Impel announced a strategic partnership with FordDirect, a joint venture between Ford Motor Company and its franchise dealer network, that brings Impel’s conversational AI products to Ford Dealers and Lincoln Retailers.
Through a direct integration with FordDirect’s Customer Journey Platform (CJP), more than 3,000 Ford dealers will be able to leverage proprietary customer data and Impel AI to deliver hyper-personalized concierge experiences at every stage of the customer lifecycle. The two companies made the partnership announcement at the 2025 NADA Show in New Orleans.
According to Impel officials, automotive retailers generate vast amounts of customer behavioral data, yet due to siloed legacy systems and a patchwork of digital platforms, aggregating and accessing this valuable asset has been a longstanding struggle. Customer Data Platforms (CDPs) were designed to address these challenges, but without the ability to fully activate this data, the business impact of these investments is limited.
Generative AI
Impel is a global leader in AI solutions for the automotive industry, The development of generative AI applications has created new opportunities for harnessing customer data and insights to deliver more relevant and impactful experiences at every customer touchpoint. Impel’s Automotive AI platform leverages state-of-the-art conversational AI technology paired with proprietary language models to activate CDP data and engage customers with personalized content and experiences.
Through a bi-directional integration of FordDirect’s CJP with Impel AI, the companies are creating a virtuous cycle that grows stronger with every interaction. Customer data and insights are used to inform AI interactions, while AI interactions generate new self-reported customer data that is fed back into the CJP.
FordDirect Benefits
Dean Stoneley, CEO of FordDirect said by activating his company’s deep consumer insights with Impel’s conversational AI capabilities, they are enabling dealers and retailers to connect with customers in more meaningful and impactful ways.
“The results from our early pilots with Impel demonstrate the power of intelligent automation for dealers and consumers alike,” said Stoneley. “Together we’re not just responding to the needs of today’s automotive market—we’re shaping the future.”
Pilot Results
Impel’s AI solutions reduce friction for consumers and increase productivity and performance for dealers. In a recent pilot program, the companies reported measurable business impacts including:
- A 65 percent lift in showroom appointments set from inbound sales leads
- A significant increase in sales team productivity, including a 24 percent increase in outbound phone calls made and 2x total touches per lead
- An average of 132 incremental service repair orders per dealer per month
Devin Daly, co-founder and CEO of Impel, stated leadership at both companis are united in a vision to transform automotive retailing by making every interaction with every customer more efficient, effective and engaging
“This partnership is not just about implementing technology – it’s about building more meaningful relationships that inspire lifelong customer loyalty,” said Daly. “Together with FordDirect, we’re equipping dealers with solutions that not only streamline operations but also elevate the customer experience.”
Ford Dealers and Lincoln Retailers can learn more about the partnership by visiting the Impel booth (#4651) at the 2025 NADA Show in New Orleans from January 24 – 26.