June 2026 - MotorK, a leading European SaaS provider for automotive retail, today announces a strategic partnership with Underdogs Group, an end-to-end Madtech group specialising in advertising, data, and marketing automation, to deliver integrated growth services to dealers and OEMs across Europe.

“Digital marketing in automotive has always required more than tools,” says Marco Marlia, President and Co-founder of MotorK. “It requires technology and expertise working as one. This partnership brings together MotorK's platform and Underdogs' specialised capabilities and assets to offer our clients something more complete: a fully integrated digital marketing offer, built for automotive and designed to scale.”

Technology and services, one integrated offer

At the centre of the partnership is AdSparK, MotorK's digital marketing solution for dealers and OEMs, combined with Underdogs' MadTech and Growth expertise. Together, the two companies will offer automotive clients an end-to-end digital marketing offer that connects platform technology with hands-on execution across European markets.

To formalise their long-term alignment, Underdogs Group has participated in a reserved capital increase in MotorK of €2.5 million, subject to a 12-month lock-up period. 

“Automotive retail is one of the most data-rich and operationally complex sectors in Europe” comments Mattia Boldrin, CRO of Underdogs. “And the opportunity to combine platform technology with specialised marketing expertise at scale is one we are uniquely positioned to capture. MotorK has built exactly the platform this sector needs. Combining it with our Madtech expertise creates an offer greater than the sum of its parts.” 

Built to scale across Europe

With over 4.000 dealer groups and 30 OEMs served across Europe, MotorK brings an established client base and direct in-market presence across the continent's key automotive markets. Underdogs brings a mature Madtech ecosystem and deep expertise in advertising, data, and growth strategy.

The partnership marks a significant step in MotorK's trajectory: expanding its offer beyond platform technology to deliver integrated digital marketing services at scale, as the automotive retail sector continues its shift toward data-driven, AI-powered growth.