Automotive Transformation Group

What Automotive Transformation Group does

Automotive Transformation Group (ATG) was a UK-based B2B enterprise software provider founded in 2021, focused on digital transformation for automotive dealerships and OEM dealer networks. Its core offering was a platform-plus-modules architecture centered on the Fusion Automotive Retail Platform, integrating a Dealer Management System (DMS), digital retail/Sales Hub, Acquisition Hub, Marketing Services, Vehicle Hub (inventory), Service Hub (retention), and VEGA (business intelligence and analytics). The technology processed approximately 4 billion consumer interactions enriched with operational data, supporting omnichannel online-to-offline vehicle purchasing, 360-degree consumer views across web, showroom, and DMS, and dealer-facing business intelligence. ATG was acquired by Keyloop in May 2024 and now operates as the consumer-facing engagement layer within Keyloop's broader automotive retail platform; the ATG website redirects to Keyloop.

ATG's revenue model was B2B SaaS subscriptions sold on an annual, quote-based enterprise pricing model to dealership groups and OEMs, with no publicly disclosed pricing tiers. Go-to-market was enterprise field sales via dedicated Account Managers for large dealership groups, supplemented by a global distribution partner network across the UK, France, Germany, Italy, and Spain, and a partner programme connecting customers to third-party technology integrations. The company also pursued industry positioning through awards (consecutive Car Dealer Power wins in 2023 and 2024, National Tech Awards 2023, ISO 27001 certification via A-LIGN in 2025) and patron sponsorships of industry bodies including SIMI, SMMT, and the Automotive 30% Club. ATG acquired SalesMaster in July 2021 within two weeks of its own global launch to seed its digital vehicle sales capability, and was itself acquired by Keyloop in May 2024, after which its operations and products were integrated into Keyloop's platform.

Name

Automotive Transformation Group

Website

https://atg.auto

Company type

Private

Founded year

2021

Operating status

Acquired

Headcount range

251–500 employees

Short description

ATG provided B2B enterprise SaaS for automotive dealerships and OEMs, including a Dealer Management System, digital retail, CRM, and business intelligence, processing 4 billion consumer interactions. Founded in 2021 in the UK and acquired by Keyloop in May 2024.

Ownership category

akta.pro rank

Product category

Automotive Retail Software

NAICS

Automotive Parts and Accessories Retailers (44133), Motor Vehicle and Parts Dealers (441)

SIC

Retail-Computer & Computer Software Stores (5734), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Automotive Parts, Tools & Accessories Marketplaces (CRAFABAJ)

akta.pro secondary industry

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

Keywords

• Automotive retail software
• Dealer management system
• Digital vehicle sales
• Consumer engagement platform
• Automotive CRM software

Headquarters

HQ city

Bearsted

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions: SaaS-based dealership management and digital retail software provided on subscription basis to automotive dealerships and dealership groups

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

ATG provided automotive retail technology for OEMs, dealer groups, finance providers, and independent dealerships, with a portfolio built around the cloud-based Fusion Automotive Retail Platform that combined dealer management, digital sales, consumer engagement, inventory, and aftersales capabilities through specialized modules. The company's products were designed to deliver omnichannel vehicle retail journeys from initial consumer engagement through finance qualification, contract execution, and aftersales service.

Product overview

ATG operated as a provider of automotive retail solutions featuring a platform-plus-modules architecture. The core offering was the Fusion Automotive Retail Platform, which integrated multiple dealership functions through specialized modules including Sales Hub (sales and deal management), Acquisition Hub (customer acquisition), Marketing Services (campaign management), Vehicle Hub (inventory management), Service Hub (aftersales and retention), Keyloop DMS (dealer management system), and VEGA (business intelligence and analytics). ATG was acquired by Keyloop in May 2024, and the ATG website now redirects to Keyloop's platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Fusion Automotive Retail Platform

Quantifiable outcome

• Reduced days to sell vehicles through faster digital sales processes
• +1 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• KeyloopcoreOthers · 1 May 2024Keyloop announced acquisition of Automotive Transformation Group in May 2024. The acquisition combines ATG's consumer-facing engagement tools with Keyloop's Experience-First technology to create an intelligent, composable, connected automotive retail platform. ATG products are now integrated into Keyloop's portfolio.
• SalesMastercoreStrategic or Co-development Partner · 28 July 2021ATG completed acquisition of automotive software supplier SalesMaster two weeks after its global launch. The acquisition enhanced ATG's digital vehicle sales offerings and supported omnichannel customer journeys by adding SalesMaster's automotive software capabilities.
• SIMI (Society of the Irish Motor Industry)minorStrategic or Co-development PartnerSIMI is the representative body for the motor industry in Ireland. ATG/Keyloop serves as a patron sponsor supporting the Irish automotive retail industry organization.
• Automotive 30% ClubminorStrategic or Co-development PartnerPatron sponsor of Automotive 30% Club, an industry initiative promoting gender diversity in the automotive sector.
• SMMT (Society of Motor Manufacturers and Traders)minorStrategic or Co-development PartnerAssociate member of SMMT, the UK automotive industry's representative body, demonstrating industry alignment and standards compliance.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Reynolds and Reynolds: Long-standing US DMS and retail management system provider to franchised dealers. Competes with ATG in dealer operations and document management.
• Keyloop: Global automotive retail software provider and parent of ATG since May 2024. Directly comparable as a horizontal SaaS platform serving dealer groups across sales, service, and DMS.
• Cox Automotive: Operating parent of Dealertrack, VinSolutions, Autotrader, Kelley Blue Book and Manheim. Competes head-on with ATG across DMS, digital retailing, inventory, and dealer marketing.
• Salesforce (Automotive Cloud): Horizontal CRM platform with an automotive vertical cloud solution. Competes with ATG's CRM and consumer-engagement capabilities at the enterprise end of the dealer market.
• CDK Global: One of the largest DMS and digital retailing providers to automotive dealers in North America and globally. Direct competitor across DMS, CRM, and dealer digital marketing.

Direct peers

• Auto/Mate (now Reynolds): DMS provider for franchised dealerships with CRM and desking tools. Direct competitor in mid-market dealership software.
• PBS Systems: Canadian-headquartered DMS provider with dealership software, CRM, and web solutions for automotive and powersports dealers. Comparable as a regional DMS+CRM incumbent.
• Dominion Enterprises (Dealer Center/Dominion DMS): Provides DMS, digital marketing, and CRM solutions to automotive dealers. Comparable to ATG in the mid-market dealer software segment.
• DealerSocket (now Cox Automotive): Dealer management and CRM platform with digital retailing, desking, and equity-mining tools — directly comparable to ATG's Sales Hub, Acquisition Hub, and DMS.
• Tekion: Cloud-native automotive retail platform (Automotive Retail Cloud) spanning DMS, CRM, and consumer experience. Most direct cloud-first competitor to ATG's integrated offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/automotive-transformation-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Automotive Transformation Group