
• Reynolds and Reynolds: Established US DMS and retail management system provider for automotive dealers, with end-to-end software across sales, F&I, service and accounting. Closely aligned with Pinewood's core DMS value proposition.
• Tekion: Cloud-native automotive retail platform (Automotive Retail Cloud) serving dealerships with integrated CRM, DMS, accounting and consumer experiences. The most direct AI/cloud-native competitor to Pinewood.AI in modern dealer software.
• Dominion DMS: Dominion's DMS and dealer software products serve franchised dealerships with integrated retail management functionality, comparable in scope to Pinewood's platform modules.
• CDK Global: Largest US dealer management system (DMS) provider serving automotive retailers with software for sales, service, CRM and accounting. Directly comparable to Pinewood as a full-stack automotive retail SaaS platform competing for the same dealership customers.
• RouteOne: F&I and credit-application platform widely adopted by US franchised dealers. Overlaps with Pinewood's F&I Intelligence module and is comparable as a dealer-retail technology partner ecosystem.

Broad incumbents

• Cox Automotive: Diversified automotive services and technology conglomerate owning Dealertrack, vAuto, Kelley Blue Book, Autotrader and Manheim. Competes with Pinewood through its broad dealer software suite and OEM data products.

Emerging players

• vAuto (Cox Automotive): Inventory and pricing intelligence platform for dealers, part of Cox Automotive. Comparable to Pinewood's Sales Intelligence and stock/valuation modules in addressing dealer operational analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pinewood-ai
• Xx.com/pinewoodtech
• Facebookfacebook.com/pinewoodtech

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pinewood Technologies Group