Stellantis taps Amperity for customer data overhaul

Stellantis has selected Amperity for its customer data transformation programme, aimed at improving how it identifies customers across its brands and touchpoints.

The platform will make customer information available across the organisation so business teams can build audiences, respond to real-time signals and support cross-brand engagement, after-sales activity, loyalty programmes, personalised messaging and campaign measurement.

Automotive groups manage long, fragmented customer relationships, with interactions spread across dealers, service centres, websites, apps and multiple vehicles over several years. This becomes more complex when households own more than one vehicle or buy from different brands within the same manufacturer group.

Stellantis owns a portfolio of marques across several markets, making customer recognition across brands a significant data challenge. It chose Amperity after assessing the platform against its business requirements and live automotive data.

Proof of concept

In a proof of concept, Amperity said it ingested millions of records in minutes and created a unified customer view from Stellantis automotive data in less than three days. The exercise was designed to reflect real-world requirements and support complex, real-time uses across the customer journey.

Amperity added that Stellantis would be able to work with its existing data and technology systems through the platform's architecture, helping reduce data silos and make better use of current technology investments.

The deal highlights the growing focus among carmakers on first-party data as they seek a fuller picture of customers over longer ownership cycles. Manufacturers are under pressure to coordinate sales, servicing, loyalty and digital communications more closely as consumers move between channels and brands.

Kabir Shahani, Founder & Co-CEO of Amperity, said the automotive sector presents a particularly difficult identity problem because customer records are often split across many systems and interactions.

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

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

Amperity provides customer data software that combines records from different systems into a single customer profile. Its platform is used by more than 400 brands worldwide across sectors including retail, travel, financial services and hospitality.

For Stellantis, the immediate use case is not limited to marketing. Access to broader customer context can support decisions across engagement, service and measurement, suggesting a wider operational role for unified customer data across the business.

The agreement also reflects how automotive groups are trying to connect dealer-led and manufacturer-led interactions more effectively. Customer information is often distributed across retail networks, after-sales systems and digital properties, making it harder to recognise when the same person appears in different places.

Amperity said the project would help Stellantis recognise customers across brands, households and vehicles. That matters in a market where a single family may interact with several marques within one corporate group over time, while also generating separate records through financing, servicing and online research.

Amperity's comments suggest Stellantis is seeking a consistent customer identity layer that can be shared across teams rather than maintained in isolated systems.