Harwoods and SMC veteran to head new ELLA Auto CRM venture

Sonia Hobbs, a former marketing director of AM100 dealer groups Harwoods and SMC Motor Group, is set to head a new venture launched by ELLA Digital, the firm owned by former GForces director Jamie Dixon.

Hobbs has been tasked with leading ELLA Auto, a new division focused on helping motor retailers enhance their CRM and customer engagement.

As managing director of ELLA Auto, Hobbs will be responsible for overseeing the division's strategic direction, fostering partnerships with OEMs and dealer groups and leading its sales initiatives.

She was most recently marketing director of 21-site Harwoods from 2021 to November 2023 but had led the marketing strategy, including its digitalisation, for SMC (Slough Motor Company) from 2005 until 2017 when it was acquired by Allen Motor Group/Supergroup UK.

“This is just the beginning of an incredible journey,” said Hobbs.

“With my passion and experience in the automotive industry and ELLA Digital's prowess in digital transformation, I’m excited to make great change and influence how dealers can get closer to and win back customers and challenge conventional approaches by being smarter with data and AI.”

The division's services include the integration of Conversica's AI Revenue Assistants, which are designed to support marketing, sales, and customer success efforts.

ELLA Digital, which describes itself as a boutique digital transformation specialist, was founded 2021, five years after Dixon left GForces - now Automotive Transformation Group - where he had spent 15 years in the sales director role.

Jamie Dixon, founder of ELLA Digital, added: “ELLA Auto aims to be the trusted partner and pioneer in business evolution within the automotive landscape. We aim to revolutionise the industry through innovation, AI, personalised solutions and a relentless commitment to empowering businesses to be more efficient, modern and valuable.”