Dealer tech firm Pinewood Technologies Group is making a £33 million acquisition of Dubai-based artificial intelligence and machine learning company Seez, with an aim to enhance its offerings to motor retailers.
The takeover follows an initial strategic investment in Seez that Pinewood announced last September.
Seez is an AI and ML-powered automotive omnichannel software as a service platform, and it already offers a broad product portfolio which includes its AI Chatbot, SaaS modules and a suite of e-commerce and omnichannel products to automotive dealer groups across the globe.
Pinewood said the acquisition enhances its in-house capabilities, particularly in the development and deployment of AI chatbots for customer service and sales support, proprietary AI and ML modules for vehicle appraisal and inventory management, and AI-powered digital marketing tools.
Pinewood Technologies Group chief executive Bill Berman said: "Since making our strategic investment in Seez in September 2024, we have made strong progress together and the full acquisition of the business is a compelling opportunity to build on this early success.
"Seez is an outstanding company that has developed highly sophisticated AI and machine learning products that are increasingly critical tools for the automotive retail market and they are highly complementary to our own Automotive Intelligence platform.
"This transaction supports the delivery of the strategy we set out in October 2024 and it will significantly enhance our customer proposition."
Seez achieved 80% gross profit margins in 2024 and has been growing its revenue rapidly and is expected to boost Pinewood's profits from 2026, its first full year under Pinewood's ownership.
Seez chief executive and co-founder Tarek Kabrit added: "By combining our advanced AI-driven solutions with Pinewood's proprietary data and deep dealer integrations, we are creating a next-generation platform that will empower dealerships with smarter, more efficient tools to drive growth. This acquisition not only accelerates Pinewood's expansion into the North American market but also enables us to collectively redefine how dealers interact with technology, streamline operations, and enhance customer experiences.
"The future of automotive retail is intelligent, autonomous, and data-driven-together, and we couldn't have asked for a better partner to make that future a reality."
With 80% of North American car dealers already utilising AI tools, the acquisition better positions Pinewood to meet the demands of North American dealers and enables the company to bring the latest technology to international markets. In addition, the Acquisition means that Pinewood will be well-placed to drive the roll-out and adoption of AI tools in Pinewood's home market, the UK.
An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
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