Automotive Transformation Group (ATG) has completed the acquisition of sector software provider Salesmaster just two weeks after its global launch.

GForces and Autofutura promised to join the dots of automotive e-commerce after formally rebranding as Automotive Transformation Group following their merger back in April.

Now the new business has made its first acquisition in the form of Salesmaster and chief executive Christian Erlandson, who spoke exclusively to AM earlier this month, said that the addition will be “instrumental in furthering our overall commercial strategy, as we create something truly unique in the automotive digital retail space”.

A statement issued by ATG said that bringing SalesMaster into its existing business, specifically under its GForces brand, would “enhance its ability to support its customers embracing the opportunities available through the delivery of a truly omnichannel consumer journey”.

Founded in 2009 and headquartered in the UK, SalesMaster counts inventory stock management tool STOCKBOOK, vehicle booking system DEMO DIARY and FLEETBASE, its fleet-focused order management platform, among its key products.

Each will now be seamlessly integrated into ATG’s market offering.

With a focus on new vehicles, data quality and operational sales efficiencies, ATG said the tools will enable retailers and OEMs to work smarter by consuming multiple data feeds into a single, simple interface, saving both time and money.

ATG’s chief product officer, Giles Smith, said: “We already had an excellent working relationship with the team at SalesMaster, having collaborated on a series of successful, leading-edge GForces client projects.

“They are true industry vehicle data specialists who have worked in a dealer sales environment and therefore understand the complexities of managing various data sources for both new and used vehicles. Their digital know-how and client base are an ideal fit.”

Erlandson said: “I’m delighted to welcome the whole SalesMaster team into the Automotive Transformation Group family.

“They will be instrumental in furthering our overall commercial strategy, as we create something truly unique in the automotive digital retail space.”

SalesMaster chief executive, Chris Stott, said: “We’ve been on a huge growth journey over the last 11 years and this latest stage is our most exciting yet.

“We’re delighted to become a part of the Automotive Transformation Group and look forward to a great international future together in the years ahead.”