AutoPlay joins Sydney-based group

An automotive software and service company says it is business as normal for its clients after being bought by an Australian company. 

Auckland-based AutoPlay is now part of the Marque Group, which has its headquarters in Sydney.

“We’re excited to be part of the Marque Group, and to be working with its other companies to build on this success and boost our operations across Australia,” says Craig Brown, AutoPlay’s founder.

He’s staying on as managing director and emphasises nothing will change for clients. Customer service and development functions will be retained in New Zealand with extra resources.

Brown told Autofile: “It will take three or so months to come up with road-map changes and implement them. It’s steady as we go while looking at other areas to create more value for the group and our clients. 

“Good change doesn’t happen overnight and the Marque Group already has good pedigree in New Zealand with Smart Loyalty, which is based in Hamilton.”

The Marque Group has bought Autoplay to expand its strategic footprint with it now being part of the automotive technology organisation’s other entities – Aura, Smart Loyalty, THREE60 CRM and Vital Software.

It provides “a suite of data-chain solutions” to motor-vehicle sales and after-sales sectors across the Tasman, and in New Zealand, the UK and Europe. 

The group’s offerings include trade loyalty, customer experience, service retention, customer-relationship management (CRM), data and analytics. 

Brown says: “We’re excited a company with a drive to offer the best market outcomes for clients has taken the reins. A lot of people who looked at our business didn’t have New Zealand dealers as a high priority. The Marque Group does.

“It operates in 24 countries, so we’ll be able to learn from that and bring back knowledge for our customers, who will continue to have our full attention.”

Brown was approached by Pemba Capital Partners, which owns the Marque Group, about 18 months ago. “It has always been my vision to see AutoPlay expand into other markets and this deal gives us the best platform to do that.”

AutoPlay services about 80 per cent of New Zealand franchised dealers, and will expand its presence in the Australian market after launching there. It already has offices in Melbourne.

Gary Martin, chief executive officer of the Marque Group, says: “The addition of AutoPlay strengthens our offering to the global automotive sector. 

“AutoPlay’s innovative solutions to everyday issues have become a backbone tool of most franchised dealerships in New Zealand. We look forward to helping it grow.” 

In Australia and New Zealand, AutoPlay will work alongside Smart Loyalty and Vital Software. The former is business-to-business loyalty company, which runs trade rewards programme GetGenuine and dealer-channel incentive platform I:nfluence. 

Vital Software provides data-driven automotive solutions across CRM, lead distribution, service and parts performance reporting.

AutoPlay will also be able to work with UK-based platforms – customer-experience Aura and after-sales THREE60 CRM