LONDON: Pinewood Technologies Group, a leading cloud-based software provider for the automotive retail industry, announced Monday it has agreed to acquire key assets of the Pinewood Dealer Management System business from entities within the Motify Group (collectively known as PWSA) for £2.5 million in cash.
The acquisition, made through Pinewood’s wholly owned South African subsidiary, is expected to close on August 1, 2025. It includes customer contracts and other strategic assets tied to the software-as-a-service (SaaS) business, which has operated across Southern Africa since 2009.
The deal will give Pinewood.AI full control over its sales and customer service operations in Southern Africa, a region where PWSA has built a strong presence with approximately 300 dealer partnerships and more than 30 OEM relationships across South Africa, Zimbabwe, Zambia, Botswana, Eswatini, Namibia, and Mauritius.
“This acquisition is consistent with our strategy to expand our global operations, and it will enhance our Go-to-Market capabilities and deepen our customer relationships in an important growth market,” said Bill Berman, CEO of Pinewood Technologies Group. “Our customer base in Southern Africa has grown across multiple franchise partners in recent years and this move reflects our confidence that we can drive further growth in the region in the years ahead.”
The transaction is expected to deliver immediate commercial benefits, contributing an estimated £0.5 million to £0.7 million in incremental annual EBITDA. Pinewood.AI will also assume all relevant customer contracts and transfer a number of regional employees to ensure continuity of service and support.
The acquisition aligns with Pinewood.AI’s broader international growth strategy, which targets expansion in Southern Africa, Asia Pacific, and Northern & Central Europe. It follows the company’s February 2025 acquisition of Seez, an AI and machine learning SaaS platform for the automotive sector.