Pentagon Motor Group has adopted Apple’s Business Chat technology across its dealerships to allow customers to communicate via instant iMessage.

The service aims to reply to messages within 30 seconds and is expected to boost engagement at the Derbyshire-based AM100 retail group with those who are not able to call the dealership.

Pentagon’s customers can now book a test drive, enquire about a vehicle, clarify specifications, or book a service just at the touch of a button on their mobile phone.

Jonathan Lingham, head of marketing at Pentagon, said: “We know that at least 40% of our customers use iOS devices so this will now give almost half of them a fast and simple way to communicate with us. It’s on their terms, they control the convenience.”

“When people think of ‘chat’ options, they may imagine a computerised chatbot that is all automated and doesn’t really resolve the questions they had.

"With this service we are offering, you are talking to a real person in the Pentagon team and shouldn’t have to wait more than 30 seconds for a reply during business hours.”

Pentagon, which was acquired by Imperial Holdings' Motus Corporation last August, claims to be the first of its kind offer the service.

When on Pentagon’s website or on Apple Maps, customers can talk with the dealership over iMessage by clicking the “text” icon that will automatically open a message.