Harwoods and SMC veteran to head new ELLA Auto CRM venture

Sonia Hobbs, a former marketing director of AM100 dealer groups Harwoods and SMC Motor Group, is set to head a new venture launched by ELLA Digital, the firm owned by former GForces director Jamie Dixon.

Hobbs has been tasked with leading ELLA Auto, a new division focused on helping motor retailers enhance their CRM and customer engagement.

As managing director of ELLA Auto, Hobbs will be responsible for overseeing the division’s strategic direction, fostering partnerships with OEMs and dealer groups and leading its sales initiatives.

She was most recently marketing director of 21-site Harwoods from 2021 to November 2023 but had led the marketing strategy, including its digitalisation, for SMC (Slough Motor Company) from 2005 until 2017 when it was acquired by Allen Motor Group/Supergroup UK.

“This is just the beginning of an incredible journey,” said Hobbs.

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