Pinewood Technologies Group Plc has announced a move to strengthen its footprint in South Africa, revealing plans to acquire key assets of Pinewood Dealer Management System Business with £2.5 million in cash from an entity within the Motify Group (known as the “PWSA”).
The acquisition follows the transformation of Pinewood into an independent organisation in 2024. After parent company Pendragon Plc sold its UK motors and leasing division to Litia Motors earlier this year, Pinewood acquired Seez, an automotive and machine learning SaaS platform, further expanding its technology offering.
The transaction scheduled to close on August 1, 2025 will reveal that Pinewood will acquire customer contracts and related assets through its wholly owned South African subsidiary. The acquisition will give the company's global software platform, Pinewood.ai, full control of its sales and customer service capabilities across the South African market.
“We're looking forward to seeing you in the future,” said Bill Berman, CEO of Pinewood Technologies. He added that the move is in line with the company's long-term strategy to expand its global operations, particularly in major international markets such as South Africa, Asia-Pacific, North & Central Europe.
PWSA has been operating in the region since 2009, and during that time it has built a strong network of around 300 dealer partnerships and over 30 OEM partnerships across South Africa, Zimbabwe, Zambia, Botswana, Eswatini, Namibia and Mauritius. Pinewood.ai is also featured in many PWSA employees to envision these contracts upon completion of the transaction and ensure that customers have a continuous “high level of service and support.”
The agreement is expected to provide immediate commercial benefits, with an annual EBITDA of between £500,000 and £0.7 million.
“The acquisition will improve our market capabilities and deepen customer relationships in key growth markets,” Berman notes, adding that Pinewood's customer base in the region has grown significantly with several franchise partners in recent years.
Pinewood Technologies Group serves customers in over 20 countries and supports our global client base through partnerships with over 50 OEM brands.
