Direct Affinity CX has relaunched as Affinity to power the ‘human edge’ in automotive’s AI era.
The brand transformation involves a renewed strategic direction, aimed at redefining customer experience across the automotive retail sector.
Phil Williams, CEO at Affinity, said: “Relaunching is much more than a new name and a visual overhaul – it marks a clear evolution in how we help Automotive Groups solve their biggest CX challenges. The retail landscape has reached a tipping point; isolated software that handles one slice of the buyer journey is no longer enough.
“Retailers need an integrated partner who understands how every touchpoint connects. While technology provides scale and data gives direction, human understanding is what ultimately closes the deal and builds long-term loyalty.
“Our new brand gives us a stronger, clearer platform to show how combining intelligent tech with real human interaction turns customer engagement into accountable revenue.”
As Automotive Groups face squeezed margins, shifting buyer habits and the transition to electric, many have heavily invested in automated CRM systems and digital platforms.
However, retailers are seeing potential sales slip through the cracks at key friction points where automated systems fail to engage customers on a human level.
Affinity directly addresses this gap, bringing together data analytics, intelligent automation and managed human expert teams.
The business provides a unified operational framework spanning customer acquisition, lead conversion, customer reactivation and aftersales retention. It turns passive digital interactions into measurable commercial results.
In the last 12 months, Affinity has helped to generate over £450 million in sales for its partners, supporting franchised dealer networks, independent groups and OEMs.
Its new proposition, “Technology gives scale. People make the difference”, establishes a new benchmark for automotive CX.
