FRF Group is a family-run automotive business operating eight state-of-the-art showrooms and an Accident Repair Centre. The group represents Toyota, Lexus and Volvo, with locations spanning the M4 corridor through Swansea, Bridgend, Carmarthen, Haverfordwest, Newport and Cardiff.
Each site offers new and used car sales, Motability, business services, service and MOT facilities, plus a large parts operation specialising in trade sales for garages and bodyshops. FRF Group is known for its commitment to customer service, continuous staff development and ongoing investment in the latest repair and workshop technologies.
In 2025, FRF Group partnered with AI Assistant to modernise how the business engages customers across aftersales and sales.
Challenge
FRF Group needed a reliable way to make better use of its customer and vehicle data, contact customers at scale and take pressure off busy aftersales teams. Traditional contact methods were inconsistent and time consuming, particularly across a multi-brand, multi-location group.
For sales, the challenge was similar. The group wanted a smarter way to re-engage its audience, uncover warm buying intent and convert more opportunities.
Solution
The relationship began with Cleanse, ensuring FRF Group had accurate, up-to-date customer and vehicle data to work from. With this foundation in place, two initial sites went live with automated Service, MOT and VHC reminder conversations in January 2025.
AI Assistants handled customer outreach at volume, qualified responses and passed warm opportunities directly to FRF’s teams. After six weeks the results were clear, with strong read rates, high referral rates and excellent conversion. The decision was made to roll out across the entire group.
Following the aftersales success, FRF introduced AI-powered Sales Conversations to re-engage existing customers and identify in-market buyers. The impact was immediate.
Performance
AI Assistant now supports FRF Group across both aftersales and sales:
- Strong read, referral and conversion rates across every aftersales location
- Consistent daily outreach, ensuring far more customers are reached than traditional methods could achieve
- Sales Conversations delivering significant commercial value, with 212 vehicles sold between May and November 2025 driven directly by AI-powered engagement
The group now benefits from higher-quality customer interactions, smoother workflows and a more predictable pipeline of aftersales and sales opportunities.
“AI Assistant has transformed how we keep in touch with our customers. The reach has been exceptional and the conversion rates speak for themselves. Our teams now spend more time speaking to customers who are ready to book, which has had a clear impact on aftersales performance.”
Tim Horsley – Group Aftersales Manager, FRF Group
“The sales results have been outstanding. Engaging customers at scale without increasing workload has unlocked opportunities we simply wouldn’t have reached before. The 212 cars sold within months of starting shows how powerful this approach is for the business.”
Alistair Ramsden – Group Performance & Compliance Manager, FRF Group
