IImpel

Impel says more than 8,000 car retailers and manufacturers in 51 countries use its software, which it markets as an Automotive AI Operating System. Its agents answer shoppers’ questions about specific vehicles, handle trade-in and financing questions and book sales and service appointments at any hour.

General Motors and the TrueCar marketplace both picked Impel in 2026 to supply AI to their dealer networks.

How It Works

Impel splits the work among several agents that share information. Chat AI answers shoppers on dealer websites, vehicle detail pages, social pages, digital ads, email and listing sites, using a feature called Conversation Connect so the context follows the customer. Sales AI follows up on leads and books showroom visits. Service AI fills service bays and brings customers back. Voice AI answers dealership calls and logs each one as a tracked opportunity. Marketing AI runs loyalty campaigns, and Merchandising AI improves listings with 360-degree walkarounds, video tours and image enhancement.

Impel calls the combination a multi-agent network that coordinates merchandising, marketing, sales and service. For TrueCar it built a custom agent that serves members arriving through partners such as AAA, credit unions and military programs, answering questions and guiding financing before a dealership visit. Impel says its existing dealer partners see an average 27% increase in sales conversions and that its platform has influenced more than $11 billion in sales and service revenue, both company figures.

Pricing

Impel does not publish pricing. Dealers and OEM programs buy through sales, and modules are sold separately, so the price depends on how many agents and rooftops are involved. Ask how pricing changes when moving from chat alone to the full suite.

What to Watch Out For

The breadth of the product is both its strength and the reason buyers should scope carefully, since overlapping modules can drive up costs. Performance numbers come from Impel. The materials reviewed do not list specific DMS or CRM integrations, so confirm how appointments and leads reach your existing systems. Dealers should also ask how the agents hand a qualified shopper to a salesperson, and how quickly staff are expected to pick up those handoffs, since a fast AI reply loses value if the human follow-up is slow.

Recent News

In February 2026 TrueCar named Impel its exclusive AI partner for its network of 11,500 certified dealers. Impel won three Stevie Awards for its agentic platform in April, and in July it expanded its AI services to General Motors dealers nationwide.