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 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.
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