There’s no doubt the automotive retail sector is experiencing one of the most transformative periods in its history. In the latest Fusion webinar, industry leaders from the UK, Canada and the Middle East came together to discuss fragmentation, data, AI readiness, and how automotive retailers can unlock efficiency without overwhelming frontline teams.
The webinar was hosted by Jacqui Barker, Keyloop’s Global OEM Strategy Director and host of the Drivetime podcast. The panel included:
- Tim Smith – Chief Strategy Officer, Keyloop
- Niel Hiscox – Chief Executive Officer, Clarify Group Inc.
- Andy Barratt – Founder, Anduma Advisory
- David Robertson – Marketing Director, Leasys UK
Across markets, one message came through clearly: unification – not more technology – is the path forward.
Below are the key takeaways from the session.
1. Fragmentation is now the industry’s biggest cost
Kicking off the webinar, Tim highlighted just how much fragmentation has crept into the automotive ecosystem: “Our systems are not all talking to each other… data doesn’t flow in the right way at the right time.”
With more than 80 manufacturers in 90+ markets, the level of complexity Keyloop sees every day is increasing, not reducing. Years of layering tools, point solutions and conflicting processes have created “heat loss” – wasted energy, time and money across automotive retail operations.
Tim emphasised how this misalignment erodes customer experience, profitability and even trust:
“We’re losing time, we’re wasting money… and we’re burning loyalty because journeys are so disjointed.”
2. Unification is the way forward
Tim explained that adding more systems might feel like progress, but in reality it continues to multiply the problem:
“Let’s add more tech? All that does is create more systems, more contracts, more risk – and more complexity.”
Instead, the panel aligned on the idea of unification – shared data sets, common architectures, and platforms that connect processes rather than fragment them.
Tim was clear:
“Unification is the only approach that truly scales.”
With unified data and shared governance, AI and automation can finally deliver on their promise.
3. Market perspectives: Middle East, Canada, and the UK
The panel brought powerful perspectives from three very different markets: The Middle East, Canada, and the UK.
Middle East: Lightning-fast growth, but capability gaps
Andy highlighted the extraordinary pace of change in the Middle East: “The speed of change is enormous… 55 new brands arriving post Covid.”
He noted that the region has the highest digital adoption in the world, but internal teams struggle to keep pace. “It’s getting the people to run at the speed of the tech that’s the challenge,” he said.
Canada: Relationship-driven, but facing uncertainty
Niel spoke to the region’s geopolitical and consumer market uncertainty: “We’re entering what may or may not be a successful renegotiation of USMCA… dealers are focused on what they can control.” market uncertainty:
Despite Canada’s relationship-led culture, there’s willingness to evolve: “Dealers want technology to help them design better roles and data foundations.”
UK & Europe: Slow but steady operational evolution
While not driven by explosive market change, the UK and Europe face their own operational challenges, especially unifying OEM systems and bringing consistency across large dealer groups.
4. Data is becoming the new competitive edge
Across all markets, the foundation for transformation is clear: clean, consistent, structured data.
David’s view from a leasing perspective was sharp: “We need a single viewpoint to make the best decisions on fleet, customers and market data.”
With new brands entering the market at pace, residual value forecasting is becoming more complex – and more critical. Andy reinforced this, saying: “Data quality is a massive issue… data is the new horsepower.”
5. AI needs reliable data foundations before it can scale
The panel agreed that AI will enhance human decision making – not replace it – but only if the foundations are right.
David emphasised responsible adoption: “We must tread carefully. It’s a copilot, not a replacement – especially for vulnerable customers.”
Niel added that dealers aren’t scared of AI, they’re just unsure how to operationalise it: “I can see the win, but how do I get there? What’s the combination of tools, training and governance?”
Tim closed this section by reminding the audience that AI is following a similar trajectory to early digital marketing: “We’re in another cycle… we need to prove it works, but avoid creating yet more verticals on top of broken processes.”
6. People still sit at the heart of automotive retail
Despite rapid digitisation, every panellist agreed: human relationships remain critical.
Niel summarised it perfectly:
“AI shouldn’t come between me and my customer. It should help me understand them better.”
And Tim reinforced the enduring role of frontline expertise: “It’s always humans in the loop. Training, education and transformation are critical.”
7. The industry is ready – but collaboration is essential
The webinar ended with a call for shared responsibility across the ecosystem: OEMs, Dealers, Fleet providers and technology partners. Each must align around common standards, platforms and governance to unlock efficiency and reduce friction.
Tim closed with a powerful statement:
“If we unify, we don’t just improve the system – we redefine it.”
Closing thoughts
This webinar made one thing clear: the future of automotive retail belongs to organisations that simplify, connect, and unify.
The winners won’t be those with the most tools, but those with the most connected customer journeys, the cleanest data, and the strongest human-centred processes.
Watch the full webinar on demand here.
