To support their rapid expansion and streamline operations across all dealership locations, AJM Automotive required a scalable and integrated CRM solution. The objective was not just to solve immediate operational inefficiencies, but to create a future-ready system that could support growth, improve visibility, and enhance the overall customer experience.
We partnered with AJM Automotive to design and implement a comprehensive solution aimed at:
We transformed HubSpot into AJ Motors’ single source of truth by combining:
Instead of operating as separate systems, sales, marketing, insurance, inventory, and website now function within one intelligent ecosystem.
We delivered a complete UX redesign with an improved layout, streamlined navigation, and clear CTAs such as Test Drive, Finance, and Enquiries. The website was built using a mobile-first responsive approach and a consistent design system across all templates to ensure a seamless and scalable user experience.
We built a custom HubSpot CMS architecture using HubL-based templates tailored to AJ Motors’ needs. The system includes reusable drag-and-drop modules, along with global header, footer, and promotional banner controls for consistent site-wide management. This setup enables marketing teams to easily update and manage content without relying on developers.
We implemented HubDB and API-driven vehicle listings by integrating the Dealer Management System (DMS) directly with HubSpot. This enabled dynamic vehicle listing and detail pages that update automatically. Sold vehicles are instantly hidden from the website, while all inventory data is centrally managed within HubSpot for accuracy and efficiency.
To eliminate lead leakage and response delays, we centralized all inbound leads from multiple marketing and digital channels directly into HubSpot. Each lead is automatically captured, standardized, and intelligently routed to the correct dealership based on predefined rules. Sales representatives receive instant notifications, enabling immediate follow-up. This automation ensures that every opportunity is tracked, assigned, and acted upon without manual intervention, significantly improving response times and consistency across all 10 branches.
We designed five fully customized quote templates aligned with AJM Automotive’s pricing structure and sales offerings, including trade-ins, finance packages, insurance add-ons, and bundled deals. By embedding the entire quoting and deal lifecycle within HubSpot, we created a structured and guided sales journey for the team, from initial lead capture to final deal closure. This streamlined process eliminates fragmented tools and ensures every deal progresses through a standardized, trackable workflow.
Autosure Insurance Integration
To simplify insurance processing, we implemented a seamless API integration between HubSpot and Autosure. Sales teams can now apply for mechanical warranties and insurance directly from within the CRM, without switching systems or manually re-entering data. The integration keeps information synchronized across platforms, reduces human error, and accelerates the customer purchase journey, making insurance applications fast, secure, and fully automated.
Beyond sales automation, we extended HubSpot into a powerful operational system. Automated invoice generation and refund handling reduce administrative workload, while real-time vehicle stock tracking ensures accurate inventory visibility across all dealership locations. When a vehicle is sold, ownership records are created instantly within the system. This structured automation replaces spreadsheets and manual updates, providing a scalable foundation for operational growth.
To speed up deal closures and enhance customer convenience, we implemented a secure digital signature solution. Customers can review and sign purchase agreements, finance contracts, and insurance documents online through a protected gateway. This eliminates paperwork delays, reduces back-and-forth communication, and creates a smoother, more professional buying experience.
We built dynamic, executive-level dashboards that provide leadership with real-time visibility into business performance. These dashboards track dealership-wise sales revenue, marketing effectiveness by lead source, quote conversion rates, pipeline performance, and inventory turnover. With centralized and accurate data available at a glance, decision-makers can act quickly, identify trends, and make informed strategic decisions.
By combining standard and custom HubSpot objects, advanced workflows, API integrations, custom code, tailored UI cards, and secure e-signature tools, we transformed HubSpot into a fully integrated automotive sales and operations platform. Instead of functioning solely as a CRM, HubSpot now serves as AJM Automotive’s single source of truth, connecting sales, insurance, finance, and inventory into one scalable, intelligent ecosystem designed for long-term growth.
Category | Tools & Technology | Details & Purpose |
CRM & Growth Platform | HubSpot Sales Hub & Marketing Hub | Centralized CRM to manage leads, deals, customer communication, pipeline tracking, marketing automation, and performance reporting across all dealership locations. |
Integrations | Make (formerly Integromat) | Used as a middleware automation platform to connect HubSpot with external systems, synchronize data in real-time, and streamline complex cross-platform workflows. |
Customization | Custom Objects (Vehicles, Refunds, Ownership) | Built tailored data structures within HubSpot to manage vehicle inventory, track refund processes, and record ownership transfers — aligning CRM functionality with automotive business needs. |
Automation | Custom Workflows & API Integrations | Implemented automated lead routing, deal stage progression, notifications, task assignments, and real-time API data exchange to eliminate manual intervention and reduce delays. |
Insurance Integration | External API Server (Autosure) | Integrated Autosure insurance directly into the CRM system, allowing insurance details to be processed and tracked seamlessly within the sales workflow. |
Approvals & Documentation | Secure E-Signature Gateway | Enabled digital contract signing to accelerate deal closures, reduce paperwork, and ensure secure and compliant documentation handling. |
Reporting & Analytics | Advanced Dashboards & Metrics | Designed real-time dashboards to monitor sales performance, inventory movement, dealership KPIs, revenue tracking, and operational efficiency. |
The Result
All leads from multiple digital and offline channels are now captured and managed within a single CRM system. This eliminated data silos, reduced duplication, and ensured every inquiry is tracked from first contact to deal closure. Sales teams across all 10 locations now work from one reliable source of truth.
Automated lead routing ensures inquiries are instantly assigned to the correct dealership and sales representative. This significantly reduced response times, improved customer engagement, and increased the likelihood of conversion.
By automating workflows, deal progression, quoting, insurance integration, and documentation, AJM minimized repetitive administrative tasks. This reduced human errors, improved process accuracy, and allowed teams to focus more on selling rather than paperwork.
Management now has complete visibility into performance across Auckland, Hamilton, Wellington, and Christchurch. Inventory levels, deal stages, revenue performance, and operational KPIs can be monitored in real time, enabling better coordination between branches.
The integration of quoting, insurance (Autosure), billing, refunds, and ownership management created a seamless end-to-end workflow within HubSpot. From lead capture to vehicle delivery and documentation, the entire lifecycle is automated and connected.
Advanced dashboards provide actionable insights into sales performance, inventory turnover, team productivity, and revenue trends. Leadership can now make data-driven decisions quickly, confidently, and strategically.
“As AJM Automotive expanded across 10 dealerships, managing leads, sales, insurance, and inventory became increasingly complex. We needed more than just a CRM, we needed a fully connected ecosystem.
The transformation delivered exceeded our expectations. Today, every lead flows automatically to the right dealership, our sales team works within a structured and guided process, and insurance applications are handled seamlessly through integration. The visibility we now have across revenue, performance, and stock levels has fundamentally changed how we make decisions.
What used to take multiple systems and manual coordination now happens inside one intelligent platform. The efficiency gains alone have been game-changing for our team.”
Revenue systems, crafted on HubSpot. Implementation, onboarding, migration, integration and managed services for the US, Australia, New Zealand & India.
