Impel is driving the AI revolution in automotive—fueling seamless experiences, stronger relationships, and serious business growth. Our end-to-end AI Operating System unifies every touchpoint, empowering teams to move faster, work smarter and stay ahead.
The Force Behind the Future of Automotive Retail
Impel empowers automotive retailers with the intelligence, efficiency, and connectivity they need to improve the customer journey, drive business success, and power the industry forward. Together, we’re not just moving toward the future; we’re driving it.
Automotive AI – Where we are and what lies ahead
“Impel is revolutionizing automotive retail with an AI Operating System that unifies dealership operations, powering every interaction between dealers and consumers. From the moment a customer begins researching their next vehicle to sales, service and eventual repurchase.”
Setting the Standard
in Automotive AI
Impel is leading the charge in automotive retail with an AI Operating System that unifies operations and supercharges every customer interaction—from first search to final handshake and every mile beyond. From merchandising to sales, service to repurchase, it’s not just one platform—it’s one connected journey, delivering one exceptional experience. That’s Impel AI.
Our Vision
We envision a future where every automotive retailer, partner, and consumer benefits from smarter, more efficient, and more intuitive automotive experiences.
Michael Quigley, Impel Co-Founder and President
Our Mission
Impel revolutionizes automotive retail with our AI Operating System - connecting every touchpoint, streamlining operations, and transforming the customer experience, from first click to final handshake, and beyond.
Our Promise
Impel empowers automotive retailers and their employees to thrive in a rapidly evolving world—giving them the confidence to move faster, the intelligence to work smarter, and the tools to build lasting customer relationships - so they can always remain one step ahead.
Our Journey From Startup to Standout
From digital merchandising pioneer to Automotive AI powerhouse, Impel’s journey is one of relentless innovation—now trusted by thousands of retailers and OEMs worldwide.
Aug 2025
Named to Inc. 5000 List
Impel ranked among the Top 50 fastest growing AI companies in America on the Inc. 5000 list.
July 2025
Automotive AI Certification Program Launched
Impel launches automotive industry’s first standardized AI education and certification program.
Jan 2025
FordDirect Strategic Partnership
Strategic partnership and integration with Ford Customer Data Platform brings Impel AI to 3,000 dealerships nationwide.
Jul 2024
Impel Acquires Outsell
Pioneering automotive customer data and engagement platform provider Outsell acquired by Impel in $100M+ deal.
Feb 2024
CDK Strategic Partnership
Strategic partnership adds Impel AI into CDK Modern Retail Suite.
Jan 2023
$104M Growth Investment
Impel secures $104M growth investment led by Silversmith Capital Partners.
Nov 2022
Impel Acquires CarLabs.ai
Provider of conversational AI digital assistants for automotive fixed operations CarLabs.ai acquired by Impel.
Mar 2022
SpinCar Rebrands as Impel
Digital merchandising pioneer SpinCar changes name to Impel to reflect expanded focus on Automotive AI.
May 2021
SpinCar Acquires Pulsar AI
Early innovator of conversational AI technology for automotive Sales and BDC operations Pulsar AI acquired by SpinCar.
Nov 2019
Named to Deloitte Technology Fast 500 List
SpinCar ranked as 118th fastest growing tech company in North America.
Oct 2018
$22M Funding Round
SpinCar closes $22M financing round led by Wavecrest Growth Partners.
Jan 2014
SpinCar Enters Automotive Market
Digital merchandising pioneer SwipetoSpin enters automotive market as SpinCar.
Unrivaled experience. Unmatched Impact.
From local dealers to global OEMs, the industry's most driven players turn to Impel to spark engagement, ignite conversion, and fuel unstoppable growth—no matter where they are. This is digital transformation in overdrive.
8000+
Clients worldwide
51
Countries of operation
450
Dedicated Employees
11
Years of automotive technology innovation
Meet the Team That’s Changing the Game
Auto brains meet AI brains. Our team of automotive leaders, data scientists, and product experts knows what it takes to win—and we’re using the world’s most advanced AI to help you do it.
Our Values
Our Heart of the Company
At Impel, we move fast, think big, and lead with heart. Our Heart of the Company Award honors teammates who bring our values to life—lifting others, leading with integrity, and making every moment count.
Mike Case
Heart of the Company 2025
Mariam Matiashvili
Heart of the Company 2024
Bruce O’Brien
Heart of the Company 2023
Carlyn Harris
Heart of the Company 2022
Britt DeJohn
Heart of the Company 2021
Award-Winning. Industry-Defining.
Exceptional Client Value & Partnership
Automotive Retail Product of the Year
AI Company of The Year
Business Product Innovation of the Year
Top 50 AI Companies
Top 500 Fastest Growing Tech Companies
AI Product of The Year
IT Innovation of the Year
Top SaaS Company
Top Computer Vision AI Imaging Solution
Digital Merchandising Technology
Top Vertical SaaS Solution
Top Digital Merchandising Solution
Top Artificial Intelligence Company
Achievement in Product Innovation
Digital Merchandising Solution
Technology Innovation
Top B2B Products
Small Business of The Year
Top Marketing Solution
Achievement in Product Innovation
Most Innovative Tech Company
Technical Innovation of the Year
Best Automotive Retail Vendor
Automotive Merchandising Vendor of the Year
Interactive Brand Experience
Our Offices Around the World
Let’s Build What’s Next—Together
Think you’ve got what it takes to help us transform automotive retail? We’re always looking for curious minds, clever thinkers, and passionate pros. Reach out and let’s explore the possibilities.