Stellantis picks Amperity for unified customer data

Stellantis has selected Amperity for its customer data transformation programme, covering the carmaker's brands and customer touchpoints.

The agreement is intended to help Stellantis recognise customers across brands, households and vehicles through a unified view of data gathered from across the business. The group's portfolio includes Maserati, Opel, Peugeot, Ram, Abarth, Alfa Romeo, Chrysler, Citroën, Dodge, DS Automobiles, Fiat, Jeep, Lancia, Vauxhall, Free2move and Leasys.

Stellantis chose the platform after evaluating it against real-world data and business requirements. In a proof of concept, Amperity ingested millions of records in minutes and created a unified customer view in less than three days.

The process addresses a central issue for large automotive groups, where customer information often sits in separate systems linked to brands, dealers, service providers, websites and marketing tools. A buyer may research one vehicle online, buy another through a dealership, book servicing through a different provider and later consider a different marque within the same group.

Without a connected view of those interactions, manufacturers can struggle to track changing customer preferences, ownership histories and after-sales opportunities. The challenge has grown as vehicle groups try to maintain direct relationships with customers across digital and physical channels while also working through dealer networks and service partners.

Stellantis plans to use the system for cross-brand engagement, after-sales activity, loyalty programmes, personalised messaging and campaign measurement. Business users will also be able to build audiences and respond to real-time signals from customer activity.

Automotive complexity

Automotive data presents a more complex identity problem than many retail categories because relationships can stretch over years and involve multiple vehicles, household members and intermediaries. Customer records may also be fragmented across lead-generation systems, customer relationship management software, dealer tools, service databases and consent records.

Amperity said its architecture would allow Stellantis to use the system alongside its existing data and technology estate rather than replace those platforms outright. In practice, core operational systems such as customer relationship management, dealer, lead and service platforms would continue to manage their own workflows.

The company is also promoting Pér, its AI agent for customer data, as part of its wider automotive offering. According to Amperity, the tool is designed to help teams use connected shopper and owner data to identify audience opportunities, recommend outreach and prepare approved actions in supported workflows.

Depending on the data available and customer permissions, the system can draw on information such as website and configurator activity, leads, purchases, vehicle relationships, service history, appointments, dealer interactions, campaign exposure, consent and contact history. The aim is to give staff a fuller record of the customer relationship at the point decisions are made.

A unified customer view can also be used beyond the initial sale. Manufacturers, for example, can identify when an owner may be approaching a servicing milestone or showing signs of interest in another vehicle, allowing communications to reflect recent activity and ownership circumstances.

Vendor push

The Stellantis deal gives Amperity a prominent automotive customer as competition intensifies among software providers offering customer data platforms, identity resolution tools and AI-based workflow products. Carmakers and dealer groups have become attractive targets for such vendors because they hold large volumes of customer, vehicle and service data, often spread across separate systems and brands.

Amperity, founded in 2016, says more than 400 brands worldwide use its platform across sectors including travel, retail and financial services. It has offices in Seattle, New York City, London and Melbourne.

"Automotive buyers span brands, vehicles, households, dealers, digital interactions and years of ownership, making it especially critical to know everything about your customer," said Kabir Shahani, Founder & Co-Chief Executive, Amperity.

"We are thrilled to see Stellantis using our technology to build the foundation to recognise customers as their needs evolve and respond in the moments that matter. Amperity's core technology will turn fragmented signals into the real-time understanding its teams and AI agents need to make better decisions and deliver more relevant experiences," Shahani said.